Apple is a publicly owned Fortune 100 company based in Cupertino, California.

The firm operates primarily in the personal computer industry of the wider technology sector. Apple designs, produces, and sells a line of personal computers as well as mobile phones, portable digital media devices, software, and related peripherals and accessories. The firm sells internationally though a mix of direct sales, online and retail stores, wholesalers, and resellers.

The Beginning (1976) Apple has been created in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. They all left ATARI Computers to create their own company.

Apple's first headquater was the Jobs' parents garage where Jobs and his friends desing their first computer kit : the Apple I. It was box wood-made with a basic motherboard inside.
EZAN Thomas November 2006

The Beginning (1976)

Their business really starded when Jobs hada deal with Byte Shop, a computer store which bought fifty Apple I. At this time, as Wozniack and Wayne worked night and days to assemble the Apple 1, Jobs try to find money to pay the providers.

Then came the Apple II (with floppy disk drive !) and a software called VisiCalc wich was Apple's "killer application" : a spreasheet program !

EZAN Thomas November 2006

The early years (1979 to 1983)

Thanks to the succes of its software application, Apple Computer invested in a production line and a hired several computer designers. They also had a deal with the Xerox PARC in Palo Alto, the computer R&D center in the world at this time, to benefits its patents and its scientist staff. In may 1980 it unveils the Apple III to compete IBM.

Due to this collaboration Apple introduced the first computer with a graphical user interface in 1984 : Lisa (Jobs' daughter).

EZAN Thomas November 2006

Apple vs Microsoft : the struggle (1989 to 1994)

The Graphical User Interface made Lisa real success but one year later, a small software company called Microsoft shipps its own GUI supported by every IBM compatible computers. IBM was Apple's main rival and it was dominating the market.

EZAN Thomas November 2006

Apple vs Microsoft : the struggle (1989 to 1994)

Thus Apple ships a quality and ergonomic laptop : the PowerBook 100. It contributes to set the brand a good reputation.

As a consequence the Apple board react in removing Steve Jobs to his management duties (a resigned a few months later) and in adopting a very aggressive strategy. This strategy was lead by a main idea : innovation

The same year the Cupertino's firm unveils its new operating system called Mac OS which confirm Apple as a refer as far as the graphical interface is concerned.
EZAN Thomas November 2006

Apple vs Microsoft : the struggle (1989 to 1994)

During this period a new religion birth : the Apple-Mania and its cohort of Apple-evangelist. The fan of Apple aren't simple costumers satisfied by their products, they are fanatics !

They pray Saint Steve Jobs, they celebrate Christmas during the MacWorld Exposition every year in San Fransisco, Cupertino is their Mecca and Bill Gates is the Devil !

EZAN Thomas November 2006

Apple vs Microsoft : the struggle (1989 to 1994)

But it was not enough to prevent Apple decline in front of the "Wintel world conspiracy" (Wintel=windows+intel) and in the mid-90s Apple started a slow decline.

EZAN Thomas November 2006

A new beginning (from 1998 to nowadays)

The rebirth of Apple starded in 1998 when Steve Jobs himselft (back in the company since February 1997) introduced the new iMac at the MacWorld Expo. It is small, nice, fun and competitive. This new computer comes with a complete suite of softwares and a new operating system called Mac OS X. It was a success. Then came the iBook, Apple's new laptop.

EZAN Thomas November 2006

A new beginning (from 1998 to nowadays)

But the real blockbuster was unveiled in 2001 : the iPod. Surfing on the digital audio player trend Apple succeed to take 75.6% of the market share in the US. Furthermore Apple made a deal with Intel to become compatible with Microsoft Windows.

EZAN Thomas November 2006

To become the world wide leader in computer and mp3 player sales.

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. 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.

Mission Statement (Proposed)

The Apple commitment to excellence is its mission to provide computers and service for people that meet the highest standards of value and reliability. Apple is one of leaders in the computer industry and makes the best-selling computers in the world .Apple provides the highest level of quality and value for our customers. Those are timeless fundamentals. We also apply innovative technology to our core business to differentiate ourselves and make our products irresistible to our customers, beneficial to society, and profitable to our company. We strive to provide additional opportunities for growth and enrichment of company personnel while maintaining a work environment for all employees that encourages personal commitment and participation in support of achieving excellence. We are committed to being a good corporate citizen, and being openly honest with all of our stakeholders .We support activities that help to build common understanding, enhance excellence, and enable people to improve their lives and reinforce their commitment to society .

Strengths Innovation - always bringing out products behind the technology curve The ability to trick consumers into thinking they are innovative Expert in developing their own software and hardware. Apple uses Fair-play songs in its i-tunes songs which protects the songs of famous labels against piracy. Apple as a brand, people have full faith in that.

Weaknesses Relying on too many hardware parts from other companies. Too much influence by now deceased Steve Jobs. Narrow product portfolio

Opportunities Market Development: Apple should target emerging markets like Asian countries (India, China, etc) Product Line Extension: Provide more products like iphone for the low end consumers. But under a separate brand name, keeping in mind not to damage its rapport of luxury brand of Consumer Electronics. More tie-ups and collaborations with technology companies (like in past it did with IBM,,but this time more successive tie-ups are required)

Threats High cost as compared to other smartphones (eg. of i-phones) High competition from other brands like Nokia, Samsung (w.r.p to iPhones and iPads) The switching in technology is very fast High competition in Consumer Electronics segment from Samsung, HP, Dell, etc.

Steve Jobs Apple founder and current CEO Steve Jobs is an incredibly valuable resource to the firm. His unique vision and approach to business established Apple as an industry leader in the beginning and he saved the firm from a downward spiral when he returned in the mid-1990s.9 Under his guidance the firm has rebounded and excelled in many markets, often defining categories of products. To Apple Steve Jobs is a valuable, rare, inimitable, and non-substitutable resource.

Apple Stores Retail Locations The introduction of Apple stores has provided the company with an important physical presence to act as both a sales location and an advertisement. The stores allow Apple to tightly control the image of the brand and provide excellent customer service. Apple tops many retailers in in-store sales, generating $4,032 per retail square foot per year, beating other retailers like Tiffany & Co. at $2,666 and Best Buy at only $930.10 This resource is of incredible value to Apple and a success that is a relative rarity in the industry. Matching success and impact like the Apple store model is difficult for other firms to achieve. Past experiments like Gateway stores have failed, while Sony Style stores founder in mediocrity.

Relationship with OEMs Apple has outsourced all of its manufacturing processes to OEM partners in China, like Foxconn and Hon Hai Precision Industry while focusing on design internally. The relationships between Apple and their OEM partners are very close to provide Apple with excellent service and high quality products. Mutually beneficial business relationships are time-consuming and difficult to develop and maintain is of considerable value to Apple and puts them ahead of other manufacturers who may decide to outsource some production.

Industrial Design Capability Apples incredible industrial design capability is a function of their innovative design teams, led by Jonathan Ive, senior vice president of industrial design, and the firms prioritization of design and outsourced production. Ive and the Apple design team hold many awards, with products being shown in permanent collections at various museums.11 This combination is valuable to Apple, rare among competitors, and difficult to imitate.

Talented Software Development Teams Apples software developers are carefully selected and talented programmers. Theyve produced industry award winning software and the highly regarded iterations of Macintosh OS X operating system. Theyve provided Apple with important products, but developers of their caliber are not rare within the industry, nor are they difficult to imitate. Other firms can develop staff as talented or hire them away from Apple.

Tailored Hardware/Software Systems One of Apples most important capabilities is their ability to develop and build highly integrative systems with software designed specifically for the hardware it runs on. The closed system style of Apple is unique in the industry which typically relies on third-party software (i.e. Microsoft Windows running on a Dell computer). This capability comes from a combination of the design teams, software development teams, and hardware engineers employed by Apple. No other firm in the industry has a system like Apples and it would cost millions or billions of dollars to imitate, not regarding success. While other systems work for PC manufacturers they cannot achieve the same results as Apples integrated system.

Continue the expansion of Apple stores: The stores represent an important source of revenue for Apple and serve as an interactive advertisement for the Apple brand. Their success has been unmatched by any other industry player. Emphasize the integrated system in advertisements: Apples integrated system holds a significant advantage over other industry systems relying on Microsoft Windows, yet some customers have not experienced the seamless interoperability of all Apple products. This marketing angle will result in cross selling of more products to new and existing customers. Seek exclusivity arrangements with OEM partners: Continue to build relationships with the closed Asian OEM partners and enter into exclusivity arrangements to lock out competitors and gain favorable business deals.

Focus on differentiated lifestyle branding: Apple has successfully developed a differentiated lifestyle brand and must continue to build on this foundation while resisting pressure to move to the middle to directly compete with Dell and HP. Design innovation: Put additional emphasis on design development with internal resource allocation to continue to lead the industry in design. Research user interface possibilities: As a mode of setting Mac computers apart from other PCs Apple must continue to innovate in user interface focusing on easy-of-use and intuitive menu functions. Expand Apple store locations: Providing more points of direct contact with buyers will enable Apple to provide better service to customers and bring the Apple experience to more people.

Sheetal Jaimalani 52 Shrijesh K. Govindan 55 Salahuddin Shaikh 49 Danish Khan 16 Meghal Patel 30 Kshitij Tiwari 26 Ahtesham Anjum 29