Don’t Let the Noise of Others Opinions.
Drown out your own inner voice
And must important, have the caurage to follow your...
Welcome to . . .

Apple Inc.
I just want to build ‘great’ products
-Tim Cook-
Contents :
• About Apple
• Marketing Strategy
Brief the History of Apple :

Contents :
• History of Apple
• Marketing Strategy
Brief the History of Apple :
See on more sources

http://apple-history.com/h2
http://en.wikipedia.org/wiki/History_of_Appl...
The Products :

MacBook Air

MacBook Pro

iMac

Mac mini

iPad Mini

Mac Pro

iPad 2

iPad with Retina Display
The Products :

iPhone 5S

iPhone 5C

iPhone 4S

iPod Shuffle
iPod Touch

iPod Nano

iPod Classic
Contents :
• About Apple
• Marketing Strategy
9 Core Elements of Marketing :

Source : markplus.inc
Segmentation

Segmentation:
“View Your Market Creatively”
Stop and Think!

What
is Segmentation?
________________________

________________________

________________________

_____...
Segementation . . .

“… is dividing a market into distinct groups of buyers
with different needs, characteristics or behav...
Segmentation of Apple

Segmentation

Static Attribute

Geografis
Kawasan
Negara
Kota

Demografis
Usia
Jenis kelamin
Pendap...
Segmentation of Apple

Karakteristik

Geografis
Negara

Seluruh Dunia

Kepadatan

Urban

Demografis

Karakteristik

Usia

...
Share of Apple
Targeting

Targeting:
“Allocate Your Resources Effectively”
Stop and Think!

What
is Targeting?
________________________

________________________

________________________

________...
Targeting . . .

“The process of evaluating each market segment’s
attractiveness and selecting one or more segments
to ent...
Targeting of Apple :
Targeting of Apple

Apple menargetkan pemakai
produknya adalah orang-orang
yang mementingkan desain d...
Targeting of Apple :
Targeting of Apple
Targeting of Apple :
Targeting of Apple

Apple berhasil melompati celah antar segmen
pasar dan masuk ke pasar mainstream y...
Positioning

Positioning :
“Lead Your Customer Credibly”
Stop and Think!

What
is Positioning?
________________________

________________________

________________________

______...
Positioning is . . .

“Positioning is the act of designing the company’s
offering and image so that they occupy a
meaningf...
Positioning Apple
Positioning of Apple
Positioning Statement :
“A premium brand that meets a need”
“Think Different”
Positioning of Apple

Empat Elemen Positioning Statement

Positioning
Process

Target Market

Brand

Frame
of
Reference

P...
Positioning Statement

Positioning
Process

Target Market

Brand

Frame
of
Reference

Points
of
Differentiation

Sasaran p...
Positioning Statement

Positioning
Process

Target Market

Brand

Frame
of
Reference

Points
of
Differentiation

Brand mer...
Positioning Statement

Positioning
Process

Target Market

Brand

Frame
of
Reference

Points
of
Differentiation

Frame of ...
Positioning Statement

Positioning
Process

Target Market

Brand

Frame
of
Reference

Points
of
Differentiation

Competiti...
Positioning Statement

Positioning
Process

Target Market

Brand

Frame
of
Reference

Points
of
Differentiation

“Reason t...
Positioning Statement Apple
Positioning Statement of Apple

“We believe that we're on the face of the
earth to make great ...
Perceptual Positioning Maps of Apple
Differentiation

Differentiation
“Integrate Your Content, Context, and Infrastructure”
Stop and Think!

What
is Differentiation?
________________________

________________________

________________________

__...
Differentiation is . . .

“Differentiation is actually differentiating the firm’s market
offering to create superior custo...
Differentiation of Apple

Content: What to offer?
Produk yang inovatif, high technology,
simplicity, dan customer-centric
...
Wait and see . . .
Wait and see . . .
One of Strong Differentiation from Apple :

•
•
•
•
•

Hardware and Software Integration
Design Quality...
Marketing Mix

Marketing Mix
“Integrate Your Offer, Logistics, and Communication”
Stop and Think!

What
is Marketing Mix?
________________________

________________________

________________________

____...
Marketing Mix is . . .

“Marketing mix is the set of controllable tactical
marketing tools -product, price, place, promoti...
Marketing Mix of Apple

Marketing
Mix

Product
Product variety
Quality
Design
Features
Brand Name
Packaging
Sizes
Services...
Marketing Mix of Apple
• Product
Marketing
Mix

Tiga tingkatan produk :
1.

Core benefit
Manfaat sesungguhnya dari produk
...
Marketing Mix of Apple
• Price

Marketing
Mix

Price
List Price
Discounts
Allowances
Payment period
Credit terms

Value = ...
Marketing Mix of Apple
• Place
Marketing
Mix

Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
Marketing Mix of Apple
• Place
Marketing Mix of Apple
• Promotion

Promotion
Sales Promotion
Advertising
Sales Force
Public relations
Direct marketing

M...
Selling

Selling
“Integrate Your Company, Customer, and
Relationship”
Stop Selling
and Think!

What
is Selling?
________________________

________________________

________________________

__...
Selling is . . .

“Selling is prospecting and qualifying, pre-approach,
approach, presentation and demonstration, handling...
Selling of Apple
Jangka Panjang
Tahap ketiga, penjualan bertujuan agar produk/jasa yang
ditawarkan mampu mendapatkan posis...
Competitive Map
— Competitive Map: Mengidentifikasi Peluang —
Positioning
Opportunity

Marketing
Strategy

Low

Medium

Hi...
Brand

Brand
“Avoid the Commodity-Like Trap”
Stop Brand
and Think!
Selling

What
is Brand?
________________________

________________________

________________________...
Brand is . . .

“Brand is a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods ...
Membangun Merek Yang Kuat

Merek perusahaan akan kuat bila memiliki ekuitas merek (brand equity) yang kuat

Brand equity m...
Elemen Brand Equity

BRAND

BRAND

LOYALTY

AWARENESS

BRAND
EQUITY

PERCEIVED

OTHER

QUALITY

ASSET

BRAND
ASSOCIATIONS
Buliding Strong Brand Equity

Brand Pyramid
Apple Become a Strong Brand

Apple masih merupakan merek prestisius meskipun sepeninggal Steve Jobs, seperti yang
dilansir...
Brand Value Apple

http://www.interbrand.com/en/best-global-brands/2012/Apple
The Great Marketer From Apple :
• Hire custo...
Service

Service
“Avoid the Business-Category Trap”
Stop Brand
and Think!
Selling

What
is Service?
________________________

________________________

______________________...
Service is . . .

“Service is any activity or benefit that one party can offer to
another which is essentially intangible ...
Framework of Service Quality

Keinginan untuk
menolong pelanggan
secara tepat waktu

ResponsiveResponsiveness
ness

Empath...
Service Quality from Apple
Steve Jobs 1955-2011
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Apple

  1. 1. Don’t Let the Noise of Others Opinions. Drown out your own inner voice And must important, have the caurage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary. – Remembering Steve Jobs 1955-2011
  2. 2. Welcome to . . . Apple Inc. I just want to build ‘great’ products -Tim Cook-
  3. 3. Contents : • About Apple • Marketing Strategy
  4. 4. Brief the History of Apple : Contents : • History of Apple • Marketing Strategy
  5. 5. Brief the History of Apple : See on more sources http://apple-history.com/h2 http://en.wikipedia.org/wiki/History_of_Apple_Inc. http://www.apple.com/.
  6. 6. The Products : MacBook Air MacBook Pro iMac Mac mini iPad Mini Mac Pro iPad 2 iPad with Retina Display
  7. 7. The Products : iPhone 5S iPhone 5C iPhone 4S iPod Shuffle iPod Touch iPod Nano iPod Classic
  8. 8. Contents : • About Apple • Marketing Strategy
  9. 9. 9 Core Elements of Marketing : Source : markplus.inc
  10. 10. Segmentation Segmentation: “View Your Market Creatively”
  11. 11. Stop and Think! What is Segmentation? ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________
  12. 12. Segementation . . . “… is dividing a market into distinct groups of buyers with different needs, characteristics or behavior, who might require separate products or marketing mix.” Philip Kotler “Proses membagi pasar menjadi segmen-segmen yang lebih kecil berdasarkan karakteristik serupa dari perilaku pelanggan, dan kemudian menentukan segmen-segmen mana yang mau kita layani.” Hermawan Kartajaya
  13. 13. Segmentation of Apple Segmentation Static Attribute Geografis Kawasan Negara Kota Demografis Usia Jenis kelamin Pendapatan Pekerjaan Dynamic Attribute Psychographic Kelas sosial Gaya hidup Kepribadian Behavioral Peristiwa Experiences
  14. 14. Segmentation of Apple Karakteristik Geografis Negara Seluruh Dunia Kepadatan Urban Demografis Karakteristik Usia 17-35 Tahun, usia Produktif Jenis Kelamin Pria, Wanita Pekerjaan Profesional, executive muda Karakteristik Psikografis Kelas Sosial SES B, A dan A+ Kepribadian Aktif, ekspresif Gaya hidup Menyukai teknologi canggih, early Adaptor, executive.
  15. 15. Share of Apple
  16. 16. Targeting Targeting: “Allocate Your Resources Effectively”
  17. 17. Stop and Think! What is Targeting? ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________
  18. 18. Targeting . . . “The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.” Philip Kotler “Proses menempatkan dengan tepat perusahaan ke dalam segmen target market yang sudah dipilih sebelumnya” Hermawan Kartajaya
  19. 19. Targeting of Apple : Targeting of Apple Apple menargetkan pemakai produknya adalah orang-orang yang mementingkan desain dan simplisitas produk, dengan antarmuka yang gaya dan mudah untuk digunakan.
  20. 20. Targeting of Apple : Targeting of Apple
  21. 21. Targeting of Apple : Targeting of Apple Apple berhasil melompati celah antar segmen pasar dan masuk ke pasar mainstream yang mencapai 70% dari pasar. 1. Innovators (2,5%) – mereka yang menyukai teknologi, mengambil resiko dan menikmati bermain dengan produk baru serta berhasil melewati kesulitan atau kompleksitas produk tersebut. Mereka sangat senang melakukan pengetesan dan memberi laporan atas kelemahan-kelemahan awal dari produk tersebut. 2. Early Adopters (13,5%) – mereka adalah penggagas opini yang mencari teknologi baru yang dapat memberi keuntungan kompetitif secara dramatis. Mereka tidak terlalu sensitif terhadap harga dan mau menerima produk baru bila produk tersebut memberikan solusi yang personal dan didukung oleh pelayanan yang memuaskan. 3. Early Majority (34%) – mereka adalah kelompok orang yang praktis dan realistis yang baru mau menerima teknologi baru bila kelebihannya sudah terbukti. Kelompok inilah yang membentuk pasar secara umum. 4. Late Majority (34%) – mereka yang konservatif dan skeptis, tidak berani mengambil resiko, gagap terhadap teknologi dan sensitif akan harga. 5. Laggards (16%) – mereka yang masih terikat tradisi dan menahan diri dari inovasi sampai mereka merasa bahwa status quo tidak perlu lagi dipertahankan. Source: Philip Kottler & Kevin Lane Keller, Marketing Management 12e, Pearson International Edition, New Jersey, 2006, p. 610
  22. 22. Positioning Positioning : “Lead Your Customer Credibly”
  23. 23. Stop and Think! What is Positioning? ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________
  24. 24. Positioning is . . . “Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customer’s mind” Philip Kotler “Positioning merupakan proses menempatkan keberadaan perusahaan dibenak pelanggan” Hermawan Kartajaya
  25. 25. Positioning Apple
  26. 26. Positioning of Apple Positioning Statement : “A premium brand that meets a need” “Think Different”
  27. 27. Positioning of Apple Empat Elemen Positioning Statement Positioning Process Target Market Brand Frame of Reference Points of Differentiation Competitive Edge
  28. 28. Positioning Statement Positioning Process Target Market Brand Frame of Reference Points of Differentiation Sasaran pasar merupakan deskripsi prospek pasar bagi pasar dimana produk atau layananan akan ditawarkan Competitive Edge
  29. 29. Positioning Statement Positioning Process Target Market Brand Frame of Reference Points of Differentiation Brand merupakan cerminan value yang Anda berikan kepada pelanggan Competitive Edge
  30. 30. Positioning Statement Positioning Process Target Market Brand Frame of Reference Points of Differentiation Frame of reference berupa ide, kondisi atau asumsi yang menentukan bagaimana segala sesuatu akan dicapai, diterima atau dipahami Competitive Edge
  31. 31. Positioning Statement Positioning Process Target Market Brand Frame of Reference Points of Differentiation Competitive Edge Alasan-alasan mengapa pelanggan harus memilih produk Anda dibanding pesaing?
  32. 32. Positioning Statement Positioning Process Target Market Brand Frame of Reference Points of Differentiation “Reason to Believe - the proof that the brand delivers what it promises” Competitive Edge
  33. 33. Positioning Statement Apple Positioning Statement of Apple “We believe that we're on the face of the earth to make great products and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex” “We believe 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 focus on the few that are meaningful to us. We believe in deep collaboration and cross pollination in order to innovate in a way others cannot” “We don't settle for anything other than excellence in any group in the company, and we have the self-honesty to admit when we're wrong and the courage to change”
  34. 34. Perceptual Positioning Maps of Apple
  35. 35. Differentiation Differentiation “Integrate Your Content, Context, and Infrastructure”
  36. 36. Stop and Think! What is Differentiation? ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________
  37. 37. Differentiation is . . . “Differentiation is actually differentiating the firm’s market offering to create superior customer value”. differentiate Firm’s Market Offering create Superior Customer Value Philip Kotler “Diferensiasi adalah mengintegrasikan konten (content), konteks (context), dan infrastruktur (infrastructure) dari apa yang ditawarkan kepada pelanggan.” Hermawan Kartajaya
  38. 38. Differentiation of Apple Content: What to offer? Produk yang inovatif, high technology, simplicity, dan customer-centric Content Content Context: How to offer? Kenyamanan, Keandalan, dan lainnya. Context Context Infrastructure: Enabler Technology : Teknologi operating sistem yang paling up-date (OS 7) yang mutakhir. Infrastructure Infrastructure People : Orang-orang yang sangat kompeten di bidangnya. Facility : berbagai fasilitas mutakhir yang didapatkannya.
  39. 39. Wait and see . . .
  40. 40. Wait and see . . . One of Strong Differentiation from Apple : • • • • • Hardware and Software Integration Design Quality Inovation Technology Simplicity
  41. 41. Marketing Mix Marketing Mix “Integrate Your Offer, Logistics, and Communication”
  42. 42. Stop and Think! What is Marketing Mix? ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________
  43. 43. Marketing Mix is . . . “Marketing mix is the set of controllable tactical marketing tools -product, price, place, promotion- that the firm blends to produce the response it wants in the target market”. Firm’s: Product Price Place Promotion blend Set of controllable tactical marketing tools produce Target Market Response Philip Kotler “Marketing mix adalah mengintegrasikan tawaran (offers), logistik (logistics), dan komunikasi (communications)”. Hermawan Kartajaya
  44. 44. Marketing Mix of Apple Marketing Mix Product Product variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Promotion Sales Promotion Advertising Sales Force Public relations Direct marketing Price List Price Discounts Allowances Payment period Credit terms Place Channels Coverage Assortments Locations Inventory Transport
  45. 45. Marketing Mix of Apple • Product Marketing Mix Tiga tingkatan produk : 1. Core benefit Manfaat sesungguhnya dari produk yang dibeli oleh pelanggan. 2. Actual product Produk nyata yang dapat digunakan oleh pelanggan. 3. Augmented product Produk nyata yang didukung oleh pemberian layanan dan manfaat tambahan untuk pelanggan. Product Product variety Augmented Quality Product Design Customer Warranties Features experiences Brand Name Actual Product Packaging Colour Quality Sizes Services Finance Delivery Core Product Warranties “BENEFIT” Returns Fashion Style Services Branding Shiping Installation
  46. 46. Marketing Mix of Apple • Price Marketing Mix Price List Price Discounts Allowances Payment period Credit terms Value = Total Get Total Give = Functional Benefit + Emotional Benefit Price + Other Cost Functional Benefit – manfaat yang berkaitan langsung dengan fungsifungsi yang diberikan produk atau jasa. Emotional Benefit – manfaat yang didasarkan pada atribut produk yang memberikan manfaat emosional. Price – Sejumlah uang yang dikeluarkan pelanggan untuk mendapatkan produk atau jasa. Other expenses – Biaya yang harus dikeluarkan pelanggan pada saat Menggunakan dan mengkonsumsi produk atau jasa.
  47. 47. Marketing Mix of Apple • Place Marketing Mix Place Channels Coverage Assortments Locations Inventory Transport
  48. 48. Marketing Mix of Apple • Place
  49. 49. Marketing Mix of Apple • Promotion Promotion Sales Promotion Advertising Sales Force Public relations Direct marketing Marketing Mix
  50. 50. Selling Selling “Integrate Your Company, Customer, and Relationship”
  51. 51. Stop Selling and Think! What is Selling? ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________
  52. 52. Selling is . . . “Selling is prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow up”. Philip Kotler “Penjualan adalah taktik untuk menciptakan hubungan jangka panjang dengan pelanggan melalui produk perusahaan”. Hermawan Kartajaya
  53. 53. Selling of Apple Jangka Panjang Tahap ketiga, penjualan bertujuan agar produk/jasa yang ditawarkan mampu mendapatkan posisi di hati pelanggan. Hal ini agar pelanggan akan lebih loyal menggunakan produk/jasa perusahaan Jangka Menengah Tahap kedua, penjualan bertujuan agar produk/jasa yang ditawarkan mampu masuk ke pikiran pelanggan. (Mind share) Jangka Pendek Tahap awal, penjualan bertujuan mendapatkan pangsa pasar yang besar. Makin besar total penjualan, makin besar kemungkinan pangsa pasar meningkat “Apple , perusahaan sangat konsen untuk penjualan jangka panjang, dalam artian untuk merebut Heart Share para pengguna atau konsumennya. Ini dibuktikan dengan orang yang sudah mempunai iPhone contohnya mereka mungkin akan berusaha untuk mempunyai MacBook nya (Apple oriented). Inilah yang sangat dilihat oleh Apple untuk aktivitas selling mereka, tidak hanya merebut Market share karena mereka awalnya sudah sangat menguasai pangsa pasar sebelum adanya Samsung, tapi sangat konsen untuk jangka panjang”
  54. 54. Competitive Map — Competitive Map: Mengidentifikasi Peluang — Positioning Opportunity Marketing Strategy Low Medium High Positioning Opportunity Price Low Medium Low Medium Positioning Opportunity High Product High Positioning Opportunity Brand Equity Limited Medium Wide
  55. 55. Brand Brand “Avoid the Commodity-Like Trap”
  56. 56. Stop Brand and Think! Selling What is Brand? ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________
  57. 57. Brand is . . . “Brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or service of one seller or group of sellers and to differentiate them from those of competitors”. Name Term Sign Symbol Design Combination of them identify Goods Service of Seller Group of Seller differentiate Competitors Philip Kotler “Merek adalah aset yang menciptakan value bagi pelanggan dengan meningkatkan kepuasan dan menghargai kualitas”. Hermawan Kartajaya
  58. 58. Membangun Merek Yang Kuat Merek perusahaan akan kuat bila memiliki ekuitas merek (brand equity) yang kuat Brand equity memberikan value kepada: Meningkatkan interpretasi/proses informasi pelanggan. Pelanggan Meningkatkan keyakinan pelanggan dalam keputusan pembelian. Meningkatkan kepuasan pelanggan dalam menggunakan produk atau jasa. Meningkatkan efisiensi dan efektifitas program pemasaran. Meningkatkan kesetiaan terhadap merek. Perusahaan Meningkatkan harga/margin keuntungan. Meningkatkan brand extensions. Meningkatkan trade leverage. Meningkatkan keunggulan bersaing.
  59. 59. Elemen Brand Equity BRAND BRAND LOYALTY AWARENESS BRAND EQUITY PERCEIVED OTHER QUALITY ASSET BRAND ASSOCIATIONS
  60. 60. Buliding Strong Brand Equity Brand Pyramid
  61. 61. Apple Become a Strong Brand Apple masih merupakan merek prestisius meskipun sepeninggal Steve Jobs, seperti yang dilansir oleh PC Mag (26/7), Apple baru saja dinobatkan sebagai Brand of the Year atau merek terbaik tahun ini. Gelar tersebut didapat dari sebuah polling yang dilakukan oleh Harris Poll EquiTrend. Adapun alasan penobatan ini disebabkan karena adanya nilai yang sangat tinggi bagi Apple di mata konsumen AS. Tercatat, perusahaan asal Cupertino ini mendapatkan skor sangat tinggi di semua elemen yang dinilai seperti ekuitas merek, termasuk familiaritas, kualitas, dan pertimbangan pembelian. "Publik AS tetap memberikan Apple rating merek yang kuat," kata Manny Flores, SVP Harris Interactive dalam sebuah pernyataan.
  62. 62. Brand Value Apple http://www.interbrand.com/en/best-global-brands/2012/Apple The Great Marketer From Apple : • Hire customer-obsessed, empathetic employees • Iterative customer involvement • Protect against scope creep and feature bloat • Build compatible experiences. • Enable customer discovery and differentiation through Apple Stores • Build a moat. • Devise a business model that creates ongoing customer value. • Cannibalize when necessary. • Don’t try to be all things to all customers. • Create an ecosystem that makes offerings valuable. http://www.forbes.com/sites/christinemoorman/2012/07/10/why-apple-is-a-great-marketer/
  63. 63. Service Service “Avoid the Business-Category Trap”
  64. 64. Stop Brand and Think! Selling What is Service? ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ ________________________
  65. 65. Service is . . . “Service is any activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything”. Essentially intangible One party Any activity Benefit Offer Another party which Does not result in ownership of anything Philip Kotler “Layanan adalah paradigma perusahaan untuk menciptakan sebuah value abadi bagi pelanggan melalui produk dan jasa”. Hermawan Kartajaya
  66. 66. Framework of Service Quality Keinginan untuk menolong pelanggan secara tepat waktu ResponsiveResponsiveness ness Empathy Empathy Perhatian secara pribadi yang diberikan kepada pelanggan Kemampuan memberikan pelayanan yang dijanjikan secara akurat Reliability Reliability Service Service Quality Quality Pengetahuan dan keramahan staf serta kemampua untuk menumbuhkan kepercayaan Assurance Assurance Tangibles Tangibles Fasilitas fisik, peralatan, dan tampilan staf
  67. 67. Service Quality from Apple
  68. 68. Steve Jobs 1955-2011
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