When Spindler took over the company, he reinvigorated Apples core markets: education and desktop publishing. But he killed the OS alliance with Intel and cut R&D by 16%. Apple lost its momentum. Amelio replaced Spindler and returned apple to its premium-price differentiation strategy, acquired Steve Jobs NeXT and named him as the next CEO replaced Amelio. Steve Jobs brought the Macintosh licensing program to an abrupt end by agreeing with Microsoft to develop core products such as Office. He also consolidated Apples product range, reducing the number of its lines from 15 to 3. The launching of iMac introduced Windows backed machines that supported plug-and-play.
Also Jobs continued restructuring efforts such as outsourcing, website selling, streamline operations, reinvigorate innovation. (pared down inventory and increase R&D) Apple is not a technology compare but a cultural force. Apple continued to create high premium machines that offered a cutting-edge, tightly integrated user experience with a premium price. And Apple has also involved into its non-Macintosh business such as Apple TV, iPhone, iTune, iPod and the latest iPad, because of the MP3 and Smart-Phone fast growing market in the past 10 years. The Apples strategy continues to evolve based on the current market and consumers needs & wants, the success will be focusing on technology and innovation, distribution and sales globally.