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PriyankaTrivedi

ERP Case study to APPLE

1. Introduction
Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation
headquartered in Cupertino, California that designs, develops, and sells consumer
electronics, computer software and personal computers. Its best-known hardware
products are the Mac line of computers, the iPod music player, the iPhone smart phone,
and the iPad tablet computer.
Its software includes the OS X and iOS operating systems, the iTunes media browser, the
Safari web browser, and the iLife and iWork creativity and production suites. The
company was founded on April 1, 1976, and incorporated as Apple Computer, Inc. on
January 3, 1977.The word "Computer" was removed from its name on January 9, 2007
Apple is the world's second-largest information technology company by revenue after
Samsung Electronics and the world's third-largest mobile phone maker after Samsung
and Nokia. Fortune magazine named Apple the most admired company in the United
States in 2008, and in the world from 2008 to 2012.However, the company has received
criticism for its contractors' labor practices, and for Apple's own environmental and
business practices
As of May 2013, Apple maintains 406 retail stores in fourteen countriesas well as the
online Apple Store and iTunes Store. It is the second-largest publicly traded corporation
in the world by market capitalization, with an estimated value of US$414 billion as of
January 2013. As of September 29, 2012, the company had 72,800 permanent full-time
employees and 3,300 temporary full-time employees worldwide. Its worldwide annual

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4. More than half of the student population are now regular Apple users. While Apple is the favoured technology brand with Apple 2 . Apple was established on April 1. The kits were hand-built by Wozniakand first shown to the public at the Homebrew Computer Club. The iPhone 4S was officially released on October 14. 1976. Mission Statement Of Apple Inc. Apple announced that Jobs had died. educators. an "intelligent software assistant" named Siri. rising 11 places above its 2012 ranking to take the sixth position. He was replaced by Tim Cook and Jobs became Apple's chairman On October 4. Customer Profile Households with at least one Apple device now comprise 50% of all households across the US and Europe. 2. In May 2013. The following day. 2011. a dual core A5 chip capable of 7 times faster graphics than the A4. 3. creative professionals and consumers around the world through it's unique modern hardware and software.The Apple I went on sale in July 1976 and was market-priced at $666. marking the end of an era for Apple Inc. 2011. on October 5. MAC ipad ipod iphone icomputer itv 2. Steve Wozniak and Ronald Wayne to sell the Apple I personal computer kit. Apple announced the iPhone 4S. APPLICATIONS: 1. 6. and cloud-sourced data with iCloud. Jobs resigned his position as CEO of Apple.PriyankaTrivedi revenue in 2012 totaled $156 billion. 3. 5. by Steve Jobs. Apple entered the top ten of the Fortune 500 list of companies for the first time. The Apple I was sold as a motherboard . and 36% of people claim to be regular users of Apple devices. which included an improved camera with 1080p video recording. Apple Inc.66 On August 24. Apple is able to enhance resources for future generations and for continuous improvements. 2011. is determined and committed to deliver the best personal computing experience by offering technologically ingenious products and services to students. 2011. compared to fewer than one in five retired people.

iPads. In 1976. However. In 2005. is an American multinational corporation focused on designing and manufacturing personal computers. market share in the PC industry. Business Situation Apple Computer Inc. the company had $13. Traditionally.2 percent of the U. iPhones. Recently. Apple has been a pioneer in innovation with multiple ups and downs. Since its foundation in 1976. HP and LG are also preferred brands with this group. Apple’s iPod models accounted for well over 70 percent of the hard-drive MP3 player market and more than 40 percent of the flash based player market. This Bulletin presents selected survey findings related to users of Apple devices such as iPods.PriyankaTrivedi users. Apple TV and Apple computers.93 billion in sales. Apple has undergone a transformation from an innovative computer manufacturer to a state of-the-art consumer electronics company. they only controlled 4. and other consumer electronic products such as MP3 players. Apple has done extremely well at being the first company to introduce a new product or concept but has struggled to maintain its market share in that product line. Samsung. closely related software products. Sony. Apple introduced what was to become the first highly successful mass-produced personal computer. 4. For the same year. 3 .S.

the first solution you come up with are very complex.PriyankaTrivedi 5. Problem Solution Step#1: Believe in the Simple Apple: The arrogance of simplicity Apple’s design process When you first start off trying to solve a problem. you can often times arrive at some very elegent and simple solutions. Simplicity & Choices 4 . and most people stop there. But you keep going.

Simplicity & Choices Step#2: Design a full experience Apple adopts a comprehensive approach Apple re-legitimize vertical integration Apple.s vertical integration offers three competitive advantages 5 .PriyankaTrivedi Fig1.

2 The digital music revolution Apple’s vertical integration in h/w for consumer electronics 6 .PriyankaTrivedi The digital music revolution Fig.

4 iTunes revenues are insignificant App store revenues are a drop in the bucket 7 .3 Apple’s vertical integration in h/w for consumer electronics Step#3: Look customers in iTunes’ goal is to lock the consumer in iTunes revenues are insignificant Fig.PriyankaTrivedi Fig.

5 App store revenues are a drop in the bucket Step#4: Sell at a premium Apple’s revenues come from high margin h/w products Apple’s profit comes from margins in h/w(iPad) Fig.PriyankaTrivedi Fig.6 Apple’s profit comes from margins in h/w(iPad) H/w drives Apple’s gross margin 8 .

PriyankaTrivedi Fig.8 Who is the iCustomer? iPod and iPhone drive Mac sales 9 .7 H/w drives Apple’s gross margin Step#5: Cross-sell your product line Apple brand appeal drives its product line Who is the iCustomer? Fig.

PriyankaTrivedi Fig.10 Integration reinforced by retail strategy iCustomers will drive Apple’s sales 10 .9 iPod and iPhone drive Mac sales Integration reinforced by retail strategy Fig.

12 How did apple cross the chasm? 6.11 iCustomers will drive Apple’s sales How did apple cross the chasm? Fig. Future expectations Three upcoming features to build an Apple cloud 11 .PriyankaTrivedi Fig.

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