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Apple's products enjoyed great popularity in classrooms, web design shops, graphic art studios etc, where high end computing was required. Apple also enjoyed a trusted and loyal customer base (25 million worldwide) that openly shunned the PCs developed by leading players like Compaq, Dell and IBM. But Apple's fan base comprised only a small percent of the total PC market. Infact, in late 2002, Apple held less than 3% of the $190 billion PC market2 and many felt that it was bound to shrink further. Adding to Job's woes was the company's poor sales performance since 2000 (See Exhibit I and Exhibit II)...
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