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Apple Computer

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  • Hello everyone, I’m Jihong and sungjin and thee are our team members. Today we’ll present Apple computer case
  • The first computer mouse was invented in 1963 by Douglas Engelbart at the Stanford Research Institute.The IBM 5100 Portable Computer was introduced in 1975, weighed 25 kg (55 lb), was the size of a small suitcase and needed external power to operatehttp://royal.pingdom.com/2008/11/28/the-history-of-pc-hardware-in-pictures/
  • As Core Capability: Design, Product Innovation, Customer Insight, Marketing… They allow Apple move to the different industry, which lead by core capability.

Transcript

  • 1. Moon, Sung Jin
    Park, Ji Hong
    Theerawat
  • 2. Agenda
    Apple Overview
    Apple in PC industry
    Problem & Analyze
    2
  • 3. Apple History
    3
    2007, iPhone
    2007, Apple TV
    2006, MacBook
    with intel chip
    2003, iTunes/ Power Mac G5
    2001, iPod / os X
    1998, iMac
    1997, rehiring Jobs
    1996, Acquisition withNeXT
    1994, PowerMac family
    1991, Powerbook
    1987, MacII
    1985, First ever quarterly loss, laid of one-fifth of employees
    1985, Resignation of Jobs
    1984, Macintosh
    1983, Apple Lisa
    1978, Apple II
    1976 Foundation
    1976
    1989
    1985
    1980
    2005
    1993
    1997
    1991
    1995
    The Steve Jobs Years
    The Steve Jobs Years
    The Sculley Years
    The Spindler Years
    The Amelio Years
  • 4. Apple Overview
    4
    Mac
    Macs
    Main Product Line
    Key Numbers
    Accessories
    Revenue
    $ 32.48 billion
    (2008)
    Applications
    Servers
    Operating income
    $ 6.28 billion(2008)
    Op. Margin 19.82%
    Wi-Fi
    Net income
    $ 4.83 billion(2008)
    Profit margin 14.88%
    iPod
    +
    iTunes
    Products
    Total
    Assets
    $ 39.57 billion(2008)
    ROA 12.21%
    iTunes
    Accessories
    Total
    Equity
    $ 21.03 billion(2008)
    ROE 22.97%
    iPhone
    Employees
    35,000
    (Q1 FY 2009)
  • 5. Apple Core Capabilities
    5
    Leadership
    Steve Jobs
    Business
    Innovation
    Performance
    Sales/Profits
    Customer
    Insight
    Design
    Innovative
    Graphic & Design
    Ease of Use
  • 6. Apple Core Business
    6
  • 7. Agenda
    Apple Overview
    Apple in PC industry
    Problem & Analyze
    7
  • 8. 8
    History
    The first portable computer
    The first computer mouse
    1963, Douglas Engelbart
    1975, IBM 5100
    The first IBM PC
    The first laptop computer
    1979, Grid Compass 1100
    1981, IBM 5150
  • 9. x86 CPU vs. CPU for MAC
    1991, 386 microprocessor
    1981 First IBM PC
    1982, 80286
    1986, 386 microprocessor
    1993, Pentium
    1999 Pentium III
    1989, 486 microprocessor
    1996 Pentium II
    2006 Intel Core Family
    2008 Intel Atom
    2000 Pentium IV
    2003 Pentium M
    1976
    1983
    1994
    2005
    9
  • 10. OS VS. MAC OS
    1981 DOS
    1985, MS Windows
    1991, LINUX
    1998, MS Windows98
    1988, IBM OS/2
    1995, MS Windows95
    2000, MS Windows ME
    2000, MS Windows2000
    2001 , MS Windows XP
    2006 , MS Windows Vista
    1992, MS Windows 3.1
    2009 , MS Windows 7
    1991
    1984~1987
    1987
    1988
    1999
    1997
    2001
    10
  • 11. 11
    PC industry overview
    PC industry ( Momentum Scarcity, Worse Profitability )
    • Potential Market Growth ↓ ; New Demand(X), Exchange Demand(O)
    • 12. Overcapacity ; Customer Needs ( Capacity Mobility, Networking, AV)
    • 13. Entry Barrier ↓ Competition↑  Price ↓ = Worse Profitable
    • 14. Red Ocean ; HP, Dell, Renovo(IBM), TOSHIBA etc.
    • 15. POOR ; IBM Sells PC area to Renova.
    Apple
    • Brand image ; The Most Innovative Company (Biz Week), Steve Jobs
    • 16. Product Performance/Software/Design
    • 17. Design Priority Management
    • 18. Product Innovation/R&D Technology ; Mac Air
  • 12
    Analyzing for PC Industry
    • Fabrication Companies
    ★★
    Entry
    ★★★★
    ★★★★
    Buyer
    Supplier
    ★★★★
    Rivalry
    ★★
    Substitution
    • Microsoft Touts FonePlus
    • 29. Adesso’sCyberPad
    • 30. PDA / UMPC / PMP
  • 13
    Analyzing for PC Industry
    ★★
    ★★★★
    ★★★★
    ★★★★
    ★★
    Rivalry
    Entry
    Supplier
    Buyer
    Substitute
    • Low product
    differentiation
    • Brand name
    - Entry barrier
    • Economics of
    Scale ↓
    • No legal or
    governmental
    barriers
    • Threat of new
    entrants
    • Highly price
    sensitive
    • Reliability and
    customer
    service
    become
    important
    factors.
    • Insignificant
    switching cost
    (except, Macs)
    • Large number
    of suppliers for
    components
    like hardware,
    keyboards, etc.
    • But two major
    inputs are
    monopolized
    - MS, Intel
    • High switching
    costs
    • Table PC,
    Auto PC,
    PDA,
    iPhone,
    Smart Display
    • Strong Presence of PC
    • 31. High
    concentration
    • Price War
    - Low Margin
    • Decreasing
    profitability
    • Low
    differentiation
  • 32. 14
    Key Success Factor_PCIndustry
  • 33. 15
    Components of the Strategy_APPLE
    Product Positioning
    High Price
    High Performance
    • Dell
  • Agenda
    Apple Overview
    Apple in PC industry
    Problem & Analyze
    16
  • 36. Questions
    Has Jobs finally solved Apple’s long-standing problems?
    Is the iPod different?
    17
    November 23, 2009
    Growth Strategy: Apple Computer 2006
  • 37. Core Business & Business Expansion
    Home Entertainment
    (Apple TV)
    Music Distribution
    (iTunes)
    PC Manufacturing
    Telecommunication
    (iPhone)
    MP3 Manufacturing
    (iPod)
    18
    November 23, 2009
    Growth Strategy: Apple Computer 2006
  • 38. Products & Ecosystem: iMac
    19
    Alternative Technologies
    Wintel as the Alternative Technologies
    Application Software
    Specifically on Mac OS and OS X, there would be only made to support Mac OS and OS X even today such as iWork, iLife, etc.
    Operating System
    Initially, Allow only Mac OS and OS X with non-compatible
    Lately, OS X is more compatible to MS product
    Recently, allow Windows to install on “OS X Boost Camp”
    Device & Microprocessors
    Initially, Use the G4 as proprietary hardware technology
    Lately, Use the Intel for better performance and allow more open and compatibility
    Consider: Controlled Openness
    November 23, 2009
    Growth Strategy: Apple Computer 2006
  • 39. Products & Ecosystem: iPod
    20
    Alternative Technologies
    Consider as ecosystem and device synchronization and compatibility, there is no alternative technologies or competitor arises
    Application Software
    Open for Music both label and indies
    Open for Application Development
    Sell with acceptable price & business model (pay by piece)
    Operating System
    iTunes as Platform or OS, which offer free download as well as Mac & PC compatible
    Device & Microprocessors
    Serve the different market purpose and functions such as iPod Shuffle, iPod Nano, iPod Touch, iPod limited edition with the price, which is available for everyone.
    Consider: Openness
    November 23, 2009
    Growth Strategy: Apple Computer 2006
  • 40. Products & Connection
    21
    November 23, 2009
    Growth Strategy: Apple Computer 2006
  • 41. Growth Connection
    New Value Chain
    New Geographies
    OS X on Intel
    iTunes
    5
    Mac Related
    Dev.
    Content Distribution
    9
    6
    Music Distribution
    2
    7
    New Channel
    Pixar Animation
    New Business
    3
    Apple
    iPhone
    8
    1
    5
    iPod
    iMac
    4
    5
    Apple TV
    iMac
    + Intel
    New Customer Segment
    New Products
    5
    22
    November 23, 2009
    Growth Strategy: Apple Computer 2006
  • 42. Long-standing problem solved?
    End of the case
    Jobs as CEO
    Jobs return as interimCEO
    iPod was introduced.
    iTunes was introduced.
    In General: All of the new territories and development are on the initial state. However, the long-standing problem may not be completely resolved as controlled openness with business model.
    23
    November 23, 2009
    Growth Strategy: Apple Computer 2006
  • 43. Additional: Leadership
    24
    Mature Business: Operators
    Create Value
    Growth Business: Business Builder
    Emerging Opportunities: Entrepreneur
    Invest
    Time
    Leadership: The successor of Steve Jobs would be the person to maintain the sustain growth and position Steve Jobs as advisor and/or explore new opportunity.
    November 23, 2009
    Growth Strategy: Apple Computer 2006
  • 44. Thank you