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Apple Inc.

Case Analysis

Mission Statement
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and
professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple
reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its
magical iPad which is defining the future of mobile media and computing devices.
It is radically different from Steve Jobs' original ideals, which are encapsulated in his mission statement:

"To make a contribution to the world by making tools for the mind that advance humankind.

Vision Statement
"Man is the creator of change in this world. As such he should be above systems and structures,
and not subordinate to them."

Company Overview

Apple was founded by Steve Jobs, Steve


Wozniak, and Ronald Wayne on April 1,
1976 to develop and sell personal
computers.

It was incorporated as Apple Computer,


Inc. on January 3, 1977, and was renamed
as Apple Inc. on January 9, 2007 to reflect
its shifted focus towards consumer
electronics.

Apple Inc. headquarter in California.

Apple Inc. hasOF


12 products
, 7 services
and
EVALUTION
APPLE
LOGOS
472 retail stores world wide

A story to tell

SWOT ANALYSIS
Strengths

Weaknesses

Globally recognized brand


Research and Development
Innovation
Healthy Financial Performance
Loyal Consumers
Design Superiority

Sales growth in emerging


economies-India and China
iWatch and Mac Pro
Obtain patent through
acquisitions-Fingerprint patent
Apple pay
AAAS-Apple as a subscription

Opportunities

High retail prices:


Apple has a differentiation strategy and
charges higher prices for their unique
products, but have to be careful not to charge
too much.
Death of Steve Jobs
Patent infringement

SWOT

Stiff global competition


Potential saturation of mobile
market
If markets become saturated
profits decrease for the industry
and Apple.
Google android platform
Online music market for itunes.
Privacy policies

ALLPPT.com _ Free PowerPoint Templates, Diagrams and Charts

Threats

Strategi
es!
Apple Inc

Over the years


1976-1980

1981-1985

1985

Market Penetration and


market development

Market Penetration and


market development

Defensive strategies and


Market penetration

Line extension
( Apple I, Apple II, Apple
III) - Quadrant I

New product development


(Macintosh and Lisa)
Quadrant II

Line extension(Mac Plus,


new version of Macintosh,
shut down Lisa - Quadrant
II

Over the years


1986-1990

1991-1997

1998

Market Penetration

Product development and


retrenchment(10% reduction)

Horizontal integration

Complete desktop solution,


premium price( 1986-1990,
Golden Years) - Quadrant I

Brand extension, new product


( Power book Notebook ) and
Line extension(Mac Classic)Quadrant III

(Acquire Mac Clone maker , power


computing), new Product
development(iMac, iBook,),deal with
Microsoft, reduced product from 60 to 4:
By Steve Jobs, Quadrant II
Diversification: Software( OS X), Video
editing ( Final Cut Pro, imovie), web
browser( afari), iDVD, iPhoto,
Titaniumm Powerbook G4 Notebook
Move to Intel architecture

Strategy : RETAIL STORES

Moving into retail: Stylish design , products


with clean lines, attractive displays and
postindustrial feel, product fluency, technical
expertise.

Inception at 2001, by 2005 : 137 stores, 2.3


billion dollar in sales and 140 million dollar profit


ipod and itunes revolution

ipod and itunes


iTunes is a media player media library, online radio broadcaster, and mobile
device management application developed by Apple Inc.
iTunes program led to the concept of ipod
Strategies:
licensed software from portal player,
cut a deal with Toshiba
product design
persuade music companies and met top recording artists.
Legal music download business

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