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1、与众不同的苹果，创新的商业模式InMay26,2010,abigeventhappenedintheUnitedstates.Onthatday,AppleCorpsurpassedMicrosoftCorpastheworld，smostvaluabletechnologycompanywithamarketcapitalisationof$221billion360million.ByJuly30th,themarketvalueofAppleCorphadrisenby5%to$235bill
2、ion,furtherwideningthemarketvalueofMicrosoftCorp・WithApple'smarketcapitalizationgrowthoverthepastfiveyears,itisnotimpossibleforAppleCorptobetheworld，slargestcompanyinayear・Exxon,theworld，smostvaluablecompanybymarketcapitalisation,hasamarketcapitalisati
3、onof$280billion,whichhascontinuedtodeclineinvalueoverthepastyear・Only7yearsagoinearly2003,AppleCorp'smarketvalueisonlyabout6billionU・S.dollars・Inashortspanof7years,themarketvalueofabigcompanyhasincreasedbynearly40times・Ifitisamiracleinthehistoryoftheen
4、terprise,noonewillobjecttothisview・Theworld，stopfinancislmediaareinvariablysingingpraisesfortheAppleCorpandAppleCorp'sCEOJobs・TheAppleCorpranksfirstamongtheworld，sgreatestcompanieslistedinbusinessweek・Inthe^HarvardBusinessReview"forthefirsttimein88year
5、stolaunchthegreatestCEOrankingZhang,Jobsiscertainlyrankedfirst・Inthedelugeofmediareports,mostobserverswillbeApple，ssuccesstothegeniusofJobsCEO.Indeed,Jobs，spersonalcharmincomparable,hisdesigngeniusofhismarketingskillswillbeobvioustopeople,somany"applep
6、owder"withanairalmostofidiocy.Butinbusinessobservation,thesuccessofacompanyisdangeroustoaperson,nomatterhowgreatheis.Thegreatnessofanentrepreneurliesnotinhispersonalcharm,butinwhatbusinessmodelandcorporateculturehebringstohisbusiness,andsodoesJobs・What
7、didJobsbringtotheAppleCorp?WhyisApple'smarketcapitalisationsoaring?Toanswerthisquestion,let'stakealookatwhatJobsdidattheAppleCorpfrom1997to2003.In1997,Jobsreturnedtotheapplehecreated,whentheAppleCorpwasinjeopardy,withamarketcapitalisationoflessthan$4bi
8、llion・ThefirstthingJobsreturnedtoApplewastoreshapeApple'sdesigncultureandlaunchiMac,whichwouldallowappletobecomeacoolbrandagain.ButthecapitalmarketofJobsdoesnotappreciate,justlikethepreviousiMacAppleproducts,isatypical"nonmainstream''pe
