Since, in the 1990s, many individuals were using computers for the first time due to the increased use of the Internet, this "friendly" focus helped them to sell their computers and gain footing in the market. According to their ethical statement, the underlying the way Apple Computers do business is the fundamental principle: "use good judgment." Cooper (1995) states:

To give a context for using good judgment, they set forth some of the basic legal and ethical parameters under which Apple operates: 1.) Apple is a publicly held company, and as such, has a responsibility to its shareholders to pay constant attention to all legal and ethical boundaries and to comply with all applicable laws. 2.) Apple has the same obligation to the communities in which it does business and to the customers with whom it does business. In other words, decision-making in Apple aimed for consistency and balance when encountering any ethical issues. At the same time, Apple understands that each employee is responsible for his or her own actions. No one will be excused for misconduct directed or requested by someone else. Part of their job and ethical responsibility is to help enforce these ethical guidelines (p. 3).

Globalization

In today's world, globalization is key to a successful marketing strategy. Within this concept, the company needs to find its niche in...

Once this niche is discovered, a globalized focus on advertising can then be made. Apple has done an excellent job of providing a globalized advertising campaign, and since it products are so revolutionary and technologically, they are requested worldwide. Furthermore, as computers and technology become more and more important, Apple has been able to increase its sales by reaching out to a variety of countries with its advertising campaigns. Advertising on the Internet also plays a key role in globalization, and Apple has done a great job with that.
References

Apple Annual Report. (2010, December 1). Apple Computer Inc. 10-K Report. Retrieved May 21, 2011, from http://www.apple.com/investor/

Cooper, R. And Press, M. (1995). The Design Agenda, NJ: John Wiley & Sons, Ltd.

Davila, T. Epstein, M.J. And Shelton, R. (2006). Chapter 1: Driving Success: How you Innovate Determines what you Innovate. Making Innovation Work: How to Manage It, Measure It, and Profit from It, NY: Pearson Education, Inc.

Economist Intelligence Unit. (2006, November 20). World Technology: Key Player -- Apple. Retrieved May 21, 2011, from www.viewswire.com.

Jones, G.R. (2004). Organizational Theory, Design, and Change, 1st ed. NY: Prentice-Hall -- Pearson Education…