Apple Inc.

THINK DIFFERENT
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About the Company

Apple Inc. is an American multinational corporation headquartered in
Cupertino, California, that designs, develops, and sells consumer
electronics, computer software, online services, and personal
computers. Its best-known hardware products are the Mac line of
computers, the iPod media player, the iPhone smartphone, and the
iPad tablet computer. Its online services include iCloud, iTunes Store,
and App Store. Apple's consumer software includes the OS X and iOS
operating systems, the iTunes media browser, the Safari web
browser, and the iLife and iWork creativity and productivity suites.
Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne
on April 1, 1976, to develop and sell personal computers. It was
incorporated as Apple Computer, Inc. on January 3, 1977, and was
renamed as Apple Inc. on January 9, 2007, to reflect its shifted focus
towards consumer electronics.

Milestones of the Company

1984 Launched Macintosh, a revolutionary computer
which further went on to set industry standards.
1998 iMac launched. Made the computer affordable
and popular among common masses
2001 The iPod. It was a trendsetter which not only
had its effect in the portable music player sector, but
also changed the entire music industry.
2007 Launched iPhone. Which later went on to
become the most popular smartphone in the world
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Shareholding pattern /
Promoters

Market share
(All Categories)

Mission and Objective

Mission statement : Apple is committed to bringing the best personal
computing experience to students, educators, creative professionals and
consumers around the world through its innovative hardware, software
and Internet offerings.

Objective : We believe that we are on the face of the earth to make great
products and that's not changing. We are constantly focusing on innovating.
We believe in the simple not the complex. We believe that we need to own
and control the primary technologies behind the products that we make, and
participate only in markets where we can make a significant contribution. We
believe in saying no to thousands of projects, so that we can really focus on
the few that are truly important and meaningful to us. We believe in deep
collaboration and cross-pollination of our groups, which allow us to innovate
in a way that others cannot. And frankly, we don't settle for anything less
than excellence in every group in the company, and we have the self-honesty
to admit when we're wrong and the courage to change. And I think regardless
of who is in what job those values are so embedded in this company that
Apple will do extremely well.
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Core values of Apple

We believe that were on the face of the Earth to make great
products.
We believe in the simple, not the complex.
We believe that we need to own and control the primary
technologies behind the products we make.
We participate only in markets where we can make a
significant contribution.
We believe in saying no to thousands of projects so that we can
really focus on the few that are truly important and meaningful
to us.
We believe in deep collaboration and cross-pollination of our
groups, which allow us to innovate in a way that others cannot.

Flagship CSR Activity

There are no known major CSR activities by Apple, however it does consider its
environmental responsibilities seriously.
Some initiatives as narrated by Apples executives are stated below.

Commitment to recycling

Every Apple Retail Store in the world will take back Apple products for free,
responsible recycling. Weve also set up recycling programs in cities and college
campuses in 95percent of the countries where we sell our products, diverting
more than 421 million pounds of equipment from landfills since 1994. In regions
where we dont have takeback programs with physical dropoff/pickup
locations, we arrange for pickup, transport, and environmentally sound recycling
of electronics. And its not just Apple products that we recycle through these
programs and events. In fact, over 90 percent of the products we collect and
recycle are not ourown.
Everyone should have water to use and Reuse

Our Maiden, North Carolina, data center employs an innovative cooling system
that reuses water 35 times, resulting in a 20 percent reduction in overall
waterconsumption at the datacenter.
At our facilities that receive less dependable rainfall, weve installed sophisticated
irrigation systems that monitor local weather conditions and soil moisture, which led
to a 40 percent reduction in landscape watering. At some facilities, weve achieved
further reductions thanks to droughttolerant landscaping and dripirrigation.

Organizational Structure
(CEO Tim Cook)

Unlike other companies Apple has a structured itself more like

a startup from the beginning, To put it in a lighter manner:

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Mergers and acquisition

Apple's business philosophy is to acquire small companies
that can be easily integrated into existing company projects.
[4] For example, Apple acquire Emagic and its professional
music software, Logic Pro, in 2002. The acquisition was
incorporated in the creation of the digital audio workstation
software GarageBand, now a part of iLife software suite.
The company made its first acquisition on March 2, 1988, with
its purchase of Network Innovations. In its two divestments,
both of which were during the 1990s, parts of the company
were sold to other companies. In 2013, Apple acquired
thirteen companiesmore than it has in any other year so far.
Apple's largest acquisition was that of Beats Electronics in
August 2014 for US$ 3 Billion. Of the companies that Apple
acquired 46 were of the United States.
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Business Strategy
Apples best strategic decision ever happened 9 years ago today, on October 16th, 2003.
Thats the day Apple decided to launch iTunes for Windows the day it decided to break out of
the closed Apple world. Before that, Apple programs only worked on Apple computers, and
cool new Apple gadgets like the 2 year old iPod only connected to Macs, not PCs. But iTunes
4.1 was the start of iPods being used by Windows users, the other 95 percent or whatever the
market share was at the time. Then iPods turned into iPhones. Then once people saw how well
the iPhone and iTunes worked, they wanted their entire computing experience to work that way,
and they bought their first Macintosh. And theyve probably been using one ever since.
As Apples marketing team put it that day, Hell Froze Over and they built The Best Windows
App Ever if you ever visit my New York office youll see this poster on the wall.

It wasnt an obvious big deal at the time. This article from day after it launched is a good
example, a bit hopeful and guarded at the same time, finishing with The program itself is still
not perfect, but getting better all the time. The strategy it displays is very promising and I hope
well see Apple kicking some serious butt soon. I didnt write that last sentence, did I?
This was a huge gamble and Im sure it was a contentious, almost religious argument internally
at Apple. But I cant think of a more important decision that set off a series of events that led
to a lot of things, including a 5,480% increase in $AAPL since October 16, 2003.

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Blue Ocean Strategy

Focus on the market and user. How does the user interact with your
product or service? Find out what hasnt been met and how things can be
improved. There is definitely a way to improve on things, since nothing is
perfect. Dyson made vacuum cleaners a tech-gadget with its futuristic
design and disposing with flimsy one-use filters.
Dont fight the market, move the market boundaries. Create the
necessary foundations to define the boundaries of the new marketplace.
Apple did this by creating iTunes and the Apps Store, making it affordable to
people to buy songs and easy to access from all iDevices. It created a new
ecosystem where new customers can thrive, and retained.
Build on your strengths and hide your flaws. Apple focused on userexperience where it could make a difference rather than showing off its
technical specification. In the iPad 2, it didnt tell people how much RAM it
had but told them it was lighter and thinner - things that were more
important for portability in tablets.
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Thank You

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