Apple is an international technology company headquartered in Cupertino, California. It designs, develops, and sells consumer electronics, computer software, and personal computers. Key facts: - Founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. - Currently led by CEO Tim Cook. - Known for innovative products like the iPhone, iPad, Mac, and iTunes. - Operates retail stores worldwide and has international offices in Ireland and Singapore.

1. Apple
~ Neelakshwar Dey

2. Think Different

3. “ Your time is limited,
so don’t waste it living
someone else’s life…”

4. The man who thought different

5. Behind every great thing there is always a humble thing

6. Where is Apple Located?
• Apple has also expanded internationally with
locations in Cork, Ireland and Silicon Valley,
Singapore.
Cork, Ireland Silicon Valley, Singapore

7. Where is Apple Located?
• Apple has over 200 retail locations across the U.S.
To find a store nearest you, Apple’s main website
provides a search engine that can provide that
information.

8. Inception of Apple Institution
Steve
Jobs
Steve
Wozniak
Ronald
Wayne

9. Apple’s Mission Statement
“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.”

10. Apple’s Vision Statement
“We believe that we are on the face of the earth to make great
products and that’s not changing. We are constantly focusing on
innovating. We believe in the simple not the complex. We believe that
we need to own and control the primary technologies behind the
products that we make, and participate only in markets where we can
make a significant contribution. We believe in saying no to thousands
of projects, so that we can really focus on the few that are truly
important and meaningful to us. We believe in deep collaboration
and cross-pollination of our groups, which allow us to innovate in a
way that others cannot. And frankly, we don’t settle for anything less
than excellence in every group in the company, and we have the self-
honesty to admit when we’re wrong and the courage to change. And I
think regardless of who is in what job those values are so embedded
in this company that Apple will do extremely well.”

11.  Frontrunner in the PC revolution
 Transformed PC industry with 1st Mac
 Expansion in consumer technology
 Continued innovation in tech industry
Apple Inc.

12. Source: Apple
 1976: Steve Jobs and Steve Wozniak founded
Apple Computer, Inc.
 1980: Apple converts to public ownership.
 1982: Apple becomes first personal computer
company to reach $1 billion in annual sales.
Key Dates

13. Source: Apple
 1985: John Sculley assumes CEO role
 1997: Steve Jobs is named interim CEO
 1998: The all-in-one iMac is released
 2000: Jobs as CEO, more tightly focused
Apple, Inc.
Key Dates

14. Apple Inc. currently operates in highly competitive and
highly technological driven consumer electronics /
computer industries. There exists opportunities to
further leverage the intellectual capital and brand image
along with new digital business strategies to create new
sources of sustainable competitive advantage within
Apple Inc.
Opportunity Statement

15. Timeline of Apple Company

17. Job’s Traits

18. Steve Job’s Methodology

19. Evolution of Apple Logo

20. History of Macintosh

21. Evolution of iMac

22. Evolution of Macbook

23. Evolution Of Mac Pro

24. Evolution of iPad

25. Evolution of iPhone

26. Bigger than bigger

27. Evolution of iPod

28. Inception of Apple TV

29. Mac mini
It’s mini in a massive way.

30. Apple Wireless Keyboard

31. Magic Mouse

32. Magic Trackpad

33. AirPort family

34. Apple Pencil
Completely familiar.
Entirely revolutionary.
Introducing Apple Pencil

35. iWatch

36. There’s an Apple Watch for everyone

37. iCloud

38. Box/Mac App Store artwork for OS X. Summit to bottom:
Cheetah/Puma (1)
Jaguar (2)
Panther (3)
Tiger (4)
Leopard(5)
Snow Leopard (6)
Lion (7)
Mountain Lion (8)
Mavericks (9)
Yosemite (10)
Mac OS X

39. Version Codename Date announced Release date Most recent version
Rhapsody Developer
Release
Grail1Z4 / Titan1U August 31, 1997 DR2 (May 14, 1998)
Mac OS X Server 1.0 Hera March 16, 1999 1.2v3 (October 27, 2000)
Mac OS X Developer
Preview
May 11, 1998[74] March 16, 1999 DP4 (April 5, 2000)
Public Beta Kodiak September 13, 2000
Mac OS X 10.0 Cheetah March 24, 2001 10.0.4 (June 22, 2001)
Mac OS X 10.1 Puma July 18, 2001[75] September 25, 2001 10.1.5 (June 6, 2002)
Mac OS X 10.2 Jaguar May 6, 2002[76] August 24, 2002 10.2.8 (October 3, 2003)
Mac OS X 10.3 Panther June 23, 2003[77] October 24, 2003 10.3.9 (April 15, 2005)
Mac OS X 10.4 Tiger May 4, 2004[78] April 29, 2005
10.4.11 (November 14,
2007)
Mac OS X 10.5 Leopard June 26, 2006[79] October 26, 2007 10.5.8 (August 5, 2009)
Mac OS X 10.6 Snow Leopard June 9, 2008[80] August 28, 2009 10.6.8 v1.1 (July 25, 2011)
Mac OS X 10.7 Lion October 20, 2010[81] July 20, 2011
10.7.5 (September 19,
2012)
OS X 10.8 Mountain Lion February 16, 2012[82] July 25, 2012[83] 10.8.5 (12F45) (October 3,
2013)
OS X 10.9 Mavericks June 10, 2013[84] October 22, 2013
10.9.5 (13F34) (September
18, 2014)[85]
OS X 10.10 Yosemite June 2, 2014 October 16, 2014
10.10.2 (14C109) (January
27, 2015)
Mac OS X version information
Mac OS X version

41. iTunes
 Music Store in the World
 Compatible with PC or
Mac
 Turn CD’s into digital
music files, plus purchase
songs, movies, etc…on
iTunes.
 Music
 Movie Rentals
 Audio books
 Free Podcasts
 TV Shows
 iPod Games

43. The Situational Analysis Factors of Apple Inc.

44. Situational Analysis
Internal Factors
Leadership | Corporate Culture
Operations | Marketing | Finance | HRM

45. Leadership
Situational Analysis
Internal Factors

46. Leadership
Steve Jobs
–Co-Founder/CEO/Director
o1976-1985/1996-Present
College dropout
Perfectionist
Founded company with
Steve Wozniak
Source: Reuters

47. Leadership
Peter Oppenheimer
–CFO/Senior VP
o1996 - Present
 Former CFO of
Automatic Data
Processing, Inc. (ADP)
 IT Consulting firm
Source: Reuters

48. Leadership
Timothy Cook
–COO
o1998 - Present
 Previously VP
Corporate Materials for
Compaq Computer Corp.
 COO for Intelligent
Electronics
Source: Reuters

49. Corporate Culture
Situational Analysis
Internal Factors

50. Corporate Culture
“Work hard, play hard” mentality
World’s Most Admired Company
Source: CNN: Money; ICMRIndia; Apple Insider

51. Greatest Corporate Presenter
“ You’ve got to have a problem that you want to
solve; a wrong that you want to right.”
“. Your audience needs to understand the problem
your idea solves. Don’t leave them guessing. Explain
it clearly.”

52. Operations
Situational Analysis
Internal Factors

53. Organizational Structure
Non-traditional
- Team and department divisions
- Very informal and non-hierarchical
Jobs still very much in control
Source: The Wall Street Journal; ICMRIndia; Apple Insider

54. Operations
Corporate headquarters in Cupertino, CA
Most manufacturing in China
–Supplier code of conduct
Source: Apple
 More than 200 stores
worldwide

55. Operations
Source: Apple

56. Sales Breakdown
$ Million % of Total
U.S. 19,870 54
Other Countries 16,667 46
Total 36,537 100
2009 Sales
Source: Apple

57. Sales Breakdown
$ Million % of Total
Americas 16,142 44
Europe 9,365 26
Retail 6,574 18
Japan 1,831 5
Other 2,625 7
Total 36,537 100
2009 Sales by Operating Segment
Source: Apple

58. Marketing
Situational Analysis
Internal Factors

59. Steve Jobs
The underrated marketing genius
 Apple’s marketing strategy can be summed up in one word:
Empathy.
 “If we want to see Apple healthy again, we have to let go of this
notion that for Apple to win, Microsoft has to lose”
 “A lot of companies have chosen to downsize, and maybe that was
the right thing for them. We chose a different path. Our belief was
that if we kept putting great products in front of customers, they
would continue to open their wallets”

60. Marketing can be
summarized as four P’s
Products
Price
Place
Promotion

61. Marketing - Product
 Apple Inc’s product strategy is:
– Supply superior ease-to-use
– Seamless integration
– Innovative industrial design
Source: Apple

62. Marketing - Product
 Two main types of products:
– Hardware
oPersonal computers
oPortable devices
– Software
oiTunes
oFinal Cut Pro
oLogic Studio
Source: Apple

63. Marketing - Price
 Value based pricing model
 Variable pricing for iTunes
 Fixed pricing over all
“We don’t know how to make a $500 computer
that’s not a piece of junk”
- Steve Jobs
Source: Apple

64. Marketing - Place
Distribution:
– Sales Force
– Third party wholesale
Source: Apple

65. Marketing - Place
Distribution Channels:
– Resellers
– Large distribution
– Online stores
– No Franchises
Source: Apple

66. Marketing - Promotion
Promotional techniques
– “Test drive a Mac” 1983
– iPod as contemporary art
– Celebrity involvement
Source: Apple

67. Financial Analysis
Situational Analysis
Internal Factors

68. Financial News
 April 20, 2010: Apple announced fiscal 2010 Q2
results:
- Revenue of $13.5 billion
- Quarterly profits of $3.07 billion
 Stock price $252.36/share
 Holds over $40 billion of cash reserves
Source: World of Apple; BusinessWeek; Hoovers

69. Short-Term Solvency Ratio
Current Ratio =
Current Assets
Current Liabilities
0
0.5
1
1.5
2
2.5
3
2006 2007 2008 2009
Apple
Microsoft
Dell
Source: Hoovers

70. Short-Term Solvency Ratio
Quick Ratio =
Current Assets - Inventories
Current Liabilities
0
0.5
1
1.5
2
2.5
3
2006 2007 2008 2009
Apple
Microsoft
Dell
Source: Hoovers

71. Long-Term Solvency Ratio
Debt to Equity Ratio =
Total Liabilities
Shareholders Equity
0
1
2
3
4
5
6
7
2006 2007 2008 2009
Apple
Microsoft
Dell
Source: Hoovers

72. Efficiency Ratio
Receivables Turnover =
Net Credit Sales
Avg. Accounts Receivable
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2006 2007 2008 2009
Apple
Microsoft
Dell
Source: Hoovers

74. Comparative performance
2nd Quarter, 2010
 Revenues
$13.5 billion
 Net quarterly profit
$3.07 billion
 Cash Reserves
$60 billion
2nd Quarter, 2013
 Revenues
$43.6 billion
 Net quarterly profit
$9.5 billion
 Cash Reserves
$137.1 billion

76. Apple Vs Microsoft

77. Apple Vs Android

78. Apple Vs Samsung

79. Basic Financial Data

80. Basic Financial Data

81. Tax paid just $713 million last
year on foreign profits of $36.8
billion at tax rate of 1.9 percent

82. Financial Summary
 Strong Ratios
 Positive predictions for financial growth
 Profit margins leveling out

83. Human Resource
Management
Situational Analysis
Internal Factors

84. Human Resource Management
1. Recruiting
2. Hiring
3. Training
4. Retaining

85. HRM
Recruiting
 Online
 Universities
 Internships
 Apple Store Leader Program
Source: Apple

86. HRM
Hiring
Online application
Interview Process
Equal Employment Opportunity
Affirmative Action
Source: Apple

87. HRM
Training
 New Technology
 Career Advancement
“Customers aren’t the only ones who get to discover new things at the Apple
Retail Store. Every location provides regular training, which counts as work
time, to keep you up to date on the latest Apple and third-party products. You
can also get training to help you move ahead as a Genius, Creative, or
Manager — or to transition to one of those tracks from your current position.”
- Apple
Source: Apple

88. HRM
Retaining
 Fun, innovative work environment
 Possibility for career advancement
 Great Benefits
oHealth and Life Insurance
Source: Apple

89. HRM
Retaining
 Tuition Assistance
 Product Discounts
 Commuter Programs
“Working at Apple is a whole different thing. Because whatever you do here,
you play a part in creating some of the best-loved technology on the planet.
And in helping people discover all the amazing things they can do with it. You
could call it work, or you could call it a mission. We call it a blast.” - Apple
Source: Apple

90. Situational Analysis
External Factors
Competition | Technology | Customers
Macro-economic Factors

91. Competition
Situational Analysis
External Factors

92. Direct Competition
 A product or brand that competes in the same
industry or product category
– Hewlett – Packard
– Dell
– IBM
Source: Hewlett-Packard; Dell; IBM

93. Direct Competition
 Microsoft
– The employee empowerment
– “At Microsoft, we believe that diversity enriches
our performance and products and…differences
become increasingly important.”
Source: Microsoft

94. Indirect Competition
 Product that provides an alternative activity that one
might choose over using Apple
– Video Games
– Television
– Digital Video Disc (DVD)

95. Technology
Situational Analysis
External Factors

96. Technology
 Industry Trends
– Tablet PC
– Internet capabilities
– Battery life
– Compatibility

97. Customers
Situational Analysis
External Factors

98. Customers
 Volatile
 Lack of perceived differentiation
 FUD (Fear, Uncertainty, and Doubt)
 Discrepancy with early & late adopters

99. Macroeconomic
Factors
Situational Analysis
External Factors

100. Macroeconomic Factors
 Moore’s Law
 Current economic climate
 Natural disasters
Source: Intel; Businessweek

101. Apple Inc.
SWOT Analysis &
Conclusion

102. Strengths
 Strong cash base
 Intellectual capital
 Technology leader
 Brand image
 Charismatic leadership
 iTunes Store

103. Weaknesses
 Lower profit margins
 Dividends rarely paid
 Lack of succession planning
 Presence in business arena
 Underdeveloped customer
relationships

104. Opportunities
 Digital business strategies
 Customized user experience
 Strengthen brand
 Expand strategic alliance
 Global expansion

105. Threats
 Technology
 Volatile customers
 Competition
– Google

106. APPLE BRAND STRATEGY MODEL

107. The bite Apple took forward
The marketing strategy of Apple Inc.

108. Apple’s marketing has embraced the powers of
scarcity and social proof.
It goes all the way back to 1984’s “Big Brother”
commercial. It spoke to an entire generation.
Throw off your shackles. Break the status quo. Think
different.
Apple’s marketing feeds that first impression –
Individuality.
Fragment by fragment they took it all

109. In the end, all business operations can be
summarized as three P’s
People
Products
Profits

110. Supply Chain Management
SOURCE PLAN MAKE FULFILL SELL SUPPORT
World’s best supply chain management – 6th year in a
row.
What it does right?
 It's all about demand management
 Oversight is crucial
 Procurement
 Logistics
 Make the investments

111. Operations Integration:
 Vertical integration
 Backward integration:
Control over Hardware development
 Forward integration:
Apple’s Retail Stores

112. Partner of Apple Inc.

113. Apple Store
 412 retail stores in 14 countries
 $16 billion in merchandise
 42,200 workforce worldwide
 Generates about $420,000 of annual sales
 More money per square foot than any other United
States retailer

114. Timothy Donald “Tim” Cook
C.E.O.
 Polished gentleman
 Grounded
 Concern about Employees
 Philanthropic

115. Apple’s performance after Steve Jobs bereavement

116. Stock price from 2012
A turning point in stock price after Steve Jobs

117. Reasons for backslide in stock price
 iphone 5 was something of a disappointment
 The Maps app fiasco
 The growth of the cloud trend
 Perception that apple isn’t forward thinking anymore
 Market share of apple declining in smart phones and
tablets

118. ICONOCLAST
INVENTOR
VISIONARY
GENIUS
ADOPTED
DROPOUT
FIRED
Steve Jobs
This is his story.