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MAC users grew more and more to love their machines and its functionality.
The bargaining power of customers
As soon as customer loyalty increased amongst MAC users Apple were able to produce a more exclusive range and therefore able to charge higher prices for their products. Top of the line MACs went for as much as $10,000, which led to the connotation that Apple was the BMW of the computer industry...
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Top of the line MACs went for as much as $10,000, which led to the connotation that Apple was the BMW of the computer industry. Once customers were hooked on the MAC, Apple returned to being a low cost producer with mass-market appeal to regain market share.
The bargaining power of suppliers
Apple were a very self sufficient company in the sense that they produced all their own hardware and software and developed their own operating systems, therefore Apple had no dealings with suppliers and were able to control to the finest detail, the components that went into their product...
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