APPLE

Description

Apple aims for nothing short of a revolution, whether in personal computing or digital media distribution. The company's desktop and laptop computers -- all of which feature its OS X operating system -- include its Mac mini, iMac, and MacBook for the consumer and education markets, and more powerful Mac Pro and MacBook Pro for high-end consumers and professionals involved in design and publishing. Apple scored a runaway hit with its digital music players (iPod) and online music store (iTunes). Other products include mobile phones (iPhone), servers (Xserve), wireless networking equipment (Airport), and publishing and multimedia software. Its FileMaker subsidiary provides database software.

Once the world's top PC maker, Apple has been relegated to relative niche status in a market dominated by Microsoft Windows-based PCs. But the company continues to lead the market in terms of design innovation. Apple's computers run its proprietary UNIX-based operating system, and the company cites the integration and interoperability of its hardware and software as the key advantage over Windows-based PCs.

DELL

Description

The name Dell may be synonymous with "direct," but the computer giant has a more diverse approach to the market these days. The world's #1 direct-sales computer vendor provides a broad range of computer products for the consumer and enterprise markets. In addition to a full line of desktop and notebook PCs, Dell offers network servers, workstations, storage systems, printers, projectors, and Ethernet switches. It also markets third-party software and peripherals. Dell's growing services unit provides systems integration, support, and training. The company began selling through retail stores in 2007.

Entrepreneurial wunderkind Michael Dell pioneered the direct-sales model for computers and took the company from his dorm room to the top of the PC heap by keeping it focused on a simple formula: Eliminate the middleman and sell for less. Dell's built-to-order boxes allow for lower inventories, lower costs, and higher profit margins -- elements that have served it well through PC price wars and IT spending recessions. Though direct sales remain the core of Dell's business, a broader strategy has emerged since the company's founding father returned to the helm in early 2007.