The company's strategy included expanding its distribution network to effectively reach more customers and provide them with a high -quality sales and post-sales support experience.the company was there fore uniquely positioned to offer superior and well - integrated digital life - style and productivity solutions.
To remain competitive ,Apple believed that increased investment in research and development ,marketing and advertising was necessary to maintain or expand its position in these markets.
Apple utilized a variety of direct and in direct distribution channels including its retail stores , online, stores and direct sales force , as well as third party cellular network carriers ,whole-sellers,retailers and value added re- sellers . The company believed that sales of its innovative and differentiated products were enhanced by knowledgeable sales person who could convey the value of hard ware,soft ware peripheral integration.
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