Friday, March 30, 2012

Half of U.S. households own at least one Apple product

Apple has taken firm root in America. Just over half of all households in the country own at least one Apple product, a new survey says, showing just how far the reach of the company has come in the last decade.
At the turn of the 21st century, Apple was in rough shape. It had narrowly avoided bankruptcy, and Steve Jobs' return as CEO a few years earlier was turning the company around, but the market share of its products -- then almost exclusively Mac computers -- was dismal, at about 2% worldwide.
Then came the iPod, which begat the iPhone and the iPad. As Apple's gadgets gobbled up market share (and in some cases created new markets), its Macs experienced a rebound, too. Now, according to CNBC's All-American Economic Survey, 51% of U.S. households own at least one Apple product.
Few brands have such a deep reach among American consumers. Certainly, product categories such as refrigerators or evensmartphones have achieved even deeper penetration, but looking at single companies, it's a short list with probable names such as GE (light bulbs) or 3M (Scotch tape). Reducing to just technology companies would make it even shorter.
Of the households that own Apple products, they own an average of three, making the overall ownership rate of the American public 1.6 Apple products per household. About 25% plan to buy another Apple product in the next year.


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