Apple Computer 1992 Apple Computer set about in the early 1990s to achieve the revolutionary goal of de-commoditizing the $50 billion computer industry. The established task was not an easy one but one that Apple had to undertake, as the last large remaining proprietary computer company, in order to remain competitive, and even solvent, in the increasingly cutthroat computer industry. Apple’s computers had always been regarded as technologically superior to “Wintel” computers but, as the case …showed first 75 words of 512 total…

…showed last 75 words of 512 total…extent that it could compete with low-priced clones and the move also reduced the product differentiation that Apple had utilized to justify its higher prices. Overall, Sculley did correctly identify the impediments to Apple’s growth and did try to address them in the constrained industry environment of the early 1990s. The marketing mix that he introduced, while not consistently successful, did move Apple towards its current bout of financial success and increased market share.