DCE3113

ORGANIZATIONAL BEHAVIOR

“FACTORS CONTRIBUTING TO THE SUCCESS OF

APPLE INC.”

LECTURER: DR. AMER HAMZAH BIN JANTAN

GROUP: 1
NAME MATRIC NUMBER
SAZLIN NUR NAJIHAH BINTI MOHD SHARIFF 179089
SITI NUR FATIHAH BINTI ABDUL AZIZ 179917
NADIA AZIRA BINTI MUHAMMAD 179078
NOOR AZLIANA BINTI ZULKAFLI 179061
MOHAMMAD DANIEL BIN MOKHTAR 179672
FATIN SYAZWANI BINTI ROOSLI 176420
AMIRA NATASHA BINTI MOHAMAD KHAIRUL NIZAM 179173
MIRAJ HUSSEIN AL KHAWAJA 191336
ALSHEIKH AHMED HODAED S. 186539
ALSARRAJ HIBATULLAH YASER A. 191292
FATMAH SALEM 190821
Introduction

Apple is an American multinational corporation that designs and manufactures

consumer electronics and computer software products. The company's best-known
hardware products include Macintosh computers, the iPod, and the iPhone. Apple
software includes the Mac OS X operating system, the iTunes media browser, the ILife
suite of multimedia and creativity software, the iWork suite of productivity software, Final
Cut Studio, a suite of professional audio and film-industry software products, and Logic
Studio, a suite of audio tools. The company operates more than 250 retail stores in nine
countries, and an online store where hardware and software products are sold.

Established in Cupertino, California on April 1, 1976 and incorporated January 3,

1977, the company was called Apple Computer for its first 30 years, but dropped the
word "Computer" on January 9, 2007 to reflect the company's ongoing expansion into
the consumer electronics market in addition to its traditional focus on personal
computers. Apple has about 35,000 employees worldwide and had worldwide annual
sales of US$32.48 billion in its fiscal year ending September 29, 2008. For reasons as
various as its philosophy of comprehensive aesthetic design to its distinctive advertising
campaigns, Apple has established a unique reputation in the consumer electronics
industry. This includes a customer base that is devoted to the company and its brand,
particularly in the United States. Fortune magazine named Apple the most admired
company in the United States in 2008 and in the world in 2009. The founders of
Apple inc, are Steve Jobs, Steve Wozniak, Ronald Wayne.

Apple products have always been designed for the way we work as much as for
the way we live. Today they’re helping employees collaborate in innovative ways, giving
teams a platform to build industry-changing app, and extending businesses’ capabilities
with expert partners and support and they’re all designed to work together, anywhere
that work happens. We believe that people want to work with technology they love and
that when they do, every one of them has the ability to reimagine the future of their
business.
 1. MARKETING STRATEGY
1.1 Advertising

Immediately after college dropouts Steve Jobs and Steve Wozniak founded
Apple in April 1976, the duo initially sold some 200 circuit boards that they produced
inside an unused garage. They subsequently introduced the 8-bit fully functional home
computer Apple II in 1977 and it eventually became one of the first highly successful
commercially produced microcomputers in the market.

But the company did not rest alone with designing and manufacturing computers.
Apple expanded its product portfolio and successfully emerged as an innovative and
influential multinational technology company. The introduction of iPod in 2001 and the
online music and app store iTunes have revolutionized the music industry through the
promotion of digital music. These two products created and supported an emerging
ecosystem for selling and purchasing music via the Internet. The company was also
instrumental for ushering in the era of smartphones and tablet computers with the
introduction of iPhone in 2007 and iPad in 2010. These two consumer electronic
devices have reimagined the way manufacturers develop and produce mobile devices.

Understanding the success of revered and culturally iconic products such as the
iPod and the iPhone nonetheless requires an appreciation of the overall marketing
strategy of Apple. After all, this prudently and intricately crafted strategy has played a
critical role in hurling its brand and products toward an unprecedented level of popularity
and approval.

Despite its record-breaking sales performance and a high level of popularity,

there are no extensive marketing strategy for the iPhone apart from product and pricing
strategies and publicities coursed through tradeshows and media relations.

It is worth noting that there is minimal advertising budget for the iPhone. Apple
has never advertised this product through print and broadcast media, although it
occasionally produces contents for online and social media distribution. For traditional
media, consumers are still exposed to advertising messages related to the iPhone
delivered through different traditional mediums simply because they are created and
paid by network carriers.

Whenever a new iteration to the iPhone series arrives, network carriers are eager
to announce to their existing consumer base and target market that they are already
offering the product under several service plans. Although it seems they are doing
Apple a favor, these carriers are actually marketing themselves using the iPhone as
bait, thereby luring customers or the target market toward their respective mobile and
data services.

However, these network carriers are not free from restrictions. Apple has
maintained stringent branding guidelines that essentially dictate the manner in which
carriers develop and implement their advertisements. The company does this to
maintain and protect its brand and promote uniformity in its established marketing
message. IPhone ads virtually look the same even though they came from different
advertisers.

This unique marketing and advertising situation of the iPhone demonstrates the
effectiveness of the overall marketing strategy of Apple that moreover, centers on
product and pricing strategies. The product is highly valuable because of its popularity
and if network carriers want to capitalize on its success, they need to advertise that they
have it.

1.2 Customer Service

One of Apple's major success factors is their customer service. They’ve been known
for their premier costumer service as well as having customer friendly environments,
well-trained employees, and of course their great products, the culture that they have
made is a key element of their success, and significantly that they keep reinforcing that
helps deliver consistently great customer experiences. For example, all of their
employees are told (and trained) not to just focus on the sells, but in addition to help
customers solve problems. According to one training manual, "Your job is to understand
all of your customers' needs-some of which they may not even realize they have".
 And to make things more interesting, their employees receive no sales commission.
According to Apple's Genius Training Student Workbook that has been leaked by
Gizmodo two years ago, it revealed a great deal about the extent to which the company
goes to sufficiently train and produce the level of quality service anyone who's visited an
Apple store comes to expect. Not only does it comprise a list of Do's and Don'ts, it goes
right into the specifics of which words they're not allowed to use, and how to identify and
take advantage of our emotions and also have no sales targets. Actually Apple gives its
people clear guidelines on what to do, and how to do it, when it comes to dealing with
customers For example, Apple relies on a very effective communication technique, its
"steps of service" are spelled out in the acronym APPLE:

 Approach customers with a personalized warm welcome

 Probe politely to understand all the customer's needs
 Present a solution for the customer to take home today
 Listen for and resolve any issues or concerns
 End with a fond farewell and an invitation to return

Even though it is simple stuff, it certainly seems to work! They believe that building
strong relationships with their costumers and gain their loyalty is the secret to selling
more products.

1.3 Strong brand image

Apple is one of the leading branding companies in the world. Marketing experts like
Marc Gobe argue that Apple's brand is the key to the company's success. It's got
nothing to do with products like the iMac or iPod. View Slideshow View Slideshow Ask
marketers and advertising experts why Mac users are so loyal, and they all cite the
same reason: Apple's brand.

It’s hard to find a more inspirational branding success story than Apple. Founded by
two college dropouts, the brand's expansion into various industries and new services
such as Apple Pay helped to propel Apple into becoming America’s first $700 billion
company. Moreover, it is one of the most recognized and respected brands in the world.
Apple’s iconic branding strategy has always focused on emotion. The brand does not
just forge intimate connections with its customers, but it is adored in return.

Building upon the emotions we feel while discovering, owning, and using Apple
products, and the brand capitalizes on the lifestyle, imagination, passion, innovation,
empowerment and aspirations of Apple users. Steve Jobs once said that “The chance
to make a memory is the essence of brand marketing.” By engaging emotion and not
just reason, Apple forged that connection to create a memorable identity. Customers
are more likely to remember — and purchase - products and services that make them
feel good

Are you familiar with the term unboxing? Put simply, unboxing is when consumers
record the actual process of unwrapping their newly purchased Apple products. Why?
Because the products make them feel good. Unboxing videos offer an unvarnished and
honest peek at products, while positioning the unboxer in a central position within a
brand’s community. No one tells these people to create these videos, but Apple
facilitates a user experience that expands way past the purchase stage, which is why if
you search for unboxing videos in YouTube, you can find an array of media with a
somewhat staggering view count.

The momentous following of the Apple brand does, of course, present the
organization with a formidable reputation to live up to. All technology-leading products
which Apple delivers are not only designed to match the brand promise but are
fundamental to keeping Apple so profitable. So, how does Apple incorporate customer
experience into branding? They put the customer at the heart of everything they do.
Take their ‘Shot on iPhone’ campaign for example, not only does it showcase the sheer
versatility of the iPhone camera, but it features utterly charming videos shot by real
people.
 Offering their customers the chance at being part of something huge—the first
installment of the campaign was seen at least 6.5 billion different times—Shot on
iPhone successfully coupled human emotion with real product benefits. Showing how
their products fit people's lives, the campaign reinforces the brand pillars of Apple and
further solidifies the emotional connection with the audience.

The importance of emotion in brand loyalty

No matter how entertaining or creative your branding campaigns are, without
leveraging the emotional aspects of your products, your marketing strategy may fall to
resonate with your audience.
“By creating an emotional connection with its customers, Apple has acquired
a loyal following, and there's no doubt that brand loyalty has played a huge
part in its global success.”
Apple’s mission statement focuses on just that, and reads: “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’s global branding success owes a lot to its
inspiring mission statement simply because it resonates throughout each and every part
of its operations. If you want brand loyalty, do as Apple did and emotionally connect with
your customers and start a movement that you believe in. The rest will certainly follow.

1.4 Skimming pricing strategy

Many innovative company including Apple use skimming price strategy. This
strategy is used when a product is just launched in the market and it is sold at a
relatively high cost because of its unique features, benefits to consumers or new
product design. However, slowly the prices are dropped as the product lifecycle comes
to an end and the product is brought at competitive price. This strategy is generally
used for technological products which is new to the market, has consumers willing to
pay a premium price, it is far ahead of the competition. When Iphone 5 was launched in
the market 4 years ago, it had a premium price. Only few could actually afford an
iphone. Gradually, few years later, prices of Iphone have been slashed down with time,
such that, everyone could now afford an Iphone 5. A few months ago, Iphone 6s was
introduced in the market. Before that Iphone 6 was launched. Both these Iphone were
sold at very heavy price and in large quantities. Now people are waiting to buy the much
awaited Iphone 7. Presumably, the current generation of Iphone will have a price cut
prior to the release of new Iphone. This strategy apple uses here is called skimming
pricing strategy.

In other words, here are the lists of benefits of skimming pricing strategy:-

 Advantage from high short term profits due to the uniqueness of the product

 To create an effective segmentation and gain maximum profit from each

segment.

 Good return of investment from initial set up costs, which include product
research, development and marketing.

As we can see from the Apple’s skimming strategy example, the strategy that Apple
is utilizing consist keeping the highest initial launch price that customer will pay and as
soon as the demand of the first set of customers is satisfied, the company will lower
slash down the prices over time. But if we think in the matter of customer’s perspective,
then you wouldn’t buy an Iphone 5 now because it will be technologically inferior to
current generation of Iphone. This is one of the downside of the skimming strategy.
Besides, other pricing strategy is Apple uses a retail strategy called “minimum
advertised price” (MAP). Minimum advertised pricing policies (MAP) prohibit dealers,
resellers from advertising a company’s products below a certain minimum price. It is
usually enforced through marketing subsidies offered by a producer to its resellers.

Apple maintains the reputation of its high-priced products by only offering retailers
such as Wal-Mart a marginal wholesale discount. This small percentage in savings isn’t
enough of a profit margin for retailers to offer big discounts on Apple’s products, which
means consumers end up paying a cost close to the producer suggested retail price (or
MSRP). However, a seller could give up this small profit margin and offer products at a
discount to attract even more consumers. Apple prevents this situation by offering
incentives to retailers to sell products at the MAPs fixed by the company. This strategy
is effective, as it prevents retailers from competing directly with Apple’s own retail stores
and it also ensures that no particular reseller has a competitive advantage over another.
So Apple is able to keep its supply channels clean as well as make more money on its
direct sales.

1.5 Distribution strategy

Distribution strategies are a major key to success, which are maximizing sales and
profits. Apple is utilizing from distribution strategies by using multiple channels,
especially including direct or semi-direct sales and different distribution channels for
different products. By pursuing this strategy, Apple increases its market coverage,
lowers channel cost and provides more customized selling.

Apple has 301 retail stores in ten countries and online stores serving to 36 countries
where hardware and software products are sold. Moreover, it has 3000 retailers and
320 large distributions. Apple has been slowly adding other distribution channels with
high sales volume. Selective distribution revealed itself at this point. A
small number of retail outlets are chosen to distribute the products. For instance AT&T,
Best Buy and Wal-Mart are selling Apple products in their stores. All of the phones
require a new two-year service agreement from AT&T or a qualified upgrade. AT&T is
the only provider of the iPhone in the US. The smartphone achieved big success in
sales. But still AT&T was criticized because the iPhone did not cover in major urban
areas like New York City. Apple also has its network of stores, which gives it a major
advantage in distribution. Apple is expanding and improving its distribution capabilities
by opening its own retail stores in key cities around the world.

Apple provides Apple Mac-expert retail floor staff to selected resellers' stores. It has
entered into strategic alliances with other companies to co-brand or distribute Apple's
products and services. For example, HP is selling a co-branded form of iPod and pre-
loading iTunes onto consumer PCs and laptops. Apple has also increased the accessibility
of iPods through various resellers that do not currently carry Apple Macintosh systems
(such as Harvey Norman), and has increased the reach of its online.

Apple’s Distribution Strategy: Letting Go of Liabilities:

There is a reason why Apple’s closed strategy baffles so many people. And that can be
attributed to Apple’s distribution strategy and how the company learned to avoid
dependency on certain partners or technologies.Of course Apple has some significant
partners, like Foxconn, but they also try to balance their influence with other minor
players like Pegatron. Same happens with Apple’s Ax chip series, where they have both
Samsung and TSMC to build them. But the need to play well with some doesn’t mean
Apple will do the same with each and every one of them, always.

This attitude towards depending on others makes Apple uncomfortable. It makes them
feel they are not in control of their own destiny. And that is why they try to let them go by
either dropping their technology or raising the bar.

We can see Apple’s distribution strategy being deployed in its software too. When Steve
Jobs announced a partnership with Microsoft and Bill Gates at the Macworld keynote in
1997, it did so in order to diminish its dependency on Adobe. And since then, it has only
grown.
2. ADVANCED TECHNOLOGY
2.1 Security

Apple designed the iOS platform with security at its core. They set out to create
the best possible mobile platform; drew from decades of experience to build an entirely
new architecture. Apple thought about the security hazards of the desktop environment,
and established a new approach to security in the design of iOS. Apple developed and
incorporated innovative features that tighten mobile security and protect the entire
system by default. As a result, iOS is a major leap forward in security for mobile
devices.

Every iOS device combines software, hardware, and services designed to work
together for maximum security and a transparent user experience. iOS protects not only
the device and its data at rest, but the entire ecosystem, including everything users do
locally, on networks, and with key Internet services.

iOS and iOS devices provide advanced security features, and yet they’re also
easy to use. Many of these features are enabled by default, so IT departments don’t
need to perform extensive configurations. And key security features like device
encryption aren’t configurable, so users can’t disable them by mistake. Other features,
such as Touch ID, enhance the user experience by making it simpler and more intuitive
to secure the device.

This document provides details about how security technology and features are
implemented within the iOS platform. It will also help organizations combine iOS
platform security technology and features with their own policies and procedures to
meet their specific security needs. The features include:

• System security: The integrated and secure software and hardware that are the
platform for iPhone, iPad, and iPod touch.

• Encryption and data protection: The architecture and design that protects user data
if the device is lost or stolen, or if an unauthorized person attempts to use or modify
it.
 • App security: The systems that enable apps to run securely and without
compromising platform integrity.

• Network security: Industry-standard networking protocols that provide secure

authentication and encryption of data in transmission.

• Apple Pay: Apple’s implementation of secure payments.

• Internet services: Apple’s network-based infrastructure for messaging, syncing, and

backup.

• Device controls: Methods that allow management of iOS devices, prevent

unauthorized use, and enable remote wipe if a device is lost or stolen.

• Privacy controls: Capabilities of iOS that can be used to control access to Location
Services and user data.

Touch ID

Touch ID Touch ID is the fingerprint sensing system that makes secure access to the
device faster and easier. This technology reads fingerprint data from any angle and
learns more about a user’s fingerprint over time, with the sensor continuing to expand
the fingerprint map as additional overlapping nodes are identified with each use. Touch
ID makes using a longer, more complex passcode far more practical because users
won’t have to enter it as frequently. Touch ID also overcomes the inconvenience of a
passcode-based lock, not by replacing it but by securely providing access to the device
within thoughtful boundaries and time constraints. Touch ID and passcodes To use
Touch ID, users must set up their device so that a passcode is required to unlock it.
When Touch ID scans and recognizes an enrolled fingerprint, the device unlocks
without asking for the device passcode. The passcode can always be used instead of
Touch ID, and it’s still required under the following circumstances:

• The device has just been turned on or restarted.

• The device hasn’t been unlocked for more than 48 hours.

 • The passcode hasn’t been used to unlock the device in the last 156 hours (six and
a half days) and Touch ID has not unlocked the device in the last 4 hours.

• The device has received a remote lock command.

• After five unsuccessful attempts to match a fingerprint.

• When setting up or enrolling new fingers with Touch ID.

When Touch ID is enabled, the device immediately locks when the Sleep/Wake
button is pressed. With passcode-only security, many users set an unlocking grace period
to avoid having to enter a passcode each time the device is used. With Touch ID, the
device locks every time it goes to sleep, and requires a fingerprint—or optionally the
passcode—at every wake. Touch ID can be trained to recognize up to five different fingers.
With one finger enrolled, the chance of a random match with someone else is 1 in 50,000.
However, Touch ID allows only five unsuccessful fingerprint match attempts before the user
is required to enter a passcode to obtain access.

2.2 Designs

With regards to plan of cell phones, tablets and other comparative items, one of
the first names that will instantly strike to mind is Apple. In reality, no doubt the brand
name has turned out to be synonymous to premium item plan and quality, and in light of
current circumstances, as well. All things considered, nobody can question how Steve
Jobs ensured that Apple, with its ambitious and innovative industrial-design team,
turned into a pioneer with regards to purchaser electronics' design. If you somehow
happened to ask what sets Apple items over its rivals, the appropriate response would
be "design". A case in point is this story, which was to be about the iPhone–about how
an innovative and gorgeous piece of technology was considered, outlined, and
delivered by the vaunted mechanical plan group at Apple. Along the way, it would
address the bigger inquiry of how one organization would so be able to reliably exceed
expectations at making items that move toward becoming symbols, win design awards,
and inspire customers. Apple has produced many products that can meet the market
demand and also can attract customer to buy their product with an interesting design
and feature. In addition, Apple has released their several core product lines which is
iPhone smartphone, iPad tablet computer, iPod portable media player, Macintosh
computer line and Apple Watch. In early 2002, Apple disclosed a totally upgraded iMac,
using the G4 processor and LCD display. The Apple products are as follows (Exhibit
1.0):

a. Mac
The new iMac G4 design had a white hemispherical base and a level board all-
advanced show upheld by a swiveling chrome neck. After a few cycles
expanding the preparing rate and screen sizes from 15" to 17" to 20" the iMac G4
was discontinued and replaced by the iMac G5 in the late spring of 2004. In mid-
2003, Steve Jobs launched the Power Mac G5, based on IBM's G5 processor. Its
all-metal anodized aluminium suspension completed Apple's change far from
coloured plastics in their computers. Apple claims this was the initial 64-bit PC
sold to the public. The revolution of Macintosh computer lines :-
 Mac: Consumer all-in-one desktop computer, introduced in 1998.
 Mac Mini: Consumer sub-desktop computer, introduced in 2005.
 MacBook: Consumer ultra-thin, ultra-portable notebook, introduced in
2006
and relaunched in 2015.
 MacBook Pro: Professional notebook, introduced in 2006.
 Mac Pro: Workstation desktop computer, introduced in 2006.
 MacBook Air: Consumer ultra-thin, ultra-portable notebook, introduced in
2008.
b. iPod
Apple presented the iPod digital music player on October 2001. A few refreshed
models have since been introduced, and the iPod brand is currently the market
pioneer in compact music players by a huge edge. Apple has joined forces with
Nike to offer the Nike+iPod Sports Kit, empowering sprinters to synchronize and
screen their runs with iTunes and the Nike site.
c. iPhone
The revolution of Apple smartphone called as iPhone :-
 First-generation iPhone – the smartphone was introduced on June 2007
which is the combination of a 2.5G quad band GSM and EDGE cellular
phone with features found in handheld devices, running scaled-down
versions of Apple's Mac OS X (dubbed iPhone OS, later renamed iOS),
with various Mac OS X applications such as Safari and Mail. It also
includes web-based and Dashboard apps such as Google
Maps and Weather. The iPhone features a 3.5-inch (89 mm) touchscreen
display, Bluetooth, and Wi-Fi.
 iPhone 3G – it has 8GB and 16GB version and it support for 3G
networking and assisted GPS navigation. The flat silver back and large
antenna square of the original model were eliminated in favour of a glossy,
curved black or white back. After a few month, Apple introduced iPhone
3GS which is it provided an incremental update to the device, including
faster internal components, support for faster 3G speeds, video recording
capability, and voice control.
 iPhone 4 - It featured a 960 × 640 display, the Apple A4 processor,
a gyroscope for enhanced gaming, a 5MP camera with LED flash, front-
facing VGA camera and FaceTime video calling and Apple also introduce
iPhone 4S
 iPhone 5 – Apple introduced iPhone 5 which is has a 4-inch display, 4G
LTE connectivity, and the upgraded Apple A6 chip, among several other
improvements. Then, Apple introduce iPhone 5s and 5c
 iPhone 6 – it has the screen sizes have 4 inches as well as iPhone 6 plus
and then Apple introduce iPhone 6S and 6plus which is introduced new
technology called 3D Touch and including an increase of the rear camera
to 12 MP, and the FaceTime camera to 5 MP.
 iPhone 7 - Apple introduced the iPhone 7 and the iPhone 7 Plus, which
feature improved system and graphics performance, add water resistance,
a new rear dual-camera system on the 7 Plus model,
  iPhone 8 - Apple introduced the iPhone 8 and iPhone 8 Plus, standing as
evolutionary updates to its previous phones with a faster processor,
improved display technology, upgraded camera system, removing home
button in favour of facial recognition technology and featuring a near
bezel-less design and wireless charging.
d. iPad
Apple has introduces a anticipated media tablet which is multi-touch interaction
with multimedia formats and it design with the 9.7 inch screen. Then, Apple
introduced iPad 2 which is has a camera on the front and back. The last
revolution of iPad is iPad Pro with a 10.5 inch display to replace the 9.7 inch and
an updated 12.9 inch model.
e. Apple Watch
Apple has introduced a product with health and fitness tracking and Apple
introduced Apple Watch Series 2 and 3 which is has greater water resistance, a
faster processor and brighter display.
f. Apple TV
The new device of Apple TV is 1/4 the size, runs quieter, and replaces the need
for a hard drive with media streaming from any iTunes library on the network
along with 8 GB of flash memory to cache media downloaded.

2.3 Quality

Quality means the product and services that offer can meet the standard of
customer requirement. It not just things that company do to have the same standard
with other company but it the way how you want to attract people to buy your product.
Customer wants quality that appropriate with to the price that they are ready to pay. In a
business of product of services, the quality is essential to be care rather than the
quantity. Once people satisfied with your product, then the people will start to believe in
your business and choose to use it. Apple is the one product that really took care of
their quality. Apple only makes a product if Apple can do it better.
 This company normally does not invent a new product or product category. It will
try to increase one of their quality products first rather than build a new one. For
examples, Apple did not invent MP3 player; Apple reinvented it and made it better.
Apple did not invent smart phone but reinvented and made it better. As said by Apple
designer, Jonathan Ive, their goal is simple- to design and make better product. If they
could not make something is better so they would not do it. Clearly, Apple applied that
thinking first to iPods, then smart phone and recently to the iPad.

Next is about the quality of their latest and greatest version operating system.
Some other phone makers slower in updating their phones to the latest and sometimes
does not update their phones at all. While it is to expected that older phones will lose
support for the latest OS but Apple’s support for older phone is generally better than
others. Take iOS 11 as an example. It is including full support for the iPhone 5 which
was released in 2013. iOS 11 was installed about 66% of compatible models within 6
weeks of its release.

2.4 Software and hardware

Apple company has establish many different type of gadget in the world and got
a good response from the user. There has variety product with different function,
software and hardware like iphone, Mac, Ipod touch, Ipad and many more. Every
gadget or product that they provide have it’s own specialty and use even though the
price is quite expensive compare to another company like Samsung, Huawei and so on.

Besides, Much is made of Apple's advantages from owning both the hardware
and OS-level software. One advantage that's derived in part from this that isn't
discussed as much is how it lets the company set technological standards. This power
will let Apple take advantage of new or growing markets, such as the IoT and the VR or
AR market, which are both projected to be worth tens of billions fairly soon. The
performance of the software is awesome and it generates less heat when compared to
Android. Besides, it can give a best experience to the people who love to play games
and also it suitable for business purpose.
 Other than that, the security for the software is very excellent and it will make
user feel awesome during use it. Not only that, it is excellent for media entertainment
and can support for multi-language. It easy for people in others country to use it and it
have the Apple Pay Support. Quick settings in notification bar are a reason why people
like the Apple gadget software and they use the sapphire glass which is hard to be
cracked. The fingerprint scanning gives tough security for the user and this had been
copy by another company in producing their product. Moreover, the advantage of the
software is excellent camera quality even though megapixels are less and developers
can design apps because less number of models. The most reason why people like to
used iPhones or apple’s product is the picture will look very clear and nice. So people
can had the best memories by using the IPhone’s camera. Last but not least, people
can un-jailbreak it for warranty.

People always choose Apple’s product as their medium in connecting with

others, for social purpose or complete their job because the design is simple and easy
to bring anywhere. The size is smaller, light and thin compare to others. The design also
smart and nice that can interact many people to use. By doing some interview with
IPhone users in this university, majority of them like the Apple software and it is the
bigger reason why the buy Iphone, Ipad, Macbook and so on. As a conclusion, software
and hardware of Apple’s product is one of the biggest advantage in growth the business
of the company.

2.5 Consistent improvement

What they do brilliantly is with the iPod and the iPhone (and some might say the
iPad - a reinvented "tablet"). Most companies neglect this "ingrained continuous
improvement". It's seen as too boring, or too trivial, or tainted by "quality control" or
"being too Japanese" or any other reason that suits their desire to do something more
spectacular. They go for "creativity" and "innovation departments".

It’s been six years since the introduction of the first generation iPhone in the
Summer of 2007. Looking back that seems like a century ago. Amazingly 9 million
people have purchased the latest iPhone version released to the market less than a
week ago. Seemingly Apple is following the predictable path and motivation all
marketers eventually take toward product evolution. In these organisations, the main
innovation is "the event". Here's, after a 5 year study of corporate innovation: innovation
events can even prove damaging if the company does not have a system for
acknowledging, assessing, and developing the bright ideas that emerge from them.

If a firm is truly after game-changing innovation, then a different set of rules and
pre-conditions apply. But the reality is that 99% of firms can't execute even "incremental
innovation" well and that's where the focus, for them, needs to be. There's no doubt that
part of Apple, including Steve Jobs, applied game-changing innovation (see below) yet
at the same time the bulk of the organisation is focused on continuous improvement.

This is a pretty straight-forward motivation for all marketers. It’s particularly

interesting in Apple’s case because the first iPhone was truly a radical product
innovation. Along the way, everything else has been an augmentation to the original.
The iPhone is now ubiquitous.

For Apple (and other brands too) incremental improvements are all that is left to
do after the big innovation has been established. The smart phone category is now a
slush pile of brands, features and applications. Apple now struggles to maintain is
premium price positioning.

It's also true that the secret of improvement sauce does need some healthy
additives from the leadership team. Not all that bubbles up from below is going to make
business sense at the time, nor can it all be funded. The skill is in how the leadership
team can provide a "focus", how they guide risk assessment to avoid irrelevant
innovation, and how they decide what needs to be discontinued (since companies can't
do it all). The How of those is critical to sustaining the motivation and momentum.

I think ingrained continuous improvement is mostly overlooked, yet it is far a

more powerful and sustaining organisational force than "invention". And Apple is a
leader in applying it. For example the iPhone was mostly a result of continuous
improvement. It bought together things which others had done, commercially, and
reshaped them nicely into a smooth ecosystem.

The really remarkable innovations with the iPhone, for example, were that (1) it
broke out from under the dead hand of the telcos - that was a revolution (a game-
changing business model innovation), and (2) the extent of the media deals (or perhaps
that was a continuous innovation from the iPod). The hard yards and the strength of the
final whole offer were a product of a relentless focus and ingrained culture of continuous
improvement. We believe that much of Apple's success can be attributed to this attitude
towards continuous improvement across the entire firm, plus the leadership's lack of
fear of cannibalization (combined with their other assets and ability to execute).

Conclusion

The main conclusion that can be drawn is we found to be the most interesting
about Apple is how they are very innovative and early adapters. Apple is usually the first
company to come out with a new product line before anyone else. This is very risky but
it seems to be working to Apples advantage. Apple is the successful company with a
strong brand name and has many competitors within same industry. This shows that
taking risks can sometimes make or break you and Apple has great potential and has a
lot to improve.

Apple is one of the most valuable companies engaged in manufacturing of

electronic goods, computer software, online services and personal computers. It has
huge capital of 231,839million and largest market capitalization of $751.28 billion. The
ratio analysis of last three years gives the trend of company’s performance and it
reveals that the financial base is very strong. Liquidity position is quite good, long term
debt paying capability is strong enough and there is good and consistent record of
profit. On comparison of its performance against its peer-Hewlett Packard, undoubtedly,
it outperforms it. Apple’s also has outperformed the Industry and market and expected
to maintain the same growth pace in future.
Exhibit 1.0 Apple Products