to reflect its move into products beyond computers. With its string of successes and rising stock price, its corporate image continues to grow. Next is positioning: Steve Jobs learned how to create effective branding platforms. Gone are the numbers and letters that caused confusion in the days of the Apple II and III. Instead there are i-Platform products which are well designed in an attractive package to connect to the Internet. They all begin with "i" and end with a single-syllable word such as iPod, iPhone, iPad, iMac, iTunes, iBooks, and iCloud. For high-end computers, Apple uses platform names such as MacPro, MacBook, MacBook Air, and MacBookPro. For OSX operating systems, Apple uses the names of ferocious cats. All products use what he calls a combined strategy. They incorporate the Apple corporate branding and prominently display the Apple logo facing inward towards the user and outward to market them to the outside world. Each product has its own identity with little to no overlap between models, thus minimizing any cannibalization. Since the products are exclusive to Apple, they give the company a huge positioning advantage. Beyond that, the products use the highest quality materials and industrial design with finishing details only found in finely crafted products even if mass produced. The hardware and software