Abstract
Apple Computer is an innovative company evolving on multimedia and high technology market. It has its presence on both hardware and software markets, as well as in the on-line services market. Its highly diversified offer makes Apple Computer company difficult to manage. This company was created in 1976 by Steve Jobs and Steve Wozniak. They wanted to "change the world through technology" by creating the personal computer (PC). The launch of Apple II in 1978 was the beginning of Apple leadership in the PC industry. Nevertheless, Apple had to face the competitors, who imposed their standards on the market. The major competitors for Apple were IBM, Microsoft and Intel.
