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Introduction
• Apple Inc (formerly Apple Computer, Inc.) is an
American multinational corporation with a
focus on designing and manufacturing
consumer electronics and closely related
software products
Company profile
Established: on April 1, 1976
Founders: Steve Jobs, Steve Wozniak, and Ronald Wayne

Industry:
Computer Hardware
computer software
consumer electronics
digital distribution

Key People:
CEO: Tim Cook

Total Revenue: US $ 65.23 billion(FY 2010)
Profit: US $ 14.01 billion(FY 2010)
Employees:49,400
No. of Locations: 317 retail stores
vision
“Man is the creator of change in this world.
As such he should be above systems and
structures, and not subordinate to them.”
mission
“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.”
The Evolution of apple inc.

1975

1977

1997

2006
The beginning.
• Apple‟s history starts with the story of two young and exceptional
people who began building a computer in their garage and launched
the microcomputer revolution. It‟s the story of two „Steves‟:Stephen G Wozniak and Steven P Jobs
Current CEO

Tim cook
The beginning
• Apple has been created in 1976 by
Steve Jobs, Steve Wozniak and
Ronald
Wayne
in Cupertino, California . They all left
ATARI Computers to create their own
company.

• Apple's first headquarter was the Jobs'
parents garage where Jobs and his
friends design their first computer kit :
the Apple I
iRevolution
Current Apple Products
 Desktop
• Mac Mini
• iMac
• MacPro

 Laptops
• MacBook
• MacBook Air
• MacBook Pro

 iPhone

 iPad

 iPod
•
•
•
•

iPod Classic
iPod Nano
iPod Shuffle
iPod Touch

 Softwares
• iLife
• iTunes
• iWork
Apple I
On1976 April 1 – released
the Apple I (for $666) and
started Apple Computers.
Had 8 KB of RAM
It was box wood-made with
a basic motherboard inside.
Later a cassette interface to
enable external data storage
was added.
Apple II
In 1977, Apple II was
released for $1298
Had color graphics – a
first for a personal computer
Originally used an audio
cassette drive for storage but
later it was replaced by a
floppy disk drive
Supported the BASIC
program
Had 64 KB of memory
And with a software called
VisiCalc which was Apple's
"killer application" : a
spreadsheet program !
16
Apple III





Released May 1980
Had 128K of RAM
Designed for businesses – expensive!! > $4300!!!
Had lots of problems – didn‟t do well..
Apple Lisa





Released in 1983
Became the first personal computer sold to the public
with a GUI. Aimed at large businesses
Commercial failure due to high price tag (almost
$10,000) and limited software it could run
The intro of the Macintosh
Apple introduced the Macintosh in
1984
 Sales not initially as strong as
desired
 Changed with the intro of




LaserWriter – first reasonably priced
laser printer
PageMaker – early desktop publishing
package

(These capitalized on its advanced graphics
capabilities)

128 KB memory
Motorola‟s 68000 CPU
Sold for $2495
19
Macintosh Portable

Apple‟s first attempt at
a “portable” computer
Released in 1989
8 MB RAM
40 MB Hard drive*
Clunky, slow
$6500
Failed in market.
20
More portable efforts..
PowerBook 100









Released in 1991
40 MB hard drive
8 MB RAM
$2500
Helped Apple to gain some
revenue
established layout of the
laptop computers
21
Rebirth of apple
1996: acquisition of NEXT Inc.
Jobs back to Apple as an advisor.
1997: Steve Jobs –the CEO
1997: Steve Jobs announced that Apple would join
Microsoft to release new versions of Microsoft Office for
the Macintosh
1997:Apple introduced the Apple Store+ new build-toorder manufacturing strategy
1998: introduced the new iMac
with Mac OS X.
Then came the iBook, Apple's new laptop.
Desktop evolution

The iMac

Released in 1998
2 USB ports
4 GB hard drive
256 MB RAM
All in 0ne computer

Released in 2007
RAM: 4 GB
320 GB hard drive
Laptop Evolution – Macbook Air

2 GB memory
120 GB hard drive
$1799

25
iPod- the blockbuster
On October 23, 2001-the iPod
CPU: Samsung ARM and Apple A4
5 GB hard drive that put "1,000
songs in pocket”
New technology: spintronics
Initially , iPod software only
worked with Mac OS;
from 2nd generation onwards
works with Microsoft Windows also
Apple's iTunes Store was
introduced, offering online music
downloads for $0.99 a song and
integration with the iPod.
iphone
a convergence of an Internetenabled smartphone and iPod.
iOS, (formerly iPhone OS)scaled down version of OS X
3.5-inch (89 mm) touch screen
display,
4, 8, or 16 GB of memory,
Bluetooth, and Wi-Fi
iPad
tablet PC
Released on April
3, 2010
Processor: A4
256 MB RAM
Bluetooth n Wi-Fi
sold more than 300,000
units on that day and
reaching 500,000 by the
end of the first week.
Ipad mini
Some business things
Differentiation Strategy
•
•
•
•
•
•

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

Branding
Innovation
Differentiated Product
Ease of Use
Superior Quality
Retail Strategy
Marketing and Sales
Customer Loyalty
Online Sales

• weaknesses
• High Price Proprietary
System
• Niche Market
• Cannibalization
Work culture

• Apple evokes a loyalty from its workers that
information only leaves its campus when Steve Jobs
takes the stage to unveil it.
• Secrecy at Apple is not just the prevailing
communication strategy, but it is baked in to their
corporate culture.
competitors
•
•
•
•
•
•
•
•
•
•
•

Microsoft
Linux
Dell
HP
Lenovo
RIM
Nokia
HTC
Samsung
Google
Sony.
WHERE APPLE STANDS NOW?
THE WORLD’S MOST
INNOVATIVE COMPANIES
• APPLE
•
•
•
•
•
•
•
•
•

TWITTER
FACEBOOK
NISSAN
GROUPON
GOOGLE
DRAWING INFORMATION INDUSTRY
NETFLIX
ZYNGA
EPOCRATES
World‟s most reputed it companies
• Apple
• Google
• Microsoft
The consumer electronics industry outlook

• Samsung
Hewlett-Packard (HP)
Sony
LG
Toshiba
Nokia
Panasonic

Apple
Microsoft
Dell
LETS HAVE SOME MARKET ANALYSIS
How?
• Because Apple thinks Different
from others
Think different
Think different
?
Apple product strategies

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Apple product strategies

  • 1.
  • 2.
  • 3. Introduction • Apple Inc (formerly Apple Computer, Inc.) is an American multinational corporation with a focus on designing and manufacturing consumer electronics and closely related software products
  • 4. Company profile Established: on April 1, 1976 Founders: Steve Jobs, Steve Wozniak, and Ronald Wayne Industry: Computer Hardware computer software consumer electronics digital distribution Key People: CEO: Tim Cook Total Revenue: US $ 65.23 billion(FY 2010) Profit: US $ 14.01 billion(FY 2010) Employees:49,400 No. of Locations: 317 retail stores
  • 5. vision “Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them.”
  • 6. mission “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.”
  • 7. The Evolution of apple inc. 1975 1977 1997 2006
  • 8. The beginning. • Apple‟s history starts with the story of two young and exceptional people who began building a computer in their garage and launched the microcomputer revolution. It‟s the story of two „Steves‟:Stephen G Wozniak and Steven P Jobs
  • 10.
  • 11.
  • 12. The beginning • Apple has been created in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne in Cupertino, California . They all left ATARI Computers to create their own company. • Apple's first headquarter was the Jobs' parents garage where Jobs and his friends design their first computer kit : the Apple I
  • 14. Current Apple Products  Desktop • Mac Mini • iMac • MacPro  Laptops • MacBook • MacBook Air • MacBook Pro  iPhone  iPad  iPod • • • • iPod Classic iPod Nano iPod Shuffle iPod Touch  Softwares • iLife • iTunes • iWork
  • 15. Apple I On1976 April 1 – released the Apple I (for $666) and started Apple Computers. Had 8 KB of RAM It was box wood-made with a basic motherboard inside. Later a cassette interface to enable external data storage was added.
  • 16. Apple II In 1977, Apple II was released for $1298 Had color graphics – a first for a personal computer Originally used an audio cassette drive for storage but later it was replaced by a floppy disk drive Supported the BASIC program Had 64 KB of memory And with a software called VisiCalc which was Apple's "killer application" : a spreadsheet program ! 16
  • 17. Apple III     Released May 1980 Had 128K of RAM Designed for businesses – expensive!! > $4300!!! Had lots of problems – didn‟t do well..
  • 18. Apple Lisa    Released in 1983 Became the first personal computer sold to the public with a GUI. Aimed at large businesses Commercial failure due to high price tag (almost $10,000) and limited software it could run
  • 19. The intro of the Macintosh Apple introduced the Macintosh in 1984  Sales not initially as strong as desired  Changed with the intro of   LaserWriter – first reasonably priced laser printer PageMaker – early desktop publishing package (These capitalized on its advanced graphics capabilities) 128 KB memory Motorola‟s 68000 CPU Sold for $2495 19
  • 20. Macintosh Portable Apple‟s first attempt at a “portable” computer Released in 1989 8 MB RAM 40 MB Hard drive* Clunky, slow $6500 Failed in market. 20
  • 21. More portable efforts.. PowerBook 100       Released in 1991 40 MB hard drive 8 MB RAM $2500 Helped Apple to gain some revenue established layout of the laptop computers 21
  • 22. Rebirth of apple 1996: acquisition of NEXT Inc. Jobs back to Apple as an advisor. 1997: Steve Jobs –the CEO 1997: Steve Jobs announced that Apple would join Microsoft to release new versions of Microsoft Office for the Macintosh 1997:Apple introduced the Apple Store+ new build-toorder manufacturing strategy 1998: introduced the new iMac with Mac OS X. Then came the iBook, Apple's new laptop.
  • 23. Desktop evolution The iMac Released in 1998 2 USB ports 4 GB hard drive 256 MB RAM All in 0ne computer Released in 2007 RAM: 4 GB 320 GB hard drive
  • 24.
  • 25. Laptop Evolution – Macbook Air 2 GB memory 120 GB hard drive $1799 25
  • 26.
  • 27. iPod- the blockbuster On October 23, 2001-the iPod CPU: Samsung ARM and Apple A4 5 GB hard drive that put "1,000 songs in pocket” New technology: spintronics Initially , iPod software only worked with Mac OS; from 2nd generation onwards works with Microsoft Windows also Apple's iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod.
  • 28.
  • 29. iphone a convergence of an Internetenabled smartphone and iPod. iOS, (formerly iPhone OS)scaled down version of OS X 3.5-inch (89 mm) touch screen display, 4, 8, or 16 GB of memory, Bluetooth, and Wi-Fi
  • 30.
  • 31. iPad tablet PC Released on April 3, 2010 Processor: A4 256 MB RAM Bluetooth n Wi-Fi sold more than 300,000 units on that day and reaching 500,000 by the end of the first week.
  • 32.
  • 34.
  • 36. Differentiation Strategy • • • • • • Unique Features and characteristics Commands Premium Price High Customer Service Superior Quality Prestige Rapid Innovation
  • 37. Strengths& weaknesses • strengths • • • • • • • • • Branding Innovation Differentiated Product Ease of Use Superior Quality Retail Strategy Marketing and Sales Customer Loyalty Online Sales • weaknesses • High Price Proprietary System • Niche Market • Cannibalization
  • 38. Work culture • Apple evokes a loyalty from its workers that information only leaves its campus when Steve Jobs takes the stage to unveil it. • Secrecy at Apple is not just the prevailing communication strategy, but it is baked in to their corporate culture.
  • 41. THE WORLD’S MOST INNOVATIVE COMPANIES • APPLE • • • • • • • • • TWITTER FACEBOOK NISSAN GROUPON GOOGLE DRAWING INFORMATION INDUSTRY NETFLIX ZYNGA EPOCRATES
  • 42. World‟s most reputed it companies • Apple • Google • Microsoft
  • 43. The consumer electronics industry outlook • Samsung Hewlett-Packard (HP) Sony LG Toshiba Nokia Panasonic Apple Microsoft Dell
  • 44. LETS HAVE SOME MARKET ANALYSIS
  • 45. How? • Because Apple thinks Different from others
  • 46.
  • 49. ?