Founded: Cupertino, California, U.S.

(April 1, 1976) Founders: Steve Jobs Steve Wozniak Ronald Wayne Headquarters: 1 Infinite Loop, Cupertino, California, U.S. Industry: Computer hardware Computer software Consumer electronics Predecessor: Apple Computer, Inc. (January 9, 2007) Number of location: 284 (January 2010) Area served: World wide

1. Mac and Accessories: Mac mini, consumer sub-desktop computer and server introduced in January 2005 iMac, consumer-in-one desktop computer was first introduced by Apple in 1998 Mac Pro, workstation class desktop computer was introduced in August 2006 MacBook consumer notebook was introduced in 2006. It replaced iBook MacBook Air, ultra-thin, ultra-portable notebook, was introduced in January 2008 MacBook Pro, a professional portable computer alternative to the MacBook, was introduced in January 2006

2.iPad: On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad running a modified version of iOs. It offers multitouch interactions with multimedia formats including newspaper, magaszines, ebook, textbooks, photos, movies,TV shows video, music, word processing document, spreadsheets, video games, and all existing iPhone applications. 3.iPod: On October 23, 2001, Apple introduced the iPod digital music player. It has evolved to include various models targeting the wants of targeting the wants of different users. Apple currently sells four variants of iPodiPod Classic iPOd Nano iPod Shuffle iPOd Touch

4. iPhone: The iPhone first became available on June 29, 2007. The phone features a 3.5 inch touch screen display, 4, 8 or 16 GB memory with bluetooth and Wi-Fi. On July 11, 2008, the 3G iPhone with assisted GPS navigation was introduced. 5. Apple TV: At the 2007, Macworld conference, Apple TV was demonstrated. It is a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions. The device links up to the users TV either via Wi-Fi or a wired network, with one computers iTunes library and streams from an additional four
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Effetiveness of marketing organisational objectives:

I. II. III. IV. V. VI.

mix

in

achieving

marketing

and

Advertising of the product Highlighting the main features of the product Pricing of the product Creating a brand image Creating STORES WITHIN STORES Market survey

DELL
Pretty much, Apple and Dell are the only ones in the industry making money. They make it by being Wal-Mart. We make it by innovation. --- STEVE JOBS

Other Competitors:
Competitors performance comparisonAPPL
1. Revenue 2. Market capitalization 3.5 years annual growth PROFITABILITY Operating margin Profit margin Gross profit GROWTH Net income 36.29B 239.07B 67.4812 20.21% 15.72% 35.32% 5.70B

DELL
53.06B 25.71B -9.1576 5.56% 2.70% 18.24% 1.43B

HPQ
114.07B 108.20B 22.2492 9.12% 6.72% 21.77% 7.66B

MSFT
61.99B 219.54B 16.3305 39.03% 30.26% 80.00% 18.76B

Apple was one of the highly successful companies in 1970s. Fortune magazine named Apple the most admired company in U.S. in

2008, and in the world in 2009 and 2010. In May 2010, Apples cap exceeded that of Microsoft for the first time since 1989.

A lot of companies have chosen to downsize, and maybe that was right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they will continue to open their wallets. -- STEVE JOBS