Apple, at the top of Business week’s Most Innovative Companies list since 2004, had distinguished itself by excelling over the years not only in product innovation bit also in revenue and margins (since 2006 Apple had consistently reported gross margins of around 30 percents). Founded as a computer company in 1976, and known initially for its intuitive adaptation of the “graphical user interface” of 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 ( Mackbook) personal computer but also in potable digital music players (iPod), online music services (iTunes), mobile communication devices (iPhone), digital consumer entertainment (Apple TV) , and handheld devices able to download third-party applications, including games ( iPod Touch bia the App Store).