The PC was invented on April Fool’s Day in 1976. The two inventors, Steven Jobs and Stephan Wozniak, were working out of a garage and possessed very little knowledge of the importance of marketing in successful product production and distribution. They were primarily inte

The introduction of the iMac, “…the most innovative PC ever created,” cemented Apple’s success in the 1990s. Innovative, fast and easy-to-use, the iMac sold more than 800,000 units in 1998. The introduction of fun colors and a hip new advertising campaign demonstrated the strong definition of the target market for the iMac—a wide market ranging from students through small business owners.

Scully returned to Apple in 1997 and after an analysis of the moderate success of the previous campaigns, he re-invented Apple marketing. The new strategy involved the introduction of a controversial “Think Different” campaign, and the deletion of many products in the Apple line. Furthermore, Apple extended its sale capabilities into the Internet, selling computers on The Apple Store online and over the phone.

Another possible solution is to make the ‘perks’ of the more expensive models increasingly available on the lower price model—allowing a consumer to create their own system based on individual needs in a manner similar to a car purchase. By following a strategy based on that of Wendy’s—‘have it your way—Apple could differentiate their product by personalizing the product in a limited number of features.

Currently Apple is pursuing a variety of methods to maintain and increase their market share. They will be presenting a newer, faster, value priced Power Macintosh G4s targeted towards a more sophisticated target market. They will also increase the distribution by adding new retail outlets and selling their computers through its own Apple Stores. Furthermore, they are planning on repositioning the Mac as the best game platform—demonstrating their astute knowledge of the interests of the growing ‘games’ market segment. However, Apple still faces many challenges in the 21st century, including the maintenance of the sales momentum of its consumer iMacs, reduction of the price differential between their different products, and marketing their new wireless portable PC.

This solution is a highly internet-based strategy. By using the internet to offer packaged and individualized computers, the company would be able to target Generation X in a manner not offered yet by com

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