INTRODUCTION Apple Inc, a Silicon Valley based company, was established by Steve Jobs, Steve Wozniak and Ronald

Wayne in 1976. Initially entering the market to sell the apple 1 personal computer kit. Over the years Apple has developed from a small company, where production was incorporated in a backyard, to a giant multinational. (76.4 bn cash balance revenue > government u.s.a) WSJ : S J turned Apple into the worlds most valuable technology company with products like iPhone ecc.

MARKETING SUCCESS not share but brand loyalty customers sense of indipendence and anti-establishment in Apple 8th best brand in Interbrand

NEW PRODUCT DEVELOPMENT - NPD is a process, which is designed to develop, test and consider the viability of products which are new to the market in order to ensure the growth or survival of the organisation. - A product that adapts or replaces an existing product - extension iPhone 4S WHY?: - Add to product portfolio > create stars and cash cows for the future to replace products going into decline spread risks - Technology short life cycles, first mover - Bring in new customers - Make every product better for customers change world nano to mini -HOW? Dont invent, making complex things easy to use and elegant (NEWTON) PRODUCT - target market higher income, 12 + worldwide, up to date, creative people not corporate business people - Formal + Functional + easy to use + reliable - No virus - Easy > integration (Mac and ipod with iTunes no other company so easy) - trade mark multi task trackpad - opening pack experience unboxing - cable, every detail, defined edges, EXAMPLE FOGLIO - no software needed vs. Windows - differentiation - elite club white headphones, right-side up, grey powerbook, white macbook

PLACE - museum - make experience memorable - pre-loaded demo music / videos - few which makes them elite - glass staircase simplicity - quotation high traffic PROMOTION - hype release day after announcement - U2, Madonna - word of mouth public relation - Apple stickers EVALUATION Product - Steve jobs visionary see next product - talented, creative, innovative, dreamers doing their best work because they believe in it. - All people creative in company Designer imac - Brainstorm meetings - no hierarchy - no market research - when s. jobs back keeping small portfolio and leader before had no spirit, just remove from economic situation. Place all written in fogli Promotion Think different ad dont show product but people ideology, values parking of jobs story rules were things made to be broken CONCLUSION Steve jobs People values products, promotion, place --> consumers see it and buy it even for price proud of it elite group Values reflect in steve jobs No one knows about rim CEO QUOTATION