This report is on the History of Apple inc and it's work practices employed.

1. Apple
Inc.
April 2
2011
“Byte into an Apple”
Jazib Iqtidar
01-111081-060
BBA-7(B)
Bahria University
Submitted to: Col. Manzoor Iqbal

2. Contents
Apple Inc. ...........................................................................................................................................3
Apple Inc. .......................................................................................................................................4
1976–1980: The early years .............................................................................................................5
1981–1985: Lisa and Macintosh .......................................................................................................6
1986–1993: Rise and fall .................................................................................................................8
1994–1997: Attempts at reinvention.............................................................................................. 10
1998–2005: Return to profitability ................................................................................................. 12
2005–2007: The Intel transition ..................................................................................................... 14
2007–present: Mobile consumer electronics era ............................................................................ 15
Corporate ..................................................................................................................................... 17
Users............................................................................................................................................ 18
Headquarters ............................................................................................................................... 20
Advertising ................................................................................................................................... 20
Logos ........................................................................................................................................... 21
Slogans ..................................................................................................................................... 22
Labor practices ............................................................................................................................. 23

3. Apple Inc.
Founded April 1, 1976
Founder(s)
Steve Jobs
Steve Wozniak
Ronald Wayne
Area served Worldwide
Revenue
US$ 65.23 billion (FY 2010)[2]
Profit
US$ 14.01 billion (FY 2010)[2]
Total assets
US$ 75.18 billion (FY 2010)[2]
Total equity
US$ 47.79 billion (FY 2010)[2]
Employees
49,400 (2010)
Website
Apple.com

4. Apple Inc.
Is an American multinational corporation that designs and markets consumer electronics, computer
software, and personal computers. The company's best-known hardware products include the
Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac
OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity
software; the iWork suite of productivity software; Aperture, a professional photography
package; Final Cut Studio, a suite of professional audio and film- industry software products; Logic
Studio, a suite of music production tools; the Safari internet browser; and iOS, a mobile operating
system. As of August 2010, the company operates 301 retail stores in ten countries, and an online
store where hardware and software products are sold. As of May 2010, Apple is one of the largest
companies in the world and the most valuable technology company in the world, having
surpassed Microsoft.
Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the
company was previously named Apple Computer, Inc., for its first 30 years, but removed the word
"Computer" on January 9, 2007, to reflect the company's ongoing expansion into the consumer
electronics market in addition to its traditional focus on personal computers. As of September 2010,
Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide and had
worldwide annual sales of $65.23 billion.
For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive
advertising campaigns, Apple has established a unique reputation in the consumer electronics
industry. This includes a customer base that is devoted to the company and its brand, particularly in
the United States. Fortune magazine named Apple the most admired company in the United States
in 2008, and in the world in 2008, 2009, and 2010. The company has also received widespread
criticism for its contractors' labor, environmental, and business practices.

5. 1976–1980: The early years
The Apple I, Apple's first product, was sold as an assembled circuit board and lacked basic features
such as a keyboard, monitor, and case. The owner of this unit added a keyboard and a wooden case.
Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, to sell
the Apple I personal computer kit. They were hand-built by Wozniak and first shown to the public
at the Homebrew Computer Club. The Apple I was sold as a motherboard (with CPU, RAM, and
basic textual-video chips)—less than what is today considered a complete personal computer. The
Apple I went on sale in July 1976 and was market-priced at $666.66 ($2,572 in 2011 dollars,
adjusted for inflation.)
Apple was incorporated January 3, 1977 without Wayne, who sold his share of the company back to
Jobs and Wozniak for $800. Multi-millionaire Mike Markkula provided essential business expertise
and funding of $250,000 during the incorporation of Apple.
The Apple II was introduced on April 16, 1977 at the first West Coast Computer Faire. It differed
from its major rivals, the TRS-80 and Commodore PET, because it came with color graphics and an
open architecture. While early models used ordinary cassette tapes as storage devices, they were
superseded by the introduction of a 5 1/4 inch floppy disk drive and interface, the Disk II.
The Apple II was chosen to be the desktop platform for the first "killer app" of the business
world—the VisiCalc spreadsheet program. VisiCalc created a business market for the Apple II, and
gave home users an additional reason to buy an Apple II—compatibility with the office. According
to Brian Bagnall, Apple exaggerated its sales figures and was a distant third place to Commodore
and Tandy until VisiCalc came along.

6. By the end of the 1970s, Apple had a staff of computer designers and a production line. The
company introduced the ill-fated Apple III in May 1980 in an attempt to compete
with IBM and Microsoft in the business and corporate computing market.
Jobs and several Apple employees including Jef Raskin visited Xerox PARC in December 1979 to
see the Xerox Alto. Xerox granted Apple engineers three days of access to the PARC facilities in
return for the option to buy 100,000 shares of Apple at the pre-IPO price of $10 a share. Jobs was
immediately convinced that all future computers would use a graphical user interface (GUI), and
development of a GUI began for the Apple Lisa.
When Apple went public, it generated more capital than any IPO since Ford Motor Company in
1956 and instantly created more millionaires (about 300) than any company in history.
1981–1985: Lisa and Macintosh
The Model from Apple's "1984" ad, set in a dystopian future modeled after the George
Orwell novel Nineteen Eighty-Four, set the tone for the introduction of the Macintosh.
Steve Jobs began working on the Apple Lisa in 1978 but in 1982 he was pushed from the Lisa team
due to infighting, and took over Jef Raskin's low-cost-computer project, the Macintosh. A turf war
broke out between Lisa's "corporate shirts" and Jobs' "pirates" over which product would ship first
and save Apple. Lisa won the race in 1983 and became the first personal computer sold to the
public with a GUI, but was a commercial failure due to its high price tag and limited software titles.

7. The first Macintosh, released in 1984
In 1984, Apple next launched the Macintosh. Its debut was announced by the now famous $1.5
million television commercial "1984". It was directed by Ridley Scott, aired during the third quarter
ofSuper Bowl XVIII on January 22, 1984, and is now considered a watershed event for Apple's
success and a "masterpiece".
The Macintosh initially sold well, but follow-up sales were not strong due to its high price and
limited range of software titles. The machine's fortunes changed with the introduction of
theLaserWriter, the first PostScript laser printer to be offered at a reasonable price point,
andPageMaker, an early desktop publishing package. The Mac was particularly powerful in this
market due to its advanced graphics capabilities, which were already necessarily built-in to create
the intuitive Macintosh GUI. It has been suggested that the combination of these three products was
responsible for the creation of the desktop publishing market.
In 1985, a power struggle developed between Jobs and CEO John Sculley, who had been hired two
years prior. The Apple board of directors instructed Sculley to "contain" Jobs and limit his ability to
launch expensive forays into untested products. Rather than submit to Sculley's direction, Jobs
attempted to oust him from his leadership role at Apple. Sculley found out that Jobs had been
attempting to organize a putsch and called a board meeting at which Apple's board of directors
sided with Sculley and removed Jobs from his managerial duties. Jobs resigned from Apple and
founded NeXT Inc. the same year.

8. 1986–1993: Rise and fall
The Macintosh Portable was Apple's first "portable" Macintosh computer, released in 1989.
Having learned several painful lessons after introducing the bulky Macintosh Portable in 1989,
Apple introduced the PowerBook in 1991, which established the modern form factor
and ergonomic layout of the laptop computer. The Macintosh Portable was designed to be just as
powerful as a desktop Macintosh, but weighed 17 pounds with a 12-hour battery life. The same
year, Apple introduced System 7, a major upgrade to the operating system, which added color to the
interface and introduced new networking capabilities. It remained the architectural basis for Mac
OS until 2001.
The success of the PowerBook and other products led to increasing revenue. For some time, it
appeared that Apple could do no wrong, introducing fresh new products and generating increasing
profits in the process. The magazine MacAddict named the period between 1989 and 1991 as the
"first golden age" of the Macintosh.
Following the success of the Macintosh LC, Apple introduced the Centris line, a low-end
Quadra offering, and the ill-fated Performa line that was sold in several confusing
configurations and software bundles to avoid competing with the various consumer outlets such
as Sears, Price Club, and Wal-Mart, the primary dealers for these models. The result was disastrous
for Apple as consumers did not understand the difference between models.
During this time Apple experimented with a number of other failed consumer targeted products
including digital cameras, portable CD audio players, speakers, video consoles, and TV appliances.
Enormous resources were also invested in the problem-plagued Newton division based on John

9. Sculley's unrealistic market forecasts. Ultimately, all of this proved too-little-too-late for Apple as
their market share and stock prices continued to slide.
Apple saw the Apple II series as too expensive to produce, while taking away sales from the low
end Macintosh. In 1990, Apple released the Macintosh LC with a single expansion slot for
the Apple IIe Card to migrate Apple II users to the Macintosh platform. Apple stopped selling
the Apple IIe in 1993.
Microsoft continued to gain market share with Windows, focusing on delivering software to cheap
commodity personal computers while Apple was delivering a richly engineered, but expensive,
experience. Apple relied on high profit margins and never developed a clear response. Instead they
sued Microsoft for using a graphical user interface similar to the Apple Lisa in Apple Computer,
Inc. v. Microsoft Corporation. The lawsuit dragged on for years before it was finally dismissed. At
the same time, a series of major product flops and missed deadlines sullied Apple's reputation, and
Sculley was replaced by Michael Spindler.

10. 1994–1997: Attempts at reinvention
The Newton was Apple's first foray into the PDA markets, as well as one of the first in the industry.
Despite being a financial flop at the time of its release, it helped pave the way for the Palm
Pilot and Apple's own iPhone and iPad in the future.
By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as
the A/UX. Apple had also begun to experiment in providing a Mac-only online portal which they
called eWorld, developed in collaboration with America Online and designed as a Mac-friendly
alternative to other online services such as CompuServe. The Macintosh platform itself was
becoming outdated since it was not built for multitasking, and several important software routines
were programmed directly into the hardware. In addition, Apple was facing competition
from OS/2 and UNIX vendors like Sun Microsystems. The Macintosh would need to be replaced by
a new platform, or reworked to run on more powerful hardware.
In 1994, Apple allied with IBM and Motorola in the AIM alliance. The goal was to create a new
computing platform (the PowerPC Reference Platform), which would use IBM and Motorola
hardware coupled with Apple's software. The AIM alliance hoped that PReP's performance and
Apple's software would leave the PC far behind, thus countering Microsoft. The same year, Apple
introduced the Power Macintosh, the first of many Apple computers to use
IBM's PowerPC processor.
In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio made many changes at
Apple, including massive layoffs. After multiple failed attempts to improve Mac OS, first with
the Taligent project, then later with Copland and Gershwin, Amelio chose to purchase NeXT and

11. its NeXTSTEP operating system, bringing Steve Jobs back to Apple as an advisor. On July 9, 1997,
Gil Amelio was ousted by the board of directors after overseeing a three-year record-low stock
price and crippling financial losses. Jobs became the interim CEO and began restructuring the
company's product line.
At the 1997 Macworld Expo, Steve Jobs announced that Apple would join Microsoft to release new
versions of Microsoft Office for the Macintosh, and that Microsoft made a $150 million investment
in non-voting Apple stock.
On November 10, 1997, Apple introduced the Apple Store, tied to a new build-to-order
manufacturing strategy.

12. 1998–2005: Return to profitability
On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the Macintosh
128K: the iMac. The iMac design team was led by Jonathan Ive, who would later design
the iPod and the iPhone. The iMac featured modern technology and a unique design. It sold close to
800,000 units in its first five months.
Through this period, Apple purchased several companies to create a portfolio of professional and
consumer-oriented digital production software. In 1998, Apple announced the purchase
ofMacromedia's Final Cut software, signaling its expansion into the digital video editing
market. The following year, Apple released two video editing products: iMovie for consumers,
andFinal Cut Pro for professionals, the latter of which has gone on to be a significant video-editing
program, with 800,000 registered users in early 2007. In 2002 Apple purchased Nothing Real for
their advanced digital compositing application Shake, as well as Emagic for their music
productivity application Logic, which led to the development of their consumer-levelGarageBand
application. iPhoto's release the same year completed the iLife suite.
Apple retail stores allow potential customers to use floor models without making a purchase.
Mac OS X, based on NeXT's OPENSTEP and BSD Unix was released on March 24, 2001, after
several years of development. Aimed at consumers and professionals alike, Mac OS X aimed to
combine the stability, reliability and security of Unix with the ease of use afforded by an
overhauled user interface. To aid users in migrating from Mac OS 9, the new operating system
allowed the use of OS 9 applications through Mac OS X's Classic environment.

13. On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and
California. later on July 9 they bought Spruce Technologies, a DVD authoring company. The same
year, Apple introduced the iPod portable digital audio player. The product was phenomenally
successful — over 100 million units were sold within six years. In 2003, Apple's iTunes Store was
introduced, offering online music downloads for $0.99 a song and integration with the iPod. The
service quickly became the market leader in online music services, with over 5 billion downloads
by June 19, 2008.
Since 2001 Apple's design team has progressively abandoned the use of translucent colored plastics
first used in the iMac G3. This began with the titanium PowerBook and was followed by the
white polycarbonate iBook and the flat-panel iMac.

14. 2005–2007: The Intel transition
The MacBook Pro (15.4" widescreen) was Apple's first laptop with an Intelmicroprocessor. It was
announced in January 2006 and is aimed at the professional market.
At the Worldwide Developers Conference keynote address on June 6, 2005, Steve Jobs announced
that Apple would begin producing Intel-based Mac computers in 2006. On January 10, 2006, the
new MacBook Pro and iMac became the first Apple computers to use Intel's Core Duo CPU. By
August 7, 2006 Apple had transitioned the entire Mac product line to Intel chips, over one year
sooner than announced. ThePower Mac, iBook, and PowerBook brands were retired during the
transition; the Mac Pro, MacBook, and MacBook Pro became their respective successors. On April
29, 2009, The Wall Street Journal reported that Apple was building its own team of engineers to
design microchips.
Apple also introduced Boot Camp to help users install Windows XP or Windows Vista on their
Intel Macs alongside Mac OS X.
Apple's success during this period was evident in its stock price. Between early 2003 and 2006, the
price of Apple's stock increased more than tenfold, from around $6 per share (split-adjusted) to over
$80. In January 2006, Apple's market cap surpassed that of Dell. Nine years prior, Dell's
CEO Michael Dell said that if he ran Apple he would "shut it down and give the money back to the
shareholders."
Although Apple's market share in computers has grown, it remains far behind competitors using
Microsoft Windows, with only about 8% of desktops and laptops in the U.S.

15. 2007–present: Mobile consumer electronics era
Delivering his keynote at the Macworld Expo on January 9, 2007, Jobs announced that Apple
Computer, Inc. would from that point on be known as Apple Inc., because computers are no longer
the singular focus of the company. This change reflects the company's shift of emphasis to mobile
electronic devices from personal computers. The event also saw the announcement of
the iPhone and the Apple TV. The following day, Apple shares hit $97.80, an all-time high at that
point. In May, Apple's share price passed the $100 mark.
In an article posted on Apple's website on February 6, 2007, Steve Jobs wrote that Apple would be
willing to sell music on the iTunes Store without DRM (which would allow tracks to be played on
third-party players) if record labels would agree to drop the technology. On April 2, 2007, Apple
and EMI jointly announced the removal of DRM technology from EMI's catalog in the iTunes
Store, effective in May. Other record labels followed later that year.
The Mac, iPad, and iPhone now form the core of Apple's business.
In July of the following year, Apple launched the App Store to sell third-party applications for
the iPhone and iPod Touch. Within a month, the store sold 60 million applications and brought in
$1 million daily on average, with Jobs speculating that the App Store could become a billion-dollar
business for Apple. Three months later, it was announced that Apple had become the third-largest
mobile handset supplier in the world due to the popularity of the iPhone.
On December 16, 2008, Apple announced that after over 20 years of attending Macworld, 2009
would be the last year Apple would be attending the Macworld Expo, and that Phil Schiller would
deliver the 2009 keynote in lieu of the expected Jobs. Almost exactly one month later, on January
14, 2009, an internal Apple memo from Jobs announced that he would be taking a six-month leave

16. of absence, until the end of June 2009, to allow him to better focus on his health and to allow the
company to better focus on its products without having the rampant media speculating about his
health. Despite Jobs' absence, Apple recorded its best non-holiday quarter during the recession with
a revenue of $8.16 billion and a profit of $1.21 billion.
After years of speculation and multiple rumored "leaks" Apple announced a large screen, tablet-like
media device known as the iPad on January 27, 2010. The iPad runs the same touch based operating
system that the iPhone uses and many of the same iPhone apps are compatible with the iPad. This
gave the iPad a large app catalog on launch even with very litt le development time before the
release. Later that year on April 3, 2010, the iPad was launched in the US and sold more than
300,000 units on that day and reaching 500,000 by the end of the first week. In May of the same
year, Apple's market cap exceeded that of competitor Microsoft for the first time since 1989.
Apple released the fourth generation iPhone, which introduced video calling, multitasking, and a
new uninsulated stainless steel design, which acts as the phone's antenna. Because of this antenna
implementation, some iPhone 4 users reported a reduction in signal strength when the phone is held
in specific ways. After a large amount of media coverage including mainstream news organizations,
Apple held a press conference where they offered buyers a free rubber 'bumper' case, which had
been proven to eliminate the signal reduction issue. Later that year Apple again refreshed
its iPod line of MP3 players which introduced a multi-touch iPod Nano, iPod Touch with Face
Time, and iPod Shuffle with buttons which brought back the buttons of earlier generations.
In October 2010, Apple shares hit an all-time high, eclipsing $300. Additionally, on October 20,
Apple updated their MacBook Air laptop, iLife suite of applications, and unveiled Mac OS X Lion,
the latest installment in their Mac OS X operating system. On January 6, 2011, the company opened
their Mac App Store, a digital software distribution platform, similar to the existing iOS App Store.
On January 17, 2011, an internal Apple memo from Jobs announced that he will once again take a
medical leave of absence, for an indefinite period, to allow him to focus on his health. Chief
operating officer Timothy D. Cook will take up Jobs' day-to-day operations at Apple, although Jobs
will still remain "involved in major strategic decisions for the company."

17. Corporate
Apple was one of several highly successful companies founded in the 1970s that bucked the
traditional notions of what a corporate culture should look like in organizational hierarchy (flat
versus tall, casual versus formal attire, etc.). Other highly successful firms with similar cultural
aspects from the same period include Southwest Airlines and Microsoft. Originally, the company
stood in opposition to staid competitors like IBM by default, thanks to the influence of its founders;
Steve Jobs often walked around the office barefoot even after Apple was a Fortune 500 company.
By the time of the "1984" TV ad, this trait had become a key way the company attempts to
differentiate itself from its competitors.
As the company has grown and been led by a series of chief executives, each with his own idea of
what Apple should be, some of its original character has arguably been lost, but Apple still has a
reputation for fostering individuality and excellence that reliably draws talented people into its
employ, especially after Jobs' return. To recognize the best of its employees, Apple created the
Apple Fellows program, awarding individuals who made extraordinary technical or leadership
contributions to personal computing while at the company. The Apple Fellowship has so far been
awarded to a few individuals including Bill Atkinson, Steve Capps, Rod Holt, Alan Kay, Guy
Kawasaki, Al Alcorn, Don Norman, Rich Page, and Steve Wozniak.
Numerous employees of Apple have cited that projects without Jobs' involvement often take longer
than projects with his involvement. Another presents the image of Jobs "wandering the hall with
a flame thrower in hand, asking random people 'do you work on MobileMe?'".

18. Users
Apple aficionados wait in line around an Apple retail store in anticipation of a new product. This
branch is located on Fifth Avenue in New York City, with a glass cube housing a cylindrical
elevator and a spiral staircase that lead into the subterranean store.
While this brand loyalty is considered unusual for any product, Apple appears not to have gone out
of its way to create it. At one time, Apple evangelists were actively engaged by the company, but
this was after the phenomenon was already firmly established. Apple evangelist Guy Kawasaki has
called the brand fanaticism "something that was stumbled upon". Apple has, however, supported
the continuing existence of a network of Mac User Groups in most major and many minor centers
of population where Mac computers are available.
Mac users would meet at the European Apple Expo and the San Francisco Macworld Conference &
Expo trade shows where Apple traditionally introduced new products each year to the industry and
public until Apple pulled out of both events. While the conferences continue, Apple does not have
official representation there. Mac developers, in turn, continue gather at the annual
Apple Worldwide Developers Conference.
Apple Store openings can draw crowds of thousands, with some waiting in line as much as a day
before the opening or flying in from other countries for the event. The New York City Fifth
Avenue "Cube" store had a line as long as half a mile; a few Mac fans took the opportunity of the
setting to propose marriage. The Ginza opening in Tokyo was estimated in the thousands with a line
exceeding eight city blocks.
John Sculley told The Guardian newspaper in 1997: "People talk about technology, but Apple was
a marketing company. It was the marketing company of the decade."

19. Research in 2002 by NetRatings indicate that the average Apple consumer was usually more
affluent and more well-educated than PC consumers. The research indicated that this correlation
could stem from the fact that on average Apple Inc. products are more expensive than PC
products. Almost ten years later the New York Times noted, "...the iPad 2 actually costs less than its
comparably equipped Android rivals."
During the Mac's early history Apple generally refused to adopt prevailing industry standards for
hardware, instead creating their own. This trend was largely reversed in the late 1990s beginning
with Apple's adoption of the PCI bus in the 7500/8500/9500 Power Macs. Apple has since
adopted USB, AGP, HyperTransport, Wi-Fi, and other industry standards in its computers and was
in some cases a leader in the adoption of standards such as USB. FireWire is an Apple-originated
standard that has seen widespread industry adoption after it was standardized as IEEE 1394.
Ever since the first Apple Store opened, Apple has sold third party accessories. This allows, for
instance, Nikon and Canon to sell their Mac-compatible digital cameras and camcorders inside the
store. Adobe, one of Apple's oldest software partners, also sells its Mac-compatible software, as
does Microsoft, who sells Microsoft Office for the Mac. Books from John Wiley & Sons, who
publishes the For Dummies series of instructional books, are a notable exception, however. The
publisher's line of books were banned from Apple Stores in 2005 because Steve Jobs disagreed with
their decision to publish an unauthorized Jobs biography, iCon.

20. Headquarters
Company headquarters on Infinite Loop inCupertino, California
Apple Inc.'s world corporate headquarters are located in the middle of Silicon Valley, at 1 Infinite
Loop, Cupertino, California. This Apple campus has six buildings that total 850,000 square feet
(79,000 m2) and was built in 1993 by Sobrato Development Cos.
In 2006, Apple announced its intention to build a second campus on 50 acres (200,000 m2)
assembled from various contiguous plots. The new campus, also in Cupertino, will be about 1 mile
(1.6 km) east of the current campus.
Advertising
Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial to the more
modern 'Get a Mac' adverts, Apple has been recognized in the past for its efforts towards effective
advertising and marketing for its products, though its advertising has been criticized for the claims
of some more recent campaigns, particularly 2005 Power Mac ads and iPhone ads in Britain.

21. Logos
The original logo with Isaac Newton under an apple tree
The rainbow "bitten" logo, used from late 1976 to 1998
The monochrome logo, used since 1998
Apple's first logo, Wayne, depicts Sir Isaac Newton sitting under an apple tree.
Almost immediately, though, this was replaced by Rob Janoff's "rainbow Apple", the now-familiar
rainbow-colored silhouette of an apple with a bite taken out of it. Janoff presented Jobs with several
different monochromatic themes for the "bitten" logo, and Jobs immediately took a liking to it.
While Jobs liked the logo, he insisted it be in color to humanize the company. The Apple logo was
designed with a bite so that it wouldn't be recognized as another fruit. The colored stripes were
conceived to make the logo more accessible, and to represent the fact the monitor could reproduce
images in color. The logo is often erroneously referred to as a tribute to Alan Turing, with the bite
mark a reference to his method of suicide. Both the designer of the logo and the company deny that
there is any homage to Turing in the design of the logo.
In 1998, with the roll-out of the new iMac, Apple discontinued the rainbow theme and began to use
monochromatic themes, nearly identical in shape to its previous rainbow incarnation, on various
products, packaging and advertising. An Aqua-themed version of the monochrome logo was used
from 2001–2003, and a Glass-themed version has been used since 2003.

22. In the past, Apple Inc. has had trademark issues between themselves and Apple Corps ltd., a
multimedia company started by the Beatles in 1967, involving their name and logo. This resulted in
a series of lawsuits and tension between the two companies. These issues finally ended with their
most recent law suit in 2007.
Slogans
Apple's first slogan, "Byte into an Apple", was coined in the late 1970s. From 1997–2002, Apple
used the slogan Think Different in advertising campaigns. The slogan had a lasting impact on their
image and revived their popularity with the media and customers, and the grammar caused a bit of
discussion (i.e. "think" is a verb, which is modified by adverbs; therefore the adverb "differently"
should be used, not the adjective "different"). Although the slogan has been retired, it is still closely
associated with Apple. Apple also has slogans for specific product lines — for example, "iThink,
therefore iMac" was used in 1998 to promote the iMac, and "Say hello to iPhone" has been used in
iPhone advertisements. "Hello" was also used to introduce the original Macintosh, Newton, iMac
("hello (again)"), and iPod.

23. Labor practices
In 2006, the Mail on Sunday reported that sweatshop conditions existed in some factories in China,
where the contract manufacturers, Foxconn and Inventec, operate the factories that produce the
iPod. The article stated that one complex of factories that assembles the iPod (among other items),
for instance, had over 200,000 workers that lived and worked in the factory, with employees
regularly working more than 60 hours per week. The article also reported that workers made around
$100 per month and were required to live on the premises and pay for rent and food from the
company, which generally amounted to a little over half of workers' earnings.
Immediately after the allegations, Apple launched an investigation and worked with
their manufacturers to ensure that conditions were acceptable to Apple. In 2007, Apple started
yearly audits of all its suppliers regarding worker's rights, slowly raising standards and pruning
suppliers that did not comply. Yearly progress reports have been published since 2008. In 2010,
workers in China planned to sue iPhone contractors over poisoning by a cleaner used to clean LCD
screens. One worker claimed that he and his coworkers had not been informed of possible
occupational illnesses.

24. Corporate Culture
Corporate Culture
Apple is a pretty divided mix of typical corporate red tape and politics mixed in with startup
level urgency when the direction comes from Steve. If you have a project that Steve is not
involved in, it will take months of meetings to move things forward. If Steve wants it done, it's
done faster than anyone thinks is humanly possible. The best way to get any cross departmental
work done was to say its for Steve and you'd probably have it the same day.
Launch Events
Probably the single greatest feeling working at Apple is getting to work on part of the product
launch process. You plan and prep for months, then launch week you work like mad for 12-16
hours days and even pull all nighters to make sure your piece of the puzzle is ready for Apple's
big presentation. Then you gather with all the other employees in the cafe and watch it all unfold.
It's a great rush and your whole team feels it.
Worker Mentality
Apple is one of those companies where people work on an almost religious level of commitment.
There are probably a handful of large companies that can command this, such as Disney or
Google. Most workers, no matter how simple their job might be, truly feel they are changing the
world with whatever they are doing. That's not a bad thing, it can just make you blind on the next
point:
Company Benefits
Pretty lacking here, in my opinion. The cafe costs, and isn't really that cheap (although PB&J
will run you 25 cents). Every floor has a vending machine, which also cost (though the ice cream
machines were pretty slick) and even the refrigerator in the Graphic Design department had an
'honor bar' that you had to pay for yogurt and other items. The gym also isn't free, but is on
campus and decent. I recall one person asked Steve why these benefits were so low, and the main
response was "it's my job to make your stock go up so you can afford these things".

25. Perks
Modest perks include one computer system at 25% off per year, with three 15% discounts for
friends and family. On campus store includes the only Apple swag you'll probably ever see, and
all software there is 50% off.

26. Analysis & Conclusion
Apple inc. is one of the most successful companies in electronics in the market. It had its ups and
downs but after going through their profile I came to know that 2 main characters played the
main role in the rising and the downfall and the rising again of the company and those two
people are Steve Jobs and Steve Wozniak.
Steve Jobs and Steve Wozniak were the people who made Apple, who gave Apple it’s identity,
made Apple the leader in the electronics market. It was their ideas and innovations that brought
this company to the top. It was incorporated in 1977 and today has made it’s mark in the
electronic industry. It now has a very diverse range of products from music players and personal
computers to tablets and T.V.s .
It was the entrepreneurial minds of both the Steve’s that made this company what it is today.
Today it has more than 60% of the global market for cell phones and music players and they
have positioned their products in the minds of consumers as a must have for any one.
They have a very diverse corporate culture and people work on an almost religious level of
commitment. Every one works hard in the company. Politics can be seen in the workplace as
work is hard to be done unless it is important for the upper management. Company perks are
good, employees get good discounts on company products.

27. SWOT Analysis
Strength
 Durable & Reliable Products
 They have the most expansive
application store online
 Pioneers of Touch Technology
 Leaders in the market of cell phones and
tablets.
Weakness
 Not for all income earner groups
Opportunity
 Asia Market
Threats
 Nokia
 HTC
 Samsung
 Android
 Windows

28. References
 http://www.quora.com/Apple-Inc-company/What-is-the-internal-culture-like-at-Apple accessed
on 2/4/11 9:30pm
 http://en.wikipedia.org/wiki/Apple_inc accessed on 2/4/11 9:30pm