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Apple Inc

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Boot Camp (windows XP Mac OS X) MacBook. MacBook Air ultra thin. MacBook Pro Professional ... Pressure to increase iTunes music prices. Confusion with switch ... – PowerPoint PPT presentation

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Title: Apple Inc


1
Apple Inc
  • Intro Presentation

2
General info
  • Located in California
  • CEO Steven Jobs
  • Among the most powerful men in the industry
  • Turnover 13,93 billion dollars
  • Profit 1335 million dollars

3
History
  • Founded in 197 (Steve Jobs, Steve Wozniak)
  • Apple I ? Made at Jobs home
  • Famous for Apple II
  • One of the first succesful pcs built
  • 1983 ? Lisa
  • First commercial PC with a graphical user
    interface (GUI)
  • First commercial PC with a mouse

4
History
  • 1984 ? Macintosh
  • User Friendly GUI
  • Big success major influence on GUI development
  • Competition from Commodore and Atari

5
History
  • 1989 ? Bad intro of Macintosh Portable
  • 1991 Powerbook
  • New standard for form and ergonomic layout of
    laptops
  • More competition from Microsoft
  • Microsoft has a dominant position because it
    relies on low-cost computers and peripherals.

6
History
  • A bad era after the intro of Windows 95
  • Major product flops and missed deadlins destroyed
    Apples reputation and their market share
    dropped.
  • New branches Consumer electronics
  • Quicktake digital camera
  • One of the first in the consumer market
  • Newton ? PDA (Personal Digital assistant)
  • First PDA, failed commercially but was the
    forerunner of the current range of PDAs

7
History
  • Mid 90s ? Realisation Macintosh needs to be
    reinvented
  • 1994 ? AIM alliance (Apple, IBM, Motorola)
  • PReP (PowerPC Reference Platform)
  • Power Macintosh with PowerPC processor
  • Mid to late 90s Failure to improve Mac OS
  • Huge finanical losses
  • 1997 ? Apple Store

8
History
  • The era of Steve Jobs and Jonathan Ive (design)
  • iMac
  • iPod
  • iPhone
  • Not technologically goundbreaking but it made the
    company profitable again
  • Acquistition of Macromedia
  • Standard in graphical design
  • The best software for designers available on the
    market

9
History
  • Mac OS X ? Reinvention of the Macintosh operating
    system

10
Present
  • 2001 iPOD
  • Phenomenon
  • Design
  • 100 million units in 6 years (16,6 / year)
  • 2003 iTunes
  • First real online music store
  • Market leader in online music services

11
Present
  • iMac G3
  • Design team white polycarbonate for consumers
  • iBook ? Laptop
  • eMac ? for education
  • Metal enclosures for professional lins

12
Present
  • Intel Alliance
  • New CPUs
  • Macbook Pro (successor of Mac Pro)
  • Boot Camp (windows XP Mac OS X)

13
Products
  • MacBook
  • MacBook Air ? ultra thin
  • MacBook Pro ? Professional
  • Mac mini ? Very small but complete PC
  • iMac ? Desktop Integration of PC an Monitor
  • iMac Pro ? Workstation for professional users and
    designers
  • Xserve ? Server

14
Products
  • iPod
  • Shuffle ? Known for simplicity
  • Nano ? Very small and thin
  • Classic ? Huge storage with video functions
  • Touch ? iPod with touchscreen
  • Apple TV ? TV with hard disk
  • iPhone

15
Users
  • Highest brand and repurchase loyalty of any
    computer manufacturer according to surveys
  • A lot of brand fanatics
  • Customer base
  • Very artistic
  • Creative
  • Well educated
  • Very active in youthful subcultures

16
Advertising
  • Super bowl commercial in 1985
  • Powerbook Print ads, TV commercials,
    celebreties,
  • THINK DIFFERENT
  • Most popular slogan
  • TV and print media
  • Part of Apples identity

17
Advertising
  • Switch
  • 2002 ? Motivate people to switch from Microsoft
    Windows to the Mac platform
  • TV and websites
  • iPod
  • Bright coloured backgrounds
  • Dancing silhouettes
  • Bob Dylan, U2, Eminem,

18
Advertising
  • Get a Mac
  • Make PC and Mac into a person
  • Pc brags about his abilities
  • Mac says whatever the PC can do, he can do it
    quicker, safer, more creatively and be more
    versatile.

19
Sponsorship
  • New York Yacht Club
  • Still in talks
  • Freerice Fight world hunger

20
SWOT
  • Strenghts
  • Successful
  • Ipod ? Cross impact on computer, more segments
    that buy Apple, also cross impact on laptops
  • Brand is all-important
  • One of the most establish and healthy IT brands
  • Loyal set of enthusiastic customer ? Brand
    advocates
  • Recruiting retentio

21
SWOT
  • Weaknesses
  • Some problems with products
  • Screens Nano
  • Bad batteries
  • Pressure to increase iTunes music prices
  • Confusion with switch to Intel
  • Opportunities
  • iTunes on mobile phone
  • Podcasts ? radio shows over the internet

22
SWOT
  • Threats
  • A lot of competition in technology markets ?
    Needs a lot of RD and marketing to keep position
  • High substitution iPod, Mp3, CD, DAT, Vinyl
  • Leaks in confidential information, pre-emptive
    product launches on blogs.
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