WELCOME TO

THE APPLE STORY

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

“Man is the creator of change in this world.

As such he should be above systems and

structures, and not subordinate to them.”

VISION

“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

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

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

Mac OS X iOS  iTunes iWork  QuickTime Safari iLife

MAJOR SOFTWARE PRODUCTS

 Apple Store (online) App Store Certifications Game Center iAd  iBookstore   iTunes Store iWork.com iCloud 

STORES AND SERVICES

Emagic  FingerWorks  Intrinsity  NeXT   Nothing Real  P.A. Semi Silicon Color  Siri Spruce Technologies

ACQUISITIONS

THE EVOLUTION OF APPLE INC.

2006199719771975

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.

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

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.

15

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 !

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

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

18

LISA

THE LISA

20

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

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

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…

23

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.

24

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

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

RETURN OF STEVE JOBS

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

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

30

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

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)

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.

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..

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’

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

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.

ICLOUD

June of 2011, Apple unveiled its new online storage and

syncing service for music,

photos, files and software -- iCloud

OS X LION

PRESENT HITS

IPHONE 4

IPAD 2

AND THE UPCOMINGS..

iPhone 5 (this September) iOS5 (this September) iPad3 (on testing) iPhone-low cost version(on lab)

SOME BUSINESS THINGS

Differentiation Strategy

Value Creation

CORE COMPETENCIES

DIFFERENTIATION STRATEGY

Unique Features and characteristicsCommands Premium Price

High Customer ServiceSuperior Quality

PrestigeRapid Innovation

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

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

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

MicrosoftLinuxDellHP

LenovoRIM

NokiaHTC

SamsungGooglesony

.

COMPETITORS

WHERE APPLE STANDS NOW?

APPLETWITTER

FACEBOOKNISSAN

GROUPONGOOGLE

DRAWING INFORMATION INDUSTRYNETFLIXZYNGA

EPOCRATES

THE WORLD’S MOST INNOVATIVE COMPANIES

Apple Google

Microsoft

WORLD’S MOST REPUTED IT COMPANIES

SamsungHewlett-Packard (HP)

SonyLG

ToshibaNokia

PanasonicApple

MicrosoftDell

THE CONSUMER ELECTRONICS INDUSTRY OUTLOOK

LETS HAVE SOME MARKET ANALYSIS

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%

MARKET PRICE

Because Apple thinks Different from others

HOW?

THINK DIFFERENT

THINK DIFFERENT

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…..

www.apple.comen.wikipedia.org/wiki/Apple_Incwww.technologyguardian.co.uk

The Economic TimesThe Hindu

T3 –the gadget magazine

REFERENCES

THANK YOU FOR YOUR SUPPORT!

By SHAMEER P H FUS 100603 DEPT OF FUTURES STUDIES