In the last 10 years Apple has transformed itself from Apple Computer company into one the most well know and profitable companies. Apple was unprofitable till 1999, because its products were could not capture a market share big enough to cover their marginal cost. That all changed when Apple developed new products that used new technology and concepts. This allowed Apple to set monopoly pricing on most of their products, like the iphone and ipod. When their competitors started to enter into their market share, they lowered their price, which still was almost double their competitors price. Apple has been able to become profitable again by assentually creating a monopoly through the use of technology. While their competitors played catch up on technology, Apple racked in record profits. This class has made me realize that almost All of the fortune 500 companies have played the games we learned about in class.