Consumer Behavior and Apple Company Strategy

Apple Inc. was founded in 1976 by Steve Jobs and Steve Wozniak. In its early days Apple was a company with a very simple structure with only two people in the company. It is a multinational company whose main activity was the manufacture and sale of computers but this is no longer the majority since the early 2000s. Other products have taken the upper hand in the turnover (ex: Ipod, Mac, Iphone...). Then from 2001, the company diversifies into the technological field with the release of Ipods and the sale of music via the Internet. While privileging the design of its products. Apple is known for its strength in selling products (even expensive ones) to teenagers and also for the strong popularity of its brand among this target group. The iPod is surely the product that has sold best among young people and many companies have tried to reproduce what Apple had managed to do to attract the favors of such a coveted age group. Apple knows how to attract this audience. On the one hand, many teenagers have been in contact with Apple products in their youth (especially at school).