products, such as Mac, OS, and iProducts Enhance new products – update existing products & create ecosystem to support them Lock in buyers – loyal users make it fashionable to own Apple brand products Raise barriers against imitation – control their proprietary (soft)hardware Establish alliances – Wintel made Apple faster, leaner, and allowed access to larger networks Apple & PC industry (2010): With Dell, Acer, Lenovo, and HP controlling about 55% of the industry, rivalry was intense…
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