APPLE

INTRODUCTION
 Company headquarters -on Infinite Loop in Cupertino, California
 Industry:
o Computer hardware
o Computer software
o Consumer electronics
o Digital distribution
 Founded: April 1, 1976 (1976-04-01) (37 years ago)
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(incorporated January 3, 1977)
Founder:
Steve Jobs
Steve Wozniak
Ronald Wayne

INTRODUCTION….
 Headquarters:Apple Campus, 1 Infinite Loop, Cupertino, California,
U.S.
 Number of locations:406 retail stores (as of May 2013)Area
servedWorldwide
 Key people:Arthur D. Levinson (Chairman)
Tim Cook (CEO),
Steve Jobs (Founder, former CEO

INTRODUCTION….
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ServicesServices list
Apple Store
Apple Store online
Mac App Store
iOS App Store
iTunes Store
iBooks
iCloud
 Revenue :US$ 170.910 billion (2013)
 Employees:80,000 (2013)
 CapitalWebsiteApple.com

HISTORY
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Apple was established on April 1, 1976, by Steve
Jobs, Steve Wozniak and Ronald Wayne
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Apple I personal computer kit, a computer single
handedly designed by Wozniak. The kits were handbuilt by Wozniak and first shown to the public at
the Homebrew Computer Club
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The Apple II, also invented by Wozniak, was
introduced on April 16, 1977, at the first West Coast
Computer Faire
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Apple III in May 1980 in an attempt to compete
with IBM and Microsoft in the business and
corporate computing market
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On December 12, 1980, Apple went public at $22
per share, generating more capital than any IPO
since Ford Motor Company in 1956 and instantly
creating more millionaires (about 300) than any
company in history.

HISTORY
1981–85: Lisa and Macintosh
 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.
 In 1984, Apple next launched the Macintosh
 In 1985 a power struggle developed between
Jobs and CEO John Sculley
& Job resigns
 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.
Macintosh 1984

HISTORY
 The Macintosh Portable was introduced in 1989
and was designed to be just as powerful as a
desktop Macintosh, but weighed a bulky 7.5
kilograms (17 lb) with a 12-hour battery life
 Apple released the Macintosh LC with a
single expansion slot for the Apple II e
Card to migrate Apple II users to the
Macintosh platform. Apple stopped selling
the Apple IIe in 1993.
Macintosh
portable

HISTORY
 1986–97: Decline
 Apple was facing competition from OS/2 and UNIX vendors such asSun
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 same year, Apple introduced the Power Macintosh, the first of many Apple
computers to use Motorola's PowerPC processor.
 In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio made
many changes at Apple, including extensive layoffs.[After numerous failed attempts
to improve Mac OS, first with the Taligent project, then later
with Copland and Gershwin, Amelio chose to purchase NeXT and
itsNeXTSTEP 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.

HISTORY
o profitability
 On August 15, 1998, Apple introduced a new all-in-one computer
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reminiscent of the Macintosh 128K: the iMac
In 1998, Apple announced the purchase ofMacromedia's Final
Cut software, signaling its expansion into the digital video editing market
Mac OS X, based on NeXT's OPENSTEP and BSD Unix was released on
March 24, 2001,
On May 19, 2001, Apple opened the first official Apple Retail Stores in
Virginia and California.On July 9, they bought Spruce Technologies,
a DVD authoring company. On October 23 of the same year, Apple
announced the iPod portable digital audio player, and started selling it on
November 10
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.

HISTORY
 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.
 Apple introduced Boot Camp to help users
install Windows XP or Windows Vista on their
Intel Macs alongside Mac OS X.
 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 CEOMichael Dell said that if he ran
Apple he would "shut it down and give the
money back to the shareholders."
The MacBook Pro, Apple's
first laptop with
an Intel microprocessor,
announced in January 2006.

HISTORY
 On January 9, 2007, Jobs announced that Apple Computer, Inc. would
from that point on be known as Apple Inc., because computers were no
longer the main focus of the company, which had shifted its emphasis
to mobile electronic devices. 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 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,
 Apple announced a large screen, tablet-like media device known as the
iPad on January 27, 2010.

HISTORY
 Apple again refreshed its iPod line of MP3 players which introduced
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a multi-touch iPod Nano, iPod Touch with FaceTime, and iPod
Shuffle with buttons which brought back the buttons of earlier
generations.[106][107][108]
On October 20, Apple updated their MacBook Air laptop, iLife suite of
applications, and unveiled Mac OS X Lion, the last version with the
name Mac OS X.1–present: Post–Steve Jobs era
iCloud-This would be the last product launch Jobs would attend before
his death.
On August 24, 2011, Jobs resigned his position as CEO of
Apple.[119] He was replaced by Tim Cook and Jobs became Apple's
chairman.
On October 4, 2011, Apple announced the iPhone 4S, which included
an improved camera with 1080p video recording, a dual core A5 chip
capable of 7 times faster graphics than the A4, an "intelligent software
assistant" named Siri, and cloud-sourced data with iCloud.

HISTORY
 On October 5, 2011, Apple announced that Jobs had died, marking the
end of an era for Apple Inc. The iPhone 4S was officially released on
October 14, 2011.
 The 3rd generation iPad was announced on March 7, 2012
 On September 12, 2012, Apple unveiled the iPhone 5, featuring an
enlarged screen, more powerful processors, and running iOS 6.

COMPANY DETAILS
Apple Inc. incorporated
 Mobile communication and media devices
 Personal computers
 Portable digital music players
 Variety of related software, services, peripherals, networking solutions, and
third-party digital content and applications

COMPANY DETAILS
The Company's products and services include
 iPhone
 iPad
 Mac
 iPod
 iTunes
 Apple TV
 A portfolio of consumer and professional software applications
 iCloud
 A variety of accessory, service and support offerings.

COMPANY DETAILS
 iPhone
iPhone combines a mobile phone, an iPod, and an Internet
communications device in a single handheld product. Based on the
Company's Multi-Touch user interface, iPhone features desktop-class email,
Web browsing, searching, and maps and is compatible with both Mac and
Windows-based computers. iPhone automatically syncs content from users'
iTunes libraries, as well as contacts, bookmarks, and email accounts. iPhone
allows customers to access the iTunes Store to download audio and video
files, as well as a variety of other digital content and applications. In
September 2012, the Company launched iPhone 5, its latest version of
iPhone.

COMPANY DETAILS
• iPad
iPad is a multi-purpose mobile device for browsing the Web, reading
and sending email, viewing photos, watching videos, listening to music,
playing games, reading e-books and more. iPad is based on the
Company's Multi-Touch technology and allows customers to connect
with their applications and content in a more interactive way. iPad
allows customers to access the iTunes Store to download audio and
video files, as well as a variety of other digital content and applications.
In March 2012, the Company launched the iPad, its third generation
iPad, and in October 2012, the Company announced its fourth
generation iPad and iPad mini.

COMPANY DETAILS
 Mac
The Company offers a range of personal computing products, including
desktop and portable computers, related devices and peripherals, and thirdparty hardware products. The Company's Mac desktop and portable systems
feature Intel microprocessors, the OS X operating system and the iLife suite
of software for creation and management of digital photography, music,
movies, DVDs and Websites. The Company's desktop computers include
iMac, Mac Pro and Mac mini.

COMPANY DETAILS
• iPod
The Company's iPod line of portable digital music and media players
includes iPod touch, iPod nano, iPod shuffle and iPod classic. All iPods
work with iTunes.

COMPANY DETAILS
• iTunes
iTunes is an application that supports the purchase, download,
organization and playback of digital audio and video files and is
available for both Mac and Windows-based computers. iTunes features
integration with iCloud, AirPlay wireless music playback, Genius
Mixes, Home Sharing, and syncing functionality with iOS devices.
iTunes is integrated with the iTunes Store, a service that allows
customers to discover, purchase, rent, and download digital content and
applications.
The iTunes Store includes the App Store and iBookstore.

COMPANY DETAILS
 iCloud
iCloud is the Company's cloud service, which stores music, photos,
applications, contacts, calendars, and documents and wirelessly pushes them
to multiple iOS devices, Mac and Windows-based computers. iCloud's
features include iTunes in the Cloud, Photo Stream, Documents in the
Cloud, Contacts, Calendar, Mail, automatic downloads and purchase history
for applications and iBooks, and iCloud Backup. Users can sign up for free
access to iCloud using a device running qualifying versions of iOS or OS X.

COMPANY DETAILS
 Software Products and Operating System Software
The Company offers a range of software products for consumers and for
SMB, education, enterprise and government customers, including the
Company's iOS and OS X operating system software; server software;
professional application software; and consumer, education, and business
oriented application software. iOS is the Company's mobile operating
system that serves as the foundation for iOS devices. iOS supports iCloud
and includes features, such as Notification Center, a way to view and
manage notifications in one place; iMessage, a messaging service that
allows users to send text messages, photos and videos between iOS devices,
and Maps, with turn-by-turn navigation. iOS supports Siri, a voice activated
intelligent assistant, which is available on qualifying iOS devices. OS X, the
Company's Mac operating system, is built on an open-source UNIX-based
foundation.

COMPANY DETAILS
 Application Software
iLife is the Company's consumer-oriented digital lifestyle application suite
included with all Mac computers. iLife features iPhoto, iMovie, iDigital
Versatile Disc (DVD), GarageBand and iWeb. iPhoto is the Company's
consumer-oriented digital photo application and iMovie is the Company's
consumer-oriented digital video editing software application. iDVD is the
Company's consumer-oriented software application that enables customers to
turn iMovie files, QuickTime files, and digital pictures into interactive DVDs.
GarageBand is the Company's consumer-oriented music creation application
that allows customers to play, record and create music. iWeb allows customers
to create online photo albums, blogs and podcasts, and to customize websites
using editing tools.
iWork is the Company's integrated productivity suite designed to help users
create, present, and publish documents, presentations, and spreadsheets. iWork
includes Pages for word processing and page layout, Keynote for presentations,
and Numbers for spreadsheets. The Company also has a Multi-Touch version of
each iWork application designed specifically for use on iOS devices.

COMPANY DETAILS
 Apple TV
It allows customers to watch movies and television shows on their high
definition television. Content from iTunes, Netflix, YouTube, and
Flickr, as well as music, photos, videos, and podcasts from a Mac or
Windows-based computer can also be wirelessly streamed to a
television through Apple TV.

MARKETING STRATEGY
 Apple’s marketing strategy can be summed up in one word:
Empathy
 No marketing budget.
 Never advertise their products anywhere. That means no SEO, PPC,
Social media, TV, Radio or print ads of any kind.
 Some other company advertise Apple’s products for them
 The secret to their success is in Apple’s marketing strategy. They use
what is known as the Exclusivity Technique.
 Sell On Value, Not Price

MARKETING STRATEGY
Steve made the marketing process simple; if you give people what they
want, educate them on why they need it, show them how it will
improve their lives, and why no competitor’s products can compete
with the convenience and ease of use of yours, customers will open
their wallets.

Sustained Competitive
Advantage
 Valuable : Innovators
 Rare : Strong R & D
 Costly to imitate : itunes, Mac OS
 Non substitutable : applications, softwares

STRENGHTS
• Branding
• Innovation
• Differentiated Product
• Superior Quality
• Retail Strategy

WEAKNESS
• Less Penetration
• Cannibalization

OPPURTUNITY
• High growth potential.
• Line Extension.
• High Potential music phone market
• Strategic Alliances

THREATS
• Competition
• Substitute Products
• Threat of Suppliers