Their focus on software and hardware allowed their company to continue its growth trend. Furthermore, Apple re-designed its computers to focus on making them as easy and as friendly to use as possible. Since, in the 1990s, many individuals were using computers for the first time due to the increased use of the Internet, this "friendly" focus helped them to sell their computers and gain footing in the market.

According to their ethical statement, the underlying the way Apple Computers do business is the fundamental principle: "use good judgment." Cooper (1995) states:

To give a context for using good judgment, they set forth some of the basic legal and ethical parameters under which Apple operates: 1.) Apple is a publicly held company, and as such, has a responsibility to its shareholders to pay constant attention to all legal and ethical boundaries and to comply with all applicable laws. 2.) Apple...
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