1. Apple

5. INTRODUCTION

6. Mission Statement
“Apple is committed to bringing the best
personal computing experience to
students, educators, creative professionals
and consumers globally through innovative
hardware, software and Internet offerings.”

7. 1
Apple Inc.
• Frontrunner in the PC revolution
• Transformed PC industry with 1st
Mac
• Expansion in consumer
technology
• Continued innovation in tech
industry

8. History 1976-1978
• Steve Wozniak and Steve Jobs form the Apple Computer
Company on April Fool's Day on 1976 in GARAGE.
• Wozniak and Jobs finish work on a preassembled
computer circuit board. It has no keyboard, case, sound or
graphics. They call it the Apple® I….The Apple I board is
released for sale to hobbyists and electronics enthusiasts
at the price of $666.66.
• Apple's first formal business plan sets a goal for sales to
grow to $500 million in ten years. As it turns out, the
company will pass that mark in half the time.
• Apple I computer boards are sold through 10 retail stores
in the U.S.
• Apple moves from Jobs' garage to a building on Stevens
Creek in Cupertino, California.
• The new Apple® II is unveiled at the first West Coast
Computer Fair. It is the first personal computer able to
generate color graphics and includes a keyboard, power
supply and attractive case .
• Regis McKenna Advertising launches its first ad campaign
for Apple. Although advertising is initially aimed at
electronics enthusiasts, Apple will soon become the first
company to advertise personal computers in consumer
magazines.
• Monthly orders reach a $1 million annual sales rate.

9. Apple II, 1977)
It had 1st floppy Apple III, 1980 Lisa,1983
disk drive
MAC,19
84
Apple
I(april 1st
1976)
Power Book
(1st laptop
1991)
VARIOUS
Focus On
PRODUCT Education
C
CYCLE iMac,
1998
o Apple tv, i-phone, i-pad,2010
n 2007 2007
v iPods
e Music Strategy (iTunes) (2001)
Lifestyle
r Strategy
g Video Strategy (iMovie) Adding
e Digital
n Hub values
Internet Strategy (iTools) Mac book Air-worlds
c 1st slimmest notebook,2006
e Mac pro, 2004

10. BEFORE & AFTER Iphone in 2007

13. APPLE’S C.S.R

14. Sources of Competitive
Advantage

15. Sustainable Competitive Advantage
• Digital business strategy
• Strategic alliance
• Intellectual Capital

16. PROMOTIONAL
strategy

17. Apple has been very active in its promotional endeavours. Its logo has
become one of the most recognizable symbols nationwide. The
company uses two primary methods of promotional strategies
towards its public.
1.The first promotional tool it uses is
advertising. Investing heavily into this
area, Apple has managed to create a
large amount of advertisements that
can be found on any television
network, in any technology
magazine, and all over the Internet.

19. The second promotional tool that Apple uses
extensively is personal selling. The company's Apple
Stores are home to many young and knowledgeable
sales representatives who are trained thoroughly in
both product information and customer service.
With the release of new products and upgrades the
company produces every few months or so, it is
important for sales representatives to stay abreast of
the latest technologies entering the market. Walking
into any Apple Store will reveal that employees are
often young and most likely fall within the
Generation Y or X age range.

21. Strengths
• Strong cash base
• Intellectual capital
• Technology leader
• Brand image
• Charismatic leadership
• iTunes Store

22. Weaknesses
• Lower profit margins
• Dividends rarely paid
• Lack of succession planning
• Presence in business arena
• Underdeveloped customer relationships

23. Opportunities
• Digital business strategies
• Customized user experience
• Strengthen brand
• Expand strategic alliance
• Global expansionS

24. Threats
• Technology
• Volatile customers
• Competition
• Google

25. Financial Analysis

26. Financial News
• April 20, 2010: Apple announced fiscal 2010 Q2
results:
- Revenue of $13.5 billion
- Quarterly profits of $3.07 billion
• Stock price $252.36/share
• Holds over $40 billion of cash reserves
Source: World of Apple; BusinessWeek; Hoovers

38. Some Facts About Apple

39. The Apple Store on Fifth Avenue in Manhattan (the cube) is
said to be one of the most photographed landmarks in the
world.

40. • Steve Jobs’ birth father was a Syrian Muslim, Abdulfattah Jandali.
• Apple was established on April Fools Day.
• Apple’s original logo in 1976 featured Isaac Newton sitting under an
apple tree.

41. • Apple was the first company to introduce the mouse and the
trackpad.
• In 2001, Apple’s stock price was less than $8 per share. In April 2010
the price reached $272
• Apple wasn’t started in a garage, it was started in a bedroom at
11161 Crist Drive in Los Altos.
• Steve Jobs pays himself an annual salary of $1

42. • Steve Jobs’ annual income from Disney shares is $48 million.
• Steve Jobs was a college drop out.
• Steve Jobs commonly dons a black long-sleeved mock-turtleneck
made by St. Croix, Levi’s 501 blue jeans (he owns more than
100), and New Balance 992 sneakers.
• Steve Jobs is dyslexic
• While Steve Jobs worked at Atari, he was moved to the night shift
because he had poor personal hygiene and smelled bad.
• Apples are Steve Jobs’ favorite food.