ABSTRACT
It is apparent that the prevailing characteristic of Apple’s image is its innovativeness. Many consumers like Apple’s products for several reasons: ease of use, “cool” look, sleekness, inspiring software, and better and improved hardware. Apple’s innovations embody user-focused design efforts and creativity. Apple’s flurry of new products reflects an underlying understanding of the way its consumers think. In addition to developing new products, Apple has also taken the lead in selecting parts, components, and accessories that are the best of their kind to go along with their products.
