Established in 1977 by Steven P. Jobs and Steven Wozniak, Apple originally specialized in manufacturing personal computers. However, following the company’s expansion strategy, it began to broaden its product portfolio and shift its focus to the consumer electronics market (Datamonitor, 2010). In 2007, the company changed its name from Apple Computer Incorporation to Apple Incorporation, reflecting its growing presence in the consumer electronic industry.
As a major player in the consumer electronic industry, Apple offers diversified products and services (Datamonitor, 2010). Its hardware products range from Mac computers, iPods, iPhones, and other peripheral products and accessories, such as printers and storage devices. Its software products include operating systems (Mac OS), application software (iTunes), and Internet software (Quick Time). Aside from its high quality products, Apple further addresses consumer needs by the development of Apple Care, which provides product support and services for its customers.