Hello everyone, it’s good to see all of you here. I’m Vu Thuy Giang, from TAN201.7 class.

First,
let me give you some information. Do you know that Fortunes magazine named Apple the most
admired company in the United States in 2008 and in the world in 2009? It’s realy a big
improvement to a company found with just $1,300. So today, I’m going to give you my
presentation about “the foundation and development of Apple Inc.”. it may take you 8-1o
minutes, if you have any question, I’ll be happy to answer your questions at the end of my talk.

In my presentation, I’ll focus on three main parts: some brief information about Apple Inc., its
timeline of products and the key factors that help it to gain success.

To the first part of my talk, I’m going to give you some brief information about Apple Inc..

Firstly, its foundation. Established in Cupertino, California in 1976 by Steve Jobs, Steve Wozniak
and Roynald Wayne, the company was called Apple Computer Inc, for its first 30 years than
dropped the word “Computer” in 2007 to reflect the company’s ongoing expansion.

Secondly, about its business. Apple is now a multinational company which focus on designing
and manufacturing consumer electronics, also developing software products. Its main products
contain personal computers, portale media player, mobile phones, computer software and
hardware, and hardware accessories.

The company’s 4 reportable operating segments consits of Americas, Europe, Japan and retail.
(The America segment includes both North and South Ameica, the Europe segment includes
European countries as well as the Middle East and Africa countries. The retail segment operates
Apple-owned retail stores in the U.S and international markets.)

Now Apple has more than 250 retail stores in nine countries and an online store. The company
does business in over 70 countries and has 35,000 employees worldwile with annual sales of
over $30bn in its fiscal year.

Thirdly, about its logos ans slogans. The first logos of Apple is a hand-draw design by Jobs and
Wayne which features Sir Isaac Newton and his discovery of gravity (the apple). The sencond
logo is a rainbow bitten apple. The third logo use monochromatic m'ɒnəkroʊm theme with the
bitten shape – one of the most recognised brand symbols in the world (which identifies all
Apple products and stores and has been included as stickers in nearly all Macintosh and iPod
package trough the years). The next logo is an aqua-themed logo. And the last logo used from
2003 to present is a glass-themed logo, it first appeared on Mac OS X Panther ans also on start-
up of the iPhone, iPod and all subsequent versions of these products.

Apple’s 1st slogan, “Byte into an Apple”, was coined in the late 1970s. Then from 1977 to 2002,
Apple used the slogan “Think Different” in its advertising campaigns. Though that slogan has
been retired, it is still closely associated with Apple. Apple also has slogans for specific product
lines, for example, “iThink, therefore iMac” used to promote the iMac, “Say hello to iPhone” in
iPhone advertisements.

To many computer users, Apple has defined the PC industry, driven technology innovation, and
changed the perception of personal computing. Since its foundation, Apple has reinvented itself
several times with a variety of products. Then, let’s move on to the second part of my talk, the
timeline of Apple products.

Firstly, I’ll talk about Apple’s ealy-year products. Jobs and Wayne sold their 1 st product, Apple I,
as an assemble circuit s'ɜːrkɪt board (bang mach dien lap rap) which lacked basic features such
as a keyboard, monitor and case. Dispite that lack, Apple I gained great success, 200 products
were sold to computer hobbyists for $666 each.

Later that summer, Apple II was produced to appeal to a greater market. That made Apple to
become one of the fastest-growing companies in the US.

The next product is Lisa but it didn’t sell as well as Apple had hoped. So later, Apple introduced
the debut of the Macintosh. And this became one of the most successful products of Apple.

The company also manufacture many other products, and its current products are the
MacBook, the iPhone, the iPod and the Apple TV.

Out of all Apple’s products, the iPod is its most successful products since its introduction as the
new way of listening music. Its has evolved to include various models targeting the needs of
different users and currently be sold with 4 variants: iPod Classic, iPod Nano, iPod suffle and
iPod Touch.

As I have said above, Apple Inc. was found with just $1,300 but now its annual sales is over
$30,000bn. Have U ever considered why this company can do this? So, there is the last part of
my presentation, the key factors helps Apple to gain its success – both of skill and luck.

About Apple’s skill.

The companys has great executives expecially Steve Jobs, the co-founder. When Jobs returned
to Apple in the late 90s, he changed the company’s focus to hardware and used software as the
key driving factors behind selling that hardware. He made sure that Apple didn’t license its
operating system and abandoned its plans of copying competitors. He relised that the industry
was filled with copy products that failed to address consumer desire. Armed with that
knowledge, Jobs set out to create a different experience that would make people take notice.
And cannt deny that every Apple product has great design, it tempers engineering with art.
Apple always provides easy-use products to the hand of consumers, most of its products are
light, small and easy to carry around which make them more competitive.

Let’s see some images of the iPod touch very charming?

The iPod suffle, which is very small can be used as a hair-clip and easy to

carry around

And one other skill that helps Apple to gain success is that the company has great advertising
campaigns. In the past 2 decades, Apple Inc. has become appreciated for its free-thinking
advertisements, which reflect as business plan of marketing their products to creative
individuals. Their most significant ad campaigns include the 1984 “Super Bowl” commercial,
which introduces their company as revolutionary, independent and subversive. As well as the
1990s “Think different” campaign, which featured major artists, and the “iPod people” of the
2000s, featuring several colorful, dancing people. The MacBook Air was introduced as the world
thinest notebook and even had its own commercial song.

What about Apple’s luck?

Apple’s staff must say thanks to their competitors, they were complacent, focused on the
wrong markets, and generally failed to relised that Apple was strating a movement that wasn’t
waiting for them to catch up.

Microsoft’s biggest downfall since the return of Apple is Windows and its willingness to let it
slip into the mud. Sure, it faced problems with XP and Vista is a worsen disaster. And its fear of
Google pushed it to capture more search market share. It forgot about Windows, also forgot
about Apple.

About HP and Dell, both companies were under the impression that Windows would be the
savior, no matter what, and that computer design didn’t matter. That may have been true years
ago, when laptops were a pie-in-the-sky idea, but today, laptops are quickly becoming the toast
of the town, and laptop consumers have been looking for beauty.

But a discussion of luck wouldn’t be anything wihtout mentioning the media. Apple makes
everything easier. It’s strange but people that start using Apple products have a sense of loyalty
to them unlike any other computer brands. So, Apple’s customers keep coming back for more.

It’s all about my presentation, anyone has questions?

OK, to conclude, let me introduce you the MacBook Air ad with its commercial song and
understand why Apple could be come one of the top brand name in the world.

Thanks for your attetion.