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It saw the iTunes alone was never complete without iTunes Music Store. By 2003, Apple introduced iTunes Music Stores (Keeley 2013). It attracted the red ocean where competition became intense. The iPod and iTunes never met the market standards.

Nonetheless, the company never got contented. In 2001, Apple improved iMac and introduced iPod and iTunes. For example, the company has improved from iMac that it launched in 1998. Since the return of Jobs, the company has never abandoned its iSO markets (Ostrower n.d).

For example, it has ventured in the blue oceans involving improving its internal processes. However, the company took a strategic move to improve the process (Mcchesney 2013). It has never forced the company to overcome competition but to avoid flooded industries. The blue ocean strategy has seen Apple improve its innovative strengths. Indeed, Apple’s profitability stood at over thirty percent. In 2010, the market cap was $281 billion (Apple 2015). The financial performance of Apple has grown from size to size. By 2011, Apple’s market cap was $325 billion (Apple 2015). In fact, Apple overtook the Microsoft and Intel in the market. However, the blue ocean strategy has helped the company to increase its market cap. The competition in consumer electronics industry has proved fierce. Importantly, the company attributes this success to the Blue Ocean Strategy described in this paper. It has emerged to be the market leader in the client electronics market. Despite the competition, the company has remained relevant to the customers. In fact, its primary competitors in Samsung Electronics,, Microsoft Corporation, and other internet companies (Quetti 2016). Undeniably, the company faces stiff competition in its industries of operations. The amount was more than 35.14% compared to the preceding year. earned $53.394 billion in profits (Apple 2015). The company employs over 100,000 workers. It has opened retail stores in over eighteen countries worldwide.

The company operates in over 120 countries around the world (Cutler 2015). Apple is an innovative company serving different industries including computer software, computer hardware, digital distribution, and consumer electronics.

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