History of Apple

Before 1976 In 1972, Steve Jobs has attending the lectures at Hewlett-Packard after finishing the high school and was hired as a summer employee at HewlettPackard, which is the first time he meets Wozniak, who has drop from the University of California and he was Hp employee. Wozniak is an expert engineer who selling the illegal self-made device that is allows a fee long distance calls for the users. Early 1974: after Steve Jobs were drops out of college in Oregon. A Jobs is working as a video game designer at Atari, Inc. and while he was working at Atari, Inc. He was saving money for a trip to India for searching on spiritual enlightenment. Autumn 1974: when jobs was back from India. At Stanford Linear Accelerator Center, Wozniak invited Jobs to join the Homebrew Computer club and this is how the electronic-enthusiasts met, sharing knowledge and helping each other with their self-made computers. Jobs is seeing the marketability of the personal computer which is why convince Wozniak to build a personal computer with him, while Wozniak just enjoys creating electronic device. And the result is Wozniak was agree but at first Woz just agree as a hobby and fun which not thinking of making money, but later he was thinking about it 1975: The project Apple I is started in the bed room of Jobs which Jobs and Wozniak is working for every two weeks then later on, they has present the lasts improvements of their design to the Homebrew Computer Club members. 1976 1979: the beginning 1976: the Apple I design is finished. At first, no one is interested in Apples after Jobs and Wozniak is offering their low cost PC to Hewlett Packard. Early 1976: Jobs asks Ronald Wayne who is 41 years old, a former colleague from Atari and work as a draftsman to join them in their start up by offer 10 percent interest in the company and Wayne agrees. April 1st, 1976: Steven Wozniak, Steven Jobs and Ron Wayne found Apple computer. The first Logo of Apple is designs by Ron Wayne.

Early April 1976: Apple get the first order from a local computer shop which called Byte Shop. Byte Shop orders 50 apple computers then the problem were founded, Jobs did not have that enough money to build all 50 Apple computer because for each apple computer, it costing over $100 to build so that Jobs negotiate with the local part suppliers for the Part to build Apple computer for 30 days net credit then Jobs, Wozniak and Wayne have a meeting at the garage and make a decision on deliver the ordered Apple I in ten days. April 12th, 1976: Ron Wayne resigns from Apple computer and the reason is that he feel unstable to continues because of the company financial risk and also Wozniak still not get the legal release from HP. Finally, Hp giving the permission to Wozniak for Apple I (on May 5th, 1976). Fall 1976: Apple II prototype is finishes, Jobs and Wozniak is thinking that this Apple II would be successful then again the problem is arrive because they did not have enough money to produce Apple II at the large scale so they has offer it to Commodore, which just bought MOS technology, the producer of the CPU used in the Apple II. They are turned down again. 1977: Apple is incorporated and hired Rob Janov who is an employee of the agency designs the Apple logo. Later on Micheal Scott has become the first president of Apple and also Mike Markkula has invest with $92,000 in Apple. After all, the first launch of Apple II is selling at $1,295.

http://www.edibleapple.com/the-evolution-and-history-of-the-apple-logo/

1978: Apple and Xerox have an agreement that Xerox will be around to buy one million dollars in Apple stock while Apple is really public in year 1980. And in the agreement, it also benefit Apple by Apple is allow to study Xeroxs PARCs graphical user interface which PARC operating system is the first OS with GUI in the market but it just not commercially successful. 1979: Apple II was selling at $1,195 and also Jef Raskin is working on the computer concept which including the improvement of design and implementation philosophy with the demand of Speed and efficiency of the system. Then on July Apple begins working on a business computer Lisa with the selling price of $2,000. Also the new project manager is Ken Rothmuller. On September, Code-named Macintosh was introduce and given the permission by Makkula to Raskin. 1980 1989: An Industrial Milestone 1980: Apple goes public with the stock of 1,700% and Apple III is released with the price of $4,340 to $7,800 up to the configuration. Michael Scott turned Jobs down on the Lisa project because he thought that Jobs has lacking skill of Technical expertise. The last project of Jobs was Apple III and it is not successful because of technical flaw with the case design, which not has a fans 1981: while everyone is focusing on Lisa project, Steve Jobs is take over the project Macintosh. In the same year Wozniak takes some time off Apple because he get injured from the plane crashes accident. On July, Michael Scott resigns, as president of Apple and Steve Jobs becomes a new chairman. In November, Apple Inc. And Apple corporation is allowed to use the name of Apple for computer-related products.

1982: The Lisas development is done. 1983: The Lisa and the Apple IIe is selling for $9,998 and $1,395. In April, John Sculley, former president of PepsiCo, becomes president and CEO of Apple company Inc.. On June, Steve Wozniak returns to Apple. 1984: Apple is launching Macintosh, which is easy to use, and it is all-inone desktop computer with a graphical user interface (Macintosh system software). 1985: Steve Wozniak leave Apple Company. Then the problem between Jobs and Sculley is araise. Apple has loss a lot of money on Apple III and the Lisa with the attitude of Jobs which thinking that Sculley know nothing about Computer and Sculley also thinks that Jobs is danguage for the Company then Sculley ask the Executive on choosing between him and Jobs but the result is that Jobs did not immediately remove from the company. In May 31st, Sculley stripps Jobs off all operational responsibilities with also Jobs did not have any power on the decision making of the company even Jobs still a chairman of the Apple. And in summer 1,200 employees was lay off. In September 17th, Jobs is resigns from Apple and five Apples employee is following him to the new company then later on Apple sues Steve Jobs. In October, Sculley sign the contact with Microsoft which Microsoft can use Mac GUI but the Microsoft have to produce Word and Excel for Mac but from this, it make Microsoft as a greatest competition for Mac but later on Apple looses all lawsuits over copyright infringements against Microsoft in the following years. In Late 1985 Apple launch Macintosh office to make Mac more attractive to the small business with the feature of LaserWriter and AppleTalk networking technology. 1986: Apple drop the suit against Jobs because Job have to promise or agree for not to make a competitive computer against Apple computer and also not to hire Apples employee for six month. NeXT Inc. is founded by Steve Jobs and at that time Jobs has bought Pixar computer animation studio. In June, the next logo was created by Paul Rand, which Jobs hired for $100,000 in advance. And on February 1987, Ross Perot invests $ 20 million in NeXT. 1987: 10 years Anniversary of apple, Mac II and Mac Se was introduced. 1988: Microsoft has launce Window 2.0.3 which features Mac-like icons and Apple sues Microsoft and Hewlett Packard for the violating Macintosh system. Later on the Next computer is selling at $6,500 with a high spec configuration.

1989: Apple computer having a problem on the agreement in year 1981by building computers with capability of producing synthesized music and then got sues by Apple Corps. IBM has got a nonexclusive licese of NEXTSTEP 1.0 for $60 million. In June, Canon invests the money of $100 million in NeXT. Then on September NEXTSTEP 1.0 is launch. 1990 1999 Decline and I-Renovation 1990: Mac IIfx, Classic, LC and IIsi are introduced. 1991: Apple Company has pay $26.5 million to Apple Corp for lawsuit. 1993: Next computer, Inc. Is focusing on operating system. Sculley remains Chairman of Apple. Apple ha introduces the first PDA and failed so Apple drops PDA. 1994: Apple has launce their firs Power Macintosh desktop computer with the series of 6100, 7100 and 8100. Then they introduce system 7.5 and Apple also licensing the Mac OS. In 1997, Mac OS 8 is launched. And in September 16, Jobs is become ICEO of Apple. At this time the Power Macintosh G3 and Apple store was introduce and it came successful. And in 1998, Apple gains a lot from Steve Jobs announcement. 1998: in May, iMac and PowerBook G3 is launch and later on iMac is preordered more than 150,000 times and Mac Os 8.5 is also launch in this year 1999: iBook of Apple was launch and Mac OS 9 is also launched. Year 2000 to present: Apple has launch Mac OS X and also develop many type of product in the market.

Board of Directors
Board of Directors of Apple Inc: Bill Campbell Chairman and former CEO Intuit Corp. Millard Drexler Chairman and CEO J. Crew Albert Gore Jr. Former Vice President of the United States Steve Jobs CEO, Apple Andrea Jung Chairman and CEO, Avon Products Arthur D. Levinson, Ph. D. Chairman Genentech

STEVE JOBS The most influence people of Apple Inc.

Photo available at http://crenk.com/how-does-steve-jobs-survive-on-only-1-salary-from-apple-hint48-million-in-dividend-income-helps/

Steve Jobs is the most important and the most influence people of Apple Inc., he have the reputation on product innovation of Apple computer with also the one who catch the investor eye to invest in Apple Inc. He is successful on introducing the Iphone, Ipad, Ipod and Laptop with a new feature of the product, which also successful when these products were launch in the Market. Apple Inc. And Steve Jobs is growing together and also for the past few years the name of Steve Jobs almost is able to consider as the brand iconic of Apple. From the past after Apple computer fired Steve Jobs, the product of Apple is getting old and no innovation or a new feature to attractive to the consumer and the investor and also because the investor heard that Steve Jobs is not in the company any more then they start not to trust Apple computer Inc. For these two reasons, it causes Apple in a bad shape because the stock is down and sell of the company is dropping. Then after Steve Jobs is returning to Apple again in year 1997, the company stock is rising up and the product is more creative, innovative and great design, which also gains more money for the company like the iphone and ipad. So we can say that Steve Jobs is playing the most important row in Apples.

The name Apple Computer

In early 1976, Steve Jobs came up with the name of Apple computer. The name was came up in his mind after when Steve Jobs was working and often visiting the community type farm in Oregon which he working on apple plantages. This is where the inspiration of the name came from. Later on, Steve Jobs told Steve Woziak about this name and Woziak was worried about the legal problem that would happen between Apple computer and Apple Records (the Beatles music label) but true origin of the name Apple Computer is because they could not find any name that sounded better

than Apple Computer that why they took it as a name of the company. A Present Apple company name is Apple Inc. (2010)

Apple Computer VS Apple Corps:

VS
After when Steve Jobs and Wozniak was design to use Apple Company name. They were realizing that the legal problem might be occurred between Apple Computer and Apple Corps. That why in year 1981, Apple Computer and Apple Corps was signed an agreement in which, this agreement is allow Apple Computer to use the name of the product but not for a product that related to the music in any other ways. From the rumors this agreement cost $80,000. Year 1989, Apple Computer was sued by Apple Corps. on Trademark violation. Apple //gs and some product such as CD drive from Apple computer are violating the agreement by being able to generate synthesized music. And the result comes out that the Apple Computer has to pay as higher as $26.5 million. In year 2003, Apple Corps. also sued Apple Computer on copyright infringement then later on the two company working on another out-ofcourt settlement and still continues.

Authors Opinion:
The name Apple is a good name because it was short, easy to remember and it also a unique name as for an electronic company. So this might create a benefit of differentiating the brand. but the thing is, the name Apple is not seem to be related with the product that Apple offered which is an computer and other electronic product.

Logo History
From the First operate of Apple Inc., the logo of the company has been redesign for three times.

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The first logo was design and created by Ronald Wayne who is counting as one of the founder of Apple Computer Company. In year 1976, the logo structure is including the picture of Sir Issac Newton which sitting under the apple tree with the ribbon surround the picture frame with the text of Apple Company co. on the ribbon. And Job felt that this logo is full of texture and it is hard to make a small logo size out of it.

And later on in year 1977, the new logo of a multicolored apple with a bite taken out of the right side is created by the designer name Rob Janoff with the inspiration from Issac Newton which discover the gravity (Apple) and the same story about apple from Adam and Eve as a fruit of the tree of knowledge and the theory of the separation of light which is (The color). The meaning of the bite at the right side of the apple on the logo is Byte that was playing with the word bite and byte for computer.

Then for a past few year after multicolored apple logo was design, the apple color has appear for a few color but the most popular color is aqua color scheme apple logo. But later on, Apple is stop using all the colorful as a color scheme for logo.

Finally in year 1998 the final logos color of Apple is a white and raw- aluminum color scheme (modern monochromatic version), which still uses it until now.

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Authors Opinion on logo and color scheme:

In my opinion, I think this logo is hardly recognize by the people because if they not looking carefully or look at the text. They would not be able to tell that this is Apple company logo because of the full texture of the logo. A good logo should be easy to recognize by people and easy to remember as a brand logo in people mind.

In my opinion, If I dont know anything about Apple company or Apple product and I look at this Apples logo. I would think that this logo is for the brand of Fruit Company where they sell apple or a toy brand. This logo also appears in the movie where the main actor showing this Apple logo and says that some of the investor told me to put the money in some fruit company to make the money grow.

Aqua color scheme is a good color scheme for Apple logo because the definition of Aqua color which is freshness, the pristine, refreshing, confidence, and Strong individualism. The color is also catching the eye of the customer easily.

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Raw- aluminum color is related grey and silver colors which giving the meaning of security, intelligence, modesty, professional, quality, conservative, glamour, high tech, and goddess. this logo of Apple Inc. Is looking more professional than the last one. This color giving a clearer image for electronic company and it is also easy to recognize by the people (Simple and Clear image) so this logo is suit for the company.

Apples Present color scheme

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LOGO color scheme:

Apple present color scheme for logo is a raw-aluminum color Raw- aluminum color is related grey and silver colors which giving the meaning of security, intelligence, modesty, professional, quality, conservative, glamour, high tech, and goddess.

WEBSITES color scheme:

Apple also use light-gray, black and white color scheme for their official Website. The color meaning: Light-gray mean Security, dependability, strong, responsibility and maturity. Black means power, Sexuality, formality, style, luxury and a good technical color. White means purity, cleanliness, intelligence, virginity and innocent.

Authors Opinion:
The color scheme that Apple has been set for their logo and their websites is a good color to set as a brand color scheme because the meaning of these colors is related to the image of the product and also these colors is suitable for all products of Apple Inc. Which is about the electronic and technological product. These color give the look of professional, responsibility, luxury, and high tech like what the apples product can offer.

Apple inc. Product lines

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Present Apples product line can be divided into 5 categories which including the family of Mac, iPod, iPhone, iPad, and iTunes product. The product in each category: Mac: o MacBook Family including MacBook, MacBook Pro and MacBook Air

o Mac Desktops including Mac mini, iMac, and Mac Pro

iPod:

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o iPod including iPod Shuffle, iPod Nano, iPod Touch, iPod Classic and Apple TV

iPhone: o iPhone including iPhone 3Gs and iPhone 4

iPad:

iTunes: o iTunes 10 offer Music, Movies, TV shows.

Competitors of Apple Inc.

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The main competitor of Apple Inc. Is the large computer company such as:

HP: Asus: Dell: Sony: Samsung: Blackberry: Toshiba: Windows

All of Apple competitors are run on window system and Apple is run on their own system so the biggest competitor in field of software is Windows Company but for the hardware and a product competition. The main competitor would be HP, ASUS, Dell, Sony, Samsung, Blackberry, and Toshiba. The competition for Apple is high, because most of the competitors in the market are offering the product with a higher technology or higher performance with a lower price than Apple product. At present, many companies try to catch up on the product design and also try to offer the same innovation as Apple company because now Samsung have launch Samsung Galaxy Tab, Blackberry launch Black pad and Toshiba launch The Folio 100 to complete with Apple iPad.

Black pad by Blackberry and Samsung Galaxy Tab:

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The Folio 100 by Toshiba:

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http://www.pcworld.com/zoom?id=204779&page=1&zoomIdx=1

http://buzfairy.com/2010/09/23/blackberry-is-releasing-black-pad-to-compete-with-theipad/

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Authors Opinion: For Apple to fight with the competitors, Apple should maintain on their product concept which is creativity, innovation and design as a core factor to create and making a new product and always be the first mover in the product category so that the people will trust the brand as a original brand for that product category because people will remember well and think that Apple are specialize in this line of a product. Apple should remain their positioning as a modern upper brand, to be the wanted brand by the people. With these factors and the brand reputation of Apple, it will be hard for the competitor to fight with Apple.

Benchmarking: (Performance and Price)

Brand
HP

Laptop
Model: HP G62t series Processor: Intel Core i5

Price
$449.99 dollars

Reference
http://www.shopping.hp.com/webapp/shopping/st ore_access.do? template_type=computer_store&landing=notebo oks

ASUS

Model: Asus X52FX3 Processor: Intel Core i5

$699.72 dollars

http://cgi.ebay.com/Asus-X52FX3-X52F-X315-6-Intel-Core-i5-460M-4GBR-/160494261732? pt=Laptops_Nov05&hash=item255e3415e4 #ht_2222wt_1250 http://shop.ebay.com/i.html? _nkw=Dell+laptop+i5&_sacat=0&LH_BIN=1 &_dmpt=Laptops_Nov05&_odkw=Compaq+

Dell

Model: DELL E6410 Latitude SCREAMER

$679.00 dollars

http://erictric.com/2010/10/01/toshiba-launches-new-folio-100-promotional-videos/

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Processor: Intel Core i5

Sony

laptop+i5&_osacat=0&_trksid=p3286.c0.m 270.l1313 $898.00 dollars http://shop.ebay.com/i.html? _nkw=sony+laptop+i5&_sacat=0&LH_BIN= 1&_dmpt=Laptops_Nov05&_odkw=Dell+lap top+i5&_osacat=0&_trksid=p3286.c0.m270 .l1313 http://shop.ebay.com/i.html? _nkw=Samsung+ +laptop+i5&_sacat=0&LH_BIN=1&_dmpt=L aptops_Nov05&_odkw=sony+laptop+i5&_os acat=0&_trksid=p3286.c0.m270.l1313
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Model: Sony Vaio VPCEB1SFX Processor: Intel Core i5

Samsung

Model: Samsung P480 Processor: Intel Core i5

$835.99 dollars

Blackberr y Toshiba

Model: Toshiba Tecra A11-S3531 Processor: Intel core i5

$869.00 dollars

http://shop.ebay.com/? _from=R40&_trksid=p5197.m570.l1311&_nkw=to shiba+laptop+i5&_sacat=See-All-Categories

Samsung

Model: SAMSUNG R580 Processor: Intel CORE i5 Model: MacBook Pro Processor: Intel i5

$780 dollars

http://shop.ebay.com/i.html? _nkw=Samsung+laptop+i5&_sacat=0&_dmpt=La ptops_Nov05&_odkw=toshiba+laptop+i5&_osacat =0&_trksid=p3286.c0.m270.l1313 http://store.apple.com/us/browse/home/shop_mac /family/macbook_pro?mco=MTM3NjU5MzU

Apple

$1799.00 dollars

Authors Opinion: At a similar spec of laptop from each brand, it show that Apple laptop is selling at the highest price with a lower spec. so Apple have to fight with all the brand on price and also because of the spec of laptop which is lower with almost double price from the other brand, the customer might change there mind from buying Apple laptop. But mostly people buy Apple because of the design and specific use which is about the graphic work and business design and so on and also Apple can consider as a luxury fashion item that why Apple still be able to sell their laptop in a unique group of people.

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Strengths and Weaknesses

Strengths:

Product concept: Creativity, Innovation and Designs Brand reputation Retail Strategy: Apple store High Quality product Brand positioning Product differentiate Customer Loyalty Steve Jobs creativity Global brand Worldwide Apple product can make a new trend to the market. Apples Website

Weaknesses : High price Low technology system compare to the same price of the competitor product Niche market High competition Lack of customization Steve Jobs health, this can be a bad issues for apple Inc. Because some of the investors still trust the Apple Inc. Because of Steve Jobs and if the Steve Jobs is gone, the investor might lay off as in the past. Apple product is not completely launch with a perfect product, The first launch of Apple product always having a problem on functional and some feature of the product which later on if Apple did not

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resolving this problem, the brand reputation will ruined and people will not touch the brand and the product any more. Some of Apple product is not supporting with other technology. For example iPhone cant send a picture or video via Bluetooth with other mobile phone.

Opportunities and threats

Opportunities: As Apple has a lot of loyal customer, it is the opportunity for apple to launch a new product to cover the need of the customer or to create a new trend and functions for the loyal customer. As the tablet computer are one of trend that was boom in the IT market come with the successful launch of iPad and the tablet trend is not out. It is the opportunity for Apple Inc. to introducing a new version of an iPad with a new design and new software and a new performance to catch more customer. Make Apple as a lifestyle brand by the Apple product concept: creativity, technology innovation and product design. These years, many technology innovations has been created such as Intel core i3 so it is an opportunity for Apple Company to use a new technology without having to invest on their own innovation. Moving to a gamer market by introducing a gaming concept, and device because gamer market is also playing an important role in the market. So it would be a good idea to gain more money from gamer market. Since there is the trend of collaboration with fashion brand or celebrity, Apple can do the co-branding strategy with a famous brand to create a new product trend to the market. And gain some more market share.

Threats:

Many new competitor was born Substitute products Price competition Technical Advancement

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Economic downfall Many brand like Hp, Sony, Dell, and lower brand are introduce their product with a cheaper price with higher spec. Free source of downloading the music with can beat the Itune online store.

SWOT Analysis:
Strengths Opportunit ies
With the brand reputation and differentiate creative product from Apple. It is easy for Apple to introduce a new product for Apple loyal customer because Apple are working in the difference way from the other brand that why people still interested in the familiar product and the brand. So if Apple launch a new product the Apples loyal customer might buy it eventually. Because of Apple successful launching of iPad and the trend of tablet computer is still in. it is an opportunity for Apple to introducing a new version of iPad with a new design and new performance. With the brand image and brand reputation of Apple, it would be easy for Apple to use co-branding strategy to make an agreement with a famous fashion brand to created a new product by combining the use of Apple product and a name with a new design from a famous brand name to make a

Weaknesses
The weakness of high price can be solve by adding a new value to the product, which Apple can actually do by adding the high performance technology to the product, and also be creative with a new design and new technology innovation. Also with this improving and adding value. With a lifestyle brand it can reduce the weakness of niche market. With the product concept of apple which is Creativity, innovation and design. at this point, Apple can fight the competitor with the brand name and the product. Apple can make a list of product customization to cover the weaknesses of lack of product customization by make more color available, different spec of chip system to put in and more. With the brand reputation, Apple should study more

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new product. This is the lead of a new trend to the market by the new product revolution. It is possible for Apple to go for Gamer market because the Apple product already have a reputation on graphic screen resolution and more by just adding some more new technology with the high performance to the product and creating some game which specialize and right to the game market.

careful and finding the problem of the product before they launch the product to reduce the risk that people do not trust the new product. The product problem that is not supporting many devices can be solving by the technical improvement form Apple technical team to make new software and new hardware supports.

Threats

As the competition is high with a many competitor was born. Apple still be able survive because of the brand reputation and product differentiate of the product. And actually Apples product is a trend in itself this is why the Apple still be able to fight with the competition If Apple can do better in design with a competitive performance of the product. Apple would be fine because many people still want something original, not the copy one. Apple should not reduce the price to fight to complete with the price competition with other brand because Apple is in an upper class product and people still want it because the reputation and the positioning of the brand with a nice product that they believing on. With the strong brand positioning and product concept which would be fight against the new technology from the other company. With the high quality music the iTune download shop would be able to complete with a free music download with a poor quality.

The weakness of high price with the lower spec of some product can make a threats of price competition and the technology advancement happen because if the product is not come with the high performance the price is matter to the customer mind.

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Apple marketing:

The creation of Creativity, Innovation and Design marketing concept which leading a successful of the Apple product. The effective marketing strategy of Apple Inc. is started from when Steve Jobs was return to the company in year 1997, Steve Jobs feel that design of the product might play an important roll to promote the product and be more attractive to catch the consumer eye then Jobs introducing the use of brighten colorful color for the product design which including Blueberry, strawberry, tangerine, grape and lime color for iMac G3.

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After iMac G3 was launch for a while, the most successful design Laptop in year 1999 was launch which called iBook. The design of iBook is shaped like a shell with a five difference colors and iBook was targeted on student as a new market then Apple has find out that the design is playing an important role on student decision of buying the product.

5 6

http://www.maclife.com/article/feature/complete_imac_history_bondi_aluminum http://www.maclife.com/article/feature/50_things_we_miss_about_old_apple?page=0,1

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From the success on introducing a new design of iMac G3 and iBook with a good market responding on the product design then Apple realize that the design of the product is also the best way to promoting a new product and it also more attractive to the consumer. Then they pay more attention at the product design. In 2001, Ipod was announce to the market with a good design, small and simple music player and it was also became successful and become a trend in the market which also help the Apple to have an opportunity to increase more product accessory like earphone, speaker, new small portable and more.

Later on from the success of iPod, Apple start to focus on a product innovation then Apple announce Iphone to the market with a simple design, which look more modern as a new line extension then again successful in the market. Apple now focusing on Creativity, Innovation, and Design as their marketing which they make the product marketing itself with these three powerful words (Creativity, Innovation and Design) within each product.

http://images.businessweek.com/ss/06/05/phaidon/source/12.htm

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Apple Inc. Present Situation

Marketing techniques: Apple has done marketing for each Apple product by created a wonder and the interest among people before the product was launch by advertising and promote the product before launching to the market.

The advertising of Apple product is simple and clear because Apple advertising the product by using a big picture of the product and giving some short text to show the benefit of the product which will make the customer more understanding the product clearly by just look at the advertising.
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Authors Opinion: This is a good marketing technique because people are always exciting in something that they have to wait especially for a new technology. But for this strategy, it also has some of disadvantage. For example: if the product is advertising for so long before the real product is launching, people might get bore of waiting then going to other product. If the product is not launching after advertising for so lone, the competitor might take this as an advantage to copy the product idea or launching a new technology that similar to steel the customer.

Marketing Strategy: Apple now focusing on Creativity, Innovation, and Design as their marketing which they make the product marketing itself with these three powerful words (Creativity, Innovation and Design) within each product. Problem on launching a new product: Recently, most of the products of Apple are not perfectly working well for the first launch. This can be a major problem if Apple is not improving. The example of some product that have a problem with unstable software is Iphone 4 which they still found that It is still some buck or software cash during the system run for a while, Ipad which need to be update for some problem and more. Authors Opinion: The problem of launching a new product that is not working well will be a major problem to the brand reputation and it also lead the customer lay off because people will not trust the brand any more so for the solution. Apple should solving all of the software problem and find out a solution for the existing customer then for the next product launch, Apple should using the Quality control and make sure that the product are working well before launching it. Then the customer will not be so angry. But if the customer discovers some problem and Apple not take a responsible on that issue then the big problem come. The customer may lay off, the brand reputation will be ruined and more.

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Apple Line Extension

The Apple line extension in year 2010 is an iPad, the tablet computer designed and developed by Apple Inc. iPad are focusing on surfing the internet, E-mail, Photos, Videos and more within one device and also come with a multi-touch screen. iPad is considered as a line extension because iPad is a new product in the same product category with in the same brand name.

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Qi k i e a da u Tm n c d c mr s o e o pe s r aen e e t s et i p t r . r e d d o e hs i ue c

After iPad line extension, Apple did not announce any further technology or a new product that they will launch for next year 2011 so this is only a line extension for year 2010.

Recommendation
There are some recommendations according to the use of Brand management strategy and also recommendation on the opportunity that Apple should achieve for the successful and improvement of the brand. Marketing concept: Creativity, Innovation, and designs This is a good marketing concept which Apple should remain it as long as they can because This concept can be one of the inspiration of creating a new product for Apple. First Mover strategy: First mover strategy is a good strategy that Apple should use for all of their new product line or new product categories because to be the first mover in particular product categories. People will remember that this is an original brand on that product categories and this will be the long-term benefit because after customer think that Apple is an original brand, people will stick with the brand for that product categories. Perception of Leadership:

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For Apple success, Apple should make sure that there are the leaders in their category so to establish the perception of leadership in the mind of the customer. to gain trust and loyalty from the customer Co-branding Strategy: Since there is the trend of collaboration with fashion brand or celebrity, Apple can do the co-branding strategy with a famous brand to create a new product trend to the market. And gain some more market share.

Opportunities: As Apple has a lot of loyal customer, it is the opportunity for apple to launch a new product to cover the need of the customer or to create a new trend and functions for the loyal customer. As the tablet computer are one of trend that was boom in the IT market come with the successful launch of iPad and the tablet trend is not out. It is the opportunity for Apple Inc. to introducing a new version of an iPad with a new design and new software and a new performance to catch more customer. Make Apple as a lifestyle brand by the Apple product concept: creativity, technology innovation and product design. These years, many technology innovations has been created such as Intel core i3 so it is an opportunity for Apple Company to use a new technology without having to invest on their own innovation. Moving to a gamer market by introducing a gaming concept, and device because gamer market is also playing an important role in the market. So it would be a good idea to gain more money from gamer market.

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Reference
History of Apple Company: http://www.bigbruin.com/2006/applehistory_1 http://www.theapplemuseum.com/index.php?id=53

Board of Director: www.bangkokbiznews.com/home/detail/it/it/20100528/118099/

1.html)
http://www.apple.com/pr/bios/

http://www.apple.com/pr/bios/bod.html

The name of Apple computer: http://www.theapplemuseum.com/index.php?id=44 and http://hubpages.com/hub/Why-Apple-is-Apple-History-of-the-brand-name

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http://dailyator.com/rumor-the-beatles-are-coming-to-itunes/83625/

Logo History: http://www.logoselections.com/apple_logo_design.asp http://www.edibleapple.com/the-evolution-and-history-of-the-apple-logo/

Meaning of color: http://www.sibagraphics.com/colour.php http://www.silk-veils.com/Colors.html, and http://www.sophiesfavors.com/wedresources-meaningofcolors.htm

Line extension: http://www.apple.com/ipad/features/ and http://www.apple.com/ipad/

LOGO photo: HP - http://www.image-acquire.com/hp-to-release-new-printers-t200indigo-7500-and-others/ Toshiba - http://www.gottabemobile.com/2010/04/15/toshiba-preppingslates/ Blackberry - http://www.mobilebond.com/blackberry-at-world-mobilecongress-2010/ Samsung - http://www.androidguys.com/wpcontent/uploads/2010/06/samsung-logo.jpg Sony - http://www.the-digital-reader.com/2010/12/15/sony-daily-editiongets-an-update/sony-logo/ Dell - http://en.wikinoticia.com/Technology/general-technology/64321-dellbuys-software-company-in-the-cloud-qboomi Asus - http://www.connexxionit.com/news/sonicmaster-technologycoming-soon-to-mainstream-asus-notebooks/

Marketing Strategy: http://www.marketingminds.com.au/branding/apple_branding_strategy.ht ml http://www.gotomanager.com/news/details.aspx?id=55996

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