Apple Computer, Inc.: Think Different, Think Online Music

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Focuses on Apple Computer's launch of iTunes and iPod as a way to give Wintel users a relationship with Apple. Deals with issues of brand equity, corporate and brand goal setting, target selection, and matching product and service characteristics with goals and targets. Also allows for a discussion of channel partners, their interests, and their impact on the likely success or failure of a strategy.



Hennessy, J. and Najjar, A. (2017), "Apple Computer, Inc.: Think Different, Think Online Music", Kellogg School of Management Cases.

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