2. Apple’s Mission Statement “… Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings ”
9. Product Positioning Advanced Feature Set: (i.e: search, multimedia, rich capabilities) Outdated Features Closeness to Book Form (i.e: intuitive, portable) Inconvenient Form Factor for Reading iRead Laptops Tablet PCs PDA Traditional Book