B Y F E R N A N D A V A Z Q U E Z A N D A L I C I A V E N E G A S

PRESENTATION PURPOSE

• To provide an overview of Apple Inc. and state a communication

problem and provide a solution.

Topics Covered:

• Apple’s Market Purpose

• Apple’s History

• Corporation Growth

• Corporation Performance

• Description of Communication Problem

• Communication Problem is Relevant to Sales

• Solution Offered

APPLE’S MARKET PURPOSE

Apple designs Macs, one of

the best personal computers

in the world. Along with

defining the future of

computing devices, Apple

created a digital music

revolution with iTunes and

iPods. Apple has also

expanded the mobile media

with its competitive iPhones.

APPLE HISTORY

• Founders Steve Jobs and

Steve Wozniak created

Apple computer on April

1, 1976, with the release

of Apple 1

• The company was

incorporated on January

3, 1977 in Cupertino,

California

APPLE PERFORMANCE

• In 2012, net income was

$13.1 billion.

• In 2012, Apple also

became the most

valuable company in

history in terms of market

capitalization.

• The market cap

consisted of $62 billion.

Interesting Fact:

Apple Inc. is worth more than the

stock markets of Spain, Portugal,

Greece and Ireland together.

CORPORATION GROWTH

• Apple stores have expanded

from the U.S. all the way to

Beijing, Amsterdam,

Barcelona, Honk Kong,

London, Osaka, Paris, etc.

• In December 12, 1980, one

share of apple stock (APPL)

was worth $2.75.

• Today, Apple stock has

reached all the way to $705 in

2012.

However, the corporate culture of

Apple has hindered employee

trust and created a culture of fear

within the company.

“Secrecy at Apple is not just the

prevailing communications strategy, it

is baked in the corporate culture.”

- “Apple’s Obsession With Secrecy

Grows Stronger” by The New York

Times

COMMUNICATION PROBLEM

• Current and past employees have stated that due to the high levels of security in Apple, employees do not easily trust one another.

• Although it is essential that Apple maintain a level of secrecy, too much secrecy could hinder creativity for projects and promote a corporate culture of fear.

• Apple’s communication

challenges may

contribute to misleading

information from human

resources to its

workers.

• Challenges faced in the

corporate world may

affect its retail stores

and affect product

sales.

COMMUNICATION PROBLEM CONTINUED

COMMUNICATION PROBLEM RELEVANT TO SALES

• Apple’s market tablet share

has decreased from 65.5% in

the second quarter of 2012 to

50.4% in the third quarter.

• Samsung, Apple’s main

competitor, is gaining market

segmentation across the

globe.

• The communication problem

of too much secrecy within

Apple has fallen all the way

down to the retail employees,

making sale competency

harder.

SOLUTION NO. 1

• Expand the responsibilities of the

Human Resource Department

1. The HR Department would

separate into teams and handle

one specific department within

the corporation.

2. The HR Team would be in

charge of handling any pay

concern or other employee

issues. They will provide weekly

updates to the executive board.

SOLUTION NO. 2 • Encourage group work to

2-3 members per project

1. However, this will only

be an option to people that

have worked at least 7

years in the company.

2. Studies have shown that

the longer an employee

has worked in a company,

the stronger loyalty her or

she will feel to the job. This

will prevent information

leakage.

SOLUTION NO. 3

• Organize motivation seminars

after product has been

released

1. In order for an employee to

remain engaged with his or her

work, motivation must come

into play.

2. This will give executive

officers the change to show

appreciation and boost

employee work satisfaction,

affecting employee turnover

rates in the long run.

We hope you give our

solutions

consideration. Thank

you very much for your

time.