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Apple Computer a été créée il y a 34 ans, en 1976 en Californie, à Cupertino par Steve Jobs et Steve Wozniak. Jusquʼen 2001, Apple était une société qui ne.-/(%0+10'%$2%0-%3-+(%4'%$)-56% vendait uniquement que des ordinateurs personnels, des systèmes dʼexploitations et #$%'()+ des logiciels. A partir de cette date, Apple a ajouté à son catalogue les lecteurs MP3 +..$/01.#2345256355%$74894:;<:=>?@:/4$%A03:%<B/#.32%:0.432C (ipod). En 2007, Apple se lance dans lʼindustrie du téléphone portable avec lʼiphone. 0D;22CE0F:%4GH#;I#J:KLL=<+..$524%2#:;06%525I#%:C:M4%2#:%I#1:2 I# Enfin M; en 03M%:42#3; 2010, Apple.3;0::$;< fait émerger M; un ;7;2N1; nouveau MJO.$0%242%0:; marché, celui 2 des M; tablettes $0P%6%$;H tactiles +..$ 4 4Q0#25B;0:6424$0P#$;$62#3;RS8T,S0MUHV:KLL?<+..$;$4:6M4:;$J%:M#;23% avec lʼipad. M# 25$5.W0:.0324D$ 4C6 $J,SW0:H V:A%:< : KL=L< +..$ A4%2 513P3 #: :0#C4# 1436W5<6$#%M;24D$22;2462%$;4C6$J,.4MH Apple compte aujourdʼhui plus de 35000 collaborateurs à travers le monde pour un chiffre dʼaffaires de 42 milliards de dollars en 2009. Son résultat net est +..$ 601.2 4#Q0#3MJW#%.$#; M 89LLL 60$$4D0342#3; B 234C3; $ 10:M.0#3 #: 6W%AA3MJ4AA4%3;MXK1%$$%43M;MM0$$43;:KLL>H0:35;#$242:2;2I#4:2B$#%M quant à lui de 8,24 milliards de dollars. Dʼailleurs, Apple jouit de le meilleure marge Y<KX1%$$%43M;MM0$$43;HZJ4%$$#3;<+..$Q0#%2M$41%$$#3143PM#;62#32622 du secteur (à titre de comparaison Dell a une marge de 17,6%) et cette dernière est M3:%N3;2:60:;24:24#P1:242%0:6011:0#;.0#C0:;$C0%3;#3$P34.W%I#6% M;;0#;H en constante augmentation comme nous pouvons le voir sur le graphique ci dessous. -0#;.0#C0:;4#;;%.43$3M$4;4:25M$J462%0:+..$BE4$$232HV:KL=L<+..$4 M5.4;;5 $; KLL 1%$$%43M; M M0$$43; M 64.%24$%;42%0: 14%; ;#320#2 M5.4;;5.0#3 $4.31%N3A0%;$464.%24$%;42%0:MR%630;0A2H[4C4$#3M$J462%0:4M56#.$5:=L4:;H V:A%:$4;06%525+..$A4%2.432%M;143I#;$;.$#;.#%;;4:2;M#10:M.#%;I#J$$ ;2 6$4;;5 KLN1 : KLL>.43,:23D34:M I#% C4$03%; $4 143I# B $4 W4#2#3 M =9 1%$$%43M;MM0$$43;:.30P3;;%0:M=K\.4334..032BKLLYH

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II was displayed at a computer trade show in 1977, consumers loved it and Apple Computer was born. Typical of young companies, Apple focused on its products and had little concern for its markets. When IBM Big Blue entered the PC market in 1981, Apple was forced to become a real company, much to the disappointment of its creative young engineers who were likened to 8)43)5$-$%5 Boy Scouts without adult supervision. Fast-forward 7(%;)%0+10+0%-0+10$%< to the twenty-first century. Jobs believed that the personal computer entered the Age [4D4;M20#2.0#3#::23.3%;I#%5C0$#;#3$1436W5%:23:42%0:4$6011+..$ of the Digital Lifestyle in 2001. In a keynote address, Jobs said that the proliferation of digital devices CD ;2 $J4M4.242%0: players, $064$H MP3 /J;2 players, : A4%2 cell #: phones, ;P1:242%0: handheld %:23:42%0:4$H organizers, digital [; cameras, 422:2; M; 60:;01142#3; 2 $;.432; M 1436W5; MJ+..$ C43%:2 : A0:62%0: M;.47;H /J;2 digital camcorders,.0#3i#0%$46011#:%642%0:m0%2d23m%aa53:6%5h and more will never have enough processing power and memory to stand alone. Jobs Z4:;$64M3MJ+..$<;43:0115$.356NMHV:AA2<:0#;:C070:;.4;#:,SW0: enthusiastically proclaimed, the Mac can become the digital hub of this new digital 4M4.254#1436W5.4G%;24:4%;2#:4#234M4.254#1436W56W%:0%;o$4;23425P%;D4; lifestyle. ;#3 By $4 repositioning 6011#:%642%0: Apple 6%D$5 as the : digital A0:62%0: hub with M; killer ;P1:2; apps, M such 1436W5H as itunes, [; 6%D$; imovie, ;0:2 idvd, iphoto,.3%:6%.4$1:2$;q#:;h and GarageBand now bundled as ilife Jobs believes consumers can take full Z.#%;I#$I#;21.;<+..$;2360::#.0#3;0:4%;4:6BC:M3;;.30M#%2B#: advantage of the new digital lifestyle era..0.#$42%0:q#:t1d1;%$;.3%o;0:60:;5i#:2u24#p1:2$4a032.0.#$43%25m Critiques ;4143I#H questioned, If Steve Jobs and these market-product strategies for his vision of [J,S0M;2;n31:2$.30M#%2I#%;J;2$1%#OC:M#.431%$;Q#:;2D4#60#.M the digital ;06%525 lifestyle 0:2 era 2:25 were M on 3.30M#%3 target. He was 6 I# betting +..$ the 4C4%2 company 35#;;%3 on it. B The A4%3 rest.0#3 is history. ;J422%33 $; A4C#3;MJ#:234:6WMJkP4#;;%60:C0%25.0#3;460:;01142%0:H Nevertheless, the grid shows below suggests the market segmentation strategy Steve Jobs is using 7(%;)%0+10'%(3-1'6+(< to compete in what he sees as the Age of the Digital Lifestyle. Companies [; can :23.3%;; learn from.#c:2 this example, 2%33 in M most 62 segmentation O1.$< M4:; situations; $4.$#.432 a single M; product ;%2#42%0:; does M not fit into ;P1:242%0:;o#:;#$.30M#%2:3:23.43M4:;#::%6WM1436W5O6$#;%AH,$74 an exclusive market niche. Rather, there is overlap among products in the product line #:6WC4#6W1:2:23$;.30M#%2;M$4P411M.30M#%2;25P4$1:2.431%$; and also 1436W5; among the 4#OI#$; markets %$; to ;J4M3;;:2H which they are R4%; directed. $4 ;23425P% But a market M ;P1:242%0: segmentation M; strategy.30m#%2; 4 enabled.31%; Apple to B offer +..$ different M.30.0;3 products M; to meet.30m#%2; the needs M%AA53:2; of different.0#3 35.0:M3 market segments. 4#O D;0%:; M; M%AA53:2;;P1:2;M1436W5;H Page 1 of 2

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