2. INTRODUCTION
• Apple Inc. (NASDAQ: AAPL; previously Apple
Computer, Inc.) is an American multinational
corporation that designs and markets
consumer electronics, computer software,
and personal computers. The company's best-
known hardware products include the
Macintosh line of computers, the iPod, the
iPhone and the iPad.
3. EXECUTIVE SUMMARY
• Incorporated by Steve Jobs and Steve
Wozniak in 1977, Apple Computer, Inc.
was incorporated with a net worth of
US$250,000
• It has since grown leaps and bounds to
the Apple Inc. of today, employing close to
50,250 employees worldwide, with a net
worth of US$ 624,000 million in 2012
4. THE 1ST COMPUTER MADE BY APPLE
Apple's first headquarter w
as the Jobs
'parents garage where Jobs
and his
friends design their first
computer kit : the Apple I.
It was box wood
-made with a basic
motherboard inside
5. EXECUTIVE SUMMARY
• Despite a strong brand, rapid growth and
high profits in the late 1980s, Apple
nearly went bankrupt in 1996.
• Steve Jobs took over as CEO again in 1997
after being forced out of the firm in 1985.
“ApplE ComputEr” wAs rEnAmED “ApplE InC.”
7. CURRENT BUSINESS STRATEGY
• Apple adopts a differentiation strategy
with its distinctive marketing campaigns
that position itself as a hip alternative to
other brands in the industry.
• Despite being a premium brand that is
capable of commanding high price margins,
Apple is still able to undercut its
competitors
8. “DEsIGnED BY APPLE IN CALIFORNIA. MADE IN
CHInA”
In 2011, Apple made and sold
70 million iPhones, 30 million
iPads, and 59 million other
products
11. 7 KEY STRATEGIES THAT MADE APPLE THE BEST
GLOBAL BRAND
1. Ignore Your Critics
2. Turn the Ordinary into
Something Beautiful
3. Justify Your Price
4. Communicate in the
Language of Your
Audience
5. Extend the Experience
6. Build a Tribe
7. BEComE “tHE nAmE”
Source: brandirectory.com
12. THE MOST PROFITABLE RETAIL STORE IN THE WORLD
• Apple ranked at the top of list in a
study released by RetailSails last
year as well, with $7,000 sales per
square foot.
• Aside from having the highest sales
per square foot, Apple also ranked
among the top 10 retailers for
highest sales per store, with $51.5
million
• Apple has opened up 33 new retail
stores in the past year and currently
has 390 stores in operation, 250 of
which are in the U.S
13. Strengths Weakness
Strong R & D Not Share holder friendly
Aesthetic Design Former CEO Jobs died
Supply Chain Management Wont open the OS for
outsiders
Finally, Apple thinks long
term and strategically
Opportunities Threats
Coming up with Apple TV Android becoming very
connecting all apple popular
products
Very Loyal Customer base Lot of Competition from
low priced products
Constant growth of PC and Incompatibility with
Mobile Industry windows platform
