INTRODUCTION:

• Apple Inc is an American multinational

technology company headquartered in
Cupertino, California.
• Founded: April 1,1976; 43 years ago
• Founders: Steve Jobs, Steve Wozniak, Ronald
Wayne
• CEO: Tim Cook
MAJOR MILESTONES
APRIL 1 ,1976
APPLE STARTS

Steve Jobs and Steve

Wozniak founded
Apple Computer in
the Jobs' family
garage in Los Altos,
California. The
company unveiled the
Apple II in 1977,
essentially creating a
mass market for
personal computers.
Apple went public in
1981.
JANUARY 1984
MACINTOSH
COMPUTER

Apple grabbed the

world's attention with
the 1984 introduction of
the Macintosh. The
company unveiled the
new machine at an
event at the Flint Center
in Cupertino, California,
not long after airing a
Super Bowl ad directed
by Ridley Scott. The Mac
wasn't the first
computer with a
"graphical user
interface" that relied on
icons rather than
command lines. That
honor belonged to the
Xerox Star.
1985 STEVE JOBS IS
OUSTED

Apple ousted Steve Jobs

in 1985, marking one of
the most dramatic
moments in tech
history. It was also a key
milestone in Jobs'
career. Jobs co-founded
NeXT Computer that
year. In 1986, he bought
animation studio Pixar
from Lucas film for $5
million. Apple bought
NeXT in 1996 for more
than $400 million, while
Disney paid more than
$7 billion to buy Pixar in
2006.
JULY 1997 STEVE
JOBS RETURNS AS
CEO

Shortly after Apple

bought NeXT
acquisition, Steve Jobs
forced then-CEO Gil
Amelio out. That made
Jobs the de facto CEO of
Apple in 1997. He
wasted no time
rebuilding a company
that was on the verge of
bankruptcy. He
convinced Microsoft to
invest $150 million and
support Office for the
Mac for the next five
years, even as he
jettisoned many Apple's
products.
AUGUST 1998- iMAC

Steve Jobs rejuvenated

Apple with the first
iMac. Its colorful,
translucent design
stunned the tech
industry, prompting
other computer makers
to move away from their
standard gray boxes.
The iMac was also
famous for what it didn't
have: A floppy disk
drive. Jobs decided the
world would move to
CDs and Internet
downloads and away
from disks. It was a
controversial move, but
he was right.
 JANUARY& OCTOBER
2001
iTUNES & iPOD

The iPod wasn't the first

digital music player, but it
quickly became the most
popular. Analysts called it a
"halo" product that drew
people into Apple's stores,
where they sometimes
bought other products too.
Apple's iTunes software,
which offered people an easy
way to manage lots of music,
contributed to the iPod's
success. Apple released the
software for Microsoft
Windows in 2003, the same
year Apple launched the
iTunes Store, selling songs for
99 cents apiece and creating
the online music market.
 MARCH 2001
OS X

Apple's OS X was a
marriage of NeXT's
software and Apple's
designs. The technology
built in OS X was later
used in the software that
powered the iPhone, the
iPad and the Apple
Watch.
 JANUARY 2007
iPHONE

Steve Jobs showed off

Apple's first iPhone at the
2007 Macworld Expo in San
Francisco. He said Apple
would "reinvent the phone."
He was right. The device
went on sale in the US on
June 29. Since then, Apple
has sold more than 2 billion
iPhones, making it one of
the largest phone makers in
the world. The day the
iPhone was announced, the
company also changed its
name from Apple Computer
to Apple Inc.
 JANUARY 2007
APPLE TV

Originally announced in
2006, the Apple TV launch
was easily overshadowed by
the company's iPhone
announcement. It didn't
help that Apple kept calling
it "a hobby," an effort to
keep us from wondering
whether the company was
betting Apple TV could be as
large as the iPhone. Of
course, it isn't. Still, the
device has helped inspire
Apple's push into
entertainment, and its
namesake is part of Apple's
services push.
 APRIL 2010
iPAD

Apple followed up with

the iPad in 2010, finally
giving the tablet market
the jolt it needed to go
mainstream. The iPad
inspired Apple to make
thinner laptops, which in
turn pushed the tech
industry to do the same.
During a 2010 interview,
Steve Jobs said Apple had
begun working on the
iPad before the iPhone,
but realized a phone
needed the touch screen
software first.
 AUGUST 2011
TIM COOK BECOMES
CEO

After three medical

leaves, a surgery and a
liver transplant, Steve
Jobs stepped down as
Apple's CEO, naming Tim
Cook in his place. Jobs
remained the company's
chairman until his death
about two months later.
He was 56.
 SEPTEMBER 2014
iPHONE 6 & APPLE
WATCH

The Apple Watch,

unveiled at an event in
September 2014, was the
first new product line
released after Steve Jobs'
death. It went on sale in
April 2015. Apple hasn't
released sales data, and
the tech community can't
decide whether it's a
success or a failure.
 SEPTEMBER 2016
AIRPODS

When they were first

introduced, Apple's
AirPods were ridiculed for
their bulky design. But the
$150 device, which Apple
promised was easier to
pair and use with your
devices because of special
wireless chips the
company developed, have
become a hit. 
 SEPTEMBER 2017
iPHONEX
For a decade, the front of
Apple's iPhones looked
pretty much the same, with
large bezels on the top and
bottom that were used for a
home button, fingerprint
reader or selfie cam. The
iPhone X did away with that
style, removing the home
button and expanding the
selfie cam, which now has
sensors for identifying users
with Face ID. It was also
Apple's first new iPhone to
cost $999, instead of the
typical $650. Despite the
high price, Apple said it
quickly became a best-seller.
 AUGUST 2018
HIGHEST VALUED
COMPANY EVER

To Apple faithful, the

company was already of high
value. In the summer of 2018,
the stock market made
offered its opinion when it
pushed the company's
market capitalization to
more than a trillion dollars,
the first time that level had
been reached by a US
company. In a memo sent to
Apple employees, CEO Tim
Cook called the valuation a
"significant milestone" but
added that it wasn't the
"most important measure" of
the company's success.
 MARCH 2019 APPLE
SWITCHES TO
SERVICES

After more than four

decades making money
primarily by selling
gadgets, Apple said it
intended to expand efforts
in monthly subscriptions.
The company unveiled
Apple TV Plus, a
streaming service for
original shows funded by
Apple, Apple News Plus, a
news service with access
to about 300 publications,
and Apple Arcade, a video
game service.
 MARCH 2019 APPLE
HAS A CREDIT CARD
NOW

Apple also said it

was creating a credit
card in partnership with
Goldman Sachs and
MasterCard. Like so
many things from the
Cupertino, California tech
giant, it's designed to
stand out. The card is
made of titanium, doesn't
have any numbers on it,
and is more of a tech
accessory to the
company's Apple Pay
wireless payments
system than a standalone
credit card.
STRATEGIC
MANAGEMENT
 DIFFERENTIATION STRATEGY
Apple has successfully used the product differentiation strategy to
separate their product in the market from other competitors‟
products, starting with their mackintosh computers to their music
player “IPod”, and smart phones “IPhone”.
•Unique Features and characteristics
•Superior Quality
•Innovation
•Premium Price
INTEGRATION STRATEGY
Apple is vertically integrated, it controls all the major critical parts
of the chain used to make and sell products. Apple builds great
hardware, owns the core software experience, optimizes its
software for that hardware, equips it with web services (iTunes and
iCloud),and finally controls the selling experience through its own
retail stores.
BRANDING STRATEGY
Apple Inc. Use the branding strategy in order to compete across
several high competitive markets. They depend on the loyalty of
their customers, good reputation, and on the luxurious of their
products to attract other customers.They has attained high sales
and high market share, and the consumers are well noticed and
familiar with the brand name and its products. So they are willing to
pay premium price to buy Apple products, regardless to other
competitor's product due to Apple brand equity.
STRATEGIC OUTSOURCING
Apple identified its core competency and was quick to outsource the
production to the cheaper and more efficient Asia-pacific market. It
helped them leverage the expertise of their vendors and focus on
the identified core-competency. They have primarily focussed on
R&D which helped them bring disruptive innovation into the market
with their products. Apple is not a self-produce company, their
production is basically outsourcing. Apple’s products is assembled
with many parts, almost all of the parts are outsourced from other
countries. For example world’s largest electronics contract
manufacturer Foxconn in China assembles 85% of Apple’s products.
 PRICING STRATEGY
Apple uses a premium pricing strategy. In this component of the
marketing mix, the emphasis is on how prices represent the
company and its products, while meeting consumer expectations. In
Apple's case, the premium pricing strategy involves relatively high
prices. This pricing strategy helps maintain the high end image of
the company and its products
INTENSIVE GROWTH STRATEGIES
Apple’s intensive strategies for growth support the firm’s ability to
maintain its strong position in the global market. With a high rate of
innovation and emphasis on excellence in product design, Apple
succeeds even with its relatively high selling prices. This successful
position indicates Apple’s effectiveness in using its generic strategy
and intensive growth strategies.
1. Product Development
2. Market Penetration
3. Market Development
RETAILING STRATEGY
Apple does not just sell products in its stores, rather it provides a
first class retail experience that delights shoppers and visitors alike.
Apple empowers its store’s visitors by letting them touch
everything, try anything, and stay as long as they like.
BLUE OCEAN STRATEGY
Apple Inc. is instead of looking to serve existing prime customers in
the existing market place, it is largely concerned with modifying a
product or service offering, and establishing new market space by
targeting dissatisfied customers and non-customers.
COOPERATIVE STRATEGY
Apple uses a business-level cooperative strategy in one major Apple
product which is iTunes. Apple must work with many different
entertainment firms to offer the largest array of music, movies, and
television shows that users may purchase or rent directly to their
computer. This is also where cross-border alliances are seen. Apple
wants everyone around the world to buy from iTunes and works
with international entertainment firms to offer products specific to
the different users of the world.
THANK YOU