APPLE Inc.

APPLE

Submitted By : Aniket Sharma Roll No. 45 PG - C

INTRODUCTION
Apple Inc. (previously Apple Computer, Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. Apple Inc. ignited the personal computer revolution in the 1970s with the Apple II and since then has been reinventing and innovating not only computers, but also other electronic goods and services. The company's best-known products include the Macintosh line of computers, the iPod, the iPhone and the iPad. As of July 2011, the company operates 317 retail stores in ten countries, and an online store where hardware and software products are sold.

History
Apples history starts with the story of two young and exceptional people who began building a computer in their garage and launched the microcomputer revolution. Its the story of two Steves:- Stephen G Wozniak and Steven P Jobs

 Apple was created in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne in Cupertino, California . They all left ATARI Computers to create their own company. Apple's first headquarter was Jobs' parents garage where Jobs and his friends designed their first computer kit : the Apple I

Apple I 1976 - 1976 Apple I-

Apple II - 1978

Jobs resigns- 1985 Mancintosh - 1984

Mid of 1990s: Declined sales and profit

Powerbook -1991

By 1990: Apple was the most profitable PC company in the world

1997: Apple joined Microsoft to release new versions of Microsoft Office for the

Macintosh
1998: Introduced iMac and

gained profit

2001: iPod - icon of the Digital Age

2003: iTunes desktop software

and iTunes Music Store were

introduced

Jan 2007: Apple Inc. June 2007: iPhone Invention of the year 2008: App Store

Evolution of apple inc.

1975

1977

1997

2006

Apple Products

Differentiation Strategy
Unique Features and characteristics Commands Premium Price High Customer Service Superior Quality Prestige Rapid Innovation

UNIQUENESS
One of the oldest hardware manufacturers.
Control over the product. High quality product. Focused R & D Product diversification Strong Brand image, Brand stability ,High brand loyalty

Apple Retail Store

Employees Apple Specialist: Knows software, inside and out One-to-One Personal Training: Hour Long Free Workshop-Group: Training Genius Bar: Damaged product assessment Concierge: Help you find anything is in the store Activities Local Gathering Place Free Musical Performances Entertaining/Informative Presentations Youth Workshops: Yearround Apple Camp: Summer School Night: Students & Teachers showcase own work done on Mac.

Retail Stores - Factsheet

There are now 402 Apple retail stores worldwide. 251 of those are in the United States, 151 are located abroad. By the end of 2013, Apple will have 432 retail stores around the world. In 2013, Apple will be revamping or remodelling 20 retail locations whose success has made accommodating visitors a problem. Apple in 2012 spent nearly $1 billion on retail related capital expenditures. Apple retail stores in 2012 hosted 372 million visitors. Together, Apple retail stores comprise 4.1 million square feet. There are Apple retail stores in 13 countries. There are 5 states which have no Apple retail presence; Montana, Wyoming, North Dakota, South Dakota, Vermont and West Virginia.

Here are a few factoids from Apple's most recent quarter: Retail revenue checked in at $5.2 billion. Revenue per store came in at $13.1 million. Apple retail stores hosted 91 million visitors. Apple retail stores earned $57.6 per visitor.

Store Openings
Store openings have become special events among avid Macintosh users. Opening day attracts

thousands of customers who line up early in the

morning or even the night before. Most openings are accompanied by giveaways of prizes such as t-shirts and "lucky bags" at flagship store openings.

Apple Store in Westfield Doncaster, Victoria, Australia

Apple Store in Sydney, New South Wales on George Street

Apple Store in IFC mall, Hong Kong

Apple Store in Amsterdam, Netherlands

Marketing
Apple Inc. marketing campaigns have focused on comparing PCs and Macs. They have tried to educate the consumer electronic population about Mac computers. Their campaigns have been geared to a younger generation using pop culture music and flashy visuals. PC vs Mac commercials are really geared toward pointing out the flaws in PCs and have been a huge strength for Apples Marketing.

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

 "Think different" was an advertising slogan for Apple Inc . It was used in a television commercial, several print advertisements and a number of TV promos for Apple products.

 Switch was an advertising campaign launched by Apple Computer (now Apple Inc.) on June 10, 2002. It featured what the company referred to as "real people" who had "switched" from the Microsoft Windows platform to the Mac. An international television and print ad campaign directed users to a website where various "myths" about the Mac platform were "dispelled".

The Get a Mac campaign was a television advertising campaign created for Apple Inc.

The advertisements in the campaign have become easily recognizable because each advertisement follows a standard simple template: against a minimalist all-white background, a man dressed in casual clothes introduces himself as a Mac("Hello, I'm a Mac."), while a man in a more formal suit-and-tie combination introduces himself as a Windows personal computer("And I'm a PC.").

conclusion
For 35 years Apple has been a trend-setter, able to foresee the future of domestic computer and consumer electronics. It will continue during the next decades because its strength lies in innovation . And they know, how to think different.
Apple plans to open up more retail outlets across the globe and has chalked out plans of investing millions of dollars in its R & D.

 It also plans to go greener and remove toxic chemicals from their new products, and to more aggressively recycle their old products since has been criticized by some environmental organizations for not being a leader in removing toxic chemicals from its products. This will help instill a sense of pride and satisfaction among the stakeholders.

references
www.apple.com The Apple Story by Shameer P H Dept. of Future Studies www.slideshare.com www.wikipedia.org www.guardian.co.uk