At the end of 2009, Apple adopted a differentiation strategy which was based on the ability of the company to provide innovative and high-quality products.
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Furthermore, the company should continue to compete in the personal computer industry. To a great extent, these responses are mostly based on the financial performance of Apple at the end of 2009, its market share, and the assessment of the products offered by this corporation.
In order to justify these responses, one should first look at the examples of the products offered by Apple. For instance, it is possible to mention the iPhone which was immediately recognized as the re-invention of an existing technology. Moreover, other manufacturers only tried to emulate various features of this smartphone.
Therefore, Apple was regarded as a pioneer, and its products stood out among others. These examples confirm that this business adopted a differentiation strategy.
Secondly, Apple should continue to compete in the personal computer industry because during the period between 2007 and 2009, this organization was able to increase its market share in the personal computer market from 6.4 percent to 8.7 percent (Thompson. Peteraf, and Gamble 31). Furthermore, this industry remains important for the financial performance of this company.
Overall, the strategies of Apple are premised on the first-mover advantage which means that this company that introduces an innovative product can gain the loyalty of clients.
This issue is relevant if one speaks about the products of Apple such as MacBook Air that was praised for its innovative design and ease of use (Thompson. Peteraf, and Gamble 31). Overall, the first-mover advantage may help Apple retain its position in the personal computer industry.
Thompson, Arthur, Margaret Peteraf, and John Gamble. Crafting & Executing Strategy: The Quest for Competitive Advantage: Concepts and Cases. New York: McGraw-Hill Education, 2013. Print.