- Apple has introduced several new products in recent years such as the iPod, iTunes, and iPhone in an effort to expand beyond its traditional PC business into new territories like music distribution and mobile phones. - While these new areas are still in their early stages, Jobs' return as CEO helped solve some of Apple's long-standing problems by shifting to a strategy of "controlled openness". However, sustaining long-term growth will depend on maintaining the company's momentum beyond Jobs' leadership.

1. Moon, Sung JinPark, Ji HongTheerawat

2. AgendaApple OverviewApple in PC industryProblem & Analyze2

3. Apple History32007, iPhone2007, Apple TV 2006, MacBook with intel chip 2003, iTunes/ Power Mac G5 2001, iPod / os X 1998, iMac1997, rehiring Jobs1996, Acquisition withNeXT1994, PowerMac family 1991, Powerbook 1987, MacII 1985, First ever quarterly loss, laid of one-fifth of employees 1985, Resignation of Jobs1984, Macintosh 1983, Apple Lisa1978, Apple II1976 Foundation197619891985198020051993199719911995The Steve Jobs YearsThe Steve Jobs YearsThe Sculley YearsThe Spindler YearsThe Amelio Years

4. Apple Overview4MacMacsMain Product LineKey NumbersAccessoriesRevenue$ 32.48 billion(2008)ApplicationsServersOperating income$ 6.28 billion(2008)Op. Margin 19.82%Wi-FiNet income$ 4.83 billion(2008)Profit margin 14.88%iPod+iTunesProductsTotalAssets$ 39.57 billion(2008)ROA 12.21%iTunesAccessoriesTotalEquity$ 21.03 billion(2008)ROE 22.97%iPhoneEmployees35,000(Q1 FY 2009)

5. Apple Core Capabilities5LeadershipSteve JobsBusinessInnovationPerformanceSales/ProfitsCustomerInsightDesignInnovative Graphic & DesignEase of Use

6. Apple Core Business6

7. AgendaApple OverviewApple in PC industryProblem & Analyze7

8. 8HistoryThe first portable computerThe first computer mouse1963, Douglas Engelbart1975, IBM 5100 The first IBM PCThe first laptop computer1979, Grid Compass 11001981, IBM 5150

9. x86 CPU vs. CPU for MAC1991, 386 microprocessor1981 First IBM PC1982, 802861986, 386 microprocessor1993, Pentium1999 Pentium III1989, 486 microprocessor1996 Pentium II2006 Intel Core Family2008 Intel Atom2000 Pentium IV2003 Pentium M19761983199420059

10. OS VS. MAC OS1981 DOS1985, MS Windows1991, LINUX1998, MS Windows981988, IBM OS/21995, MS Windows952000, MS Windows ME2000, MS Windows20002001 , MS Windows XP2006 , MS Windows Vista1992, MS Windows 3.12009 , MS Windows 719911984~19871987198819991997200110

11. 11PC industry overviewPC 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.AppleBrand 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 Air12Analyzing for PC IndustryFabrication Companies ★★Professionals

19. Educators

20. Home

21. Students

22. GovernmentEntryHP / Dell

23. Toshiba

24. Acer / Gateway

25. IBM / Sony★★★★★★★★BuyerSupplierProcessor Chip