Essay apple

Essay apple

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Apple Computer experienced many difficulties in the 1990’s. As five years passed, the company has had four different CEO’s. As each CEO took over, the company would go thru a different reformation. In July of 1997, Apple had submitted two-thirds of its market share. It was said that losses topped 1.6 billion dollars and shares were trading near all-time lows. Co-founder Steve Jobs had come to Apple’s rescue when the company was at its lowest point. He unleashed a series of dramatic moves like a stunning decision to sign a long-term cross-licensing agreement with Microsoft for $150 million dollars. Jobs then ended Spindler’s(former Ceo) cloning strategy and went on to kill the Newton, John Sculley’s(both former Ceo’s) pride and joy. Job’s bravest strategy was the iMac, a smart designed, low-cost Macintosh that took the market by storm in 1998. four years later, an updated and more powerful version of the iMac was introduced as a “digital hub” for Apple’s new peripheral devices and software. Job’s also broke tradition by opening many of Apple-exclusive retail stores and by outsourcing iMac production. By 2000, Jobs had reversed course on nearly every aspect of his predecessors’ strategies and had returned the company to profitability. In 2002, however, the company again faced weak unit sales, flat gross margins, and declined share in several core markets.
     Steve Jobs and Steve Wozniak dropped out of college in their early 20’s and founded Apple Co...

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