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Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs.
The Two collaborated in the development of the ³Apple I in the early 1970s. The Apple I was a
step ahead of most computers of the time featuring a use of aTV as a display system and a
cassette interface for recording programs.

After obtaining financing for the development of Apple II, the Apple Computer Company was
formed in 1970.As the growth of home computer use grew, Apple grew with it. In 1980 the
company issued its initial public offering of investment stock.

Apple next introduced the MacIntosh Computer in 1983 during the Super Bowl. The computers
desktop publishing features provided the foundation for future innovations that have become
standard for the company. Today Apple, Inc has more than 33,000 employees and revenues
exceeding 42 million dollars.

Marketing Mix of Apple is as follows:

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îc Portable Computers ± including Mac products such as Mac Book Pro, iMac, MacBook
Air, Mac Mini, Xserve
îc Servers ± including Xserve, Xsan, MacOS X Ser, MobleMe.
îc Accessories ± including MagicMouse, Keyboard, Led Cinema Display.
îc Wi-fi Based Stations - including Airport Express, Airport Extreme, Time Capsule.
îc Developer ± including Developer Connection, Mac Program, iPhone Program.
îc iPod ± including iPod Shuffle, iPod Nano, ipod Classic.
îc iPhone ± including iPhone3GS, iPhone3G, iPad.
îc iTunes ± including movies, TV shows, audio books, games.
îc Periphal products ± including Printers, Storage devices, digital videos and cameras.
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îc Apple is a premium brand computer that does not attempt to compete on price. The
company has reduced prices after some initial product launches. It uses skimming and
preimuim pricing strategies.
îc The AppleiPad is priced at a minimum of $499.
îc The Apple iPhone costs begin at $99.
îc The Apple iPod Classic is priced starting at $249.
îc The Apple iPod Nano costs $149.
îc The Apple Mac Book costs $999.
îc The Apple MacBook Pro is priced at $1199.
îc The Apple Quicktime Pro for Windows costs $29.99
îc Apples iPad pricing strategy includes the flexibility to lower the prices if consumer
response dictates such action. This would be consistent with a similar $200 price cut on
the iPhone in 2007.
îc In 2009 Apple announced a reduced cost pricing structure for iTunes - songs will cost 69
cents, 99 cents or $1.29. He said the "vast majority" of the songs will cost 69 cents.
Changes are said to be a response to a slower pace of music downloads.
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îc Apple, Inc Headquarters are located at is located at 1 Infinite Loop, Cupertino,
California.
îc The Apple Consultants Network includes independent professional service providers and
technology consulting firms that specialize in Apple and third-party solutions. Certified
on Apple technologies, these providers deliver on-site technology services and support to
home users and businesses of all sizes.
îc Apple service providers are certified technicians, who complete regular Apple training
and assessments, and offer repair services, and exclusive access to genuine Apple parts.
îc They are located in Asia/Pacific, Africa, the Middle East Europe and Latin America.
îc Apple has over 200 retail stores worldwide including the US, UK and Canada. Apple
recently opened a new retail store in Shanghai China.

 
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îc Apple, Inc offers special discounts on refurbished MacIntosh computers, iPod Nanos, and
the 8GB iPod Touch. In each case a 1 year warranty is included on the all products.
îc Apple, Inc authorized Training Centers are located throughout the U.S. each provides
instruction in Mac systems, Mac OS X, and Apple¶s professional applications. A wide
range of certification exams and courses offer innovative learning opportunities for IT
and creative professionals, educators, and service technicians²delivered exclusively by
Apple Certified Trainers.
îc The Apple Consultants Network website provides a search tool allowing visitors to locate
nearby certified Mac product consultants in the U.S, Canada, and a number of
international locations.
îc The online Apple Store offers free shipping for orders over $50.
îc The online Apple store offers iTunes gift cards.
îc Apple provides a $100 rebate when you purchase a Mac or specific printers from the
online store.
îc Apple has packaged back-to-school offers, including some aimed at college students.

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gc Stephen P. Jobs is the Chief Executive Officer of the Executive Board at Apple,
Inc
gc Non Executive Board Directors include William V. Campbell, Millard S. Drexler,
Albert Gore, Andrea Jung and Author D. Levinson.
gc Key Senior Management team members include Timothy D. Cook, (COO), Scott
Forestall, Jonathan Ivey, (Industrial Design), Ronald B Johnson (Retail), Robert
Mansfield Mac Hardware Engineering), Peter Oppenhiemer (Chief Financial
Officer), Mark Papermaster (Devices Hardware Engineering), Philip W. Schiller
(Worldwide Marketing), Bertrand Serlet (Software Engineering), and D. Bruce
Sewell (General Counsel).
gc Some certified Apple service providers offer additional services beyond repairs
and parts such as such as data transfer, data recovery, upgrade services, and onsite
deployment and installation.
gc Every Mac, iPod, iPhone, and display comes with complimentary telephone
technical support for 90 days after your purchase and a one-year limited warranty.
The AppleCare Protection Plan extends your service coverage and gives you one-
stop service and support from Apple experts.
gc The AppleCare Professional Video Support gives you direct access to Apple's
Professional Video Technical Support team via telephone and email 12 hours a
day, seven days a week.

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gc Apple Inc¶s main website is located at http://www.apple.com
gc The Apple logo has evolved from its original depiction of Sir Isaac Newton under
a tree to the memorable rainbow apple to the present blue Apple with a bite taken
out.


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gc Apple converts new customers and secures their loyalty through a corporate
emphasis on customer service.
gc Apple seeks to attract its target market through bold public relations events (such
as the MacWorld Expo) as well as advertising imagery which borrows from
contemporary modern art.
gc Apple has expanded its distribution channels in recent years including the
addition of Wal Mart.