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Differentiated products have been developed constantly to satisfy and attract customer’s needs having produced 5 categories and 39 products so far since the success launching of first ipod, the duration of next product releasing in the market is estimated only 4~6 months on average to provide new features such as pictures, colours, videos, nano, mini, touch as well as slight difference of user’s requirements (sound function, battery enhancement, capacity expansions), which has been consistent with company’s goal “Make all music lovers own ipod+itunes”3. As a market leader, ipod held over 70% of market share particularly in America4 that would have resulted from the most creative CEO ‘Steve Jobs’ Online music store “itunes” is one of the most awardable ideas in apple’s history not only it contributes to apple itself but also it tries to eliminate controversial mp3 song’s copyrights...
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