1. APPLE Inc.
Selected case study

2. TABLE OF CONTENTS
1) ORIGIN AND HISTORY
2) PRODUCTS LAUNCHED FROM 1970s-1980s
3) RISE AND FALL
4) APPLE VS MICROSOFT (THE STRUGGLE)
5) PRODUCTS AND THEIR FEATURES
6) ADVERTISEMENT
7) POSITION IN GLOBAL MARKET
8) CRITICISM
9) CONCLUSION

3. Transformation of apple from an overpriced
to an essential machine
APPLE 1(1976) MAC AIR(2012)

4. INTRODUCTION
Apple Inc. (NASDAQ: AAPL; formerly Apple Computer, Inc.) is an American
multinational corporation that designs and sells consumer
electronics, computer software, and personal computers.
Fortune magazine named Apple the most admired company in the United
States in 2008, and in the world from 2008 to 2012.
Chairman(1976-1985)-Steve Jobs
CEO(1997-2011)-Steve Jobs
CEO-Tim Cook
Chairman-Arthur D.Levinson
SVP of Industrial Design-Sir Jonathan Ive

5. FINANCIAL DATA:
 REVENUE ----------------------------US $ 108.249 BILLION
 OPERATING INCOME -----------------------------US $ 33.790 BILLION
 NET INCOME -----------------------------US $ 25.922 BILLION
 TOTAL ASSETS -----------------------------US $ 116.371 BILLION
 TOTAL EQUTIY ------------------------------US $ 76.615 BILLION

6. APPLE was established on APRIL 1 1976 by STEVE JOBS,STEVE WOZNIACK
& RONALD WAYNE & RONALD WAYNE.
 After the failure of APPLE 1,APPLE 2 was introduced
 APPLE went public in 1980.(created most millioniares )
 IN 1983 LISA was made.
 It was the first pc sold with GUI but was a commercial fail.
APPLE2
 LISA

7. RISE & FALL(1986-1993)
 The Macintosh Portable was designed to be just as powerful as a desktop Macintosh, but
weighed 7.5 kilograms (17 lb) with a 12-hour battery life.
 Was running out of revenue and was forced to close the apple 2.
POWER BOOK

8. But it was not enough to prevent Apple decline in front of the
"Wintel world conspiracy" (Wintel=windows+intel) and in the
mid-90s Apple started a slow decline.
APPLE lost its entire worth.people created various depictions of
APPLE like “rotten APPLE”etc

9. APPLE vs MICROSOFT(THE STRUGGLE) 1989-
1994
 The Graphical User Interface made Lisa real success but one year later, a small
software company called Microsoft ships its own GUI supported by every IBM
compatible computers.
 IBM was Apple's main rival and it was dominating the market.

10. APPLE vs MICROSOFT(THE STRUGGLE) 1989-
1994
 During this period a new religion birth : the Apple-Mania and its cohort of Apple- evangelist.
The fan of Apple aren't simple costumers satisfied by their products, they are fanatics !
They pray Saint Steve Jobs, they celebrate Christmas
during the MacWorld Exposition every year in San
Fransisco, Cupertino is their Mecca and Bill Gates is the
Devil

11. APPLE AND ITS PRODUCTS(2001)
 APPLE started its successful products range under the leadership of STEVE JOBS. Below
is the timeline of the various i-products released.

12. i-pod(2001)
 IT WAS LAUNCHED ON NOVEMBER 10 2001.IT WAS A HUGE SUCCESS!!I
 IT HAD MEMORY OF 2GB AND 4GB.COULD STORE AND PLAY 35OO SONGS
 SINCE THEN IT HAS BEEN IMPROVED UPON AND NEWER MODELS HAVE COME
OUT FROM THE APPLE STABLES.
 MOST SIGNIFICANT OF THEM BEING THE “i-pod touch”

13. SALES OF I-POD
 i-pod shuffle saw tremendous success in the market.
 Every1 from the old to the young were attracted by its small design and good
voice quality.
 it sold0.21 million on the day it was released.

14. i-phone(2007) in 2005 with Apple CEO Steve Jobs' direction that Apple
 Development of the iPhone began
engineers investigate touchscreens.
 It was developed at an estimated cost of 150 million us dollars over 30 months.
 It was initially priced at $499.
 J
 It could do all basic thing that a phone was intended to do and had much more features like
internet,app store,and touch screen(1st phone to introduce).
i-phone(1g) i-phone(2g) i-phone(3g) i-phone(4g)

15. SALES OF I-PHONE
 It was launched on june 29 2007.
 It saw a huge line-up at the apple retailer stores.
 It sold 0.20 million units on the day it was launched
 Apple then launched more improved and advanced units redesigning the 4G
completely.
I-PHONE SALES OVER THE YEARS CROWDS WATING OUTSIDE APPLE’S HQs

16. I-PAD(2010)
 The i-pad was launched on march 12 2010.
 Was available to only U.S customers at the beginning.
 It was a device larger than a mobile featuring 7 inches of display screen and
the same software.
 It was initially targeted at business men who wanted the power of a laptop
and the size of a mobile.
i-pad i-pad2

17. I-PAD SALES
 It sold 1.27 million units on the day of its launch
 It was unfortunately highly priced
 Its still did not deter consumers on splurging on it
 The basic model was priced at $599
World wide i-pads sales

18. ADVERTISING TECHNIQUES
 In the past two decades, Apple Inc. has become well known for its
advertisements.
 Its most significant ad campaigns include the "1984" Super Bowl
commercial, the 1990s Think Different campaign, and the "iPod people" of
the 2000s.
 “GET A MAC”
 Computer features were hard to show off in a 30 second segment.APPLE
illustrates the features by putting the characters into humorous situations.
 This helped in grabbing the consumers attention with straight forward
slogans and humorous plays
Characters substituting
features of pcs

19.  i-pod advertising:
 Apple has promoted the iPod and iTunes with several advertising
campaigns, particularly with their silhouette commercials used both in print and on
TV.
 These commercials feature people as dark silhouettes, dancing to music against
bright-colored backgrounds.
 The silhouettes hold their iPods which are shown in distinctive white
Black silhouettes

20. General advertising approach as of now
 Have some awesome eye-candy.
 Use big PICTURES.
 Don’t convolute your message.
 Let your consumers market for you.

21. GLOBAL MARKET POSITION
 A year ago, the world's leading smartphone operating systems, Android and
iOS, owned a little over half the market. Now they own more than 80
percent of it.
 Of the 152.3 million smartphones shipped in the calendar quarter ending in
March, 59 percent had Android on them and 23 percent ran Apple iOS,
 In addition, both platforms have been able to build robust developer
communities.
 Android might be leading the smartphone market with over 107.8 million
UNITS, but it seems that Apple is winning where Android is losing in the
tablet game.
 Apple built upon its strong March iPad launch and ended the quarter with its
best-ever shipment total for the iPad, outrunning even the impressive
.shipment record it set in the fourth quarter of last year,”

22. CONCLUSION
-DATABASE WAREHOUSES
For collection of huge Business information.
-Network used-AirPort Extreme Card
-APPLE applies principles of network security
-APPLE is innovative and early adapters
-First company to come out with new product line than anyone else