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1. Historically, what were Apple's major competitive advantages?
Apple were a very successful company at maintaining competitive advantage over its main competitors, this success can be analysed in more detail using Porter's five forces model which is broken into:
1. The threat of substitute products
2. The threat of the entry of new competitors
3. The intensity of competitive rivalry
4. The bargaining power of customers
5. The bargaining power of suppliers
These are the five forces that determine the competitive intensity and therefore attractiveness of a market.

The threat of substitute products
Lev Grossman once commented that, "Apple is essentially operating its own closed miniature techno-economy." In other words Apple do everything for themselves, they produce their own hardware, software, operating systems and peripherals such as consumer electronics. This made it very difficult for competitors and new entrants to the market alike, to copy their ideas. There were......

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Approximate Word Count: 1631
Approximate Pages: 7 (250 words per double-spaced page)

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