These customers are the ones who continue to purchase Apple products and consistently purchase the latest models of the product as soon as they debut. Technology is an industry where the consumer needs the newest and most innovative product to keep up with an ever-changing world. It seems that the marketing strategy used by Apple works and does not need major adjustments. The only thing Apple needs to focus on is acquiring new customers and turning loyal customers of rivals into loyal Apple customers. One option might be to lower prices or offer a trade-in program, much like what mobile phone companies offer to competitive customers. The main problem Apple has had with its failures thus far has been a lack of innovative leadership. Very little growth occurred during Jobs' absence at Apple. It wasn't until Jobs returned with the technology he created with NeXT and Pixar that he ultimately helped transform Apple. Another issue that has been evaluated is the overall price of each Apple product. While each product is built on quality and new technology, finding new and cheaper production sources would be beneficial to obtaining new ones