20 Oct Apple’s iDevices are wildly popular, starting with the iPod followed by iPhones and iPads. But where’s the flash? Adobe Flash, that is. Adobe’s Flash, the long-standing multimedia platform behind approximately seventy-five percent of the animated and streaming audio and video on the Internet, is not supported by Apple’s devices. Many purchasers were disappointed after spending hundreds of dollars on sleek iPads only to realize they couldn’t play their favorite Internet game or watch that funny video on their device. And they still can’t, even with the second generation device, the iPad 3. It seems Apple’s late founder and CEO, Steve Jobs, didn’t like Flash and would not support it on Apple’s devices. Instead, app developers must conform to Apple’s operating system and existing applications on the Web must convert to HTML5 to play on an Apple product. Adobe’s co-founders claim Apple is “undermining the next chapter of the Web” and bloggers exclaim this is not just an “Adobe/Apple problem…but an Apple/World problem.” Which of the five marketing management orientations best applies to Apple in this case? Explain
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