2. Introduction
• Apple Computer, Inc. is an American multinational
corporation that designs and sells consumer electronics,
computer software, and personal computers.
• The company's best-known hardware products are the
iMac, iPod, iPhone and the iPad
3. History
• Apple Computer founded in 1976
– Jobs had to convince Wozniak to turn Apple into a
company
– Ronald Wayne was 3rd
founder of Apple Computer
and designed first logo-
– resigned a year later
4. History Continued
• Apple became incorporated in 1977,
agency designed colorful logo
• In 1985 Wozniak left Apple and
pursued other interests
• 1997 Jobs officially returned to the
CEO position
– Also serves as a director of Disney
– Co-Founded Pixar Animation Studios
6. • Established on April 1, 1976 in California
(Cupertino)
• Starting capital
• Steve Jobs: 1.750 $
• Revenue - US$ 19.3 Billion
FoundationFoundation
Locations
Headquarter
Founder
Employees
Company
20. Target market
1) Middle/Upper
2) People who like to have fun with technology.
3) Music enthusiasts
4) Professionals in media and design.
21. Competitors
– Personal Computers
• Dell, HP and Sony along with many others
• Operating system and computer software differentiates Apple
– iPod
• SanDisk, Sony, Phillips and many others
• Louder
• Complementary products
– iPhone
• Blackberry, LG, Samsung, Motorola, Palm, etc.
• Full browser
• Only AT&T
– IPad
• Samsung
23. Marketing strategy
• Ignore Critics
• Turn the Ordinary into Something Beautiful
• Justify Price
• Communicate in the Language
• Extend the Experience
• Become “The Name” – the brand
24. SWOT Analysis
Strengths Weaknesses
Strong brand image
Robust financial performance
Focus on research and development
Very few viruses and other malicious software
Product recalls
Patent infringement
Not much free or inexpensive software on the
market
Opportunities Threats
Smartphones
New retail stores
Intense competition
Uncertain global economic conditions
Declining PC sales
Dependence on specific suppliers
25. Top Three Competitors
• Microsoft
– Controls about 94% of Operating Systems
– Makes products that last a long time.
– OS is compatible with everything
• Hewlett-Packard
– Top competitor in PC sales
– Controls large segment of business market
– Does not offer other products other than PCs and accessories
• Dell
– Weakest competitor of top 3
– Provides computers for businesses, schools
– Behind HP in PC sales
– Does not offer other products other than PCs and accessories