Customer relationship management (CRM) a new marketing trend in which organizations try to get to us as individuals in order to satisfy our wants and needs more accurately. Apple uses information we provide them to enhance their products and services and to enhance their marketing. A customer exchanges information with the company in many different ways including points of sale, the web, promotions and any form you fill up with your information. In their privacy policy Apple explain how they threat our information, how they collect it, disclose it to, and what they do with it. CRM is a form of relationship marketing that is powered by us, because we are the source of Apple's success.