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8. Conclusion

8.1 They knew how to be successful

In spite of a difficult creation between the oil crises of 1973 and 1979, a challenging economy since 1975, weakened in 2008 by a financial crisis, Apple knew how to go out of these crises to get up better and became one of the biggest companies in the world. Its success is connected to an indisputable commercial strategy combining attractive advertisements and new products getting an always wider public. In spite of prices above the average of the market, Apple knew how to create its own "culture".