MIM-Second Semester.

Anil Patkar Roll.No.33

Ravindra Pingle Roll No.
Sandeep Kalaskar Roll No.20
Rahul Pednekar Roll No.60
 Formerly Known as Apple Computer Inc.
Established on April 1, 1976 in Cupertino,
California, and incorporated January 3, 1977 Founders
Steve Jobs and Steve Wozniak.
Apple Computer has been predominantly a
manufacturer of personal computers.
Faced rocky sales and low market share during the
1990s.
Jobs, who had been ousted from the company in
1985, returned to become Apple's CEO in 1996.
Apple established itself as a leader in the
consumer electronics industry, dropping "Computer"
from its name.
Apple seems obsessed with making things simple
and easy. The product “just works”.
Apple’s mission statement from their website (Jan
2011):
Quality doesn’t mean “good” – it means BEST.
 Apple makes “the best personal computers in the
world.” Good service means nothing. Everyone offers
“good” service.  Service only counts if you’ve got the
BEST service.   And if you’ve got the BEST quality
and service, the price doesn’t have to be the lowest.
 No-one expects the BEST to cost the least.  The
philosophy is simple, but putting it into action isn’t
easy.
American multinational corporation that
designs and markets :

consumer electronics

computer software

 personal computers

 digital distribution
 Mac (Pro, Mini · iMac ·
MacBook, Air, Pro · Xserve)

iPod (Shuffle, Nano, Classic,

Touch)

iPhone (Original · 3G · 3GS · 4)

iPad, Apple TV, accessories

Mac OS X (Server), iLife, iWork,

iOS
 Stores (retail, online, App,
iTunes, iBooks)

MobileMe
 Microsoft

 Samsung

 Dell

 Hp

 Nokia
 International sales accounted for 62% of Apple’s Q1 2011
revenue
Apple set another quarterly Mac sales record with portables
leading the way
Mac portables accounted for $3.7 billion in revenue on sales of
2.9 million units while Desktop Macs accounted for $1.7 billion in
revenue on sales of 1.2 million units.
Mac portable sales are fueled by strong demand for the
MacBook Air and MacBook Pro
16.24 million iPhones sold is another company record and
accounted for $10.5 billion of Apple’s quarterly revenue
ASP for the iPhone was an impressive $625 with 88 of the
Fortune 100 companies now deploying the device
Apple notes they could have sold even more iPhones if they
could have manufactured them quicker
iPad sales accounted for $4.6 billion in revenue for the quarter
ASP of the iPad is $600.
iPod sales from Q1 2010 to Q1 2011 dipped from 21 million to
19.4 million. iPod sales accounted for $3.4 billion in revenue.
The iPod Touch continues to do well and grew 27% year over
year and represents more than 50% of all iPods sold
 Strengths.
Apple is a very successful company. Sales of its iPod music
player had increased its second quarter profits to $320 (June
2005). The favorable brand perception had also increased sales
of Macintosh computers. So iPod gives the company access to a
whole new series of segments that buy into other parts of the
Apple brand. Sales of its notebooks products is also very strong,
and represents a huge contribution to income for Apple.
Brand is all-important. Apple is one of the most established and
healthy IT brands in the World, and has a very loyal set of
enthusiastic customers that advocate the brand. Such a powerful
loyalty means that Ample not only recruits new customers, it
retains them i.e. they come back for more products and services
from Apple, and the company also has the opportunity to extend
new products to them, for example the iPod.
 Weaknesses.
It is reported that the Apple iPod Nano may have a faulty
screen. The company has commented that a batch of its product
has screens that break under impact, and the company is
replacing all faulty items. This is in addition to problems with early
iPods that had faulty batteries, whereby the company offered
customers free battery cases.
There is pressure on Apple to increase the price of its music
download file, from the music industry itself. Many of these
companies make more money from iTunes (i.e. downloadable
music files) than from their original CD sales. Apple has sold
about 22 million iPod digital music players and more than 500
million songs though its iTunes music store. It accounts for 82%
of all legally downloaded music in the US. The company is
resolute, but if it gives in to the music producers, it may be
perceived as a commercial weakness.
Early in 2005 Apple announced that it was to end its long-
standing relationship with IBM as a chip supplier, and that it was
about to switch to Intel. Some industry specialists commented
that the swap could confuse Apple's consumers.
 Weaknesses. Continued.
Dell is where Apple once was at the top of the PC stack.
But Dell got there by
specializing in cost control,
 controlling the customer experience and
being the first to do direct-PC purchasing right.
Both companies are profitable.

Dell has learned one thing that Apple hasn't, and that is to choose
powerful partners to leverage. No other company leverages
Microsoft (Nasdaq: MSFT) and Intel (Nasdaq: INTC) as well as Dell
does.
 Opportunities.
Apple has the opportunity to develop its iTunes and music
player technology into a mobile phone format. The Rokr mobile
phone device was developed by Motorola. It has a colour screen,
stereo speakers and a advance camera system. A version of
Apple's iTunes music store has been developed for the phone so
users can manage the tracks they store on it. Downloads are
available via a USB cable, ands software on the handset pauses
music if a phone call comes in. New technologies and strategic
alliances offer opportunities for Apple.
Podcasts are downloadable radio shows that can be
downloaded from the Internet, and then played back on iPods
and other MP3 devices at the convenience of the listener. The
listener can subscribe to Podcasts for free, and ultimately
revenue could be generated from paid for subscription or through
revenue generated from sales of other downloads.
 Threats.
The biggest threat to IT companies such as Apple is the very
high level of competition in the technology markets. Being
successful attracts competition, and Apple works very hard on
research and development and marketing in order to retain its
competitive position. The popularity of iPod and Apple Mac are
subject to demand, and will be affected if economies begin to
falter and demand falls for their products.
There is also a high product substitution effect in the innovative
and fast moving IT consumables market. So iPod and MP3 rule
today, but only yesterday it was CD, DAT, and Vinyl. Tomorrow's
technology might be completely different. Wireless technologies
could replace the need for a physical music player.
In 2005 Apple won a legal case that forced Bloggers to name
the sources of information that pre-empted the launch of new
Apple products. It was suspect that Apple's own employees had
leaked confidential information about their new Asteroid product.
The three individuals prosecuted, all owned Apple tribute sites,
and were big fans of the company's products. The blogs had
appeared on their sites, and they were forced to reveal their
source. The ruling saw commercial confidentiality as more
important as the right to speech of individuals. Apple are
vulnerable to leaks that could cost them profits.
In June 2007, Apple upgraded the MacBook Pro, replacing cold cathode
fluorescent lamp (CCFL) backlit LCD displays with mercury-free LED
backlit LCD displays and arsenic-free glass,

In June 2009, Apple's iPhone 3GS was free of PVC, arsenic, BFRs and had
an efficient power adapter,

In October 2009, Apple upgraded the iMac and MacBook, replacing the cold
cathode fluorescent lamp (CCFL) backlit LCD displays with mercury-free LED
backlit LCD displays and arsenic-free glass.[174] This means all Apple computers
have mercury free LED backlit displays, arsenic-free glass and are without PVC
cables.
All Apple computers also have EPEAT Gold status.

Apple's ability to innovate is legendary.

fully half of Apple's revenues come from music and iPods.

The place is divided by product but also by function along what COO Tim Cook
calls "very faint lines."
Collaboration is key. So is a degree of perfectionism. Apple hires people who
are never satisfied
The place is loaded with engineers, but it's not just the skills that are important,
it's the ability to emote. ("Emotive" is a big word here.)
Apple is brutal about culling past hits: The company dropped its most popular
iPod, the Mini, on the day it introduced the Nano (a better product, higher
margins why dilute your resources?).
"Apple's DNA has always been to try to democratize technology," says Jobs,
in the belief that if you make something "really great, then everybody will want
to use it.“
Apple ranks No. 1 among Fortune 500 companies for total return to share-
holders over both the past five years (94%) and the past ten (51%).
Where Apple really stands out is in marketing. The company simply seems to
understand what will get people excited about its products, and then it executes
on that vision. You don't see the company mainly talking about features or
technology, but about how the computer will make your life better.
 Steve Jobs
Steve Jobs
CEO
CEO

Philip Schiller Timothy Cook Bertland Serlet Bruce Sewell

Peter Hoppenheimer Philip Schiller Timothy Cook Bertland Serlet Bruce Sewell Jonathan Ive Ronald Johnson Sina Tamaddon
Peter Hoppenheimer SVP, Worldwide Jonathan Ive Ronald Johnson Sina Tamaddon
SVP, Worldwide
Product Marketing COO SVP , Software SVP and general
SVP & CFO Product Marketing COO SVP , Software SVP and general SVP , Design SVP Retail SVP Applications
SVP & CFO Engineering Counseil SVP , Design SVP Retail SVP Applications
Engineering Counseil

John
JohnBrandon
Brandon Susan Gallagher Merill stuart Sussane Burger Tom Berning Helena Paulin
Susan Gallagher Will Stroup Merill stuart Kpttie Alder Sussane Burger Tom Berning Helena Paulin
Will Stroup Kpttie Alder Grant Levin
Grant Levin
VP
VP, ,Americas
Americas&& Apple Care Apple Mgr. Apple Online WW Telesales Manager 3rdrdParty Mgr Consumer & VP Operations
Apple Care Apple Mgr. refurb Mgr. Apple Online Executive Assistant WW Telesales Manager 3 Party Mgr Consumer & VP Operations
Asia Mgr. refurb Executive Assistant
AsiaPacific
Pacific Americas
Americas
Store
Store
Director
Director
Products
Products
EDU
EDU

Scott Fredrickson
Scott Fredrickson Michel Burt
Michel Burt
Director
Director Hardware
VAR/Distribution Hardware
VAR/Distribution

Jeff
JeffHansen
Hansen
Sr.
Sr.director
directorChannel
Channel
Sales
Sales

Paddy
PaddyWong
Wong
Operations
Operations

Bob
BobShanahan
Shanahan
Sr.
Sr.Director
DirectorOf
Of
Sales
Sales

Michel Pinkman
Michel Pinkman
Sr. Director Direct
Sr. Director Direct
Marketers
Marketers