SUCCESS STORY
OF
BY:- JONATHAN, AMANDA, ETHAN, SYMONE & REUBEN

 1976 - Apple was founded by college dropouts Steve Jobs and Steve
Wozniak
 1980 - Apple went public
 1985 - Jobs left after tumultuous struggles with then CEO Sculley, and
founded NeXT
 2000 - Jobs became the CEO
 2001 - Introduced a digital music player, the iPod
 2007 - Apple Computers Inc. became Apple Inc. , unveiled the iPhone.
COMPANY HISTORY

 1976 - Apple was founded by college dropouts Steve Jobs and Steve
Wozniak
 1980 - Apple went public
 1985 - Jobs left after tumultuous struggles with then CEO Sculley, and
founded NeXT
 2000 - Jobs became the CEO
 2001 - Introduced a digital music player, the iPod
 2007 - Apple Computers Inc. became Apple Inc. , unveiled the iPhone.
COMPANY HISTORY

 Apple has 4 main divisions:
Laptop and personal computer
division Music Division
Video and Sound division
Wireless network and Accessories
Division
 Net income in 2023 is $2 trillion
 Currently has an approximate of 164,000
employees
COMPANY’S KEY FACTORS

VISION STATEMENT (Most
Recent)
“An Apple computer on every desk” – Steve
Jobs
VISION STATEMENT (Proposed)
To be the global leader in the consumer electronics
industry .
COMPANY’S VISION STATEMENT

COMPANY MISSION STATEMENT
MISSION STATEMENT (Actual)
Apple ignited the personal computer revolution in
the 1970s with the Apple II and reinvented the
personal computer in the 1980s with the Macintosh.
Today, Apple continues to lead the industry in
innovation with its award-winning computers, OS X
operating system and iLife and professional
applications. Apple is also spearheading the digital
media revolution with its iPod portable music and
video players and iTunes online store, and has
entered the mobile phone market this year with its
revolutionary iPhone.

MISSION STATEMENT EVALUATION MATRIX
Customers
Products
Services
Markets
Concern for
Survival, Growth,
Profitability
Technology
NO YES YES NO YES

COMPANY MISSION STATEMENT
MISSION STATEMENT (Proposed)
Apple's mission statement is: “To bringing the best
user experience to customers through innovative
hardware, software, and services."
''We believe that we are on the face of the earth to
make great products and that's not changing."

SWOT ANALYSIS
STRENGTHS
•​Most Valuable Brand
•​Globally Iconic
•​Top Technology
OPPORTUNITIES
• Consistent Customer Growth
• ​Qualified Professionals

SWOT ANALYSIS
WEAKNESS
• High Priced Products
• Limited Advertisements
• Promotions
THREATS
• Increasing Competition
• No effective Countermeasures
for Air Tags

EXTERNAL FACTOR EVALUATION MATRIX
OPPORTUNITIES WEIGHT RATING WEIGHTED SCORE
Competitors are generally reactive 0.1 4 0.4
Tablet sales are expected to reach 246 million 0.07 3 0.21
Potential economic recovery will enable greater expenditure on
luxury goods
0.03 3 0.09
Consumers expectations on products 0.04 3 0.12
Recent generations are very brand conscious 0.12 4 0.48
Creating more compatibility with Microsoft 0.08 2 0.16
PC’s known to have more viruses 0.08 3 0.24
THREATS WEIGHT RATING WEIGHTED SCORE
Competitors in phone market are innovating quickly (Android, etc) 0.04 2 0.08
Competitors sell products more cheaply (Dell, HP, etc.) 0.04 1 0.04
Economic uncertainty 0.05 2 0.10
Increasing competition in music downloads and online music 0.06 2 0.12
Companies not seeing Apple’s products being compatible with
their software
0.11 2 0.22
Consumers have high expectations and demand a lot in their
products
0.13 3 0.39
Partnering companies and intellectual property 0.05 4 0.20

INTERNAL FACTOR EVALUATION MATRIX
STRENGTHS WEIGHT RATING WEIGHTED SCORE
Revenues increased 52% in 2010; Net Income increased 70% 0.06 4 0.24
Seamless integration between products 0.08 4 0.32
Minimal long term debt 0.05 3 0.15
Increase in sales of 93% for iPhone 0.08 4 0.32
Recent generations are very brand conscious 0.12 4 0.48
38% total sales generated by iPhone 0.08 3 0.24
iTunes is good source of revenue 0.1 4 0.4
WEAKNESS WEIGHT RATING WEIGHTED SCORE
Only 16% of sales from portables 0.07 1 0.07
Only 10% of sales from desktops 0.04 1 0.04
Current Ratio is only around .5 0.05 2 0.1
iPod sales are decreasing steadily 0.04 1 0.04
Apple has no presidents of divisions and no SBUs 0.03 2 0.06
Development on most popular product (iPhone) lagged
behind competition
0.09 1 0.09
Sales heavily rely on the iPhone which is seeing
increasingly high competition
0.08 1 0.08

COMPARATIVE PROFIT MATRIX
Apple Microsoft HP
Critical Success Factors Weight Rating Weighted Score Rating Weighted Score Rating Weighted Score
Advertising 0.06 4 0.24 3 0.18 2 0.12
Product Quality 0.07 4 0.28 4 0.28 3 0.21
Product Differentiation 0.2 4 0.8 2 0.4 3 0.6
PriceCompetitions 0.12 1 0.12 4 0.48 4 0.48
Customer Loyalty 0.07 4 0.28 3 0.21 2 0.14
MarketShare 0.05 4 0.2 4 0.2 2 0.1
ProductValue 0.15 2 0.3 4 0.6 3 0.45
Financial Position 0.02 4 0.08 4 0.08 4 0.08
Product Innovation 0.15 4 0.6 3 0.45 4 0.6
GreenProducts 0.06 3 0.18 3 0.18 3 0.18
Public Concern 0.05 2 0.1 3 0.15 2 0.1
1 36 3.18 37 3.21 32 3.06

CONCLUSION VIDEO