Apple Inc. Is an American multinational that designs and markets consumer electronics, computer software and personal computers. Best known for its Macintosh computers and line of iPods, iPhones and iPads, Apple is the text book example of a great brand. Established in 1976, Apple is attributed with popularising the graphical user interface (GUI) that all computers use today. After some ups and downs Apple really hit its stride in 1998 with the release of the iMac and has since gone from strength to strength. Having once been a personal-computer also-ran it is now the world’s second most valuable company selling everything from smartphones to digital music.
Apple surpassing Microsoft as the most valuable technology company is the latest chapter in a stunning turnaround for Apple and signals an important cultural shift – consumer tastes have overtaken the needs of business as the leading force behind shaping today’s technology.
Microsoft dominated the computer world for 20 years with its Windows and Office software, particularly in the business sector.