Apple CFO Fred Anderson told attendees of the Goldman Sachs Technology Symposium that Apple’s goal is to increase marketshare, according to a recent report by Mark Boslet, writing for Dow Jones Business News.
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Apple’s marketshare has slipped to about 3 percent in recent years. Anderson said that Apple hopes to grow its marketshare to 5 percent, and called such growth a “good intermediate” goal, according to the report. Anderson said the company’s target is US$8 billion in annual revenue, up from about the $5.7 billion it reported in 2002.
Apple’s efforts to grow marketshare include its “Switch” ad campaign, created to sway users considering new Windows users away from that platform, and its retail store efforts. While Apple’s retail store efforts have been limited the United States, there’s some indication the company may extend its efforts internationally to Europe and Japan, as well.
Anderson also told attendees of the symposium that Apple would develop “more and more software” in the future as well, suggesting that efforts like Safari and iLife may only be the start.