We are living in the Information Era, where any information that we desire is just a click away. Technology has changed and revolutionized every aspect of our lives, from communicating with our loved ones to staying updated with the most current news. With the introduction of the computer and the subsequent widespread use of the internet, the world as we knew changed. Apple was a pioneer every step of the way with the development of the computerized world, introducing graphic user interfaces as a product for mass consumption. Today, our world revolves around computers, as they organize and keep track of every aspect of our society. The introduction of the smartphone, which Apple also helped pioneer with its iPhone technology, allowed the everyday consumer to walk around connected to the internet. While the introduction of the laptop has made the personal computer much more portable, the computerized tablet is steadily gaining ground as a much more portable computer than the laptop. While for several years Windows attempted to produce a viable tablet to sell, it wasn't until 2010 that a mass market for the tablet was created with the introduction of the iPad. In 2010, the iPad took the world by storm, accounting for nearly 100% of the entire market for tablets. Every year the market grows, and Apple accounts for 32.4% of a far larger market today.. From 2012 the market has grown 60%, with the iPad firmly ahead of its closest competitor, Samsung, who controls only 18 % of the market. Although tablets with the Google Android operating system are now more widespread than the Apple operating system, the iPad is responsible for 84% of tablet internet browsing, which indicates that iPad users are much more likely to connected to the internet and perhaps more likely to be repeat customers. The fact that Apple is the worlds most valuable customer brand lends strength to this argument. I have decided to select the iPad as my assignment as it is the pioneer of the tablet industry, with competitor models designed to resemble its trend setting appeal and interface. The value of Apple as a company is also another factor in my decision to select the iPad as my assignment due to its profitability and its strong customer base, as its closest competitor, Samsung has 7x the revenue as Apple, with only 2x the net profit.