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Apple viewed the recession as an opportunity since competitors are cutting cost on ads

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Aggressive competition with other companies

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Apple didn't hold themselves back during the recession, instead they viewed it as an opportunity since others are cutting cost on ads

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Apple has huge capital

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Premium Pricing

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Positive market position

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Only sells high-end mobile phones / Dependence of sales on high-end market segments

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similar function of iPod and iPhone

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Investors became nervous on the outlook of Apple's future.

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Second most prolific technology advertiser, behind Microsoft.

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High level managers and Steve Jobs left the company.

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Aggressive marketer

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Marketing and Advertising

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Growing Popularity of Web 2.0 Applications such as Facebook and Twitter.

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200% increase in high-end smartphone sales by 2013

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Predicted surge in smartphones sales

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Innovative products