Apple Think different

Introduction

Apple Inc., (formerly Apple Computer, Inc.) is an American multinational corporation with a focus on designing and manufacturing consumer electronics and closely related software products.

Founded : April 1st,1976Incorporated : January 3rd,1977 Headquarters : Cupertino, California USA.CEO : Tim cook Founders : Steve Jobs, Steve Wojniak

Industry : Computer software Computer hardware Consumer electronics

Company profile

Company Founders

Steve jobs Steve wozniak

History of APPLE

Apple’s history starts with the story of two young and exceptional people who began builting a computer in their garage and launched the microcomputer revolution. it’s the story of two `Staves’ :

Steven P jobs

Stephen G Wozniak

Apple Has Been 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 the Job’s parents garage where Jobs and Wozniak design their first computer kit : the Apple 1.

Garage of Steve jobs’ parents’ home in Los Altos , California

Does anyone know

why Apple is called Apple?

• It's Because It Was Steve Jobs' Favorite Fruit As His Diet Was Purely Fruit At The Time.

• Woz Couldn't Think Of A Better Name, And Jobs Joked That It Got Apple Ahead Of Atari In The Phonebook.

Extra shot

Evolution of “APPLE” logo

1975Ron Wayne

1977Rob Janoff

1997

Steve Jobs

2006

The first logo of APPLEOn April 1, 1976, Apple was born. The name “Apple Computer” was chosen.

Story behind the logo

“ To become the world wide leader in computer and mp3 player sales. ”

Mission Statement:“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 first slogan, “Byte into an Apple”, was coined in the late 1970s.From 1997-2002. Apple used the slogan “Think Different” in advertising campaigns. Although the slogan has been retired .it is still closely associated with Apple. Apple also has slogans for specific product lines – for example, “I think, therefore imac” was used in 1998 to promote the imac and “say hello to iphone” has been used in iphone advertisements.

Slogan

Apple II, 1977)

Apple III, 1980

Lisa,1983

MAC,1984

Power Book (1st laptop ,1991)

Focus On Education

Various product cycle

iMac,1998

iPods(2001

)

Mac pro, 2004

Adding

valuesMac book Air-worlds 1st slimmest notebook,2006

i-pad,2010

Apple tv,2007

i-phone,2007

Recent Acquisitions

On 20th December 2011, acquired Anobit for $390 million

August 1, 2011, Apple acquired C3 Technologies US$267

February 23, 2012, acquired Chomp for US$50 million

Work Environment• Creative Freedom

“ You can create more than any other consumer electronic company.”

• Relaxed Atmosphere “Funny, brilliant, relaxed co-workers

and modern, spacious, beautiful offices filled with comfortable couches and huge picture windows make work time a pleasure.”

• Passion for the products"There's a passion for products and

attention to the most minute details," posted a Mac specialist.

Apple evokes a loyalty from its workers that information only leaves its campus when Steve Jobs takes the stage to unveil it. Secrecy at Apple is not just the prevailing communication strategy, but it is baked in to their corporate culture.

Work culture

"Apple takes working conditions very, very seriously. …We care about every worker. …No one in our industry is doing more to improve working conditions than Apple."—Tim Cook, CEO, Apple

Sweatshop (Labor Problem)

APPLE RETAIL STORES

Stores and services

  Apple Store (online)  App Store Certifications Game Center iAd  iBookstore   iTunes Store iWork.com  iCloud 

• Since May 2010, Apple has opened 424 stores, being 264 in USA. Apple Stores

Apple Store in Nova Iorque Apple Store in Tóquio

Success of Apple Brand

Fresh and Imaginative way of thinkingWinning combinationGreat style and designGreat strategyInnovative marketingSleek and enticing

communication

Leadership Styles

Bill Gates

Transformational Leader

Participative Style

Shared Authority

Motivator & Persuader

Moderate Risk Taker

Steve Jobs

Average Leader

Autocratic Style

Centralized Authority

Highly Innovative

High Risk Taker

Managerial Practices

Bill Gates

Understand limitations of oneself

Delegates things

Employee management

Organized

Understands needs

Steve Jobs

Dictatorial

demanding

Can’t anticipate threat

Overconfident & Tactical

Learns from mistakes

Apple Inc.Competitors &Products line

iMac iPod iPod Nano iPad

Mac Book Air iPhone 4s iPhone 5s iPhone 5C

Apple Inc. CompetitorsApple has many competitors like in computers…

Apple Inc. CompetitorsIn smart phones industry

Apple Inc. CompetitorsIn iPads industry

Apple Inc.Product Market ShareLocal & International

Markets

iPod42%

iPhone23%

iPad10%

Apple TV<1%

Macintosh Computers

25%

From Where Apple is Making Money

Global Market Share

Best Global Brands 2013

Appleis more innovative than

SAMSUNG

Let’s see the truth…

In 2001

Apple introduced the i-pod

SAMSUNG IntroducedSGH-T100

In 2007

Apple introduced the

i-phone

SAMSUNG IntroducedSGH-J700

Before introducingI-phone,

SAMSUNG phoneswere like this…

After the revolution ofI-phone,

SAMSUNG phonesare like this…

In 2010

Apple introduce

d the i-pad

SAMSUNG IntroducedGalaxy Tab

Before introducingI-pad,

SAMSUNG tabis like this…

SAMSUNG Q1

Because of these reasonsApple field a suit in a US court

against SAMSUNG,Claiming that they copied

Apple’s design for its Galaxy Phones.

Let’s see what

SAMSUNG copies from Apple…

A rectangular product shape with all four corners uniformly rounded

The front surface of the product dominated by a screen surface

with black borders

Substantial black borders above and below the screen having roughly equal width

and narrower black borders on either side of the screen

having roughly equal width

A metallic surround framing the perimeter of the top surface

A display of a grid of colorful square icons with uniformly

rounded corners.

A bottom row of icons set off from the other icons and that do not change as the pages of the user

interface are viewed.

Apple claimed that SAMSUNG also imitated Apple’s product packaging

trade dress

Apple claimed that in addition to copying Apple’s product trade

dress, SAMSUNG has also copied numerous application icons in

which apple had valid trademark rights as shown

below.

Apple claimed that SAMSUNG’s infringement of

the Apple utility patents provided SAMSUNG with

unique functionality for its product that was the result of Apple’s innovation, and

not SAMSUNG’s.

Apple claims SAMSUNG has infringed the Method of apparatus for displaying

information during an instant messaging session

Apple claimed that SAMSUNG’s USB cables are a clear knock-off of Apple’s

designs.

Apple claimed that power adapters used for SAMSUNG’s smartphones, which are almost an exact replica of Apple’s USB

power adapters

And….

Finally The jury ordered

Samsung to pay Apple$1.05 billion

According to my opinion…

Appleis more innovative than

SAMSUNG

SWOT ANALYSIS...

Strengths Well recognized ,product differentiation

unique design, easy to use products

4th largest player in the global mobile phone market

Strong brand image, Brand stability ,High brand loyalty

Powerfully financial performance

Focused R&D driving innovation Holds 5% market share in mobile phone market

18.5% market share of global smartphone market

Complete hardware/software package

Patent infringement lawsuit may affect financial condition and operating results

Product recalls, defects may harm reputation and as significant warranty and other expenses

2010, antennae problems in iPhone 4- replacements free of charge

Weaknesses

Opportunities Strong growth in smartphone and tablet markets to boost

Apple’s revenues

Robust outlook for mobile advertising market provides growth opportunity

Shipment of smartphones expected to be 850 million by the end of 2013

iPhone business continues to increases

Strongest player in mobile apps market (350,000 apps)

Mobile advertising market is forecast to reach approximately $25 billion by 2015

Increasing demand of online music and other like cloud based services.

Threats Rising popularity of Google Android may affect its

market share

350,000 Android smartphones are activated daily, 150,000 iPhone activated daily

Steve Job’s was innovative and a visionary for Apple.  His death has started affecting further developments in Apple

Very reliant on specific suppliers and component providers

Intense competition

Highly dependent on consumer purchases

Where apple stands now?

THE WORLD’S MOST INNOVATIVE COMPANIES

APPLETWITTERFACEBOOKNISSANGROUPONGOOGLEDRAWING INFORMATION INDUSTRYNETFLIXZYNGAEPOCRATES

World’s most reputed it companies

• Apple • Google• Microsoft

The consumer electronics industry outlook

SamsungHewlett-Packard (HP)SonyLGToshibaNokiaPanasonicAppleMicrosoftDell

Role of Decider Person in family who have knowledge of Apple Products i.e. commonly younger ones

Role of Buyer Person who have ability of purchasing Apple Products

Role of Influencer Little role of influencer because Apple Products are Expensive

Role of User A User have a urge to use Apple Products because of innovative technology

Family Extra shot

Apple product Evolution

Apple 11976

Apple 21977

Apple 3

Apple lisa

1980

1983

Macintosh

Macintosh SE/30

1984

1989

Power book 1001991

Message pad & newton os

1993

Quick take

Power macintosh 9500

1994

1995

Network Server

1996

20th anniversary mac1997

I mac

Power mac G4 cube

1998

2000

Apple flat panels2000

Power book G42001

Ipod 2001

I mac LCD 2002

Mac mini2005

Mac book pro2006

I touch 2007

I phone2007

I pad

2008

2010

Mac book air

Current CEO

Tim cook

• Unique Features and characteristics

• Commands Premium Price• High Customer Service• Superior Quality• Prestige• Rapid Innovation

Differentiation Strategy

Marketing

Apple adopts Four P’s ;

1. Product

2. Price

3. Place

4. Promotion

Apple Inc’s product strategy is:

• Supply superior ease-to-use

• Seamless integration

• Innovative industrial design

Two main types of products:Hardwareo Personal computerso Portable devices(i-pod’s,ipad’s..etc)

Softwareo iTuneso Final Cut Proo Logic Studio(and lot more software

concerned in every aspects of work)

Product

Price o Distribution:o Sales Forceo Third party wholesale

o Distribution Channels:

• Resellers

• Large distribution

• On line stores

• No Franchises(in INDIA reliance digital store sells APPLE products)

• Value based pricing model

• Variable pricing for iTunes

• Fixed pricing over all

Promotional techniques

“Test drive a Mac”

iPod as contemporary art

Celebrity involvement

ADVERTISMENT

Promotion

For Company:More number of retail stores for easy access Continuous innovation to expand Lowering the cost of products and maintaining the same quality standard.

For Others:Do not compromise on price for qualityChoose the products based on individual needsBe unique and different.

Recommendation

Stay Hungry, Stay Foolish.

Think Different