Apple Inc. is one of the world’s best-known and perhaps favourite companies. It has earned the reputation as being an innovative leader in the fields of personal computers, software, music players, mobile phones and digital music distribution. The company was started by Steve Jobs and Steve Wozniak in 1976. In 2010, it became the world’s most valuable computer company. Apple has succeeded by providing consumers with high quality, groundbreaking products. Almost everything Apple produces creates a media frenzy. The brand loyalty the company enjoys is the envy of any business. The company’s product range is a list of stunning commercial successes, from the iMac to iTunes, the iPod, iPad and iPhone. ‘Fortune’ magazine says Apple is the world’s most admired company.

Vocabulary:

1.  Distribution

2.  Groundbreaking

3.  Frenzy

4.  Admired

Reading Comprehension Questions:

1.  Why has Apple succeeded?

2.  What are some of the products Apple offers?

Exercise:  Put the words in the correct grammatical order.

Apple Inc.known the and world’s is best one - ofperhaps favourite companies.as reputation the earned has Itbeingin fields an leader the of innovativepersonal computers, software, music players, mobile phones and digital music distribution. The company was started by Steve Jobs and Steve Wozniak in 1976. In 2010, it becamevaluable computer company the world’s most. 

Exercise:  Write the correct tense.

Almost everything Apple produces .......... (create) a media frenzy. The brand loyalty the company .......... (enjoy) is the envy of any business. The company’s product range .......... (be) a list of stunning commercial successes, from the iMac to iTunes, the iPod, iPad and iPhone. ‘Fortune’ magazine says Apple .......... (be) the world’s most admired company.


Discussion Questions:

1.  In your opinion, why is Apple successful?

2.  What can companies learn from Apple?

Read more:Apple: Business English Materials.com: ESL Lessonshttp://www.businessenglishmaterials.com/apple.html#ixzz2i4s2kQcx
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