marketing plan begins with design of the produce. In an industry of low profit margins and cost cutting, Apple takes a different approach to the design of its products. while competitors are doing everything they can to keep costs down, Apple does what it can to make its product different. In 2007, for the third year in a row, Apple was named as the most innovative Company by Business week. Its CEO, Steve Jobs is "a legend for his design sense. Even employees of one of Apple's biggest competitors, Microsoft, have recognized Apple's dominance In the design of eye-catching products. The employees created a mock promotion for the iPod had it been created by Microsoft and circulated it on YouTube.