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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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