Apple Case Study- By Shail Daswani(UG Student, IIT Kharagpur) Under the Guidance of Prof. Sameer Mathur(IIM Lucknow)

1. APPLE INC.
Think Different!

2. HISTORY
Apple was founded on April 1, 1976, by
Steve Jobs, Steve Wozniak and Ronald
Wayne.
1984: The Macintosh was INTRODUCED.
1998: Apple introduced the all-in-one iMac.
1999: The iBook CAME UP.
AND THE INNOVATIONS CONTINUED..

3. SINCE THEN, APPLE HAS TRANSFORMED INTO A MULTINATIONAL
TECHNOLOGY COMPANY THAT DESIGNS, DEVELOPS, AND SELLS CONSUMER
ELECTRONICS, COMPUTER SOFTWARE, AND ONLINE SERVICES.

4. The Apple Ipod, where it all started…

5. Apple’s next-largest product launch after the iPod was the iPhone, its 2007 entry to the cell
phone industry. With core innovative features which were never seen before, the
cumulative sales of iPhone reached $1.1 million in just 3 months after its release!
Touch Screen Board
Virtual Keyboard
Internet & Email capabilities

6. Apple has transformed the way people listen to music,
play video games, talk on the phone, and even read
books. The company’s revolutionary product innova-
tions are the reasons why the company topped
Fortune’s Most Admired Companies list every year
from 2008 to 2014.

7. COMPUTERS CATEGORY COMPETITORS
KEY COMPETITORS

8. SMARTPHONE CATEGORY COMPETITORS
KEY COMPETITORS

9. But, Apple
has always
been on the
top.
WHY?

10. WHY?
Huge Investment on R&D
Cannibalizing Existing Products
A desire to take risks
Aggressive and Creative
Marketing Strategies
Gaining the brand loyalty of its
consumers

11. 1. HUGE INVESTMENTS ON R&D
Apple spent $10.39 billion on R&D in 2016 - its highest annual spend ever, among all its other departments.

12. 2. CANNIBALIZING EXISTING PRODUCTS
“If you don’t cannibalize yourself, someone else will”
- Steve Jobs -

13. 3. A DESIRE TO TAKE RISKS
The Company depends on component and product manufacturing and logistical services
provided by outsourcing partners, & performance also depends on support from third-party
software developers.

14. 4. DEVELOPING AGGRESSIVE AND CREATIVE MARKETING STRATEGIES
Apple has always used creativity in its mass communication techniques, whether it be Print ads or
Television commercials. The 1984 “ Super Bowl” advertisement is still considered as the greatest
advertisement of all time!

16. 5. GAINING THE BRAND LOYALTY OF ITS CONSUMERS
Recent customer surveys by 451 Research measured a 99% customer satisfaction rate for iPhone 6S and 6S
Plus and a 97% satisfaction rate for the iPad Air 2. The survey also suggests that the loyalty rate for the
iPhone is almost twice as strong as the next highest brand.

17. Although Apple has messed up quite a lot of times with its products, its
customers are incredibly forgiving and patient.
WHY?
Well, it’s mainly because of the late, great Steve Jobs. Apple is Apple
because they’re essentially thinking of Steve.

18. SO,WHAT IS THE
CURRENT VALUE
THIS APPLE?
As of May 2017, the California
based Tech. Giant was valued
at $752 billion!
Fun fact: The GDP of the whole country of Pakistan amounts to $350 billion.

19. WHAT’S NEXT FOR APPLE? AUGMENTED REALITY
IHOLOGRAPHIC IMAGES
DRIVERLESS CARS

20. S
U
M
M
A
R
Y
HISTORY
&
INNOVATION
KEY COMPETITORS
A DESIRE TO TAKE RISKS
CANNIBALIZING
EXISTING PRODUCTS
GAINING
CONSUMER
LOYALTY
HUGE INVESTMENT
ON R&D
CREATIVE
MARKETING
STRATEGIES
FUTURE PLANS
AND MARKET
DOMINANCE

21. DISCLAIMER
These slides were created by Shail
Daswani, IIT Kharagpur during a
Marketing Internship by
Prof. Sameer Mathur ,IIM
Lucknow