Apple

INTRODUCTION

Mission Statement
Apple is committed to bringing the best personal computing experience to students, educators, consumers creative globally professionals through and

innovative

hardware, software and Internet offerings.

Apple Inc.

Frontrunner in the PC revolution st Transformed PC industry with 1 Mac Expansion in consumer technology Continued innovation in tech industry

 Steve Wozniak and Steve Jobs form the Apple Computer Company on April Fool's Day on 1976 in GARAGE.

History 1976-1978

Wozniak and Jobs finish work on a preassembled computer circuit board. It has no keyboard, case, sound or graphics. They call it the Apple I.The Apple I board is released for sale to hobbyists and electronics enthusiasts at the price of $666.66. Apple's first formal business plan sets a goal for sales to grow to $500 million in ten years. As it turns out, the company will pass that mark in half the time. Apple I computer boards are sold through 10 retail stores in the U.S. Apple moves from Jobs' garage to a building on Stevens Creek in Cupertino, California. The new Apple II is unveiled at the first West Coast Computer Fair. It is the first personal computer able to generate color graphics and includes a keyboard, power supply and attractive case . Regis McKenna Advertising launches its first ad campaign for Apple. Although advertising is initially aimed at electronics enthusiasts, Apple will soon become the first company to advertise personal computers in consumer magazines. Monthly orders reach a $1 million annual sales rate.

Apple II, 1977) It had 1st floppy disk drive

Apple III, 1980

Lisa,1983
MAC,1984

Apple I(april 1st 1976)

Power Book (1st laptop 1991)

C o n v e r g e n c e

VARIOUS PRODUCT CYCLE

Apple tv, 2007 i-phone, 2007 i-pad,2010

Focus On Education

iMac,19 98

Music Strategy (iTunes) Video Strategy (iMovie) Internet Strategy (iTools)

Lifestyle Strategy Digital Hub

iPods (2001)

Adding values Mac pro, 2004

Mac book Air-worlds 1st slimmest notebook,2006

BEFORE & AFTER Iphone in 2007

APPLES C.S.R

Sources of Competitive Advantage

Sustainable Competitive Advantage

Digital business strategy Strategic alliance Intellectual Capital

PROMOTIONAL strategy

Apple has been very active in its promotional endeavours. Its logo has become one of the most recognizable symbols nationwide. The company uses two primary methods of promotional strategies towards its public.

1.The first promotional tool it uses is advertising. Investing heavily into this area, Apple has managed to create a large amount of advertisements that can be found on any television network, in any technology magazine, and all over the Internet.

The second promotional tool that Apple uses extensively is personal selling. The company's Apple Stores are home to many young and knowledgeable sales representatives who are trained thoroughly in both product information and customer service. With the release of new products and upgrades the company produces every few months or so, it is important for sales representatives to stay abreast of the latest technologies entering the market. Walking into any Apple Store will reveal that employees are often young and most likely fall within the Generation Y or X age range.

Strengths

Strong cash base Intellectual capital Technology leader Brand image Charismatic leadership iTunes Store

Weaknesses

Lower profit margins Dividends rarely paid Lack of succession planning Presence in business arena Underdeveloped customer relationships

Opportunities

Digital business strategies Customized user experience Strengthen brand Expand strategic alliance Global expansionS

Threats

Technology Volatile customers Competition Google

Financial Analysis

Financial News

April 20, 2010: Apple announced fiscal 2010 Q2 results:

- Revenue of $13.5 billion - Quarterly profits of $3.07 billion Stock price $252.36/share Holds over $40 billion of cash reserves

Source: World of Apple; BusinessWeek; Hoovers

Some Facts About Apple

The Apple Store on Fifth Avenue in Manhattan (the cube) is said to be one of the most photographed landmarks in the world.

 Steve Jobs birth father was a Syrian Muslim, Abdulfattah Jandali.

Apple was established on April Fools Day. Apples original logo in 1976 featured Isaac Newton sitting under an apple tree.

 Apple was the first company to introduce the mouse and the trackpad.

In 2001, Apples stock price was less than $8 per share. In April 2010 the price reached $272 Apple wasnt started in a garage, it was started in a bedroom at 11161 Crist Drive in Los Altos.
Steve Jobs pays himself an annual salary of $1

 Steve Jobs annual income from Disney shares is $48 million.

Steve Jobs was a college drop out.

Steve Jobs commonly dons a black long-sleeved mock-turtleneck made by St. Croix, Levis 501 blue jeans (he owns more than 100), and New Balance 992 sneakers.

Steve Jobs is dyslexic While Steve Jobs worked at Atari, he was moved to the night shift because he had poor personal hygiene and smelled bad. Apples are Steve Jobs favorite food.

Apple

How to build a brand the Apple way?

Say more with less

1st logo:Isaac Newton under an apple tree, 1976

Rainbow striped bitten apple logo 1976 - 1998

1998 - present

Glass version

Apple Computers - Apple, Inc. (2007)

Think of it rst
Macintosh: the rst commercial computer with a Graphical User Interface (GUI),1984

iTunes Music Store was the rst online music store to gain widespread media attention,2003

iPhone: the rst touch screen device to hit the market,2007

Reinvent again, and again

iMac transformations

Impact with passion

1984
The famousTV commercial that launched the rst Macintosh during the Super Bowl in 1984.

1995 campaign featured more than 40 Crazy Ones including Einstein, Picasso,John Lennon andYoko Ono, Martin Luther King Jr.,Rosa Parks, Frank LloydWright,and Gandhi.

Show up everywhere

Annoy the competition

Get a Mac campaign

Spread word-of-mouth
Hire evangelists
For four years I evangelized Macintosh to software and hardware developers and led the charge against world-wide domination by IBM. - Guy Kawasaki,ex-Mac evangelist

This business should have been dead 10 years ago, but people said we've got to support it. - Marketer Marc Gobe,author of Emotional Branding

Have a store online

Open many more stores

50% of store buyers areWindows switchers

CurrentlyApple has 200 stores,and plan open more.

Build partnerships

Build partnerships

Build partnerships

Build partnerships

Jun 2005
Intel has the strongest processor roadmap by far Steve Jobs,Apples CEO

2007

Build partnerships

Lead business with design

Apple is the top 2007 Business Week Worlds Most Innovative Company, 3rd year in a row

Apple would not do what it does if it were not for Steve Jobs. His understanding and support of design is shown in product after product. Apple's committed to design all the way through the process and that comes right from the top of the company. - Robert Brunner,Director of Industrial Design atApple for 7 years

Bibliography
Apple.com Macworld Wired BusinessWeek Time Magazine Wikipepia

The End.

Thank you!