APPLE Inc.Selected case study

TABLE OF CONTENTS

1) ORIGIN AND HISTORY

2) PRODUCTS LAUNCHED FROM 1970s-1980s

3) RISE AND FALL

4) APPLE VS MICROSOFT (THE STRUGGLE)

5) PRODUCTS AND THEIR FEATURES

6) ADVERTISEMENT

7) POSITION IN GLOBAL MARKET

8) CRITICISM

9) CONCLUSION

Transformation of apple from an overpriced to an essential machine

APPLE 1(1976) MAC AIR(2012)

INTRODUCTION Apple Inc. (NASDAQ: AAPL; formerly Apple Computer, Inc.) is an

American multinational corporation that designs and sells consumer electronics, computer software, and personal computers.

Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.

Chairman(1976-1985)-Steve Jobs

CEO(1997-2011)-Steve Jobs

CEO-Tim Cook

Chairman-Arthur D.Levinson

SVP of Industrial Design-Sir Jonathan Ive

FINANCIAL DATA: REVENUE ----------------------------US $ 108.249 BILLION

OPERATING INCOME -----------------------------US $ 33.790 BILLION

NET INCOME -----------------------------US $ 25.922 BILLION

TOTAL ASSETS -----------------------------US $ 116.371 BILLION

TOTAL EQUTIY ------------------------------US $ 76.615 BILLION

APPLE was established on APRIL 1 1976 by STEVE JOBS,STEVE WOZNIACK & RONALD WAYNE & RONALD WAYNE. After the failure of APPLE 1,APPLE 2 was introduced APPLE went public in 1980.(created most millioniares ) IN 1983 LISA was made. It was the first pc sold with GUI but was a commercial fail.

APPLE2 LISA

RISE & FALL(1986-1993) The Macintosh Portable was designed to be just as powerful as a desktop

Macintosh, but weighed 7.5 kilograms (17 lb) with a 12-hour battery life.

Was running out of revenue and was forced to close the apple 2.

POWER BOOK

But it was not enough to prevent Apple decline in front of the "Wintel world conspiracy" (Wintel=windows+intel) and in the mid 90s Apple started a slow decline.

APPLE lost its entire worth.people created various depictions of APPLE like “rotten APPLE”etc

APPLE vs MICROSOFT(THE STRUGGLE) 1989-1994 The Graphical User Interface made Lisa real success but one year later,

a small software company called Microsoft ships its own GUI supported by every IBM compatible computers.

IBM was Apple's main rival and it was dominating the market.

APPLE vs MICROSOFT(THE STRUGGLE) 1989-1994 During this period a new religion birth : the Apple Mania and its cohort of Apple

evangelist. The fan of Apple aren't simple costumers satisfied by their products, they are fanatics !

They pray Saint Steve Jobs, they celebrate Christmas during the MacWorld Exposition every year in San Fransisco, Cupertino is their Mecca and Bill Gates is the Devil

APPLE AND ITS PRODUCTS(2001)

APPLE started its successful products range under the leadership of STEVE JOBS. Below is the timeline of the various i-products released.

i-pod(2001) IT WAS LAUNCHED ON NOVEMBER 10 2001.IT WAS A HUGE SUCCESS!!I

IT HAD MEMORY OF 2GB AND 4GB.COULD STORE AND PLAY 35OO SONGS

SINCE THEN IT HAS BEEN IMPROVED UPON AND NEWER MODELS HAVE COME OUT FROM THE APPLE STABLES.

MOST SIGNIFICANT OF THEM BEING THE “i-pod touch”

SALES OF I-POD i-pod shuffle saw tremendous success in the market.

Every1 from the old to the young were attracted by its small design and good voice quality.

it sold0.21 million on the day it was released.

i-phone(2007) Development of the iPhone began in 2005 with Apple CEO Steve Jobs' direction

that Apple engineers investigate touchscreens.

It was developed at an estimated cost of 150 million us dollars over 30 months.

It was initially priced at $499.

It could do all basic thing that a phone was intended to do and had much more features like internet,app store,and touch screen(1st phone to introduce).

J

i-phone(1g)

i-phone(2g)

i-phone(3g) i-phone(4g)

SALES OF I-PHONE It was launched on june 29 2007.

It saw a huge line-up at the apple retailer stores.

It sold 0.20 million units on the day it was launched

Apple then launched more improved and advanced units redesigning the 4G completely.

I-PHONE SALES OVER THE YEARS CROWDS WATING OUTSIDE APPLE’S HQs

I-PAD(2010) The i-pad was launched on march 12 2010.

Was available to only U.S customers at the beginning.

It was a device larger than a mobile featuring 7 inches of display screen and the same software.

It was initially targeted at business men who wanted the power of a laptop and the size of a mobile.

i-pad i-pad2

I-PAD SALES It sold 1.27 million units on the day of its launch

It was unfortunately highly priced

Its still did not deter consumers on splurging on it

The basic model was priced at $599

World wide i-pads sales

ADVERTISING TECHNIQUES In the past two decades, Apple Inc. has become well known for its

advertisements.

Its most significant ad campaigns include the "1984" Super Bowl commercial, the 1990s Think Different campaign, and the "iPod people" of the 2000s.

“GET A MAC”

Computer features were hard to show off in a 30 second segment.APPLE illustrates the features by putting the characters into humorous situations.

This helped in grabbing the consumers attention with straight forward slogans and humorous plays Characters

substituting features of pcs

i-pod advertising:

Apple has promoted the iPod and iTunes with several advertising campaigns, particularly with their silhouette commercials used both in print and on TV.

These commercials feature people as dark silhouettes, dancing to music against bright-colored backgrounds.

The silhouettes hold their iPods which are shown in distinctive white

Black silhouettes

General advertising approach as of now

Have some awesome eye-candy.

Use big PICTURES.

Don’t convolute your message.

Let your consumers market for you.

GLOBAL MARKET POSITION A year ago, the world's leading smartphone operating systems,

Android and iOS, owned a little over half the market. Now they own more than 80 percent of it.

Of the 152.3 million smartphones shipped in the calendar quarter ending in March, 59 percent had Android on them and 23 percent ran Apple iOS,

In addition, both platforms have been able to build robust developer communities.

Android might be leading the smartphone market with over 107.8 million UNITS, but it seems that Apple is winning where Android is losing in the tablet game.

Apple built upon its strong March iPad launch and ended the quarter with its best-ever shipment total for the iPad, outrunning even the impressive shipment record it set in the fourth quarter of last year,”

.

CONCLUSION-DATABASE WAREHOUSES

For collection of huge Business information.

-Network used-AirPort Extreme Card

-APPLE applies principles of network security

-APPLE is innovative and early adapters

-First company to come out with new product line than anyone else