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When Steve Jobs launched the iMac in 1998, he was quoted as saying, "these new product lines give people what they want most, a lightning fast laptop and a striking new consumer Macintosh." Is Jobs correct in this assessment? Is speed, look, and brand really the main drivers for consumers? Did Jobs' strategy to capture market share in the personal computer industry focus on the right aspects? This paper will venture to say no and suggest the following alternative strategy: Apple should build a new business in "Wintel" PCs, while continuing to sell Macs to the design and publishing segment of the market. In order to support this conclusion, Apple's competitive advantages and industry forces must be analyzed.

Apple has been in business since 1976, and has built a number of competitive advantages along the way. Four such differentiations are brand loyalty, innovative hardware design, dedicated market shares, and ease of use. What Jobs recognized in 1998 is that consumers did want a......

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Approximate Word Count: 730
Approximate Pages: 3 (250 words per double-spaced page)

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