Founded on April 1, 1976

Incorporated on January 3, 1977.

Fortune magazine named Apple the most admired company in the world from 2008 to 2012.

world's most valuable brand in the Omnicom Group's "Best Global Brands" report.

• Steven Wozniak dabbled in computer-design and created what would become the Apple I.

• Steve Jobs and Steven formed a company which took off in 1977 with Apple II

Revenues doubled every four months

Average growth rate of 700%.

On December 12, 1980, Apple went public at $22 per share.

Generated more capital than any IPO since Ford Motor Company in 1956

Made more millionaires (about 300) than any company in history.

Apple entered the market of consumer electronics with Mac OS , Apple retail stores, ipods, itunesstores and iphones.

The name of the company from Apple computer , inc to Apple.

408 Retail stores in 14 countries

Apple store and iTunes Store

ITunes is the world’s largest music retailer

Top ten of fortune 500 companies

Differentiation Strategy

Innovative Product Lines

Quality

Diversified Product Range

Originality

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store,and is defining the future of mobile mediaand computing devices with iPad.

Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.

Simplicity is key to Apples Organizational Structure

Straightforward.

Self-Motivated Individuals

Accountability Strictly Enforced

Swift Decisions

Clear Communication

Customer Loyalty

Expanding closed ecosystem

Leading Innovator in Mobile Device Technology

Strong Financial Performance

Brand Reputation

Strong Marketing and Advertising Teams.

High Price

Incompatibility with different Os

Decreasing Market Share

Patent Infringements

Changes in Managements

Long term Gross margin Decline

Emergence of the new provider of application processors.

Growth of tablet and Smartphone markets.

Obtaining patents through acquisitions.

Damages from patent infringements.

Strong growth of mobile advertising market.

Increasing demand for cloud based services.

Rapid Technological Change.

2013 Tax Increases.

Rising pay levels for Foxconn workers.

Price pressure from Samsung over keyComponents.

Strong Dollar.

Android os .

Competition in online music market.

Build specific products of high quality, butlesser prices .

Increase number of Apple stores.

Continue and intensify the search forinnovative, stylish and useful products in itsexisting area of operations.

Make productive use of strong cash reserves