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INTRODUCTION


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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.


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1

Apple Inc.

Frontrunner in the PC revolution

Transformed PC industry with 1

st

Mac

Expansion in consumer technology

Continued innovation in techindustry


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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 computercircuit board. It has no keyboard, case, sound or graphics. Theycall it the Apple I.The Apple I board is released for sale tohobbyists and electronics enthusiasts at the price of $666.66.

Apple's first formal business plan sets a goal for sales to growto $500 million in ten years. As it turns out, the company willpass that mark in half the time.

Apple I computer boards are sold through 10 retail stores inthe 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 ComputerFair. It is the first personal computer able to generate colorgraphics and includes a keyboard, power supply and attractive

case . Regis McKenna Advertising launches its first ad campaign forApple. Although advertising is initially aimed at electronicsenthusiasts, Apple will soon become the first company toadvertise personal computers in consumer magazines.

Monthly orders reach a $1 million annual sales rate.


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Focus OnEducation

iMac,1

98

Adding

Lifestyle

Strategy

Digital

Hub

Music Strategy (iTunes)

Video Strategy (iMovie)

Internet Strategy (iTools)

C

o

n

v

er

g

e

n

c

e

Apple II, 1977)

AppleI(april 1st

1976)

Apple III, 1980 Lisa,1983

Power Book

(1st laptop

1991)

MAC,1984

It had 1st floppy

disk drive

Mac book Air-worlds1st slimmest notebook,2006

iPods(2001)

values

Mac pro, 2004

Apple tv,

2007i-phone,

2007i-pad,2010

VARIOUS

PRODUCT

CYCLE


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BEFORE & AFTER Iphone in 2007


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APPLES C.S.R


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Sources of Competitive

Advantage


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Sustainable Competitive Advantage

Digital business strategy

Strategic alliance Intellectual Capital


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PROMOTIONAL

strategy


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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 televisionnetwork, in any technology magazine,

and all over the Internet.


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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 isimportant for sales representatives to stay abreast

of the latest technologies entering the market.

Walking into any Apple Store will reveal thatemployees are often young and most likely fall

within the Generation Y or X age range.


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Strengths

Strong cash base Intellectual capital

Technology leader Brand image Charismatic leadership

iTunes Store


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Weaknesses

Lower profit margins Dividends rarely paid

Lack of succession planning Presence in business arena Underdeveloped customer relationships


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Opportunities

Digital business strategies Customized user experience

Strengthen brand Expand strategic alliance Global expansionS


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Threats

Technology Volatile customers

Competition Google


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Financial Analysis


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Financial News

April 20, 2010: Apple announced fiscal 2010 Q2results:

- 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


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Some Facts About Apple

The Apple Store on Fifth Avenue in Manhattan (the cube) is


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The Apple Store on Fifth Avenue in Manhattan (the cube) is

said to be one of the most photographed landmarks in the

world.

Steve Jobs birth father was a Syrian Muslim, Abdulfattah Jandali.


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Steve Jobs birth father was a Syrian Muslim, Abdulfattah Jandali.

Apple was established on April Fools Day.

Apples original logo in 1976 featured Isaac Newton sitting under an

apple tree.

Apple was the first company to introduce the mouse and the


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pp e as t e st co pa y to t oduce t e ouse a d t e

trackpad.

In 2001, Apples stock price was less than $8 per share. In April 2010

the price reached $272

Apple wasnt 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

Steve Jobs annual income from Disney shares is $48 million.


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y $

Steve Jobs was a college drop out.

Steve Jobs commonly dons a black long-sleeved mock-turtleneckmadeby St. Croix, Levis 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.


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Apple


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1stlogo:IsaacNewtonunderanappletree,

1976

Rainbowstripedbittenapplelogo

1976-1998

1998-present Glassversion

AppleComputers-Apple,Inc.(2007)

Saymorewithless


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ThinkofitfirstMacintosh:thefirst

commercialcomputer

withaGraphicalUser

Interface(GUI),1984

iPhone:

thefirsttouchscreendevicetohit

themarket,2007

iTunesMusicStore

wasthefirstonlinemusicstoretogainwidespread

mediaattention,2003


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1984

ThefamousTVcommercialthat

launchedthefirstMacintoshduringthe

SuperBowlin1984.

1995campaignfeaturedmorethan40

CrazyOnesincludingEinstein,

Picasso,JohnLennonandYokoOno,

MartinLutherKingJr.,RosaParks,

FrankLloydWright,andGandhi.

Impactwithpassion


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Showupeverywhere


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Annoythecompetition

GetaMaccampaign


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Spreadword-of-mouth

Hireevangelists

ForfouryearsIevangelizedMacintoshto

softwareandhardwaredevelopersandledthe

chargeagainstworld-widedominationbyIBM.

-GuyKawasaki,ex-Macevangelist

Thisbusinessshouldhavebeendead10yearsago,butpeoplesaidwe'vegottosupportit.

-MarketerMarcGobe,authorofEmotionalBranding


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Haveastoreonline


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Openmanymorestores

50%ofstorebuyersareWindowsswitchers

CurrentlyApplehas200stores,andplanopenmore.


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Buildpartnerships


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Buildpartnerships


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Buildpartnerships


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Buildpartnerships

2007Jun2005

Intel has the strongest

processor roadmap

by far Steve Jobs,Apples CEO


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Buildpartnerships


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Leadbusinesswithdesign

Appleisthetop2007

BusinessWeekWorlds

MostInnovativeCompany,

3rdyearinarow

Apple would not do what it does if it were not for SteveJobs.

His understanding and support of design is shown in product afterproduct. Apple's committed to design all the way through the

process and that comes right from the top of the company.

-RobertBrunner,DirectorofIndustrialDesignatApplefor7years


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Bibliography

Apple.comMacworldWired

BusinessWeekTimeMagazine Wikipepia


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TheEnd. Thankyou!

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