The factor which has sustained Apple's competitive position in PC is "Digital Hub" Strategy. Apple obtained major of market share in the early days. However, Apple sometimes struggled with other competitors in the market of PC manufacturer due to decline of average selling price (ASP) and emergence of lower priced models equipped with Wintel.
The Macintosh can be the preferred "hub" to control, integrate, and add value to people who are becoming entrenched in a digital lifestyle, using digital devices such as digital cameras, portable music players. Although several industry insiders were anxious for impact of alternative technology such as digital devices (smartphones, PSIII), Steve Jobs had a clear view to position the Macintosh at the heart of business strategy for Apple. Apple's control of both hardware and software is regarded as unique strength, focusing on home consumers' lifestyle. Apple reinforces in four categories to support strength of Mac as "Digital Hub" for other devices in addition to restructuring inside of company such as hiring Taiwanese contract assemblers for manufacturing.