Yogesh KarandeC T L Euro CollegeM B AReg: 12-2012

FOUNDATION OF APPLE

Steve Jobs and Steve Wozniak laid the foundation of APPLE COMPUTERS INC. on April 1,1976 to sell the Apple 1 (personal computer kit)

NAME AND LOGOThe name was taken by Steve Jobs.The first Apple logo was designed by Ron

Wayne, co-founder of Apple Computer. It was rather a picture than a logo. It showed Sir Isaac Newton sitting beneath the famous Apple tree thinking about gravity.

NAME AND LOGOIn 1977 Jobs asked the art designer Rob Janoff

to design the new Apple logo. The new logo had a simple shape of an Apple, bitten into, with the colors of the rainbow in the wrong order.

In 1997, Steve Jobs decided to drop the multi-colored Apple logo and replace it by a solid-colored logo. The first Apple computers to feature the new logo were the new PowerBook G3s in 1998

THE EVOLUTION OF A BRAND

1977 1997 20061975 2013

"Apple is committed to bringing the best personal computing experience to students,

educators, creative professionals and consumers around the world through its

innovative hardware, software and internet offerings”

MISSION STATEMENT

Best Known Products Hardware line:

Macintosh line of personal computers iPod portable media players iPhone

Software products: Mac OS X operating system iTunes media browser iLife – iMovie, iTunes, iPhoto Final Cut Studio – video editing

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The start… 1975 – Steve Wozniak was working for Hewlett

Packard (calculator manufacturers) by day and was a computer hobbyist by night.

He realized that the prices of some computer parts had gotten so low he could buy them himself.

Decided to work with fellow hobbyist Steve Jobs to build their own computer

On 4/1/1976 – released the Apple I (for $666) and started Apple Computers. Had 8 KB of RAM.

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APPLE 1(LAUNCHED ON 1 JULY 1976)

Apple 1976-1984

APPLE 1(LAUNCHED

ON 1 JULY 1976)

APPLE 2(INTRODUCED ON 16

APRIL,1977)

• APPLE 3 (MAY 1980)

• APPLE LISA(INTRODUCED

ON 1 JANUARY 1983)

• APPLE LISA 2(INTRODUCED

ON 1 JANUARY 1984)• MACHINTOSH(January 24,1984)

Competitors analysisApple's top three hardware competitors are

Dell, Hewlett-Packard, andIBM.

In addition, Apple competes with Microsoft in many areas of the personal computer software industry.

Dell Inc.Founded in 1984 by Michael Dell, Dell lnc. (www.dell.com)

was the. largest manufacturer of personal computers in 2004.Dell's greatest strength is its ability to drive down costs

through its direct sales approach.Dell has nearly perfected the cost and quality control aspects

of just-in-time manufacturing, and thereby has enjoyed a tremendous advantage over its rivals in quality and production costs.

Dell is not known for innovation. Dell has limited itself tofew product categories outside of its core computer hardware.

Dell's sales of items such as printers, network switches, projectors, and USB storage devices have been limited.

Dell is diversifyingits product line into consumer electronics. Dell has begun to branch out into other areas by launching its own music download store.

Hewlett-PackardHewlett-Packard's merger with Compaq on

May 3, 2002, has created a large company.Hewlett-Packard does have certain

competent strengths. Sales of printers and printer ink account for approximately 30 percent 0: the company's total revenue but generates 70percent of its operating profits.

offer a desktop computer at a price much lower than Apple can.

International Business Machines(IBM)Apple and IBM jointly developed the Power

PCline or central processing chips to compete with Intel and its Pentium line of central processors.

In December 2004, Lenovo Group Limited, the largest information technology company in China, acquired IBM's Personal Computing Division.

Microsoft

John Sculley's decision not to license the Macintosh operating system to Bill Gates lead to Windows operating system developed by Microsoft .

Windows operating system captures close to 95 percent of the personal computer industry.

The Windows Media Player comes bundled with the Windows operating system that issold on almost every computer in the world.

SWOT ANALYSIS

STRENGTHSOne of the oldest hardware manufacturers.

Control over the product.

High quality product.

Easy to carry products

Huge consumer base loyal to apple

Product diversification

WEAKNESSESFocusing on internal engg. more than marketing

High price

Consumer faced problems with faulty batteries

Had difficulties on some of its products’ quality control

Not issued dividends

SWOT ANALYSISOPPORTUNITIES

Less expensive new product lines with quality.

Product line is functional and attractive.

Flexibility to its users.

iPods are able to communicate.

New car models with iPod connectivity.

THREATSPressure from competitors.

Substitution effect

Technology changes at a rapid rate.

Forced to develop new products.

CONCLUSIONCommitment to licensing, push for economies of

scope between media and computersStrategic alliances. An equity strategic alliance. An

effective way for a company like Apple to accomplish this would be in the form of a joint venture.

Apple should continue pushing the new line of media-centric products. This innovative company exploits its second-mover position. In the future, they will need to continue innovating to expand the boundaries of both media and computers