Apple Inc

1
Apple Inc

• Intro Presentation

2
General info

• Located in California
• CEO Steven Jobs
• Among the most powerful men in the industry
• Turnover 13,93 billion dollars
• Profit 1335 million dollars

3
History

• Founded in 197 (Steve Jobs, Steve Wozniak)
• Apple I ? Made at Jobs home
• Famous for Apple II
• One of the first succesful pcs built
• 1983 ? Lisa
• First commercial PC with a graphical user
  interface (GUI)
• First commercial PC with a mouse

4
History

• 1984 ? Macintosh
• User Friendly GUI
• Big success major influence on GUI development
• Competition from Commodore and Atari

5
History

• 1989 ? Bad intro of Macintosh Portable
• 1991 Powerbook
• New standard for form and ergonomic layout of
  laptops
• More competition from Microsoft
• Microsoft has a dominant position because it
  relies on low-cost computers and peripherals.

6
History

• A bad era after the intro of Windows 95
• Major product flops and missed deadlins destroyed
  Apples reputation and their market share
  dropped.
• New branches Consumer electronics
• Quicktake digital camera
• One of the first in the consumer market
• Newton ? PDA (Personal Digital assistant)
• First PDA, failed commercially but was the
  forerunner of the current range of PDAs

7
History

• Mid 90s ? Realisation Macintosh needs to be
  reinvented
• 1994 ? AIM alliance (Apple, IBM, Motorola)
• PReP (PowerPC Reference Platform)
• Power Macintosh with PowerPC processor
• Mid to late 90s Failure to improve Mac OS
• Huge finanical losses
• 1997 ? Apple Store

8
History

• The era of Steve Jobs and Jonathan Ive (design)
• iMac
• iPod
• iPhone
• Not technologically goundbreaking but it made the
  company profitable again
• Acquistition of Macromedia
• Standard in graphical design
• The best software for designers available on the
  market

9
History

• Mac OS X ? Reinvention of the Macintosh operating
  system

10
Present

• 2001 iPOD
• Phenomenon
• Design
• 100 million units in 6 years (16,6 / year)
• 2003 iTunes
• First real online music store
• Market leader in online music services

11
Present

• iMac G3
• Design team white polycarbonate for consumers
• iBook ? Laptop
• eMac ? for education
• Metal enclosures for professional lins

12
Present

• Intel Alliance
• New CPUs
• Macbook Pro (successor of Mac Pro)
• Boot Camp (windows XP Mac OS X)

13
Products

• MacBook
• MacBook Air ? ultra thin
• MacBook Pro ? Professional
• Mac mini ? Very small but complete PC
• iMac ? Desktop Integration of PC an Monitor
• iMac Pro ? Workstation for professional users and
  designers
• Xserve ? Server

14
Products

• iPod
• Shuffle ? Known for simplicity
• Nano ? Very small and thin
• Classic ? Huge storage with video functions
• Touch ? iPod with touchscreen
• Apple TV ? TV with hard disk
• iPhone

15
Users

• Highest brand and repurchase loyalty of any
  computer manufacturer according to surveys
• A lot of brand fanatics
• Customer base
• Very artistic
• Creative
• Well educated
• Very active in youthful subcultures

16
Advertising

• Super bowl commercial in 1985
• Powerbook Print ads, TV commercials,
  celebreties,
• THINK DIFFERENT
• Most popular slogan
• TV and print media
• Part of Apples identity

17
Advertising

• Switch
• 2002 ? Motivate people to switch from Microsoft
  Windows to the Mac platform
• TV and websites
• iPod
• Bright coloured backgrounds
• Dancing silhouettes
• Bob Dylan, U2, Eminem,

18
Advertising

• Get a Mac
• Make PC and Mac into a person
• Pc brags about his abilities
• Mac says whatever the PC can do, he can do it
  quicker, safer, more creatively and be more
  versatile.

19
Sponsorship

• New York Yacht Club
• Still in talks
• Freerice Fight world hunger

20
SWOT

• Strenghts
• Successful
• Ipod ? Cross impact on computer, more segments
  that buy Apple, also cross impact on laptops
• Brand is all-important
• One of the most establish and healthy IT brands
• Loyal set of enthusiastic customer ? Brand
  advocates
• Recruiting retentio

21
SWOT

• Weaknesses
• Some problems with products
• Screens Nano
• Bad batteries
• Pressure to increase iTunes music prices
• Confusion with switch to Intel
• Opportunities
• iTunes on mobile phone
• Podcasts ? radio shows over the internet

22
SWOT

• Threats
• A lot of competition in technology markets ?
  Needs a lot of RD and marketing to keep position
• High substitution iPod, Mp3, CD, DAT, Vinyl
• Leaks in confidential information, pre-emptive
  product launches on blogs.