Working with a team of professionals helping small businesses to achieve higher returns from their marketing and business strategies I could say that Apple’s marketing strategies have proved to be a great success for small businesses which have adopted them. Small businesses often seek to adopt successful marketing strategies of major companies like Apple. For twenty years or so. Apple Computers principally manufactured personal computers including Apple II Macintosh and Power Mac. Its sales and market share declined considerably during the 1990’s until Steve Jobs who had been removed from the company and returned to the company in 1996. Steve Jobs introduced a business model of simplifying designs of products and making them in a way that the general public was familiar with. A true measure of a concept is its simplicity The renewed success story of Apple began with the introduction of iPod in 2001, which was a great success along with iTunes Music Store in 2003. This established Apple’s dominance in the consumer electronics and media sales industries, which induced the company’s management to discontinue using the word “Computer” in its title. The company was able to achieve great success as the technology leader in its respective markets. The company gained a great recognition for its range of smart phones and media players, which had made Apple as one of the largest publicly traded companies with a market capitalization of US$ 626 billion as of September 2012. Innovation The success of Apple was large due to its innovative strategies supported by unique marketing and selling ideas, which made it possible to indentify and incorporate the requirements of target markets and then deliver products that satisfied customers better than competitors did. Apple continuously makes discernible changes in its products, offers a greater variety to customers than other companies, and makes things easier for customers by providing the highest quality of innovation. Apple achieves great sales volume of its products by urging employees to meet their set targets, and the management helps employees by constantly bringing improvement in the quality of the company’s working environment. Social Responsibility Apple, Inc. concentrates on consumer requirements and desires for new technology and fulfils expectations of the society. Apple, Inc. is a highly corporate social responsible company, which plays an important role in communities that it serves. Apple has recycled more than 21 million pounds of electronics all over the world and has implemented iPod recycling plan offered at its retails stores in the US. Societal perceptions are addressed by making environment friendly products and disposing off old products in an eco-friendly manner. The reason for recycling the company’s products is to preserve resources and increase the life of its products and materials used by the company. New products One of the most effective Apple’s strategies that any small company can adopt is making way for innovative thinking and processes within the organizational setup. One issue that most individuals do not pay attention to is the fact that Apple introduced a new way of doing business, which was translated into both its product and management strategies. The ove