Positioning:
· Apple's core competence remains delivering exceptional experience through superb user interfaces. THE distinctive feature of each of Apple Pay and Apple Watch remains their ease of use and elegantly simple use
· Starting with a major re-vitalization of the Apple brand when the iPod was launched in 2001, Apple has worked hard to migrate its brand and its product strategy in close harmony towards today's position.
· Steve Jobs, Apple's co-Founder, described Apple as a "mobile devices company" - the largest one in the world. The company renamed itself Apple Inc. rather than Apple Computer. At the time, this was a significant move, signifying Apple's move beyond being more than a computer company.