This document discusses Apple's corporate strategy and products from the iPod to the iPad. It provides an overview of Apple's history and products like the iPod and iPad. It also discusses Apple's distribution strategy through their retail and online stores. Finally, it analyzes Apple's strengths, weaknesses, opportunities, and threats through a SWOT analysis.

1. Apple from the iPod to the iPad
A Case Study in Corporate Strategy
http://www.dharamhk.com/

2. I-Pod
I-Pad

3. CONTENTS
 Introduction
 Timeline of Apple Product
 iPod - iPad
 Distribution channels & strategy
 Steve Job’s Best quote
 S.W.O.T Analysis

4. Company Profile
 Founded April 1, 1976
 Founder(s) - Steve Jobs, Steve Wozniak, Ronald
Wayne
 Number of locations : 406 retail stores
 Key people :- Arthur D.Levinson (Chairman) Tim
Cook (CEO)
 Revenue : US$156.508 billion
 Employees : 72,800

5. Introduction
 Apple Inc. is an American multinational corporation
that designs and markets consumer electronics,
computer software, and personal computers
 Apple is the largest company in the world by market
capitalization and also the most valuable technology
company in the world, ahead of Microsoft
 Apple Inc.'s world corporate headquarters are located in
the middle of Silicon Valley

7. iPod
 The iPod is a line of portable media players designed
and marketed by Apple Inc
 The first line was released on November 10, 2001, its
most recent redesigns announced on September 12,
2012
 There are four current versions of the iPod: the ultra-compact
iPod Shuffle, the compact iPod Nano, the
touch screen iPod Touch and the hard drive-based iPod
Classic
 Storage capacity varies by model, ranging from 2 GB
for the iPod Shuffle to 160 GB for the iPod Classic

10. iPad
 A line of tablet computers designed and
marketed by Apple Inc.which runs
Apple's iOS operating system
 The first iPad was released on April 3, 2010
 The most recent iPad models, the fourth
generation iPad and iPad Mini, were released
on November 2, 2012
 the App Store offered more than 800,000
apps by Apple and third parties

12. Distribution Channels & strategy
Apple’s distribution structure

13. Apple corner at Best Buy

14. Apple Premium Reseller

15. Apple On-line Store

16. Apple Store

17. Apple Store vs. Luxury
Retailers
7000
6000
5000
4000
3000
2000
1000
0
Annual Sales per Square Foot (2012)
Apple Store Tiffany & Co. Lululemon
Athletica
Coach Michael Kors Select Comfort True Religion
6050
3017
1936 1871
1431 1314 1227

19. Apple Products Sold Total Units Sold
iPod 350,000,000
iPhone 192,600,000
iPad 84,000,000
Apple TV 2,400,000
Macintosh Computers (Both Desktop
and Laptop)
212,000,000
Total number of Apple Stores 361
iTunes songs downloaded 16.5 Billion
Total number of iPhone App Store
downloads
2 Billion

20. 25 of
Steve Jobs’s
Best Quotes

22. “I’ve always wanted to own and
control the primary technology in
everything we do.”

23. “Innovation has nothing to do with how many R&D
dollars you have. When Apple came up with the
Mac, IBM was spending at least 100 times more on
R&D. It's not about money. It's about the people you
have, how you're led, and how much you get it.”

24. “Every once in a while a
revolutionary product comes
along that changes
everything.”

25. “Innovation distinguishes between
a leader and a follower.”

26. “Sometimes
when you
innovate, you
make mistakes.
It is best to
admit them
quickly, and get
on with
improving your
other
innovations.”

27. “Being the richest man in the cemetery
doesn’t matter to me…Going to bed at night
saying we’ve done something
wonderful…that’s what matters to me.” -1993

28. “I mean, some people say, ‘Oh, God, if [Jobs] got
run over by a bus, Apple would be in trouble.’ And,
you know, I think it wouldn’t be a party, but there
are really capable people at Apple. My job is to
make the whole executive team good enough to be
successors, so that’s what I try to do.”

29. How I pod success to make market against
Sony, walkman
 Memory Capacity
 Size
 Ease to use
 Design
 Music on the move

31. Strength
 Pioneer in the personal computer industry
 Self-sufficient and creates its own internal components for
the core of its computers
 Dedicated to research and development in order to create
new products, which are expected to make Apple’s products
more efficient and feasible to use
 Apple is known for its loyal consumers who purchase its
products for quality, regardless of price

32. Weakness
 Apple is faced with the difficult task of ensuring
consistency and quality within its products. For
example, the iPod, which is a global success, had many
glitches and technological flaws including battery life
and screen faults that plagued iPods when they were
first released
 Its lack of debt is a potential weakness for the
infrastructure because it creates potential risk for stock
acquisition by other corporations.

33. Opportunities
 Apple has the opportunity to develop its iTunes and
music player technology into a mobile phone format.
 Downloads are available via a USB cable, and software
on the handset pauses music if a phone call comes in.
 The laptop market growth is high; Apple Computers
should focus to develop new models to cater the need of
customers.

34. Threats
 The biggest threat to IT companies such as Apple is the very high
level of competition in the technology markets.
 Increased competition on mobile products
 Companies not seeing Apple as compatible with
their software.
 Apple facing strong competition from Dell, HP, Sony and Toshiba
in laptop segment.
 Apple software, Cell phone and hardware are expensive as
compared to other competitors such as Dell.
 Microsoft launched Microsoft Vista, Windows 7 which is gaining
market share.
 The switching in technology is very fast.

35. Conclusion
 Success of iPod and iPad
 Continuous Innovation – iPhone
 Strategic Management