Apple followed up with incremental product innovations 
extending each product category. By combining 
tremendous brain power, intellectual property, 
and iconic brand value, Apple has enjoyed dramatic 
increases in revenues. More traditional firms 
such as Exxon Mobil and GE-each at one time 
the world's most valuable company-can now only 
dream of such results. 
In the fall of 2012, investors' expectations of 
Apple's future growth potential in burgeoning 
industries such as the mobile Internet, TV, and 
other media propelled its share price to over $700. 
Some analysts contend that Apple may become 
the first $1 trillion company on the planet. What 
will it take to achieve that? To do so, Apple must 
continue to find new industries to revolutionize, 
while at the same time increase its global market 
penetration in emerging economies such as China and India 
After reading this chapter, you will find more about this, case, along with related questions, on page 19