ing an entire generation of users to the Apple family. The company has also been successful at targeting educational institutions as part of its marketing program, with the result that it has developed a high level of brand awareness among even very young users. However, the company's creative marketing has not prevented it from difficult times in recent years, and Apple now finds itself struggling.
The Macintosh product family, which is the core product family for the company, includes a wide range of personal computer offerings. The Macintosh LC line is targeted at education and business markets while Macintosh Performas are targeted at first-time personal computer users. The Power Macintosh family (developed in conjunction with IBM and Motorola), uses RISC-based microprocessors and is considered the company's most advanced computer line. The PowerBook, Apple's line of notebook computers, is designed for mobile computing needs. In January 1995, the company introduced the third generation of its Newton personal digital assistant (PDA) product. Apple also offers a complete line of computer peripherals, including printers, disc drives, scanners, modems and monitors (Hackett 3141).
Recognizing that open architecture, where users have the option of running a variety of operating systems, is the way of the future, Apple, IBM and Motorola agreed on a new common hardware platform for the Power PC microprocessor in 1994; this platform will allow users the option of choosing which operating system to run. Currently, the Apple operating system choices consist of the proprietary Macintosh system (System 7.6 shipped in early 1997 and System 8.0 in the summer of that year) and A/UX (which is Apple's version of Unix). Application software has traditionally been developed and marketed by Claris Corporation, a wholly owned subsidiary of Apple, but the company has recently invited other developers to write for its products in an open env...