Apple is one of the most successful companies in history. Even during periods in which the company struggled, it was known for being innovative. In the late 1990s and early 2000s, Apple began its rise to dominance in a range of technology areas and established itself as the trendsetter in mobile devices. What is it that makes Apple so desirable and so special? How does the company keep up its formidable status even decades after the introduction of its first desktop computers, and what is it about the company that inspires such excitement and loyalty among its customers? Here is an analysis of some aspects that set Apple apart from their competition.

1. THE UNIQUENESS BEHIND APPLE BRAND
VARUN KESAVAN, RESEARCH SCHOLAR, E- MAIL ID - varunkesavan@yahoo.com
Apple is one of the most successful companies in history. Even during periods in which
the company struggled, it was known for being innovative. In the late 1990s and early
2000s, Apple began its rise to dominance in a range of technology areas and
established itself as the trendsetter in mobile devices.
What is it that makes Apple so desirable and so special? How does the company keep
up its formidable status even decades after the introduction of its first desktop
computers, and what is it about the company that inspires such excitement and loyalty
among its customers? Here is an analysis of some aspects that set Apple apart from
their competition.
The Steve Jobs Brand
Almost inseparable from the image of Apple the company is its founder, Steve Jobs.
Jobs became synonymous with the brand and as famous as the brand itself. He
expanded the company into new areas, including the music industry, and ultimately
helped define the modern mobile category. He had a knack for divining what people
would want before they knew they wanted it.
Not only was Jobs the main force behind new products in the market, but he also took
an aggressive lead in marketing those products. When he returned to the role of CEO of
Apple in 1997, he launched plans to expand into the mobile technology market and to
reimagine the retail experience for shoppers.

2. After Steve Jobs's death in 2011 from pancreatic cancer, Tim Cook took over the CEO
position at Apple. Some industry experts believed the company would suffer from the
loss of Jobs, despite a full year of planned products put in place prior to Jobs's death.
Customers and competitors alike mourned his loss, but the company continued its
success.
Diverse Range of Products
Apple has released a number of diverse and stylish-looking products since the late
1970s. The company that started from humble beginnings in a garage grew steadily,
introducing the Apple II series of personal computers, the Macintosh, and then the much
sought-after iPod, iPhone, iPad, and Apple Watch.
New releases of products, and even updates to its operating systems, inspire
excitement among customers, developers, and the industry. Though the showmanship
aspect of Apple announcements has waned slightly with the passing of Jobs, interest in
what Apple will revolutionize next continues to energize the company's events.

3. Dynamic Business Plan
One major reason for Apple’s success is its dynamic, constantly changing business
plan. Jobs intently studied the market and tried to ascertain the pulse of the audience.
Apple originally started as just another computer company. But Jobs always knew that it
was meant for much bigger things.
Apple had to expand its offerings if it was to grow. The team, therefore, changed its
business plan to introduce a greater variety of products. Starting with the release of
Final Cut Pro, the company expanded beyond desktop computers to experiment with
MP3 players, mobile phones, tablet computers, watches, digital assistants, and more.
Jobs also changed the name of the company from Apple Computer Inc. to Apple Inc., to
reflect this broadened vision of what the company was all about.
Branded Retail Store and Experience
Apple felt that traditional retail outlets were not providing the experience with its
products that Apple knew would drive sales and inspire customer loyalty, and decided to
open its own retail store. The launch of their brick-and-mortar stores proved to be a
huge turning point for Apple.
As of 2015, Apple boasted more than 460 retail stores worldwide. This move gave the
company the push to surge in the mobile market.

4. Partnerships
Steve Jobs arranged an unexpected but important early move for Apple. In 1997, he
announced a partnership with rival Microsoft and Bill Gates, securing a $150,000,000
investment in Apple. With the deal, Microsoft would support Microsoft Office on Macs.
"We have to let go of this notion that for Apple to win, Microsoft has to lose," stated
Jobs. This rescued the company’s flagging reputation in the early and mid-1990s,
stabilizing it, and helping it back on its feet.
Later, Jobs partnered to manufacture mobile parts for rival companies such
as Samsung. This further enhanced the company’s profits and reputation as a supplier
of mobile components
.
Opening up Job Opportunities
Entering markets in Asia and Africa, Apple opened up new job opportunities for iPhone
app developers in those continents as well. The company hired employees from diverse
fields, such as musicians, artists, historians, and so on, infusing its culture with different
and unique perspectives. It is estimated that Apple has created as many as two million
jobs through suppliers and the App Store in the U.S. alone, and that doesn't include
component manufacturers that make the iPhone all around the world.