Apple, at the top of BusinessWeek's Most Innovative Companies list since 2004, had distinguished itself by excelling over the years not only in product innovation but also in revenue and margins (since 2006 Apple had consistently reported gross margins of around 30 percent). Founded as a computer company in 1976, and known initially for its intuitive adaptation of the "graphical user interface or GUI (via the first mouse and the first onscreen "windows"), Apple had dropped the word computer from its corporate name in 2007. Apple Inc. in 2009 was known for having top-selling products not only in desktop (iMac) and notebook (MacBook) personal computers but also inportable digital music players (iPod), online music services (iTunes), mobile communication devices (iPhone), digitalconsumer entertainment (Apple TV), and handheld devices able to download third-party applications, including games(iPod Touch via the App Store). (See Exhibit 3.)