Apple Inc. 2010

Dianne SisonMadhuranath R

The Apple TreeMac iPod iTunes

iPhone iPad iStore

The Apple Pie

32%

19%

30%

9%9%

MACiPodiPhoneiTunesOthers

MACComputers | Portables

Positioning - MAC

0 1.5 3 4.5

0

1.5

3

4.5

Lo

w

Me

diu

m

H

igh

PR

IC

E

BRAND PERCEPTIONL o w M e d i u m

H i g h

KSF Matrix - MAC

Strategic Canvas - MAC

ELIMINATEREDUC

E RAISECREAT

E

iPod + iTunesM u s i c f o r a l l

iPod Evolution

iPod Classic

iPod Nano

iPod Touch

iPod Shuffle

iTunes was launched even before iPod was introduced

Flash Memory was leveraged to introduce new generation iPod

Multi-touch & Wireless access to iTunes introduced

74%

26%

Music Player Market

iPodOthers

iTunes EcosystemiTunes Store

iPodComputers

Apple FairPla

y

Strategic Canvas - iPod

ELIMINATE

REDUCE RAISE CREATE

iPhoneI t ’ s n o t j u s t a s m a r t p h o n e

Strategic Canvas - iPhone

KSF Matrix – iPhone

ATTRIBUTES Weights iPhone Blackberry Nokia Samsung LGDesign 10% 9 8 7 6 5Price 20% 1 3 10 7 6Number of models 40% 1 3 10 8 6Number of carriers 15% 1 7 9 8 7Distribution 15% 9 5 8 7 7TOTAL 100% 21 26 44 36 31MARKET SHARE 3 5 40 21 9WEIGHTED SCORE 3 4.4 9.25 7.45 6.2

iPadE a r t h

f r i e n d l y

Strategic Canvas – iPad

World Netbook Market Share Including iPad

(1Q2008-2Q2011)

The Digital Ecosystem

Digital Consum

er

AppleConte

nt Provid

er

App Develop

erSCM

Element

Network

Operators

Media

Recommendations• Continue investing in R&D for continuous innovation

• Strengthen the ecosystem:o Software and applications such as Siri, iCloud, etc.o Developing new hardware such as the A5 chip, 2048x1536 Retina

display, 5 MP iSight camera with 1080p video capabilities, etc.

o Introduction of new consumer electronic products constantly

• Exploring new marketso Current focus is limited to North America and Europe mostly

o Emerging economies offer huge potential and are unsaturated

markets

Thank YouThat was your Apple for the day!