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Tng quan v cng ty Apple Gii thiu chung & lch s hnh thnh pht trin: a.

Gii thiu chung Apple Inc. (NASDAQ: AAPL, LSE: ACP) l tp on cng ngh my tnh ca M c tr s chnh t ti thung lng my tnh (Silicon Valley) Cupertino, bang California. Apple c thnh lp ngy 1 thng 4 nm 1976 di tn Apple Computer, Inc., v i tn vo u nm 2007. Cng ty c sng lp bi Steve Jobs, Steve Wozniak, v Ronald Wayne . - Lnh vc hot ng: Phn cng my tnh; phn mm; thit b in t tiu dng. - Cc sn phm ch cht: Mac (Pro, Mini, iMac, MacBook, Air, Pro - Xserve) iPhone, iPod (Shuffle, Nano, Classic, Touch) Apple TV, Cinema Display, AirPort, Time Capsule Mac OS X (Server - iPhone OS), iLife, v iWork. - Cc dch v: Ca hng bn l, trc tuyn, iTunes, App, MobileMe. Theo trang cng ngh Cnet, bc tranh ti chnh ca Apple trong nm ti chnh 2011 c th hin qua nhng con s: 108 t USD: y l tng doanh thu ca Apple trong nm 2011. Con s ny cao hn 66% tng doanh thu m Apple t c trong nm ti kha 2010. 25,9 t USD l khon li nhun ng m c ca Apple trong nm 2011, tng ng vi 27,68 USD/c phiu, tng 85% so vi mc li nhun nm ngoi m hng t c l 14 t USD. 81 t USD: L lng tin mt hin ti ca Apple v 2/3 trong s ny c ct gi nc ngoi. y l con s m Peter Oppenheimer, Gim c ti chnh ca Apple cng b trong mt hi ngh din ra mi y. CEO Apple, Tim Cook cho bit hin cng ty ang s dng mt phn lng tin mt ny ti u t vo cng vic kinh doanh ca mnh. Nhng d n u t ny bao gm vic mua li nhng cng ngh nh Siri m Apple thu tm hi nm ngoi v a vo iPhone 4S; u t vo s hu tr tu nh vic Apple chi tin cho cc bng sng ch Nortel v chi cho cc ca hng bn l ca hng. 72 triu in thoi iPhone c bn ra: Trong c 4 qu ti chnh va qua, Apple bn c 72 triu chic in thoi iPhone, gn gp i so vi doanh s 40 triu chic hi nm ngoi. ng ch l doanh s bn hng ca iPhone trong qu ny s tng t bin v Apple va pht hnh mt mu iPhone mi. Tt nhin, iPhone 4S s khng c tnh vo bo co ti chnh qu 4 ca Apple. Chng ta s phi ch n bo co ti chnh qu u tin ca nm 2012 mi bit c c bao nhiu chic iPhone 4S thc s c bn ra.

32 triu chic my tnh bng iPad c bn ra: y l nm ti chnh u tin m Apple tung ra th trng iPad v ngi tiu dng nhit tnh n nhn sn phm mi ny ca Apple. Khong 2/3 trong s 32 triu chic iPad ny c tiu th trong vng 6 thng cui, vi chic my tnh bng iPad 2 mi cng ng gp nhiu vo doanh s n tng ca hng. 17 triu my Mac c bn ra: My Mac c th khng phi l sn phm tr ct ca Apple nh iPhone v iPad tuy nhin hng nm, Apple u tng c doanh s bn ra my Mac. S lng my Mac c tiu th tng 23% trong qu u tin, tng 28% trong qu 2, tng 14% trong qu 3 v tng 26% trong qu 4. Trong qu 3, mc tiu th c phn chm li do ngi tiu dng c tm l ch i Appe pht hnh nhng chic my tnh chy trn h iu hnh Mac OS X Lion. 42,6 triu my nghe nhc iPod c bn ra: Doanh s bn ra ca iPod tip tc st gim trong nm nay v kt qu ca qu 4 l ti t nht. S lng iPod c tiu th gim 27% so vi cng k nm trc mc d vy Apple vn cho rng iPod lm c tt hn nhng g cng ty mong i. Con s 42,6 triu my bao gm tt c cc model iPod tuy nhin, Apple khng nh iPod Touch vn tip tc l sn phm chim phn ln doanh s bn ra ca gia nh iPod. 40 ca hng bn l mi c khai trng: Trong nm ti chnh 2011, Apple m rng ch bn l ca hng vi vic khai trng thm 40 ca hng mi. ng ch l c ti 30 ca hng trong s ny c m trong qu 4 v 21 ca hng mi c xy dng bn ngoi nc M. Hin ti, Apple ang c ti 357 ca hng trn khp th gii. b.Lch s hnh thnh : Nm 1976, bt u ti mt gara nh, Apple t nn tng cho my tnh c nhn ngy nay. T mt b sn phm nghip d c yu thch, Apple II tr thnh sn phm bn chy nht vo thi im . Khi IBM cho ra mt my tnh c nhn u tin, Apple cho ra mt mt chin dch qung co vi thng ip: Welcome, IBM.Seriously. Nm 1984, Apple to ra mt nh hng quan trng khc n s pht trin ca ngnh cng ngh thng tin khi cho ra mt Macintosh - my tnh c nhn u tin c iu khin bng chut v h iu hnh ha. y l mt pht minh quan trng v vo thi im window vn cha ra i. Tuy nhin, vo nhng thp nin nhng nm 90, Apple gp phi khng hong trm trng, cc chuyn gia ti y buc phi nhn li tng lai pht trin ca Apple. Chnh vo lc ny, Steve Jobs ngi ng sng lp Apple tr li vi cng ty. Ngi n ng c tm nhn chin lc vch ra nhng im nhn cho s pht

trin ca Apple trong tng lai v thng tay gt b khng thng xt cc sn phm khng c tim nng.

Kt qu ca mt lot ci cch l iMac, sn phm thay i nhn thc ca con ngi v my tnh, vi tnh nng n gin v d s dng. Sau thnh cng ny, Apple ni ln nh mt con phng hong la vt ln t ng cho tn v ly li c nhng g mnh c: Mt cng ty to nn nhng khuynh hng v lun i trc nhiu bc trong cnh tranh. Vo u thin nin k mi, Apple gii thiu mt pht minh khc: My nghe nhc k thut s Ipod. Cho d thi im u gp phi mt vi phn i, Apple tip tc pht trin Ipod cng vi h thng iTunes, kt qu l chng thc s tr thnh mt hin tng. Nh Ipod, bn c th mang theo nhng bi ht a thch bn mnh, lng nghe chng mi lc, mi ni. Nm 2005, thm mt bc ngot na i vi Apple, vi vic ngi tiu dng khng cn u thch Macintosh truyn thng. Bi vy, cng ty ngng s dng b x l Power PC v chuyn sang s dng b vi s l Intel. Su thng sau khi iMac v Macbook xut hin trn th trng, chng c ng h nhit tnh nh kiu dng bt mt. Nh vic kt hp h thng Apple truyn thng Mac O X vi h Windows, my tnh Mac tr thnh thit b a nng nht trn th trng. Nm 2007, Apple gii thiu iPhone mi ti Mac World Expo vo thng 1 bi Steve Jobs. Sn phm iPhone l mt in tha di ng vi mt thit k hon ton mi v c khch hng n nhn nng nhit.

Tm nhn, s mnh, trit l kinh doanh Tm nhn chin lc : Apple khi ng cho cuc cch mng my tnh c nhn vo nhng nm 1970 vi Apple II v ti pht minh cc my tnh c nhn

trong 19805 vi Macintosh. Apple cam kt mang li tri nghim my tnh c nhn tt nht hc sinh, nhng nh hat ng trong ngnh gio dc, chuyn gia sng to, v ngi tiu dng trn khp th gii thng qua sng to phn cng phn mm, v cc dch v Internet. S mnh, Trit l kinh doanh Apple cam kt bo v mi trng, sc khe v an ton ca nhn vin, khch hng ca chng ti v cc cng ng ton cu, ni chng ti hot ng. Chng ti nhn ra rng bng cch tch hp m thanh mi trng, y t v thc tin qun l an ton vo tt c cc kha cnh ca kinh doanh ca chng ti, chng ti c th cung cp cc sn phm cng ngh tin tin v dch v trong khi bo tn v tng cng ngun lc cho cc th h tng lai. Apple c gng ci thin lin tc trong mi trng, y t v h thng qun l an ton v cht lng mi trng ca cc sn phm, quy trnh v dch v ca chng ti. Chng ti tin rng chng ta ang trn mt ca Tri t lm cho sn phm tuyt vi. Chng ti tin s n gin, khng cn s phc tp. Chng ti tin rng cn phi s hu v kim sot cc cng ngh chnh ng sau cc sn phm chng ti thc hin. Chng ti ch tham gia trong th trng khi m chng ti c th ng gp ng k. Chng ti tin rng ni khng vi hng ngn d n chng ti thc s c th tp trung vo mt s t thc s quan trng v c ngha i vi chng ti. Chng ti tin rng s hp tc su sc v h tr ln nhau gia cc nhm, cho php chng ti i mi theo mt cch m nhng ngi khc c th khng. Chng ti khng gii quyt cho bt c iu g khng t n c s xut sc trong tt c cc nhm, v chng ti c t trung thc tha nhn khi chng ti sai v lng can m thay i. Quy m, phm vi hot ng Tnh n thng 7 nm 2011, ca Apple c 364 ca hng bn l trn ton cu, v 1 ca hng trc tuyn. Apple l cng ty ln nht trn th gii v vn ha th trng, vt mt ExxonMobil 150 t USD, cng nh cc cng ty cng ngh ln nht th gii theo doanh thu v li nhun, nhiu hn so vi Google v Microsoft kt hp li. Tnh n 24 thng 9 nm 2011, cng ty c 60.400 nhn vin chnh thc v 2.900 nhn vin thi v trn ton th gii, doanh thu hng nm trn ton th gii trong nm 2010 t tng cng 65 t USD, tng 108 t USD vo nm 2011. Hai Apple Store u tin c m ti Hoa K nm 2001. Nm 2003, Apple m rng hot ng sang Nht Bn, m ca hng u tin bn ngoi ca Hoa K. Tip

theo l vic m ca hng Vng quc Anh, Canada, Italy, Australia, Trung Quc, Thy S, c, Php, Ty Ban Nha v H Lan. Trong nm 2010, mt n lc ln m rng kinh doanh Trung Quc c cng b cng vi vic m mt ca hng Thng Hi. Apple Store u tin ti Hong Kong, c nh du l ca hng th 100 nc ngoi, m ca vo ngy 24 Thng Chn nm 2011, chim Podium 1 v 2 ca trung tm mua sm IFC. Country United States United Kingdom Canada Australia France Italy Germany Japan China Spain Switzerland Hong Kong Netherlands Totals First openings May 19, 2001 November 20, 2004 May 21, 2005 June 19, 2008 November 7, 2009 March 31, 2007 December 6, 2008 November 30, 2003 June 19, 2008 September 4, 2010 September 25, 2008 September 24, 2011 March 3, 2012 Open stores 246 33 22 13 10 10 8 7 5 5 3 1 1 364

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