Introduction
This paper analyzes how apple positioned itself to take advantage of unique designs to attract sufficiently large niche market to surpass competition in US and China.in addition, evaluate apple's experience in strategic alliance. Apple, Inc. was founded by Steven Paul Jobs, Steve Wozniak and Ronald Gerald Wayne on April 1, 1976 and is headquartered in Cupertino, CA. The company designs, manufactures, and markets mobile communication and media devices, personal computers, portable music players, besides, sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. The company sells its products worldwide through their retail stores, online stores, and direct sales force and third party cellular network carriers
There is no doubt Apple bring newness and innovation with each of its product. Mac, iPhone, iPad, and
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Since last year, the country has become the company’s biggest market, and the iPhone even became China’s biggest-selling phone for a few months earlier this year. But the challenges are increasing. There are several reasons that apple was successful in China, whereas its competitors, such as Google have failed. Several times, deals with China Mobile were nearly to fell through and Apple seemed like walking away. However, they got to an agreement in the last minute. This agreement opened for Apple a new widow to sell their products to the Chinese market. Instead of making cheaper products for the new market, Apple chose to wait until Chinese disposable income increased to levels where Chinese consumers could afford Apple’s main products. Mobile phones are ubiquitous in China. Not only are they a communications device, but more and more, they are becoming an entertainment device. The App Store provides an endless assortment of new apps to play with. Most of the time, these new apps are