Your Change Story Assignment Example | Topics and Well Written Essays - 250 words

Your Change Story - Assignment Example As a competitor, IBM marketed its products through the slogan â€Å"Think†. To position themselves above IBM, Steve Jobs created the slogan â€Å"Think Different† and removed the word â€Å"computer† from the company name. His vision in doing this was that it would remove the notion that Apple’s only specialty was computers, which brought in innovative products in other fields such as iPods, iPhones and iPads. The reason behind the success of such diversity was the creation of a new platform for mobile applications through the App store as well as music through iTunes. In particular, the iPad successfully captured the tablet market. This was a bold move away from traditions, where it would be expected that a company would identify a market segment and strive to meet that segment’s needs. Instead, Apple sought to serve a wide range of consumers in an approach that can be perceived as â€Å"something for everyone†. They have high-end computers for serious business people, fancy mobile phones for the youth, iPods for portable music for teenagers and iPads for travelling business