1. “Creativity is just connecting things.”
Steve Jobs
Ivi Eerik
Piret Puss
Roland Siirak
Apple INC

2. Apple Inc.
• Fortune magazine worlds most admired company
2008-2010
• No 1 in AMR Research Supply Chain Top 25
2008-2010
• Global Top 20 Media Value Ranking winner 2010
US$ 941,457 "Buzz" value
• Best Global Brands 2010 Top Riser
+37% to 21,143 ($m)
The most valuable technology company in the world!

3. Apple Inc.
• Founded April 1, 1976
• Designs and creates consumer electronics & software
• 49 900 employees
• 301 retail stores, Apple.com, iTunes, AppStore
• Revenue $26.7 billion in 1Q11 - ↑71% over the 1Q10
• Cash balance ≈ $60 billion
What are they doing differently?

4. iPad
• Tablet computer - platform for audio-visual media
• Launched in April 2010, new iPad 2 in March 2011
• Size and weight between smartphones and laptops
• The fastest-selling technology product in history!
(≈ 500 000 iPad 2-s sold during opening weekend)
• Fantastic piece of equipment
• Cool and innovative
• Digital revolution

5. How iPad was developed
• Market niche between notebooks, e-books & smartphones
• Same operation system as iPod Touch and iPhone – iOS
• Runs programs approved by Apple via online store
• Functional objective – simple & elegant stage for Apps
(AppStore offers 65,000 iPad specific & 400,000 in total)
• Shift from computers to consumer electronics ecosystem
↓
Digital lifestyle revolution

6. The iPad is not just a product –
it’s an ecosystem
&
Apple is a creator of
business
ecosystems.

7. How did it come to life?
Before - features & price are important → market saturated
↘ Apple was good, but expensive ↗ ↙
R&D ↓ Now - user experience matters
• Portable computing ↙ ↓
• Industrial design Business matures
• Simple ↓
• Retail distribution Need to differentiate
↓ ↓
Ecosystem ↚ Apple - lovemark ↚ Customers taste
↓
Meteoric growth

8. iPad BUSINESS MODEL
KEY KEY VALUE PRO- CUSTOMER CUSTOMER
PARTNERS ACTIVITIES POSITIONS RELATIONSHIP SEGMENTS
-retailers -software engineering -digital lifestyle revolution -lovemark -mass market
- hardware , software vendors -hardware manufacturing -Simple user interface -trust, loyality -trendy lifestyle
(OEM)-s - retail -high quality products -personal approach -higher income customers
-media partners (via iTunes) -hardware design -valuing the customers - worries -free life - fans of technology,
- lifestyle partners (AT&T,etc) -marketing -Innovative graphic, design innovation
-distributors (retail, online -entertainment -open minded customers
stores) - web browsing
- eBook
KEY RE- - Face Time CHANNELS
SOURCES
-Apple brand -Apple Stores
- hardware -Apple.com
-software -retailers
- people
COST STRUCTURE REVENUE STREAMS
-software (App Store)
-products
-materials and manufacturing (50% of retail cost) -accessories
- R&D, cost of sales (royalties, marketing) – 25% -iTunes Content
Apple margin estimate -25% -AppleTV

9. What is the magic behind
Apple`s success?
Apple brand
Steve Jobs
Turning innovation into icons
Creating a new market
Being ahead of time & competition
Combining internal and external ideas
Search for new technologies
Partnerships
Best industrial design
Simplicity of user interface
Channels (Apple Stores, App Store, iTunes)
ECOSYSTEM

10. Learning points
• Cool brand makes a difference
• Customers are buying your value proposition
So create & re-create your offer!
• The fast and the furious succeed
Your alliances need to perform
• You need not to be the first in the market, but the best
• Surprise your customer with simplicity and high quality
• Open innovation brings results
• Mergers & Acquisitions speed up the process
• Ecosystem is the KEY

12. iPal Cloud

13. iPAL cloud
Click to play the video!
Creating insanely great experiences!

14. iRing
iGlasses
iWatch

15. iPal BUSINESS MODEL
iPal ärimudel

16. Choose
your
lifestyle!

17. (pilte)

18. iPal (pilte)