1.APPLE

2. INTRODUCTION Company headquarters -on Infinite Loop in Cupertino, California Industry:o Computer hardware o Computer software o Consumer electronics o Digital distribution Founded: April 1, 1976 (1976-04-01) (37 years ago) (incorporated January 3, 1977) Founder: Steve Jobs Steve Wozniak Ronald Wayne 3. INTRODUCTION. Headquarters:Apple Campus, 1 Infinite Loop, Cupertino, California,U.S. Number of locations:406 retail stores (as of May 2013)AreaservedWorldwide Key people:Arthur D. Levinson (Chairman)Tim Cook (CEO), Steve Jobs (Founder, former CEO 4. INTRODUCTION. o o o o o o oServicesServices list Apple Store Apple Store online Mac App Store iOS App Store iTunes Store iBooks iCloud Revenue :US$ 170.910 billion (2013) Employees:80,000 (2013) CapitalWebsiteApple.com 5. HISTORY Apple was established on April 1, 1976, by Steve Jobs, Steve Wozniak and Ronald WayneApple I personal computer kit, a computer single handedly designed by Wozniak. The kits were handbuilt by Wozniak and first shown to the public at the Homebrew Computer ClubThe Apple II, also invented by Wozniak, was introduced on April 16, 1977, at the first West Coast Computer FaireApple III in May 1980 in an attempt to compete with IBM and Microsoft in the business and corporate computing marketOn December 12, 1980, Apple went public at $22 per share, generating more capital than any IPO since Ford Motor Company in 1956 and instantly creating more millionaires (about 300) than any company in history. 6. HISTORY 198185: Lisa and Macintosh Lisa won the race in 1983 and became the first personal computer sold to the public with a GUI, but was a commercial failure due to its high price tag and limited software titles. In 1984, Apple next launched the Macintosh In 1985 a power struggle developed betweenJobs and CEO John Sculley & Job resigns Microsoft continued to gain market sharewith Windows focusing on delivering software to cheap commodity personal computers while Apple was delivering a richly engineered, but expensive, experience.Apple relied on high profit margins and never developed a clear response. Instead, they sued Microsoft for using a graphical user interface similar to the Apple Lisa in Apple Computer, Inc. v. Microsoft Corporation.Macintosh 1984 7. HISTORY The Macintosh Portable was introduced in 1989and was designed to be just as powerful as a desktop Macintosh, but weighed a bulky 7.5 kilograms (17 lb) with a 12-hour battery life Apple released the Macintosh LC with asingle expansion slot for the Apple II e Card to migrate Apple II users to the Macintosh platform. Apple stopped selling the Apple IIe in 1993.Macintosh portable 8. HISTORY 198697: Decline Apple was facing competition from OS/2 and UNIX vendors such asSunMicrosystems. The Macintosh would need to be replaced by a new platform, or reworked to run on more powerful hardware. In 1994, Apple allied with IBM and Motorola in the AIM alliance. The goal was tocreate a new computing platform (the PowerPC Reference Platform), which would use IBM and Motorola hardware coupled with Apple's software. The same year, Apple introduced the Power Macintosh, the first of many Applecomputers to use Motorola's PowerPC processor. In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio mademany changes at Apple, including extensive layoffs.[After numerous failed attempts to improve Mac OS, first with the Taligent project, then later with Copland and Gershwin, Amelio chose to purchase NeXT and itsNeXTSTEP operating system, bringing Steve Jobs back to Apple as an advisor.On July 9, 1997, Gil Amelio was ousted by the board of directors after overseeing a three-year record-low stock price and crippling financial losses. Jobs became the interim CEO and began restructuring the company's product line. At the 1997 Macworld Expo, Steve Jobs announced that Apple would join Microsoftto release new versions of Microsoft Office for the Macintosh, and that Microsoft made a $150 million investment in non-voting Apple stock. 9. HISTORY o profitability On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the Macintosh 128K: the iMac In 1998, Apple announced the purchase ofMacromedia's Final Cut software, signaling its expansion into the digital video editing market Mac OS X, based on NeXT's OPENSTEP and BSD Unix was released on March 24, 2001, On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and California.On July 9, they bought Spruce Technologies, a DVD authoring company. On October 23 of the same year, Apple announced the iPod portable digital audio player, and started selling it on November 10 In 2003, Apple's iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod. The service quickly became the market leader in online music services, with over 5 billion downloads by June 19, 2008. 10. HISTORY On January 10, 2006, the new MacBookPro and iMac became the first Apple computers to use Intel's Core Duo CPU. By August 7, 2006 Apple had transitioned the entire Mac product line to Intel chips, over one year sooner than announced. Apple introduced Boot Camp to help users install Windows XP or Windows Vista on their Intel Macs alongside Mac OS X. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around $6 per share (split-adjusted) to over $80. In January 2006, Apple's market cap surpassed that of Dell. Nine years prior, Dell's CEOMichael Dell said that if he ran Apple he would "shut it down and give the money back to the shareholders."The MacBook Pro, Apple's first laptop with an Intel microprocessor, announced in January 2006. 11. HISTORY On January 9, 2007, Jobs announced that Apple Computer, Inc. wouldfrom that point on be known as Apple Inc., because computers were no longer the main focus of the company, which had shifted its emphasis to mobile electronic devices. The event also saw the announcement of the iPhone and the Apple TV.The following day, Apple shares hit $97.80, an all-time high at that point. In May, Apple's share price passed the $100 mark In July of the following year, Apple launched the App Store to sellthird-party applications for the iPhone and iPod Touch. Within a month, the store sold 60 million applications and brought in $1 million daily on average, Apple announced a large screen, tablet-like media device known as theiPad on January 27, 2010. 12. HISTORY Apple again refreshed its iPod line of MP3 players which introduced a multi-touch iPod Nano, iPod Touch with FaceTime, and iPod Shuffle with buttons which brought back the buttons of earlier generations.[106][107][108] On October 20, Apple updated their MacBook Air laptop, iLife suite of applications, and unveiled Mac OS X Lion, the last version with the name Mac OS X.1present: PostSteve Jobs era iCloud-This would be the last product launch Jobs would attend before his death. On August 24, 2011, Jobs resigned his position as CEO of Apple.[119] He was replaced by Tim Cook and Jobs became Apple's chairman. On October 4, 2011, Apple announced the iPhone 4S, which included an improved camera with 1080p video recording, a dual core A5 chip capable of 7 times faster graphics than the A4, an "intelligent software assistant" named Siri, and cloud-sourced data with iCloud. 13. HISTORY On October 5, 2011, Apple announced that Jobs had died, marking theend of an era for Apple Inc. The iPhone 4S was officially released on October 14, 2011. The 3rd generation iPad was announced on March 7, 2012 On September 12, 2012, Apple unveiled the iPhone 5, featuring an enlarged screen, more powerful processors, and running iOS 6. 14. COMPANY DETAILS Apple Inc. incorporated Mobile communication and media devices Personal computers Portable digital music players Variety of related software, services, peripherals, networking solutions, andthird-party digital content and applications 15. COMPANY DETAILS The Company's products and services include iPhone iPad Mac iPod iTunes Apple TV A portfolio of consumer and professional software applications iCloud A variety of accessory, service and support offerings. 16. COMPANY DETAILS iPhone iPhone combines a mobile phone, an iPod, and an Internet communications device in a single handheld product. Based on the Company's Multi-Touch user interface, iPhone features desktop-class email, Web browsing, searching, and maps and is compatible with both Mac and Windows-based computers. iPhone automatically syncs content from users' iTunes libraries, as well as contacts, bookmarks, and email accounts. iPhone allows customers to access the iTunes Store to download audio and video files, as well as a variety of other digital content and applications. In September 2012, the Company launched iPhone 5, its latest version of iPhone. 17. COMPANY DETAILS iPad iPad is a multi-purpose mobile device for browsing the Web, reading and sending email, viewing photos, watching videos, listening to music, playing games, reading e-books and more. iPad is based on the Company's Multi-Touch technology and allows customers to connect with their applications and content in a more interactive way. iPad allows customers to access the iTunes Store to download audio and video files, as well as a variety of other digital content and applications. In March 2012, the Company launched the iPad, its third generation iPad, and in October 2012, the Company announced its fourth generation iPad and iPad mini. 18. COMPANY DETAILS Mac The Company offers a range of personal computing products, including desktop and portable computers, related devices and peripherals, and thirdparty hardware products. The Company's Mac desktop and portable systems feature Intel microprocessors, the OS X operating system and the iLife suite of software for creation and management of digital photography, music, movies, DVDs and Websites. The Company's desktop computers include iMac, Mac Pro and Mac mini. 19. COMPANY DETAILS iPod The Company's iPod line of portable digital music and media players includes iPod touch, iPod nano, iPod shuffle and iPod classic. All iPods work with iTunes. 20. COMPANY DETAILS iTunes iTunes is an application that supports the purchase, download, organization and playback of digital audio and video files and is available for both Mac and Windows-based computers. iTunes features integration with iCloud, AirPlay wireless music playback, Genius Mixes, Home Sharing, and syncing functionality with iOS devices. iTunes is integrated with the iTunes Store, a service that allows customers to discover, purchase, rent, and download digital content and applications. The iTunes Store includes the App Store and iBookstore. 21. COMPANY DETAILS iCloud iCloud is the Company's cloud service, which stores music, photos, applications, contacts, calendars, and documents and wirelessly pushes them to multiple iOS devices, Mac and Windows-based computers. iCloud's features include iTunes in the Cloud, Photo Stream, Documents in the Cloud, Contacts, Calendar, Mail, automatic downloads and purchase history for applications and iBooks, and iCloud Backup. Users can sign up for free access to iCloud using a device running qualifying versions of iOS or OS X. 22. COMPANY DETAILS Software Products and Operating System Software The Company offers a range of software products for consumers and for SMB, education, enterprise and government customers, including the Company's iOS and OS X operating system software; server software; professional application software; and consumer, education, and business oriented application software. iOS is the Company's mobile operating system that serves as the foundation for iOS devices. iOS supports iCloud and includes features, such as Notification Center, a way to view and manage notifications in one place; iMessage, a messaging service that allows users to send text messages, photos and videos between iOS devices, and Maps, with turn-by-turn navigation. iOS supports Siri, a voice activated intelligent assistant, which is available on qualifying iOS devices. OS X, the Company's Mac operating system, is built on an open-source UNIX-based foundation. 23. COMPANY DETAILS Application SoftwareiLife is the Company's consumer-oriented digital lifestyle application suite included with all Mac computers. iLife features iPhoto, iMovie, iDigital Versatile Disc (DVD), GarageBand and iWeb. iPhoto is the Company's consumer-oriented digital photo application and iMovie is the Company's consumer-oriented digital video editing software application. iDVD is the Company's consumer-oriented software application that enables customers to turn iMovie files, QuickTime files, and digital pictures into interactive DVDs. GarageBand is the Company's consumer-oriented music creation application that allows customers to play, record and create music. iWeb allows customers to create online photo albums, blogs and podcasts, and to customize websites using editing tools. iWork is the Company's integrated productivity suite designed to help users create, present, and publish documents, presentations, and spreadsheets. iWork includes Pages for word processing and page layout, Keynote for presentations, and Numbers for spreadsheets. The Company also has a Multi-Touch version of each iWork application designed specifically for use on iOS devices. 24. COMPANY DETAILS Apple TVIt allows customers to watch movies and television shows on their high definition television. Content from iTunes, Netflix, YouTube, and Flickr, as well as music, photos, videos, and podcasts from a Mac or Windows-based computer can also be wirelessly streamed to a television through Apple TV. 25. MARKETING STRATEGY Apples marketing strategy can be summed up in one word:Empathy No marketing budget. Never advertise their products anywhere. That means no SEO, PPC,Social media, TV, Radio or print ads of any kind. Some other company advertise Apples products for them The secret to their success is in Apples marketing strategy. They use what is known as the Exclusivity Technique. Sell On Value, Not Price 26. MARKETING STRATEGYSteve made the marketing process simple; if you give people what they want, educate them on why they need it, show them how it will improve their lives, and why no competitors products can compete with the convenience and ease of use of yours, customers will open their wallets. 27. Sustained Competitive Advantage Valuable : Innovators Rare : Strong R & D Costly to imitate : itunes, Mac OS Non substitutable : applications, softwares 28. STRENGHTS Branding Innovation Differentiated Product Superior Quality Retail Strategy 29. WEAKNESS Less Penetration Cannibalization 30. OPPURTUNITY High growth potential. Line Extension. High Potential music phone market Strategic Alliances 31. THREATS Competition Substitute Products Threat of Suppliers