 Steve Jobs, Steve
Wozniak, and Mike
Markkula formed
Apple Computer on
April 1, 1976 .
 Apple is an
innovative company
that manufactures,
markets, and sells
many kinds of
consumer electronic
devices.
 .
 1975

Apple, Inc.
 In January, Steve
Jobs announced the
company would
change it’s name to
Apple, Inc. to
incorporate their
many endeavors

SHREDDING DOWN ‘COMPUTER’
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 consumer electronic devices
Announced iPhone and Apple TV

Apple, Inc.
Mission Statement:
“Apple is committed to bringing
the best personal computing
experience to students,
educators, creative professionals
and consumers around the world
through its innovative hardware,
software and Internet offerings.”

 Apple I
 First demonstrated in
April 1976
 Used a TV as a display
 Many machines had no display
 Cassette interface
 Used fewer parts than
anything in its class
 Apple Computer’s first logo, designed
by Ronald Wayne, shows Isaac
Newton underneath an apple tree.

Apple II
 First introduced in 1977
 Recognized by many as
being the first
“computer”
 Production ended in
1993; Apple had sold
over two million units
 Unlike Apple I, this
version included
graphics

OTHER EARLY ENDEAVORS
Apple III
 Released May 1980
 Had 128K of RAM
 Designed for businesses – expensive!! > $4300!!!
 Had lots of problems – didn’t do well..
Apple Lisa
 Released in 1983
 Became the first personal computer sold to the public
with a GUI. Aimed at large businesses
 Commercial failure due to high price tag (almost
$10,000) and limited software it could run

History of Apple, Inc.
1976
 Apple Computer Company Founded.
1983 -1984
 Enters Fortune 500.
 John Sculley Becomes President And Ceo.
 Apple Airs “1984” During Super Bowl.
1985
 Jobs Forced Out Of Company
1993
 Sculley Forced Out.
1997
 Steve Jobs Returns To Apple.
2007
 Apple Changes Name To Apple, Inc.

THE INTRO OF THE
MACINTOSH
Apple introduced the Macintosh
in 1984
 Sales not initially as strong as
desired
10

 Introduced on January 24,
1984, the Macintosh was
the world’s first truly
personal computer, with a
user-friendly Graphical
User Interface (GUI).
 Introduced desktop
publishing with Adobe
PageMaker
Macintosh’s first icons were created by
graphic designer Susan Kare.
 Created an entire Mac
Family:
 MacPlus (1986)
 Mac SE and Mac II
(1987)
 Mac Classic and Mac LC
(1990)
 Macintosh Portable
(1989)
 PowerBook (1991)
THE INTRO OF THE MACINTOSH

Early Years –
Computer Comparison
Product Cost Storage RAM Year
Apple I $666 --- 8 KB 1976
Apple II $1298 Floppy 64 KB 1977
Apple III $4300
(for business)
Floppy 128 KB 1980
Apple Lisa $10,000
(for business)
Floppy 1 MB 1983
Macintosh $2495 Floppy 128 KB 1984

AIM Alliance
 In 1991, Apple
Computer, IBM, and
Motorola joined to
create the PowerPC
processors
• Started Power Macintosh
line in 1994 using PReP
(PowerPC Reference
Platform)
• Produced the first hand-held
PDA, the Newton, in 1993
• Did not take off for Apple,
but was the forerunner for
PalmPilot and Palm PC

Profile - Apple Corporation
Company Business Strategy
Proprietary Business Strategy
 This strategy works as both its best friend
and worst enemy
 The company is able to benefit from
exceptional technological leaps by keeping
their knowledge and products proprietary
and secret from competition.
 With this they are not only closing off
themselves to open forum of ideas and
criticisms they have caused a rift between
technological usability.
 Because of this strategy Apple products can
only use Apple software, thus creating the
strong competition between Apple & PC.
 Can both help and hinder growth and
performance in the market.

iMAC IS BORN
 Jobs first recreated
desktop, combining
the monitor and CPU
into one
 Sold over one million
units a year
 Introduced Apple’s
new emphasis on
design and aesthetics

The Evolution of apple inc.
20061997
19771975

 1997: “Think Different” ad campaign was
created
 2002: “Apple Switch” ads
 2006: “Get a Mac” more famously known as
PC vs. Mac

1985: due to some power struggle
between Jobs and then CEO
Sculley, Jobs resigns from Apple
Computers and started a new
company NeXT Inc.

1991-’95
1991:System 7- upgraded OS which added colour to
interfaces and new networking capabilities
The Performa lines of Macintosh LC- a disaster
Apple tastes failures of many other products
including digital cameras, portable CD audio players,
speakers, video consoles, and TV appliances
Microsoft gains market with cheap commodity
personal computers
1994: Apple allied with IBM and Motorola in the AIM
alliance.

Value Creation Process
FF
Focus On Education
eMac
Adding Value
iMac
Lifestyle Strategy
Digital Hub
Music Strategy (iTunes)
Video Strategy (iMovie)
Internet Strategy (iTools)
C
o
n
v
e
r
g
e
n
c
e
Apple I,II,III
Mac

RETURN OF STEVE JOBS

Rebirth of apple
1996: acquisition of NEXT Inc.
Jobs back to Apple as an advisor.
1997: Steve Jobs –the CEO
1997: Steve Jobs announced that Apple would join
Microsoft to release new versions of Microsoft Office for
the Macintosh
1997:Apple introduced the Apple Store+ new build-to-
order manufacturing strategy
1998: introduced the new iMac
with Mac OS X.
Then came the iBook, Apple's new laptop.

24
Product Cost Storage RAM Year
Macintosh $2495 Floppy 128 KB 1984
Mac Plus $2600 Floppy 4 MB 1986
iMac $1799 320 GB 4GB 2007
Mac Portable
(laptop)
$6500 40MB hd 8 MB 1989
Powerbook 100
(laptop)
$2500 40MB hd 8 MB 1991
Macbook Air
(laptop)
$1799 120GB hd 2GB 2008
LETS HAVE ANOTHER COMPARISON

Extra shot..
Albert Fert and Peter Gruenberg won the 2007 Nobel
Prize for physics for work that has allowed hard disks to
be made much smaller for everything from laptops to
iPods
The prize was awarded for work on magnetoelectronics,
also known as spintronics.
It uses the spin of the electron to store and transport
information instead of the electrical charge, meaning
much more information could be kept in a smaller space
than before.

DIFFERENTIATION STRATEGY
 Unique Features and characteristics
 Commands Premium Price
 High Customer Service
 Superior Quality
 Prestige
 Rapid Innovation

STRENGTHS & WEAKNESSES
STRENGTHS
 Branding
 Innovation
 Differentiated Product
 Ease of Use
 Superior Quality
 Retail Strategy
 Marketing and Sales
 Customer Loyalty
 Online Sales
WEAKNESSES
 High Price
Proprietary System
 Niche Market
 Cannibalization

MARKET PRICE

Think different

THINK DIFFERENT