BRAND AUDIT

Apple®

Name:
Alex Querecuto.
C.I: 28.262.479.
Fift Trimester.
What Is Apple

Apple is an American multinational technology company headquartered in

Cupertino, California, that designs, develops, and sells consumer electronics,
computer software, and online services. It is considered one of the Big Four of
technology along with Amazon, Google, and Facebook.

History

Apple Computer Company was founded on April 1, 1976, by Steve

Jobs, Steve Wozniak, and Ronald Wayne. The company's first product is the
Apple I, a computer designed and hand-built entirely by Wozniak, and first
shown to the public at the Homebrew Computer Club .Apple I was sold as a
motherboard (with CPU, RAM, and basic textual-video chips)—a base kit
concept which would now not be marketed as a complete personal computer.
The Apple I went on sale in July 1976 and was market-priced at $666.66
($2,935 in 2018 dollars, adjusted for inflation).
Apple Computer, Inc. was incorporated on January 3, 1977, without Wayne,
who had left and sold his share of the company back to Jobs and Wozniak for
$800 only twelve days after having co-founded Apple. Multimillionaire Mike
Markkula provided essential business expertise and funding of $250,000
during the incorporation of Apple. During the first five years of operations
revenues grew exponentially, doubling about every four months. Between
September 1977 and September 1980, yearly sales grew from $775,000 to
$118 million, an average annual growth rate of 533%.
In 1984, Apple launched the Macintosh, the first personal computer to be sold
without a programming language. Its debut was signified by "1984", a $1.5
million television advertisement directed by Ridley Scott that aired during the
third quarter of Super Bowl XVIII on January 22, 1984. This is now hailed as a
watershed event for Apple's success and was called a "masterpiece" by CNN
and one of the greatest TV advertisements of all time by TV Guide.
The Macintosh initially sold well, but follow-up sales were not strong due to its
high price and limited range of software titles. The machine's fortunes changed
with the introduction of the LaserWriter, the first PostScript laser printer to be
sold at a reasonable price, and PageMaker, an early desktop publishing
package. It has been suggested that the combination of these three products
were responsible for the creation of the desktop publishing market. The
Macintosh was particularly powerful in the desktop publishing market due to
its advanced graphics capabilities, which had necessarily been built in to create
the intuitive Macintosh GUI.
At the January 1997 Macworld Expo, Jobs announced that Apple would join
Microsoft to release new versions of Microsoft Office for the Macintosh, and
that Microsoft had made a $150 million investment in non-voting Apple stock.
On November 10, 1997, Apple introduced the Apple Store website, which was
tied to a new build-to-order manufacturing strategy.
The NeXT acquisition was finalized on February 9, 1997, bringing Jobs back to
Apple as an advisor. On July 9, 1997, Amelio was ousted by the board of
directors after overseeing a three-year record-low stock price and crippling
financial losses. Jobs acted as the interim CEO and began restructuring the
company's product line; it was during this period that he identified the design
talent of Jonathan Ive, and the pair worked collaboratively to rebuild Apple's
status.
On August 15, 1998, Apple introduced a new all-in-one computer reminiscent
of the Macintosh 128K: the iMac. The iMac design team was led by Ive, who
would later design the iPod and the iPhone. The iMac featured modern
technology and a unique design, and sold almost 800,000 units in its first five
months.
During his keynote speech at the Macworld Expo on January 9, 2007, Jobs
announced that Apple Computer, Inc. would thereafter be known as "Apple
Inc.", because the company had shifted its emphasis from computers to
consumer electronics. This event also saw the announcement of the iPhone
and the Apple TV. The company sold 270,000 iPhone units during the first 30
hours of sales, and the device was called "a game changer for the industry".
Apple would achieve widespread success with its iPhone, iPod Touch, and iPad
products, which introduced innovations in mobile phones, portable music
players, and personal computers respectively. Furthermore, by early 2007,
800,000 Final Cut Pro users were registered.
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple. The
first major product announcement by Apple following Jobs's passing occurred
on January 19, 2012, when Apple's Phil Schiller introduced iBooks Textbooks
for iOS and iBook Author for Mac OS X in New York City. Jobs had stated in his
biography that he wanted to reinvent the textbook industry and education.
From 2011 to 2012, Apple released the iPhone 4S and iPhone 5,which featured
improved cameras, an intelligent software assistant named Siri, and cloud-
synced data with iCloud; the third and fourth generation iPads, which featured
Retina displays; and the iPad Mini, which featured a 7.9-inch screen in contrast
to the iPad's 9.7-inch screen. These launches were successful, with the iPhone
5 (released September 21, 2012) becoming Apple's biggest iPhone launch with
over two million pre-orders and sales of three million iPads in three days
following the launch of the iPad Mini and fourth generation iPad (released
November 3, 2012). Apple also released a third-generation 13-inch MacBook
Pro with a Retina display and new iMac and Mac Mini computers.

C.E.O

Timothy Donald Cook (born November 1, 1960) is an American business

executive and industrial engineer. Cook is the chief executive officer of Apple
Inc., and previously served as the company's chief operating officer under its
cofounder Steve Jobs.
Cook joined Apple in March 1998 as a senior vice president for worldwide
operations, and then served as the executive vice president for worldwide
sales and operations. He was made the chief executive on August 24, 2011,
prior to Jobs' death in October of that year. During his tenure as the chief
executive, he has advocated for the political reformation of international and
domestic surveillance, cybersecurity, corporate taxation, American
manufacturing, and environmental preservation.
In 2014, Cook became the first chief executive of a Fortune 500 company to
publicly come out as gay. Cook also serves on the boards of directors of Nike,
Inc, the National Football Foundation, and is a trustee of Duke University. In
March 2015, he said he planned to donate his entire stock fortune to charity.

Logo Analysis

The “bitten apple” is the logo of the well-known computer manufacturer

Apple Inc. It is one of the easily recognizable logos in the whole wide world, a
fitting symbol to the name of the company behind the picture. Here is one bite
out of the apple’s history, to enlighten readers on how the logo sprang into
existence. The Apple logo was not always the same, or even remotely similar.
Apple’s first logo was created by Apple Computer Co co-founder, Ronald
Wayne, during the company’s incorporation in the 1970s.
The logo was as different as could be from its current look, although still
related to the Apple. The first image to represent the computer company was
Isaac Newton, the man who revolutionized science with his discoveries on
gravity. How did he figure it out? An apple fell on his head! Apple’s first logo
was a depiction of this event, with Newton sitting under an Apple tree.
The Logo included a quote from William Wordsworth, a romantic English poet;
“Newton… a mind forever voyaging through strange seas of thought.” The
poem was written on the frame of the logo. The Newton logo was short lived,
as Steve Jobs reportedly believed that it was too old-fashioned, or arcane. The
famous CEO soon hired graphic designer Rob Janoff, who then created the now
classic and world-renowned logo of the bitten apple. Jobs quickly threw out
the old Newton logo, and Apple’s logo was fully established and used by the
end of the company’s first year.
Product and Services

The Company's products and services includes iPhone, iPad, Mac, iPod,
Apple Watch, Apple TV, a portfolio of consumer and professional software
applications, iPhone OS (iOS), OS X and watchOS operating systems, iCloud,
Apple Pay and a range of accessory, service and support offerings.

Marketing

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 has reinvented the
mobile phone with its revolutionary iPhone and App store, and is defining the
future of mobile media and computing devices with iPad.
Apple has a very smart retailing setup. It has around 450 stores within
the US. And these retail outlets are such that they are more focused in helping
the customer and making him comfortable with using Apple rather then selling
the product and stuffing the product down customers throat.
 Apple has also introduced the Apple Genius Bar, which is a walk-in
service center and can help any customer in problems they are facing in
MacBook or Iphone or Ipad. Overall, the company owned Retail and Service
outlets are great.
Apple has several competitive advantages over its competitors:
Superior technology products – Macbook and Iwatch are clearly leaders in
their market space because of the OS and the technology used.
Brand equity – Apple has repeatedly taken the top spot for its brand
equity and has a cult following since ages.
Revenue over time – Apple has deep pockets due to its high margins.
R&D – A major competitive advantage of Apple is the amount it spends
on R&D keeping its eyes on the future rather than on the present.

Commercial Relations

Social Networks

In Instagram: @Apple.
In Facebook: Apple.
In Twitter: @Apple.
In Youtube: Apple.
Website: https://www.apple.com/us/

Target Audience
Buyers Persona