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Essay text:
In Exhibit 1 is shown how the PC market has been shared among the most valuable players and how Apple's share has decreased by more than half during five years time.
Under the current situation the only way for a company to increase its market share is to take customers away from the competition.
So the question is what Apple has to do in order to gain more market share.
First of all let's point out which are the key advantages of Apple's products over the competition. Why should a customer prefer an Apple?
It is better to distinguish Apple's strong points in hardware and software sectors as the competition the company faces is in both fields...
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