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Short excerpt:

Apple was founded in Cupertino, California on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne to sell the Apple I personal computer kit (Apple Inc. History, 2008). Since the introduction, Apple Company faced many ups and downs in its business history. Microsoft was the prominent competitor of Apple from tis beginning itself. In 1980s and 1990s Apple struggled to counter the competition faced from Microsoft. Microsoft pushed Apple yards behind with the introduction of their Window based operating system. However, Apple was able to bounce back at the beginning of twenty first century with the help of their innovative i series products such as iMac, iPhone, iPad, iPod, iTunes etc. Kim (2010) has pointed out that Apple Inc, is currently the second largest company in the world in

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