Apple Sees a Ripe Corporate Market

Originally published October 18, 2010

By Ian Sherr

Apple Inc. will unveil Wednesday a new version of its computer operating software, a development that comes as the consumer-electronics giant makes a more aggressive move to expand in a market that has historically eluded it: corporate customers.

The Cupertino, Calif.-based company will hold an event dubbed “Back to the Mac,” a reference to its line of laptop and desktop computers. The event, which comes just two days after Apple’s planned fourth-quarter earnings release, will feature new bells and whistles in the software that powers Macs and possibly new computer models.

The event comes amid Apple’s rapid transformation. Once known for computers popular with students and graphic designers, the company morphed into a mobile-device giant as its iPod, iPhone and iPad products took off with consumers. Now, those devices are proving popular with business executives, driving Apple to aggressively move into the corporate market.

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(Published Oct. 18, 2010, in The Wall Street Journal.)