Introduction Nowadays, rise of global financial crisis make a lot of company bankrupt, however Apple Inc.

is still the best among other company. Apple Inc. and its wholly-owned subsidiaries (collectively Apple or the Company) designs, manufactures and markets a range of personal computers, mobile communication and media devices, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Companys products and services include Macintosh (Mac) computers, iPhone, iPad, iPod, Apple TV, Xserve, a portfolio of consumer and professional software applications, the Mac OS X and iOS operating systems, third-party digital content and applications through the iTunes Store, and a variety of accessory, service and support offerings. The Company sells its products worldwide through its retail stores, online stores, and direct sales force and third-party cellular network carriers, wholesalers, retailers, and valueadded resellers. In addition, the Company sells a variety of third-party Mac, iPhone, iPad and iPod compatible products, including application software, printers, storage devices, speakers, headphones, and various other accessories and peripherals, through its online and retail stores. The report covers three main areas of analysis. These include the market analysis, break even analysis, and ratio analysis. These analysis shows how Apple Inc. doing and how good the management are. In addition, this report also covers about history of the Apple Inc. customer satisfaction level about quality of product and service.

History Apple was established on April 1, 1976 by Steve Jobs, Steve wozniak , and Ronald Wayne, to sell the Apple I personal computer kit. They were hand-built by Wozniak and first shown to the public at the Homebrew Computer Lab. The Apple I was sold as a Motherboard (with CPU, RAM , and basic textual-video chips) - less than what is today considered a complete personal computer. The Apple I went on sale in July 1976 and was market-priced at $666.66 ($2,572 in 2011 dollars, adjusted for inflation.) In 1984, Apple next launched the Macintosh 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 offered at a reasonable price, and PageMaker, an early desktop

publishing package. Having learned several painful lessons after introducing the bulky Macintosh Portable in 1989, Apple introduced the PowerBook in 1991, which established the modern form factor and ergonomic layout of the laptop computer. By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as the A/UX. On November 10, 1997, Apple introduced the Apple store, tied to a new build-to-order manufacturing strategy. On August 15, 1998, Apple introduced a new all-inone computer reminiscent of the Macintosh 128K: the iMac and sold almost 800,000 units in its first five months. On May 19, 2001, Apple opened the first official Apple retail store in Virginia and CaliforniaApple's iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod. The service quickly became the market leader in online music services, with over 5 billion downloads by June 19, 2008. At the Worldwide Developers Conference keynote address on June 6, 2005, Steve Jobs announced that Apple would begin producing Intel-based Mac computers in 2006. On January 10, 2006, the new Macbook Pro and iMac became the first Apple computers to use Intel's Core Duo CPU. Apple's success during this period was evident in its stock price. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around $6 per share (split-adjusted) to over $80. 2

Delivering his keynote speech at the Macworld Expo 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 mobile electronic devices. The event also saw the announcement of the iPhone and the AppleTV. The following day, Apple shares hit $97.80, an all-time high at that point. In May, Apple's share price passed the $100 mark. In July of the following year, Apple launched the App Store to sell third-party applications for the iPhone and iPod touch. Within a month, the store sold 60 million applications and brought in $1 million daily on average, with Jobs speculating that the App Store could become a billion-dollar business for Apple. Three months later, it was announced that Apple had become the third-largest mobile handset supplier in the world due to the popularity of the iPhone After years of speculation and multiple rumored "leaks" Apple announced a large screen, tablet-like media device known as the iPad on January 27, 2010. The iPad was launched in the US and sold more than 300,000 units on that day and reaching 500,000 by the end of the first week. In May of the same year, Apple's market cap exceeded that of competitor microsoft for the first time since 1989. In October 2010, Apple shares hit an all-time high, eclipsing $300. Additionally, on October 20, Apple updated their MacBook Air laptop, iLife suite of applications, and unveiled Mac OS X Lion, the latest installment in their Mac OS X operating system. After Apple Inc. surpassed Microsoft in market capitalization in 2010, it also become the most valuable consumer-facing brand in the world with an 84 percent increase to $19.1 billion. In June of 2011, Apple unveiled its new online storage and syncing service for music, photos, files and software - iCloud. It has been argued that Apple has achieved such efficiency in their supply chain that they have something like a monopsony (one buyer, many sellers) in that it can dictate terms to its suppliers. As of July 2011, Apple has bigger financial reserves than the US government, 76.4 billion US dollars, compared with the government's 73.7 billion.

Customer Expectations Consumer and Small and Mid-Sized Business The Company believes a high-quality buying experience with knowledgeable salespersons who can convey the value of the Companys products and services greatly enhances its ability to attract and retain customers. The Company sells many of its products and resells certain third-party products in most of its major markets directly to consumers and businesses through its retail and online stores. Through the Apple Premium Reseller Program, certain third-party resellers focus on the Apple platform by providing a high level of integration and support services, and product expertise. Education Throughout its history, the Company has focused on the use of technology in education and has been committed to delivering tools to help educators teach and students learn. The Company believes effective integration of technology into classroom instruction can result in higher levels of student achievement, especially when used to support collaboration, information access, and the expression and representation of student thoughts and ideas. Enterprise, Government and Creative The Company also sells its hardware and software products to customers in enterprise, government and creative markets in each of its geographic segments. These markets are also important to many third-party developers who provide Mac-compatible hardware and software solutions. Customers in these markets utilize the Companys products because of their high-powered computing performance and expansion capabilities, networking functionality, and seamless integration with complementary products. The Company designs its high-end hardware solutions to incorporate the power, expandability, compatibility and other features desired by these markets.