Apple vs. Dell

What's eating Apple? Apple's overall rating, which was 83 percent two years ago, is now down to just 70 percent. The problem is value: Despite all the kudos for its operating system and superior security, Apple isn't providing the same level of ROI for corporate buyers it has in the past; it's score fell 10 points since 2006. Apple also lost five points for solving business problems and six points for quality. The iPhone may also be a drag; Apple teamed up there with AT&T, the lowestscoring telecom company. The end result: Apple has fallen behind Dell in every major category, even customer loyalty. Dell was also helped by an eight-point increase in its score for quality. However, Dell's scores are lower than those of HP, its main competitor for Windows-based PCs.

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