2. THE BEGINNING
Apple Computer
Company was founded
on April 1, 1976, by
Steve Jobs, Steve
Wozniak and Ronald
Wayne
The Company’s first product was the
Apple I, which went on sale in July
1976 and was market-priced at
$666.66
3. Apple Computer, Inc. Was incorporated on
January 3, 1977, without Wayne.
Multimillionaire 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. It’s first killer app
“VisiCalc”, a spreadsheet
program, gave home users an
additional reason to buy an
Apple II
4. The company introduced the Apple III
in 1980 in an attempt to compete with
IBM and Microsoft , but failed due to
“100 percent hardware failures”
according to Wozniak.
This technical
problem made
marketing the
computer difficult.
5. On a visit to
Xerox PARC in
1979
Jobs and others
saw the Xerox
Alto.
Jobs was immediately
convinced that the
graphical user interface
(GUI) was the future and
this began the development
of Apple Lisa
6. On December 12, 1980, Apple went public at $22 per share,
generating more capital than any IPO since Ford Motor
Company in 1956 and immediately creating 300 millionaires
7. 1984-91: SUCCESS WITH MACINTOSH
Lisa first commercial personal
computer with a GUI, but a
failure.
Apple launched Macintosh, the
first PC sold without a
programming language.
It’s debut, signified by 1984, a
$1.5 million television
commercial, hailed as a
watershed event for Apple’s
success.
8. APPLE VS IBM+MICROSOFT :
THE STRUGGLE
The GUI was a huge
success, until a year later, a
small company
“MICROSOFT”, shipped it’s
own GUI software to IBM,
which resulted in their
dominance over market
IBM, their direct competition,
started producing cheaper
PC, along with power
struggle within the company
and some major product
flops, Apple was led to a
major down flop over the
years.
Also, Jobs
resigned from the
company
9. ROLE OF STEVE JOBS:
REBIRTH OF APPLE
Jobs was brought by the
then CEO Gil Amelio,
as an advisor which
went on to become a
major game changer
for the company.
Several acquisitions of
software companies
by Apple and major
game changing ideas
brought back the
company from near
bankruptcy.
11. In 2001, Apple
opened it’s first
official eponymous
retail stores in
Virginia and
California, marking
it’s independence
form other retailers
Same year,
Apple’s iPod was
launched.
It was an instant
hit.
12. Their silhouette ads did what Apple does best : it
created an iconic image.
Consumers immediately came to communicate
Apple and iPod
13. In 2007, Jobs announced that Apple Computer, Inc. would
thereafter be known as “Apple Inc.” , emphasising their
expansion in production of consumer electronics – iPhone,
Apple TV, iPod and iPad products
15. KEEP IT SIMPLE
Customers and prospects don’t need complex marketing
campaigns overwhelming them with information.
They make their marketing as simple as possible.
Basically, they strip down to bare minimum, and display
simple graphics to translate their message.
16. CREATE EXPERIENCES, NOT JUST PRODUCTS
Apple adds sensory dimensions to their products.
By creating an emotional bond to their customers, they
bring customer loyalty.
Usage of visuals have always been a major part of their
advertisements.
The company appeal to the emotions by showing happy
people using their products.
17. PRODUCT PLACEMENT
Apple has the budget to get its devices on television shows and movies,
but it's fine to start smaller too.
They let the people buy their products and the influencers share the
product details and show their followers how beneficial it is, and thus
seed is planted.
18. MYSTIQUE
Develop an aura of
mystery around what
you are doing.
Keep the products
under the wrap.
The big unveiling of
Apple products are
nowadays a major
long awaited event.
Sometimes, Apple
leak some of the info
to start rumours
about their products
and stir up the
audience.
19. Even now, till date, the competition
has not been able to figure out
completely how Apple has
connected to their consumers.
20.
21. DISCLAIMER
Created by Manish Gandhi, BIT Mesra, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow.
See http://www.IIMInternship.com.
