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  • 1. iPad
    Group 5:Apri Herrera, Courtney Bowen, Armando Shaffari, John Jenkins and David Valdez
  • 2. How Apple is Organized
    Steve Jobs Chief Executive Officer and Co-founder Apple Inc.
    Tim Cook Chief Operating Officer
    Scott Forstall Senior Vice President,
    iPhoneSoftware Jonathan
    IveSenior Vice President, Industrial Design
    Ron Johnson Senior Vice President, Retail Division
    Bob Mansfield Senior Vice President, Mac Hardware Engineering
    Peter Oppenheimer Senior Vice President, Chief Financial Officer
    Mark Papermaster Senior Vice President, Devices Hardware Engineering
    Phil Schiller Senior Vice President, Worldwide Product Marketing
    Bertrand Serlet Senior Vice President, Software Engineering
    Bruce Sewell Senior Vice President and General Counsel
  • 3. Organization:
    Apple was established January 3, 1977 in the state of California. Its mission was to lead the innovation of technology. The world was first introduced to the company in the 1980s during the revolution of PCs. The Macintosh was the beginning of many products that lead the company to a distinguished brand name. Today the corporation also produces software, digital media and mobile phones. Apple’s 2010 financial first quarter announced revenue of $15.68 billion and a net profit of $3.38 billion. Steve Jobs, CEO of Apple, proclaim that the corporation is now a $50+ billion company. With all the business success and accomplishment, the company is not yet done pioneering the invention of high tech products. Apple currently unveiled its new product, the iPad. This creation is expected to revolutionize the world and the way the people think of technology. Many critics believe the iPad is a publicity stunt to influence consumer to purchase the product. The case study will the iPad reveal of the product and its function. The study will also evaluate the organization public relations with consumers and supplier, the legal battle concerning the products name and why the FCC  is investigating the company
  • 4. Opportunity:
    • Apple Computer Inc. is always introducing new products that blow away other products in the same market. 
    • 5. The newest product to be released in April 2010 is called the Apple iPad. 
    Apple is putting the iPad in the right target market releasing it at a very reasonable price of $499.
    Apple this will allow for people to get a new and revolutionary product at the same price as an ordinary PC computer. 
    Compare the iPad to a PC laptop and the iPad will certainly gain more sales than PC laptops. 
  • 6. Timeline:
    • Apple began development of a tablet PC in the early 1990’s.  
    • 7. The first tablet PC that they introduced to the market was called the Newton Message Pad 100 that was introduced in 1993. 
    • 8. By the later 1990’s Apple developed an unreleased tablet computer named the PenLite.  
    • 9. They continued to produce the Newton tablet PC’s until the MessagePad 2100 in 1998.    
    • 10. In 2005, Apple acquired FingerWorks leading to further development of the iPad. 
    • 11. On January 27th, 2010, 5 years after acquiring FingerWorks, Apple announced the product that is to be marketed as the Apple iPad.
  • Key Publics:
    EXTERNAL
    Press/Media Representatives (Primary)
    Consumers
    Competitors (Secondary)
    Stockholders
    National Investment community
    International community
    Special interest groups regulatory authorities (like labor unions), and various legislators 
    INTERNAL
    Board of Directors (Primary)
    Employees (Secondary)
    dealers/distributors
  • 12. Human Factors:
    Consumers Relations
    • Apple’s brand name endorse quality
    • 13. User-friendly with a good product--though the manufacturer know what the customer needs
    • 14. Apple products have value and quality.
    Business Relations
    Apple's suppliers know it as something quite different: a tough, no-nonsense, hard-bargaining client that demands total secrecy and takes no prisoners when things go wrong.”
    Apples' PR problems recently arose over the on going dispute of the non-use of Google Voice.
    Eric Schmidt, stepped down from Apple's board of directors.
    The FCC investigates Apple began October 2009
  • 15. Practioner:
    At a press event on January 27, Jobs unveiled the 1.5 pound tablet computing device with a 9.7 inch screen and built-in Internet connectivity, which will be available for purchase sometime in late March. "We call it the iPad. What this device does is extraordinary," said Jobs. "You can browse the web with it. It's phenomenal. It's way better than a laptop [and] way better than a smartphone." Jobs positioned the much-hyped iPad as a companion product in Apple's lineup. The device fits between the iPhone and its Macbook laptop, with prices ranging from $499 to $829 depending on options such as the amount of memory and type of wireless connectivity. Competitively, the iPad is targeted at netbooks -- popular mini-laptops with screens that measure 10 inches or less -- and tablet-style e-book readers such as Amazon.com's Kindle, Barnes & Noble's nook and Sony's Reader. One concern is the iPad's technical specifications, notably a 10-hour battery life, may not enable it to function as a universal device, at least in its first generation. The device also lacks the storage to replace multiple devices, the iPad comes in 16, 32 and 64 gigabyte versions. Apple's high-end iPhone alone offers up to 32GB of storage, and netbooks generally start with 160GB of storage. Another strike against the iPad, is that it uses the same operating system that powers the iPhone which doesn't support Adobe Systems' Flash software that is used on many web sites. As a result, web surfing on the iPad may not compare to traditional laptops. If consumers still need to carry a laptop for Flash-enabled web browsing, a phone for placing calls, and an iPod for storing movies, books and music, then why exactly do consumers need the iPad for?
  • 16. Ethical:
    Apple may face a legal battle with Fujitsu of Japan before it can it can use the 'iPad' name for its new tablet computer. Since 2002, Fujitsu has made a handheld computer called the iPad for use by shop assistants, and has an outstanding trademark application for the name. Fujitsu said it "is aware of Apple's iPad announcement and the possible infringement on our trademark". "We are currently discussing our options with our trademark counsel and have no further comment at this time," the company said.
    While trademark disputes rarely prevent the release of products or force a change of name, if Apple cannot overturn Fujitsu's application or demonstrate that the two products will not be confused, it may have to buy the rights from Fujitsu. In 2007, Apple reached a settlement in a similar dispute with Cisco Systems, which owned a prior 'iPhone' trademark.
    The Fujitsu iPad has a 3.5-inch screen, an Intel processor, a Microsoft operating system and supports both Wi-fi and Bluetooth wireless connections. It is designed to link shop assistants and managers to data on stock and sales. Fujitsu initially applied for an 'iPad' trademark in the US in March 2003 but its request was suspended because of an even earlier filing by a company called Mag-Tek, which wanted to use the same name for keypads used to enter personal identification numbers. At one point Fujitsu's application was listed as abandoned by the US Patent and Trademark Office but in June 2009 Fujitsu filed to revive it. That application is still outstanding…..CONTINUE
  • 17. Ethical:
    In July 2009, acting through a proxy, Apple first applied for the iPad trademark in Trinidad & Tobago, gaining it a 'priority date' to use in other international applications.
    In September, October and again in December 2009 Apple filed requests with the USPTO to give it more time to oppose the Fujitsu application. Apple now has until the February 28 to say whether it will oppose Fujitsu's trademark. Fujitsu's trademark lawyer, Edward Pennington of Hanify & King, told Bloomberg: "They probably need to talk to us and we haven't had any direct communications with Apple." He described Apple's position as "awkward".
    Fujitsu has only made a trademark application for 'iPad' in the US. There are several other owners of 'iPad' trademarks around the world, including Siemens, which has the right to use the term for engines and servo motors; and Coconut Grove Pads, which since 2008 has had the rights to the term for padded bras.
  • 18. Work Cited:
    “Apple-Supplier Responsibility.” Apple.com. Apple, 2010. Online. 25 February 2010.
    Barron’s. Savitz, Eric. “The Wall Street Journal Digital Network”. 1 Feb 2010. Barron’s . 28 Feb 2010. <http://blogs.barrons.com/techtraderdaily/2010/02/01/apple-ipad-expands- addressable-market-50m-units-analyst-says/>
    Brent, R. (2010). "Apple Announces iPad." 27 Jan 2010. Timelines . 28 Feb 2010 < http://timelines.com/2010/1/27/apple-announces-ipad>
    Carr, David. “The Media Equation-A Shroud of Secrecy for Steve Jobs and Apple’s Tablet.” Nytimes.com. New York Times, 24 January 2010. Online/Print. 16 February 2010.
    Chan, Edwin. "Apple Unveils iPad, Bets on New Device Class." No Date. Article . 28 Feb 2010. < http://www.reuters.com/article/idUSTRE60Q0BY20100127? feedType=RSS&feedName=topNews&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+reuters%2FtopNews+(News+%2F+US+%2F+Top+News >
    Cruikshank, Jeffery L. The Apple Way. New York: McGraw-Hill, 2006. Print.
    Elmer-DeWitt. “Apple Curiou PR problem” Fourtune Brainstorm Tech . 7 Aug 2009. CNN Money. 27 Feb 2010 < http://brainstormtech.blogs.fortune.cnn.com/2009/08/07/apples-curious-pr-problem/ >
  • 19. Gina. “The Apple iPad – A New Canvas for Publishers.” Data.Intelligence.On Demand . 28 Feb 2010. Connotate beyond search.1 Mar 2010 <http://blog.connotate.com/2010/the-apple-ipad-–-a-new-canvas-for- publishers/>
    Harding, Robin.”Apple may face ‘iPad’ legal battle.” 28 Jan 2010. CNN . 27 Feb 2010 <http://www.cnn.com/2010/BUSINESS/01/28/apple.ipad.fujitsu.ft/index.html>
    “iPad”. Apple. No Date. 27 Feb 2010. <http://www.apple.com/ipad/features/>
    Jacobssom, Sarah. “Fujitsu Says it Owns Right to ‘iPad’ Name, Not Apple.” Blogs . 28 Jan 2010. PCWorld. 27 Feb 2010. <http://www.pcworld.com/article/188100/fujitsu_says_it_owns_rights_to_ipad_name_no t_apple.html>
    Maisto, Michelle. “Apple Again Tops HP, Dell in Customer Satisfaction.” Eweek.com. EWeek, 8 February 2010. Online. 16 February 2010.
    McCracken, Harry. “How to Interpret Apple Event Invites from the Past.” Pcworld.com. PC World, 21 January 2010. Online. 16 February 2010.
     
    Moore, Charles. “Is the Mac the Volkswagen of Computers?” lowendmac.com.
    LowEndMac, 16 February 2009. Online. 16 February 2010.
    No Arthur. “ Apple’s iPad: A Gadget Killer – or Just Another Gadget.”
    Managing Technolgy. 3 Feb 2010. Knowledge@Wharton. 27 Feb 2010 <http://knowledge.wharton.upenn.edu/article.cfm?articleid=2429>
  • 20. Pearson, Chris. “IPAD Trademark Application Pending for Apple and Fujitsu?”27 Jan 2010. Create Project. 27 Feb 2010. http://ipandentertainmentlaw.wordpress.com/2010/01/27/ipad-trademark-applications-pending-for-apple-and-fujitsu/
     Pfanner, Eric. “Apple to Cut the Prices of iTunes in Britain.” Nytimes.com. New York Times, 10 January 2008. Online/Print. 16 February 2010.
     Pfanner, Eric. “In Europe, Apple Faces Hurdles to iTunes Movie Rentals.” Nytimes.com. New York Times, 21 January 2008. Online/Print. 16 February 2010.
    Pogue, David. “Is Google Voice a Threat to AT&T?” Personal Tech .6 Aug 2009. The New York Times. 27 Feb 2010 http://www.nytimes.com/2009/08/06/technology/personaltech/06pogue-email.html?_r=3 
    Venezia, Paul. “What the Apple iPad Really Is.” Infoworld.com. InfoWorld, 8 February 2010. Online. 16 February 2010.