n order to avoid coordination problems between people, functions and divisions Apple has to
use integration mechanisms and control systems. Actually, integration mechanisms aim atincreasing intra-functional coordination and communication. As Apple's culture can be described
as relatively open and casual, direct contact constitutes and appropriate integration mechanisms.
In fact, direct contact among Apple's managers enables them to work closely in terms of
problem-solving and other strategic issues.Through combination of online and retail channels Apple has the opportunity to reach both firsttime buyers and Power users, who are looking for sophisticated and customized products