1. Introduction:
Apple Computer first introduced its products at a local computer club in early
1976. Within half a year the company had grown to having 10 retail outlets selling
its Apple I computer kits. The following year, Apple Computer released the Apple
II, its first fully-assembled machine. With color graphics, audio capabilities, and
fully-documented hardware specs that encouraged third-party accessories, the
Apple II became the most popular computer of all time, selling for over 15 years.
During this time, the Lisa and Macintosh were introduced, the later which would
supersede the Apple II and become the basis for the first Apple laptop. After
several years of technical failures and unsuccessful products, the late 1990's saw
Apple reinventing itself with new company goals. The company settled its
outstanding lawsuits with Microsoft, and in 1998 Apple Computer launched the
iMac, a throwback to the Apple II both in design and application. The iPod media
player was introduced in late 2001, with the iTunes music service following in
early 2002. The release of these two products is now seen as a critical turning point
in the history of Apple Computer, marking a return to high profits and brand
recognition. The iPod line was expanded to include ever tinier models, including
the iPod Mini, the flash-based iPod Nano, and eventually the screen less iPod
Shuffle. The iPod inspired interest in Apple Computer's merchandise led to the
company restructuring itself once again, dropping the word "computer" from its
name to reflect its new focus on consumer electronics and media distribution. The
Apple TV and iPhone devices are direct fruits of the new company focus.

2. Internal Environment:
1 Employee:
Apple Computer Company in 1977, it (as Apple Computer, Inc.) has employed
over 75,000 people worldwide. The majority of Apple's employees have been
located in the United States but Apple has substantial manufacturing, sales,
marketing, and support organizations worldwide, and some engineering operations
in Paris and Tokyo.
2 Management team:
Apple is losing two of its most high profile executives in the firm’s
biggest management shakeup since co-founder Steve stepped down as
chief executive.
Scott Forestall, senior vice-president of iPhone software and one of the
original architects of Apple’s OS X software, will leave next year. John
Brawest, poached just five months ago from Dixons to become head of
retail, is also set to leave. Apple said that four key executives —
including top designer Jony Ive — would “add responsibilities to their
roles.”
3 Share holders:
Apple shareholders will be cashing in tomorrow -- the day has come for the second
installment of the mega-rich company's dividend program. Apple, which has 935
million outstanding shares, will distribute $2.65 per share to its shareholders --
adding up to a grand total of a $2.5 billion payout, according to Apple Insider.
EXTERNAL ENVIRONMENT
Task Environment:
1 Customer:
 Stop selling stuff.
 Hire for smiles.
 Empower employees.
 Sell the benefit.
 Appeal to the buying brain.

3. 2 Suppliers:
Apple is committed to the highest standards of social responsibility across our
worldwide supply chain. We insist that all of our suppliers provide safe working
conditions, treat workers with dignity and respect, and use environmentally
responsible manufacturing processes. Our actions — from thorough site audits to
industry-leading training programs — demonstrate this commitment.
3 Competitors:
It could be argued that most PC manufacturers were rivals to Apple, like Dell,
Alien ware, Gateway etc. but of course you can also factor in Microsoft as a rival
to their Operating System (OS X/XP).
4 Pressure group:
In pressure group include local government, taxation.
5 Local governments:
Government policies: obey the policies of government where he runs its business
activities also focus on price and stability policies.
General Environment
1 Technological environment:
When new component technologies (touch screens, chips, LED displays)
first come out, they are very expensive to produce, and building a factory
that can produce them in mass quantities is even more expensive.
Oftentimes, the upfront capital expenditure can be so huge and the margins
are small enough (and shrink over time as the component is rapidly
commoditized) that the companies who would build these factories cannot
raise sufficient investment capital to cover the costs.
2 Economical:
As we know the economic conditions of the country at the
current is not so good, and there was a huge economic crisis
recently which affected many companies. Calculated his economic
impact by using a $600 average selling price minus $200 in costs of foreign
components, as imports subtract from GDP.