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.