| Abstract: | Macintosh changes the way we use computers, Pixar shows us a new world of animation, and iPod, revolutionized the way we listen to music. A glossy ivory, elegantly designed machine, with a sized of a cigarette box, later known as-iPod, storms through the world since 23 Oct. 2001, available on market. Not only once it is featured as the cover story on some of the biggest publishers in the world such as Time, Newsweek, Economist, New York Times, and Washington Post. iPod?s influences are more then just music.
A decade ago, Apple Computers represents merely 3% of market share in the world. However, it attracts a group of loyal followers, some say fanatic or cult-like, even. Apple Computers? CEO, Steve Jobs, elevates the company from a firm offers cool products but short on sales to today?s complete coverage on advance technology, well organized product strategy, and innovative marketing campaigns. All these efforts quickly pay off and make iPod the new walkman in digital music world.
This research tries to analyze Apple Computers Inc., utilize qualitative methodology?s History Documentation Research methods, and Case Study methods-Semi Structured Interviews. The objective is to understand how the appearance of iPod makes a long term loss-making company into a leader in digital music market and Famous enterprises in the world.
Analysis finds Apple Computers uses its leadership?s chiastic to influences it?s corporate behavior, and to support new innovation in technology, products, and market. Through these innovative events, to create differentiation competition, furthermore, acquires competition advantages. To keep the edge of advantage, a continuous innovation culture, advancement in corporate structure, breakthrough with current innovation is necessary. |
