Running Head: PERSUASIVE ESSAY 1 PERSUASIVE ESSAY 7 PERSUASIVE ESSAY -Derin Doganer Apple In 1976 when apple Inc was first formed in the garage of Steve jobs it had no chance of competing with Microsoft Inc, which was thriving well at that time. Over the years apple has made significant developments that have made its reputation to be worldly known. However we cannot put a blind eye to the fact that apple began as an underdog, being a firm with less competitive strategies in the late 1970s apple was only at the bottom of the competition at the time (Paharia.et.al, 2017) Comment by Suite B05: I’m not sure this is true. Microsoft was only founded a year earlier and didn’t really becaome a household name until MS-DOS in the 80s. That doesn’t mean Apple wasn’t an underdog, but you may want to reconsider your opening Comment by Suite B05: wordy Comment by Suite B05: its not clear exactly what the citation is referring to. Microsoft was one of the largest computer and electronic company in this industry and apple did not have any products that could even stand a chance to of competinge in the monopolised market it had only been created by Steve jobs who barely had any strategies that he could use to make the products of the company as competitive as the products of the other existing high tech firms. The new and unique technology that Microsoft had introduced made it so popular that a firm like apple could not have directly competed with it. Apple Inc seemed weak at the time and was barely floating in the computer industry (Van Bockhaven.et.al, 2015). Being a firm owned by an individual and with unfunctional strategies to compete in this market apple had little capital that it could use to develop strategies or come up with products that had advanced technology greater than that of its competitors Comment by Suite B05: Run on Comment by Suite B05: What technology? Comment by Suite B05: Awkward phrasing Even with its invention of the Macintosh computer in 1984 apple Inc did not cause any competitiveness to the so called high tech giants in the industry. This product, despite being unique, it still could not reach the competitive standards of the products that Microsoft was producing at this time in fact its introduction in the market did not change its chances of overcoming the competition because it was seen as a late mover to the already established computer market therefore being a late mover, the apple Macintosh computer caused no changes in the market as it was considered a response to the actions of the first movers, Microsoft. This explains why apple was not popular fromsince its establishment up until apple Inc decided to start employing strategies that ensured that the firm was developing new and unique technology to incorporate in its product (Luethi, 2016). The firm knew the only way they could climb up the ladder was through revolutionising the market. Comment by Suite B05: wordy Comment by Suite B05: ...

1. Running Head: PERSUASIVE ESSAY
1
PERSUASIVE ESSAY
7
PERSUASIVE ESSAY -Derin Doganer
Apple
In 1976 when apple Inc was first formed in the garage of Steve
jobs it had no chance of competing with Microsoft Inc, which
was thriving well at that time. Over the years apple has made
significant developments that have made its reputation to be
worldly known. However we cannot put a blind eye to the fact
that apple began as an underdog, being a firm with less
competitive strategies in the late 1970s apple was only at the
bottom of the competition at the time (Paharia.et.al, 2017)
Comment by Suite B05: I’m not sure this is true. Microsoft
was only founded a year earlier and didn’t really becaome a

2. household name until MS-DOS in the 80s. That doesn’t mean
Apple wasn’t an underdog, but you may want to reconsider your
opening Comment by Suite B05: wordy Comment by Suite
B05: its not clear exactly what the citation is referring to.
Microsoft was one of the largest computer and electronic
company in this industry and apple did not have any products
that could even stand a chance to of competinge in the
monopolised market it had only been created by Steve jobs who
barely had any strategies that he could use to make the products
of the company as competitive as the products of the other
existing high tech firms. The new and unique technology that
Microsoft had introduced made it so popular that a firm like
apple could not have directly competed with it. Apple Inc
seemed weak at the time and was barely floating in the
computer industry (Van Bockhaven.et.al, 2015). Being a firm
owned by an individual and with unfunctional strategies to
compete in this market apple had little capital that it could use
to develop strategies or come up with products that had
advanced technology greater than that of its competitors
Comment by Suite B05: Run on Comment by Suite
B05: What technology? Comment by Suite B05: Awkward
phrasing
Even with its invention of the Macintosh computer in 1984
apple Inc did not cause any competitiveness to the so called
high tech giants in the industry. This product, despite being
unique, it still could not reach the competitive standards of the
products that Microsoft was producing at this time in fact its
introduction in the market did not change its chances of
overcoming the competition because it was seen as a late mover
to the already established computer market therefore being a
late mover, the apple Macintosh computer caused no changes in
the market as it was considered a response to the actions of the
first movers, Microsoft. This explains why apple was not
popular fromsince its establishment up until apple Inc decided
to start employing strategies that ensured that the firm was
developing new and unique technology to incorporate in its

3. product (Luethi, 2016). The firm knew the only way they could
climb up the ladder was through revolutionising the market.
Comment by Suite B05: wordy Comment by Suite B05: run
on Comment by Suite B05: confusing. This seems to
contradict the previous paragraph
For over 20 years apple had been creating products that cost
absolute change in the computer and electronics market.
However apples strategic plan was beginning to bare fruits in
2001 when apple introduced the iPod which greatly changed
how individuals would listen to music. This was the first
product that apple created and was the first mover in this
market. It enabled the firm to become like its greatest
competitor Microsoft and to also be recognised globally since
this product was one of a its kinds and surpassed the technology
that the top dog used. Many consumers were looking for new
and trendy products that are exclusive and this helped apple Inc
to win the lottery of being recognised by these clients this
market. The firm had finally realised its true potential and could
now be able to stand a chance to showcase its true potential.
Many of the customers in this market mostly have developed
loyalty to the products of the certain industries that they believe
in and just copying or producing similar products to those that
are currently in the market is not a very good strategy to use to
fight competition (Kyllönen & Rahko, 2018). Apple had finally
gotten it right on how to deal with the tough competition that it
was facing at the time. Its greatest invention defied the odds of
remaining as an underdog and since it had now started to gain
lots of potential customers who were interested in their
products, the firm began to rise in fame and to be recognized all
over the world. Comment by Suite B05: ? Comment by
Suite B05: awkward Comment by Suite B05: wordy Comment by
Suite B05: confusing
Steve jobs’ ability to have incredibly innovative ideas and the
modern approach of branding apple caught the eyes of the
public and potential investors were never sufficing the capital
demands in order to conduct more research and come up with

4. more innovative products to keep the company well advanced in
the technology of its products. Apple Inc was gradually rising
with each and every product that it produced (Heracleous &
Papachroni, 2016). The firm continued to develop iTunes,
iphones, and an iPod touch and by 2010 the company had
introduce iPad in the market. The firm had expanded its
business operation and was not only making computers, but had
had a series of other electronics that it had created.
Comment by Suite B05: wrong word Comment by
Suite B05: confusing phrasing- the investors were coming up
with ideas?
Its great inventions were now making other industries,
especially its major competitors like Microsoft, to imitate their
ideas so as to keep up with the stiff competition that was in the
market. The advancements in the products the company faced so
much competition from the second movers who were taking
their ideas and improving them so as to have better chances of
overcoming this competition (Kao, 2015). The greatest of its
innovation was the development of smart phones which has
enables other less competitive firm to rise and use this
technology to grow their fame and develop better mobile
devices to the clients as well as sell them at very cheap prices.
Microsoft also used the same technology to develop their
mobile devices and borrowed more innovations from apple Inc.
Comment by Suite B05: Companies? Comment by
Suite B05: Confusing phrasing
In conclusion, apple Inc began as one of the least competitive
firm in the electronic and computer industry but did not just
stay at the bottom since it was able to come up with innovative
products which revolutionized how people listen to music and
their means of communication. The firm understood that in
order to rise in this market more than just imitating the already
existing products ad to be done. Instead of just being a late
mover, the firm sought to develop products that were new in the
markets so as to attract the clients to have maintained their
loyalty to the big tech companies in this industry. Apple inc

5. succeed in this industry, due to its ability to keep up with the
competition and its great ideas which enabled the industry to
constant thrive in the market as well as have the whole market
to its self prior to the actions of the second mover firms or the
later movers who constantly keep imitating their products in
order to gain a market share.
You have a lot of interesting information in here, but besides
concerns over grammar and word choice issues, I think the
argument itself is not as clear as it could be. Just telling us
about Apple’s history and that it was an underdog isn’t really
enough. You need to push a little harder to identify a more
persuasive argument. I think it might be that innovation is what
allows underdogs to survive in business, In which case, just
push that idea a little bit harder in your intro and conclusion.
I’d also like to see a few direct quotes, either from the sources
you have or possibly from first hand accounts of people who
worked at Apple or competitors. And if you could add any
statistical evidence to show Apple’s growth and how it was tied
to unique ideas that would be of benefit too.

6. References
Heracleous, L., & Papachroni, A. (2016). Strategic Leadership
and Innovation at Apple Inc. SAGE Publications Ltd.
Kao, D. T. (2015). Is Cinderella resurging? The impact of
consumers' underdog disposition on brand preferences:
Underdog brand biography and brand status as
moderators.Journal of Consumer Behaviour, 14(5), 307-316.
Kyllönen, J., & Rahko, C. (2018). Underdog Branding–
Developing Your Bark: Creating Future Scenarios as an
Underdog: Case Aludra.
Luethi, A. P. (2016). Effects of Negative Online Word-of-
Mouth on Consumer Evaluations of an Underdog Brand.
Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2017). The
underdog effect: The marketing of disadvantage and
determination through brand biography. Journal of Consumer
Research, 37(5), 775-790.
Van Bockhaven, W., Matthyssens, P., & Vandenbempt, K.
(2015). Empowering the underdog: Soft power in the
development of collective institutional entrepreneurship in
business markets. Industrial Marketing Management, 48, 174-
186.