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ALSO Holding AG is a Swiss company operating in the information and communications technology (ICT) distribution industry. The company provides a wide range of ICT products and solutions, including hardware, software, and services to resellers, retailers, and other customers. Founded in 1984, ALSO has developed a broad geographic footprint across Europe with a presence in more than 20 countries. Its business segments include Supply, Solutions, and Service, providing comprehensive distribution services and managed services. The company's strategic positioning is strengthened by its multi-vertical approach, offering tailored solutions to different segments of the ICT market.

Apple is among the largest companies in the world, with a broad portfolio of hardware and software products targeted at consumers and businesses. Apple's iPhone accounts for the majority of the firm's sales, and Apple's other products, such as the Mac, iPad, and Watch, are designed around the iPhone as the focal point of an expansive software ecosystem. Apple has progressively worked to add new applications, such as streaming video, subscription bundles, and augmented reality. The firm designs its own software and semiconductors and works with subcontractors such as Foxconn and TSMC to build its products and chips. Slightly less than half of Apple's sales come directly through its flagship stores, with the majority coming indirectly through partnerships and distribution.