The Apple Story
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WELCOME TO
THE APPLE STORY
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Apple Inc. (previously Apple Computer, Inc.) is an American multinational corporation that designs and
markets consumer electronics, computer software, and personal computers.
Apple Inc. ignited the personal computer revolution in the 1970s with the Apple II and since then has been
reinventing and innovating not only computers, but also other electronic goods and services.
The company's best-known products include the Macintosh line of computers, the iPod, the iPhone and the iPad.
As of July 2011, the company operates 317 retail stores in ten countries, and an online store where hardware and
software products are sold.
INTRODUCTION
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“Man is the creator of change in this world.
As such he should be above systems and
structures, and not subordinate to them.”
VISION
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“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.”
MISSION
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Established: on April 1, 1976Founders: Steve Jobs, Steve Wozniak, and Ronald
WayneIndustry:
Key People:
Total Revenue: US $ 65.23 billion(FY 2010)Profit: US $ 14.01 billion(FY 2010)Employees:49,400No. of Locations: 317 retail stores
COMPANY PROFILE
Computer Hardware computer softwareconsumer electronicsdigital distribution
Chairman & CEO : Steve JobsCOO & Acting CEO: Tim Cook
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Apple TV iPad (Original, 2) iPhone (3G, 3GS, 4) iPod (Classic, Nano, Shuffle, Touch) Mac (iMac, MacBook, MacBook Air, MacBook
Pro, Mini, Pro)
MAJOR HARDWARE PRODUCTS
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Mac OS X iOS iTunes iWork QuickTime Safari iLife
MAJOR SOFTWARE PRODUCTS
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Apple Store (online) App Store Certifications Game Center iAd iBookstore iTunes Store iWork.com iCloud
STORES AND SERVICES
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Emagic FingerWorks Intrinsity NeXT Nothing Real P.A. Semi Silicon Color Siri Spruce Technologies
ACQUISITIONS
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THE EVOLUTION OF APPLE INC.
2006199719771975
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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
THE BEGINNING.
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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
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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.
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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 memoryAnd with a software
called VisiCalc which was Apple's "killer application" : a spreadsheet program !
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In 1979 Jobs and some other Apple employees visited the Xerox PARC( Palo Alto
Research Centre). There they saw Xerox Alto. “The environment of the screen was
graphically based” with icons, with a mouse for pointing at them, windows and pull-
down menus. Thus the user could ”interact easily with the computer without ever
typing a single letter”
EXTRA SHOT
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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
OTHER EARLY ENDEAVORS
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LISA
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THE LISA
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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 memoryMotorola’s 68000 CPU Sold for $2495
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EARLY YEARS – COMPUTER COMPARISON
Product Cost Storage RAM Year
Apple I $666 --- 8 KB 1976
Apple II $1298 Floppy 64 KB 1977
Apple III$4300(for business)
Floppy 128 KB 1980
Apple Lisa
$10,000(for business)
Floppy 1 MB 1983
Macintosh
$2495 Floppy 128 KB 1984
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1985: due to some power struggle between Jobs and then CEO John Sculley, Jobs resigns from Apple Computers and started a new company NeXT Inc.
EXTRA SHOT…
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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.
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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
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1991:System 7- upgraded OS which added colour to interfaces and new networking capabilities The Performa lines of Macintosh LC- a
disaster Apple tastes failures of many other
products including digital cameras, portable CD audio players, speakers, video consoles, and TV appliances Microsoft gains market with cheap
commodity personal computers1994: Apple allied with IBM and Motorola in
the AIM alliance.
1991-’95
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RETURN OF STEVE JOBS
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1996: acquisition of NEXT Inc. Jobs back to Apple as an advisor. 1997: Steve Jobs –the CEO1997: Steve Jobs announced that Apple
would join Microsoft to release new versions of Microsoft Office for the Macintosh1997:Apple introduced the Apple Store+ new
build-to-order manufacturing strategy 1998: introduced the new iMacwith Mac OS X. Then came the iBook, Apple's new laptop.
REBIRTH OF APPLE
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Released in 19982 USB ports4 GB hard drive256 MB RAMAll in 0ne
computer
DESKTOP EVOLUTION
The iMac
»
Released in 2007 RAM: 4 GB 320 GB hard drive
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Product Cost Storage RAM Year
Macintosh$2495
Floppy 128 KB 1984
Mac Plus$2600
Floppy 4 MB 1986
iMac$1799
320 GB 4GB 2007
Mac Portable (laptop)
$6500
40MB hd
8 MB 1989
Powerbook 100 (laptop)
$2500
40MB hd
8 MB 1991
Macbook Air(laptop)
$1799
120GB hd 2GB 2008
LETS HAVE ANOTHER COMPARISON
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EVOLUTION OF OS’S…
Mac System 1,2,3,4 (1984-1987) Distinguishable from other OSs from that era in that
they used entirely graphical user interfaces Could only run one application at a time
Mac System 5, 6, 7 (1987 – mid 1990’s) Could run multiple applications
Mac OS 8 (8.0 – 8.6) (1997) – better file management Mac OS 9 (9.0 – 9.2.2) (1999) – improved support for
wireless Mac OS X (1999 – today) – UNIX based OS 10.0 – Cheetah (‘01) 10.1 – Puma (‘02) 10.2 – Jaguar (’03)
10.3 – Panther (’04) 10.4 – Tiger (’05) 10.5 – Leopard (’08)
10.6 – Snow Leopard (’09)
10.7 – Lion(‘11)
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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: spintronicsInitially , iPod software only
worked with Mac OS; from 2nd generation onwards
works with Microsoft Windows alsoApple's iTunes Store was
introduced, offering online music downloads for $0.99 a song and integration with the iPod.
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Albert Fert and Peter Gruenberg won the 2007 Nobel Prize for physics for work that has allowed hard disks to be made much smaller for everything from laptops to iPodsThe prize was awarded for work on
magnetoelectronics, also known as spintronics.It uses the spin of the electron to store and
transport information instead of the electrical charge, meaning much more information could be kept in a smaller space than before.
EXTRA SHOT..
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on January 9, 2007, Jobs announced that Apple Computer, Inc. would from 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 consumer electronic devices Announced iPhone and Apple TV
SHREDDING DOWN ‘COMPUTER’
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iPhone
a convergence of an Internet- enabled 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
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iPad
tablet PCReleased on April 3,
2010Processor: A4256 MB RAMBluetooth n Wi-Fisold more than
300,000 units on that day and reaching 500,000 by the end of the first week.
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ICLOUD
June of 2011, Apple unveiled its new online storage and
syncing service for music,
photos, files and software -- iCloud
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OS X LION
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PRESENT HITS
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IPHONE 4
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IPAD 2
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AND THE UPCOMINGS..
iPhone 5 (this September) iOS5 (this September) iPad3 (on testing) iPhone-low cost version(on lab)
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SOME BUSINESS THINGS
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Differentiation Strategy
Value Creation
CORE COMPETENCIES
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DIFFERENTIATION STRATEGY
Unique Features and characteristicsCommands Premium Price
High Customer ServiceSuperior Quality
PrestigeRapid Innovation
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FF
VALUE CREATION PROCESS
Focus On Education
eMac
Adding Value
iMac
Lifestyle Strategy
Digital Hub
Music Strategy (iTunes)
Video Strategy (iMovie)
Internet Strategy (iTools)
Convergence
Apple I,II,III Mac
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Branding
InnovationDifferentiated Product
Ease of UseSuperior QualityRetail Strategy
Marketing and SalesCustomer Loyalty
Online Sales
High Price Proprietary System
Niche Market
Cannibalization
strengths weaknesses
STRENGTHS& WEAKNESSES
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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.
WORK CULTURE
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MicrosoftLinuxDellHP
LenovoRIM
NokiaHTC
SamsungGooglesony
.
COMPETITORS
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WHERE APPLE STANDS NOW?
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APPLETWITTER
FACEBOOKNISSAN
GROUPONGOOGLE
DRAWING INFORMATION INDUSTRYNETFLIXZYNGA
EPOCRATES
THE WORLD’S MOST INNOVATIVE COMPANIES
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Apple Google
Microsoft
WORLD’S MOST REPUTED IT COMPANIES
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SamsungHewlett-Packard (HP)
SonyLG
ToshibaNokia
PanasonicApple
MicrosoftDell
THE CONSUMER ELECTRONICS INDUSTRY OUTLOOK
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LETS HAVE SOME MARKET ANALYSIS
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MARKET SHARE
OS-X Market Share:
Closest Competitor
Windows Share:
Market Growth Rate:
5.02%
90.29%
32%
i-phone Market Share:
Closest Competitor
RIM Blackberry Share:
Market Growth Rate:
30%
40%
32%
i-pod Market Share:
Closest Competitor
Sandisk Share:Market Growth Rate:
73.8%
7.2%
30%
i-tune Market Share:
Closest Competitor
Amazon Share:Market Growth Rate:
69%
8%
20%
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MARKET PRICE
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Because Apple thinks Different from others
HOW?
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THINK DIFFERENT
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THINK DIFFERENT
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CONCLUSION
For 35 years Apple has been a trend-setter company able to foresee the future of domestic computer and consumer electronics. it will probably continue during the next decades. because their strength is the innovation . And they know, how to ‘think different’.Apple, go on innovating…..
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www.apple.comen.wikipedia.org/wiki/Apple_Incwww.technologyguardian.co.uk
The Economic TimesThe Hindu
T3 –the gadget magazine
REFERENCES
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THANK YOU FOR YOUR SUPPORT!
By SHAMEER P H FUS 100603 DEPT OF FUTURES STUDIES