Apple is an innovative technology company headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software, and online services. Some of Apple's major products include the iPhone, iPad, Mac computers, iPod, Apple Watch and Apple TV. Apple has over 80,000 employees and had $156 billion in revenue in 2012, making it one of the largest companies in the world. Through continuous innovation and focus on design, Apple has established a strong brand and loyal customer base.

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4. • Introduction
• History
• Major products & services
• Name and Logo
• Vision
• Mission
• Apple Inc. competitors & products line
• Competitive Advantage
• Financial History
• Current Profile 4

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• Strengths & Weakness
• Opportunities & Threads
• PESTLE Analysis
• Apple Location
• Key Success factors
• Issues
• Business Strategy
• Apple Inc. Departments
• Apple overview

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 Company name:
Apple Incorporation
 Headquarters' location:
Cupertino, California
o an area of 850,000 square feet
o construction in1992 and was
finished in 1993
 Number of employees:
Apple has 406 retail stores
and 80,300 employees as of 2013

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• Apple were the first company to release a
home computer
• Apple is now a multinational corporation that
creates:
- Consumer electronics
- Computer software
- Commercial servers

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• The purpose of the
company is to bring new
and exciting technology
to its customers to
always have the newest
technology and to get
you to think in different
ways.

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• Apple is an innovative company that
manufactures, markets, and sells many
kinds of consumer electronic devices.
• Apple has developed a series of computers,
phones, portable media players, software,
and many other products that have
advanced technology from what it used to
be, as well as creating new needs from the
consumers.

10. Approach customers
Probe politely to understand all customer’s needs
Present a solution for the customer to take home today
Listen and resolve any issues or concerns
End with a fond farewell and an invitation to return
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• The founder Steve
Wozniak; a brilliant
engineer, who
developed his own
computer at home
which was the first of
it’s kind

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• Steve jobs (a good friend
of Wozniak’s) was also
interested in computers
and urged Wozniak to
sell his new home
computer
• Jobs and Wozniak
decided to go into
business April 1st 1976
as ‘Apple Computers
Inc.’

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Timcook

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1974
The idea for Apple
Computers was
BORN

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1974
The idea for Apple
Computers was
BORN
1976
First Computer was
SOLD

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• Released April 1st 1976
• This computer was the first to use a keyboard and
could be connected to a T.V screen which was to start
a revolution

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• The Apple II is an 8-bit home computer; one of the first highly
successful mass-produced microcomputers
• Designed primarily by Steve Wozniak, manufactured by Apple
Computers
• The Apple II was a huge success in the home and in businesses

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• The Apple III was a business-oriented personal computer
that was intended as the successor to the Apple II series,
but largely considered a failure in the market

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• Development of the Lisa began
in 1978 and was released in
1983
• The first computer to use a
Graphical User Interface (GUI)
i.e. the use of a mouse to
select on screen buttons
• Targeted toward business
customers
• It was expensive and didn’t sell

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• Released in 1984
• The Macintosh is run by activating pictures
(icons) on the screen with a small hand-
operated device called a "mouse".

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• In 1987 the Mac II was the first computer to have computer graphics
• A basic system with 20 MB drive and monitor cost about $5200
• A complete color-capable system could cost as much as $10,000
once the cost of the color monitor, video card, hard disk, keyboard
and RAM were added.

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• In 1989 the Macintosh Portable was Apple’s
first attempt at building a portable computer.

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• In 1991 the PowerBook 100 became the
worlds first modern laptop

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• Power Macintosh 6100 was first introduced in 1994
• Apple switch from using the Motorola 6800 processors to
the Power PC chip
• The PowerMac 6100 was the first Mac to use the new
Power PC chip

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• The Original iMac was a revolutionary computer
• The traditional computer tower was integrated into the
monitor
• It was introduced in 1998 and has since evolved through
five distinct forms

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• In 2001 Apple released the
iPod
• The iPod is the most popular
selling mp3 player in world
• To date, there have been six
generations of the iPod, as
well as a spin-off (the iPod
Photo) that was later re-
integrated into the main iPod
line
• Part of the iPod’s success
was that it worked with
Apples own iTunes software

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• In 2003 the iTunes music store was launched for
both Mac & Windows
• This online music store allowed people to easily
and legally buy songs over the internet for the first
time

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• In 2005 Steve Jobs
dropped a bomb shell;
after 11 years Apple was
moving away from the
Power PC family of
microprocessors and
switching to Intel
processors
• Intel make the processors
in all Macs since 2006

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• In 2006 when the first Intel iMac launched, it was clear
that Apple had made a good choice
• IBM had failed to keep pace with it’s Power PC G5 chip.
The new core2 duo chips were vastly superior for
performance

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• The iPhone was widely rumored before its launch in
2007
• Used the same operating system as the Mac
• Multi touch display to control it
• Amazing internet experience on a phone
• The iPhone has became the worlds most popular phone

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• In 2010 Apple announced the iPad
• A new class of device that fits between a smart phone
and a full computer, allowing an unparalleled internet
experience and great applications designed specifically
for multi touch
• The worlds most popular electronic tablet

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34
2 GB memory
120 GB hard drive
$1799

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Products: designs, develops, and sells…
o Apple TV
o Headphones
o Mac
o iPod
o iPhone
o iPad

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Services: Apple offers a variety of goods and support for their products
o Apple Store
o Apple Store online
o Mac App Store
o iOS App Store
o iTunes Store
o iBooks
o iCloud

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According to Steve Jobs,
Apple was so named
because Jobs was
coming back from an
apple farm, and he was
on a fruitarian diet.
He thought the name
was "fun, spirited and
not intimidating"

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• The first Apple logo was designed by
Ron Wayne, co-founder of Apple
Computer. It was rather a picture than
a logo. It showed Sir Isaac Newton
sitting beneath the famous Apple tree
thinking about gravity.

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43. “Man is the creator of change in this world.
As such he should be above systems and
structures, and not subordinate to them.”
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44. “the Company is committed to bringing the best
personal computing, portable digital music
and mobile communication experience to
students, educators, creative professionals,
businesses, government agencies, and
consumers through its innovative hardware,
software, peripherals, services, and Internet
offerings.”
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Apple Inc..
Competitors &
Products line

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iMac
iPod iPod Nano
iPad
Mac Book Air iPhone 4s iPhone 5s iPhone 5C

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Apple Inc.. Competitors
Apple has many competitors like in computers…

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Apple Inc.. Competitors
In smart phones industry

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Apple Inc.. Competitors
In iPads industry

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Early Galaxy S phones and their software
were
Apple Galaxy S
heavily influenced by the iPhone.

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• Apple was the first company to Integrate multiple
products as one.
• Apple is best in the world at innovative product
development because the company develops
hardware, software and associated digital services
rather than focusing on just one dimension.
• Excellent hardware Design
• Continuous product development.

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Advantage the corporation has over their
competition that is unique and valuable and not easily
duplicated.
 Digital business strategy
 Strategic alliance
 Intellectual capital

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Best Global Brands 2013

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APPLE SOLD 40 MILLION iPHONES LAST YEAR.
110,000 iPhones per day

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officially bigger than Microsoft ($73.7 billion)
Now, Apple generated revenue of
$156 billion

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Even bigger than the GDP of
100 other countries

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• Apple makes money through their technology. Every
time they sell a product they make a profit off of that
product, they make money off of the apps on an
IPhone, music sold off of iTunes, etc.

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0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
FY
2002
FY
2003
FY
2004
FY
2005
FY
2006
FY
2007
FY
2008
FY
2009
FY
2010
FY
2011
FY
2012
Financial history - Net Sales (in Million)

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iPod
42%
iPhone
23%
iPad
10%
Apple TV
<1%
Macintosh
Computers
25%

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Apple Inc.. Current Profile
Name Apple Incorporation
Former CEO Steve Job
New CEO Tim Cook
Revenue $ 156.508 billion (2012)
Area served Worldwide
Headquarter California, United States.
Total number of employees 72,800

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Current Growing Products of Apple are…
iPads
iPhones

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Strengths
 Well recognized ,product differentiation unique design, easy to
use products
 4th largest player in the global mobile phone market
 Strong brand image, Brand stability ,High brand loyalty
 Powerfully financial performance
 Focused R&D driving innovation Holds 5% market share in
mobile phone market
 18.5% market share of global smartphone market
 Complete hardware/software package

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Weaknesses
 Patent infringement lawsuit may affect financial condition and
operatingresults
 Product recalls, defects may harm reputation and as significant
warrantyandotherexpenses
 2010,antennaeproblemsiniPhone4-replacementsfreeofcharge

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Opportunities
 Strong growth in smartphone and tablet markets to boost Apple’s revenues
 Robust outlook for mobile advertising market provides growth opportunity
 Shipment of smartphones expected to be 850 million by the end of 2013
 iPhone business continues to increases
 Strongest player in mobile apps market (350,000 apps)
 Mobile advertising market is forecast to reach approximately $25 billion by
2015
 Increasing demand of online music and other like cloud based services.

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Threats
 Rising popularity of Google Android may affect its market share
 350,000 Android smartphones are activated daily, 150,000 iPhone
activated daily
 Steve Job’s was innovative and a visionary for Apple. His death has
started affecting further developments in Apple
 Very reliant on specific suppliers and component providers
 Intense competition
 Highly dependent on consumer purchases

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Incorporating the Legal and
Environmental dimensions in the
model makes it more comprehensive
and gives better results

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Find out the
current
external
factors
affecting an
organization.
Identify the
external
factors that
may change in
the future.
Exploit the
changes
(opportunities)
or defend
against them
(threats) better
than
competitors
would do.

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• It is reported that more
than a half of sales of
their products come
from countries other
than America.
• Apple Inc. manufactures a
number of its parts and
products from outside the US,
like Czech Republic, Ireland,
China, Korea and Cork.
• The bad political
relations between US
and the other world
have bad outcomes for
the company.

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Inflation, recession and currency are three important
economic factors that Apple noticed.
Since Apple Inc. products were viewed as luxury
products, therefore customers started pending less on
them.
US dollar value keeps fluctuating, however the company
has purchased itself foreign currencies and thus, the
economic effects on the company are minimized.
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Possessing these items are considered as status symbols in many
societies which have also increased the sales of Apple Inc. products.
As the purchasing power of the common has risen in various markets
across the world the purchasing of luxury products have gone up.
As the world cannot be imagined without the gadgets, thus Apple
products have marked their presence on the international market.
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• Technology has a short lifetime.
That is why Apple needs to
upgrade their product more often
so they will outdo their
competitors easily.
• Apple Inc. has invested largely in
its product research and
development field and thus its
products are at the top of the
new innovative products ranking.
• One of the most innovative and
technologically advanced
products is the iPod which
marked the demise of walkman.

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Apple Inc. has been a participant in various
legal proceedings and claims since it began
operation.
In October 2009, Nokia Corporation sued
Apple for Apple's infringement of Nokia's
patents relating to wireless technology
Apple has been in a number of patent
cases with players like HTC and Samsung.
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From reporting the entire carbon footprint to finding
ways to reduce that footprint, Apple takes a
comprehensive approach to environmental
responsibility.
Apple’s commitment to the environment includes
properly disposing of electronic equipment at the end of
its useful life. It responsibly recycle your computers and
displays.
On track towards achieving an ambitious goal: to power
every Apple facility entirely with energy from renewable
sources — solar, wind, hydro and geothermal.
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Where is Apple Located?
• Apple has also expanded internationally
with locations in Cork, Ireland and
Silicon Valley, Singapore.
Cork, Ireland Silicon Valley, Singapore

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Where is Apple Located?
• Apple has over 200 retail locations across the
U.S. To find a store nearest you, Apple’s main
website provides a search engine that can
provide that information.

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Strong Direct Sales Capabilities
❏ Apple’s brick and mortar stores has provided them with strong direct sales
capabilities by dealing directly with the customers themselves
❏ This allows them to personally up sale their products, handle customer
complaints, and gauge the overall demand for their goods
A well-known and well-respected brand name
❏ Currently Apple’s brand name is ranked number one in the world according to
Inter brand's study of worlds most popular brands.
❏ This title increases their brand awareness and also proves they are at the top
of their game in the electronics industry

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Design expertise
❏ Apple has prided itself on its design teams efforts in
crafting unique designs that grab consumers and
command their attention
❏ They are lightweight, colorful, and ever changing with
different cases

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In today’s age there is a thirst for hot new
products, and keeping a high end product on
the shelves can be a challenge.
Apple has continuously expanded its product
depth to extract all of its value. The question
is how long can they keep doing this until
consumers lose interest?

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❏ Apple needs to maintain their high level of customer
service to maintain their customer loyalty. This a big
differentiating factor for their business.
❏ A saturated market leads to less profits and decreased
demand.

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• Strategy leverages its unique ability to design and
develop its own operating system, hardware,
application software, and services to provide its
customers new products and solutions with superior
ease-of-use, seamless integration, and innovative
industrial design.
• Continual investment in research and development is
critical to new products and technologies.
• Continual refinement of already established
products.

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• Unique Features and characteristics
• Commands Premium Price
• High Customer Service
• Superior Quality
• Prestige
• Rapid Innovation

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 In 2006, Apple Inc.. reported employing 17,878 fulltime and 2,399
temporary employees in the following departments:
 Mac Hardware Engineering
 Software Engineering
 Applications
 iPod Engineering
 Marketing
 Sales
 Operations
 Information Systems and Technology
 Legal
 HR
 Apple Care
 Finance
 Retail

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• College Students- Apple devices are light
and convenient for college students, they
facilitate note taking and organization, and
are innovative
• Business People- All Apple devices are
useful to business’s for efficient
communication, sending and completing
documents, and networking

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• Adults- Apple’s iMac’s, iPhone’s and iPad’s , and apps offer adults
innovative ways to communicate and facilitate their everyday lives
• Teenagers- Apple’s iPod’s and iPad’s offer teenagers
entertainment with social media apps, games, and music
• Children- Apple has developed apps for iPad’s, iPhone’s, and
iPod’s that children can use for playing and learning

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Apple company is one
of the most
recognized companies
and brings new,
different and cutting
edge technology to its
customers.

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• They produce the world’s most popular phones and music
players
• Sell millions of songs and videos
• Produce the world’s best engineered and most elegantly
designed computers, all running on the world’s most advanced
operating system

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