Corporate image of Apple Inc.Corporate image of Apple Inc.Prepared by :Yuriy StakhVolodymyr KoltykArthur ChepenkoDmytro Pakholkiv
Plan of the presentation General information Corporate culture Users of products Corporate affairs Advertising Logos and slogans Commercial Labor practices
General Information Apple Inc. is an Americanmultinational corporation thatdesigns and markets consumerelectronics, computer software,and personal computers. Thecompanys best-known hardwareproducts include the Macintoshline of computers, the iPod, theiPhone and the iPad.
General Information As of October 2010, thecompany operates 317 retailstores in ten countries, and anonline store where hardware andsoftware products are sold. Asof September 2011, Apple is thelargest publicly traded companyin the world by marketcapitalization and the largesttechnology company in theworld by revenue and profit.
General Information Established on April 1, 1976in Cupertino, California Incorporated January 3, 1977 Removed the word"Computer" on January 9,2007 As of September 2010, Applehad 46,600 full timeemployees and 2,800temporary full timeemployees worldwide andhad worldwide annual sales of$65.23 billion
General Information Apple has established a uniquereputation in the consumerelectronics industry. Thisincludes a customer base that isdevoted to the company and itsbrand, particularly in theUnited States. Fortunemagazine named Apple themost admired company in theUnited States in 2008, and inthe world in 2008, 2009, and2010
Corporate Culture CCorporate culture look like in organizational hierarchy (flatorporate culture look like in organizational hierarchy (flatversus tall, casual versus formal attireversus tall, casual versus formal attire)) Originally, the company stood in opposition to staidOriginally, the company stood in opposition to staidcompetitors like IBM by default, thanks to the influence ofcompetitors like IBM by default, thanks to the influence ofits founders; Steve Jobs often walked around the officeits founders; Steve Jobs often walked around the officebarefoot even after Apple was a Fortune 500 company.barefoot even after Apple was a Fortune 500 company.
Corporate Culture As the company has grown and been led by a series of chiefexecutives, each with his own idea of what Apple should be,some of its original character has arguably been lost, but Applestill has a reputation for fostering individuality and excellencethat reliably draws talented people into its employ, especiallyafter Jobs return. To recognize the best of its employees, Applecreated the Apple Fellows program, awarding individuals whomade extraordinary technical or leadership contributions topersonal computing while at the company. The Apple Fellowship has so far been awarded to a fewindividuals including Bill Atkinson, Steve Capps,Rod Holt,Alan Kay,Guy Kawasaki,Al Alcorn, Don Norman,Rich Pageand Steve Wozniak.
Users of products Apple Store openings can drawcrowds of thousands, with somewaiting in line as much as a daybefore the opening or flying infrom other countries for theevent. The New York City FifthAvenue "Cube" store had a lineas long as half a mile; a few Macfans took the opportunity of thesetting to propose marriage. The Ginza opening in Tokyowas estimated in the thousandswith a line exceeding eight cityblocks.
Corporate Affairs Since the first Apple Store opened, Apple has sold thirdparty accessories. This allows, for instance, Nikon andCanon to sell their Mac-compatible digital cameras andcamcorders inside the store. Books from John Wiley & Sons, who publishes series ofinstructional books, are a notable exception, however. Thepublishers line of books were banned from Apple Stores in2005 because Steve Jobs disagreed with their decision topublish an unauthorized Jobs biography.
AdvertisingSince the introduction of the Macintosh in 1984 with the1984 Super Bowl commercial to the more modern Get aMac adverts, Apple has been recognized in the past for itsefforts towards effective advertising and marketing for itsproducts, though its advertising has been criticized for theclaims of some more recent campaigns, particularly 2005Power Mac ads and iPhone ads in Britain.
Logos and slogansApples first logo, Wayne, depictsSir Isaac Newton sitting under an appletree.Almost immediately, though, this wasreplaced by Rob Janoffs "rainbow Apple",the now-familiar rainbow-colored silhouetteof an apple with a bite taken out of it. Janoffpresented Jobs with several differentmonochromatic themes for the "bitten"logo, and Jobs immediately took a liking toit.
Logos and slogansIn 1998, with the roll-out ofthe new iMac, Applediscontinued the rainbowtheme and began to usemonochromatic themes,nearly identical in shape toits previous rainbowincarnation, on variousproducts, packaging andadvertising.
CommercialApples product commercials gainedfame for launching musicians intostardom as a result of their eye-poppinggraphics and catchy tunes.First, the company popularizedCanadian singer Feists "1234" song inits ad campaign. Later, Apple used thesong "New Soul" by French-Israelisinger-songwriter Yael Naim topromote the MacBook Air. The debutsingle shot to the top of the charts andsold hundreds of thousands of copies ina span of weeks.
Labor practicesIn 2006, the Mail on Sundayreported that sweatshopconditions existed in somefactories in China, where thecontract manufacturers, Foxconnand Inventec, operate thefactories that produce the iPod.The article stated that onecomplex of factories thatassembles the iPod (among otheritems), for instance, had over200,000 workers that lived andworked in the factory, withemployees regularly workingmore than 60 hours per week.
Labor practicesApple launched an investigationand worked with theirmanufacturers to ensure thatconditions were acceptable toApple. In 2007, Apple startedyearly audits of all its suppliersregarding workers rights, slowlyraising standards and pruningsuppliers that did not comply. In2010, workers in China plannedto sue iPhone contractors overpoisoning by a cleaner used toclean LCD screens.
Labor practicesOne worker claimed that he and his co-workers had notbeen informed of possible occupational illnesses. After aspate of suicides in a Foxconn facility in China makingiPads and iPhones, workers were forced to sign a legallybinding document guaranteeing that they would not killthemselves. In 2011 Apple admitted that its supplierschild labor practices in China had worsened.