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by introducing new products or adding new technical features to improve user friendliness). Apple is currently the dominant market leader (market share ca. 65-80 %) and follows a powerful competitive strategy. However, this increases the competitive pressures on the rivals of Apple, which are fighting to win a bigger stake in the growing market by winning new customers, expanding to new regions and taking away market shares from Apple.
Threat of new entrants: The entry barriers in the MP3 industry are high. Consumers have strong brand preferences and a high degree of loyalty (e.g. iPod-users)...
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