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Apple is defined as the provider of global smart phone and leading digital asset Management Company. It is the only one who generates and executes both soft goods and dura-mercancias. Allows consumers to buy and share content (apps, music and movies) by Apple (iPad, iPhone, Mac and iPod) devices by an exclusive media sales platform called iTunes (Marketing Digital, 2011).In 2012, CEO of Apple (Tim Cook) said we are very pleased with the sales of the iPhone over 35 million and approximately 12 million sale of iPads in the March quarter. Also said that the innovative iPad is a huge begins with new innovation that can be delivered only by Apple (Burns, 2012).On the other hand, iPad, Mac, and iPhone sales increased 188% and 7%, respectively. On the other hand, iPod sales was 15%. Numbers in Q2, 2012 are down compared to Q1, 2012 when Apple broke all their previous albums as you can see in Figure 1. In that period that Apple sold 5.2 million Macs, 15,43 million iPads and iPhones 37,04 million, even iPod sold well with 15.4 million units (Burns, 2012).
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