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1、AnAnalysisofApple'sMarketingStrategy1.Introduction1.1TheintroductionofAppleAppleisapersonalcomputercompanyfoundedin1976byStevenJobsandSteveWozniak.Throughoutthehistoryofpersonalcomputing,Applehasbeenoneofthemostinnovativeinfluences.Infact,someanalystssaythattheentireevoluti
2、onofthePCcanbeviewedasanefforttocatchupwiththeAppleMacintosh.Inadditiontoinventingnewtechnologies,Applealsohasoftenbeenthefirsttobringsophisticatedtechnologiestothepersonalcomputer.Apple'sinnovationsinclude:Graphicaluserinterface(GUI).Firstintroducedin1983onitsLisacomputer.
3、ManycomponentsoftheMacintoshGUIhavebecomedefactostandardsandcanbefoundinotheroperatingsystems,suchasMicrosoftWindows.Color.TheAppleII,introducedin1977,wasthefirstpersonalcomputertooffercolormonitors.Built-innetworking.In1985,ApplereleasedanewversionoftheMacintoshwithbuilt-i
4、nsupportfornetworking(LocalTalk).Plug&playexpansion.In1987,theMacIIintroducedanewexpansionbuscalledNuBusthatmadeitpossibletoadddevicesandconfigurethementirelywithsoftware.QuickTime.In1991,AppleintroducedQuickTime,amulti-platformstandardforvideo,sound,andothermultimediaappli
5、cations.Integratedtelevision.In1993,ApplereleasedtheMacintoshTV,thefirstpersonalcomputerwithbuilt-intelevisionandstereoCD.RISC.In1994,AppleintroducedthePowerMac,basedonthePowerPCRISCmicroprocessor.1.2TheintroductionofApple’sproductTheAppleiPhoneprovidesitsuserwiththeultimat
6、emobiledevicewhichincludehighqualityfeaturesandstunningdesignconcept.TheiPhoneisamobilephone,ahighlyuseablewidescreeniPodwithtouchscreencontrolsandaInternetcommunicationsdevice,allrolledintooneportabledevicemakingitanoutstandingsmartphone.Thecasingissmallandlightweightwhich
7、measures115mmx61mmx11.6mmandweighs135grams.Thecasingcomesisaselectionofpopularcolorswhichincludeasleekblackglosslookfinishandasophisticatedglossywhitecolor.Thephonecomeswithahugemultitouchcolorscreenwhichactsasabrilliantdisplayas11wellastheusersinputmethodwhichallowstheuser
8、tocontrolallthephonesfunctionsusingthemultitouchscreen.Thescreenmeasures3.5Inchesa
