A

PROJECT REPORT
On
“MARKETING STRATEGIES
& COMPARATIVE ANALYSIS OF SMARTPHONES OF APPLE
INC”
Submitted towards Partial Fulfillment of

BACHELOR OF BUSINESS ADMINISTRATION

(AFFILIATED TO C.C.S. UNIVERSITY, MEERUT)

(2018-2021)

UNDER THE GUIDANCE OF

Submitted to: Submitted By:

Mr. SUDHEER KUMAR MOHD. FARAZ
Assistant Professor BBA Dept. Roll No.
180986105048
BBA- VI SEM

DEWAN INSTITUTE OF MANAGEMENT

STUDIES, MEERUT
 STUDENT DECLARATION

I am MOHD. FARAZ student of B.B.A. – VI Sem, DIMS, Meerut here by declares that

the project report titled “MARKETING STRATEGIES & COMPARATIVE

ANALYSIS OF SMARTPHONES OF APPLE INC.” is completed and submitted under

the guidance of “Mr. SUDHEER KUMAR , Assistant Professor of BBA Department

DIMS, Meerut” is my original work.

The imperial finding in this report is based on the data collected by me. This project has been
submitted to CCS, University , Meerut or not any other university for the purpose of
compliance of any requirement of any examination or degree.

MOHD. FARAZ

Roll No. 180986105048

BBA- VI SEM

2
 ACKNOWLEDGEMENT

I take this as an opportunity to thank with bottom of my hear all those without whom the

journey of doing my project would not have been as pleasant as it has been to me. Working

on my project was a constant learning experience with all sweat and tear which was its due

but not without being richly stimulating experience of life time.

I am very thankful to Dr.GEETIKA SHUKLA , H.O.D of BBA Department DIMS,

Meerut for giving me their valuable advice and guidance towards fulfillment of the project

For any project to be a success, it is very important to get the right guidance and support

which I got from my “Mr. SUDHEER KUMAR , Assistant Professor of BBA

Department DIMS, Meerut”. I express my gratitude to my faculty guide for inspiring me

throughout the project.

I want to express my deep gratitude to our institution DIMS Meerut , for giving me the

opportunity to undertake this project and enhance my knowledge.

Finally I would like to convey my heartiest thanks to all my well wishers for their blessing

and co-operation throughout my study. They boosted me up every day to work with a new

and high spirit.

MOHD. FARAZ

CERTIFICATE
3
This is to certify that the project titled ““MARKETING STRATEGIES &
COMPARATIVE ANALYSIS OF SMARTPHONES OF APPLE INC.”.” is an academic
work done by “ MOHD. FARAZ” submitted in the partial fulfillment of the requirement for
the award of the degree of Bachelor Of Business Administration from DIMS, meerut , under
my guidance & direction. To the best of my knowledge and belief the data & information
presented by her in the project has not been submitted earlier.

Signature:

Name of the Faculty Guide: Mr.SUDHEER KUMAR

Designation: Assistant Professor

EXECUTIVE SUMMARY

4
This project is an attempt to give knowledge about Apple India. It aims to make its reader
well versed with each and every aspect of Apple India.

It throws light on the following:-

1. 1st Chapter there is Introduction, History, Products, and objectives of Apple.

2. 2nd chapter is about Marketing Strategies of Apple

3. 3rd Chapter of this report, research methodology of the report is mentioned.

4. 4th Chapter discusses the Findings and Analysis of the Project.

5. 5th Chapter includes the conclusion on the project.

6. 6th Chapter there is some of the limitations of project being face by me.

This project is overall an attempt to make you aware or to cover every possible aspect of
Apple in India and around the world.

5
TABLE OF CONTENT

Pg No.

Declaration I
Certificate II
Acknowledgement III
Executive Summary IV

Chapter 1 Introduction to Topic

1.1 Introduction
1.2 History
1.3 Products
Chapter 2
2.1 Competetive Structure of Apple
2.2Purpose of the Study Report
2.3 Objectives of the Study Report

Chapter 3 Research Methodology

3.1 Meaning of Research
3.2 Research Methodology
3.3 Data Sources

Chapter 3 Findings and Data Analysis

4.1 Economic Scale
4.2 Trends

Chapter 4 Conclusion
Chapter 5 Limitations
Bibliography
Questionnaire

6
 CHAPTER 1
INTRODUCTION

1.1 INTRODUCTION
7
Apple Inc. (formerly Apple Computer, Inc.) is an American multinational corporation that
designs and markets consumer electronics, computer software, and personal computers. The
company's best-known hardware products include the Macintosh line of computers, the iPod,
the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes
media browser; the iLife suite of multimedia and creativity software; the iWork suite of
productivity software; Aperture, a professional photography package; Final Cut Studio, a
suite of professional audio and film-industry software products; Logic Studio, a suite of
music production tools; the Safari web browser; and iOS, a mobile operating system. As of
October 2019, the company operates 317 retail stores in ten countries, and an online store
where hardware and software products are sold. As of September 2011, Apple is the largest
publicly traded company in the world by market capitalization and the largest technology
company in the world by revenue and profit.

Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the
company was previously named Apple Computer, Inc., for its first 30 years, but removed the
word "Computer" on January 9, 2007, to reflect the company's ongoing expansion into the
consumer electronics market in addition to its traditional focus on personal computers. As of
September 2019, Apple had 46,600 full time employees and 2,800 temporary full time
employees worldwide and had worldwide annual sales of $65.23 billion.

For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive
advertising campaigns, Apple has established a unique reputation in the consumer electronics
industry. This includes a customer base that is devoted to the company and its brand,
particularly in the United States.Fortune magazine named Apple the most admired company
in the United States in 2008, and in the world in 2008, 2009, and 2019. The company has also
received widespread criticism for its contractors' labor, environmental, and business
practices.

1.2 HISTORY

1976–1980: The early years

8
The Apple I, Apple's first product. Sold as an assembled circuit board, it lacked basic features
such as a keyboard, monitor, and case. The owner of this unit added a keyboard and a
wooden case.

Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne,[1]
to sell the Apple I personal computer kit. They were hand-built by Wozniak[11][12] and first
shown to the public at the Homebrew Computer Club. The Apple I was sold as a
motherboard (with CPU, RAM, and basic textual-video chips)—less than what is today
considered a complete personal computer.[14] The Apple I went on sale in July 1976 and was
market-priced at $666.66.[15][16][17][18][19]

Apple was incorporated January 3, 1977[5] without Wayne, who sold his share of the
company back to Jobs and Wozniak for $800. Multi-millionaire Mike Markkula provided
essential business expertise and funding of $250,000 during the incorporation of Apple.[20][21]

The Apple II was introduced on April 16, 1977 at the first West Coast Computer Faire. It
differed from its major rivals, the TRS-80 and Commodore PET, because it came with color
graphics and an open architecture. While early models used ordinary cassette tapes as storage
devices, they were superseded by the introduction of a 5 1/4 inch floppy disk drive and
interface, the Disk II.[22]

The Apple II was chosen to be the desktop platform for the first "killer app" of the business
world—the VisiCalc spreadsheet program.[23] VisiCalc created a business market for the
Apple II, and gave home users an additional reason to buy an Apple II—compatibility with
the office.[23] According to Brian Bagnall, Apple exaggerated its sales figures and was a
distant third place to Commodore and Tandy until VisiCalc came along.[24][25]

By the end of the 1970s, Apple had a staff of computer designers and a production line. The
Apple II was succeeded by the Apple III in May 1980 as the company competed with IBM
and Microsoft in the business and corporate computing market.[26]

Jobs and several Apple employees including Jef Raskin visited Xerox PARC in December
1979 to see the Xerox Alto. Xerox granted Apple engineers three days of access to the PARC
facilities in return for $1 million in pre-IPO Apple stock. Jobs was immediately convinced
that all future computers would use a GUI, and development of a GUI began for the Apple
Lisa.

In December 1980, Apple launched the Initial Public Offering of its stock to the investing
public. When Apple went public, it generated more capital than any IPO since Ford Motor
Company in 1956 and instantly created more millionaires (about 300) than any company in
history. Several venture capitalists cashed out, reaping billions in long-term capital gains.

9
1981–85: Lisa and Macintosh

The heroine from Apple's 1984 ad, set in a dystopian future modeled after the Orwell novel
Nineteen Eighty-Four, set the tone for the introduction of the Macintosh.

Steve Jobs began working on the Apple Lisa in 1978 but in 1982 he was pushed from the
Lisa team due to infighting, and took over Jef Raskin's low-cost-computer project, the
Macintosh. A turf war broke out between Lisa's "corporate shirts" and Jobs' "pirates" over
which product would ship first and save Apple. Lisa won the race in 1983 and became the
first personal computer sold to the public with a GUI, but was a commercial failure due to its
high price tag and limited software titles.

The Macintosh 128K, the first Macintosh computer.

In 1984, Apple next launched the Macintosh. Its debut was announced by the now famous
$1.5 million television commercial, "1984". It was directed by Ridley Scott, aired during the
third quarter of Super Bowl XVIII on January 22, 1984, and is now considered a watershed
event for Apple's success and a "masterpiece".

The Macintosh initially sold well, but follow-up sales were not strong. [34] The machine's
fortunes changed with the introduction of the LaserWriter, the first PostScript laser printer to
be offered at a reasonable price point, and PageMaker, an early desktop publishing package.
The Mac was particularly powerful in this market due to its advanced graphics capabilities,
which were already necessarily built-in to create the intuitive Macintosh GUI. It has been
suggested that the combination of these three products was responsible for the creation of the
desktop publishing market.[35]

10
A power struggle developed between Jobs and new CEO John Sculley in 1985.[36] Apple's
board of directors sided with Sculley and Jobs was removed from his managerial duties. [34]
Jobs resigned from Apple and founded NeXT Inc. the same year.[37]

Apple's sustained growth during the early 1980s was in great part due to its leadership in the
education sector, attributed to an implementation of the LOGO Programming Language by
Logo Computer Systems Inc., (LCSI), for the Apple II platform. The success of Apple and
LOGO in the education environment provided Apple with a broad base of loyal users around
the world. The drive into education was accentuated in California by a momentous agreement
concluded between Steve Jobs and Jim Baroux of LCSI, agreeing with the donation of one
Apple II and one Apple LOGO software package to each public school in the state. The
arrangement, (eventually replicated in Texas), established a strong and pervasive presence for
Apple in all schools throughout California, that ignited the acquisition of Apple IIs in schools
across the country. The conquest of education became critical to Apple's acceptance in the
home, as parents supported children’s continued learning experience after school.

1986–93: Rise and fall

Timeline of Apple II family and Timeline of Macintosh models

The Macintosh Portable was Apple's first "portable" Macintosh computer, released in 1989.

Having learned several painful lessons after introducing the bulky Macintosh Portable in
1989, Apple introduced the PowerBook in 1991, which established the modern form and
ergonomic layout of the laptop computer.[38] The same year, Apple introduced System 7, a
major upgrade to the operating system, which added color to the interface and introduced
new networking capabilities. It remained the architectural basis for Mac OS until 2001.

The success of the PowerBook and other products led to increasing revenue. [36] For some
time, it appeared that Apple could do no wrong, introducing fresh new products and
generating increasing profits in the process. The magazine MacAddict named the period
between 1989 and 1991 as the "first golden age" of the Macintosh.

Following the success of the LC, Apple introduced the Centris line, a low end Quadra
offering, and the ill-fated Performa line that was sold in several confusing configurations and
software bundles to avoid competing with the various consumer outlets such as Sears, Price
Club, and Wal-Mart, the primary dealers for these models. The end result was disastrous for
Apple as consumers did not understand the difference between models.

During this time Apple experimented with a number of other failed consumer targeted
products including digital cameras, portable CD audio players, speakers, video consoles, and
TV appliances. Enormous resources were also invested in the problem-plagued Newton
11
division based on John Sculley's unrealistic market forecasts. Ultimately, all of this proved be
too-little-too-late for Apple as their market share and stock prices continued to slide.

Apple saw the Apple II series as too expensive to produce, while taking away sales from the
low end Macintosh.[39] In 1990 Apple released the Macintosh LC with a single expansion slot
for the Apple IIe Card to migrate Apple II users to the Macintosh platform. [40] Apple stopped
selling the Apple IIe in 1993.

Microsoft continued to gain market share with Windows, focusing on delivering software to
cheap commodity personal computers while Apple was delivering a richly engineered, but
expensive, experience.[41] Apple relied on high profit margins and never developed a clear
response. Instead they sued Microsoft for using a graphical user interface similar to the Apple
Lisa in Apple Computer, Inc. v. Microsoft Corporation.[42] The lawsuit dragged on for years
before being thrown out of court. At the same time, a series of major product flops and
missed deadlines destroyed Apple's reputation and Sculley was replaced by Michael Spindler.
[43]

1994–1997: Attempts at reinvention

The Newton was Apple's first foray into the PDA markets, as well as one of the first in the
industry. A financial flop, it helped pave the way for the Palm Pilot and Apple's own iPhone
in the future.

By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as the
A/UX. The Macintosh platform was becoming outdated since it was not built for
multitasking, and several important software routines were programmed directly into the
hardware. In addition, Apple was facing competition from OS/2 and UNIX vendors like Sun
Microsystems. The Macintosh would need to be replaced by a new platform, or reworked to
run on more powerful hardware.

In 1994, Apple allied with IBM and Motorola in the AIM alliance. The goal was to create a
new computing platform (the PowerPC Reference Platform), which would use IBM and
Motorola hardware coupled with Apple's software. The AIM alliance hoped that PReP's
performance and Apple's software would leave the PC far behind, thus countering Microsoft.
The same year, Apple introduced the Power Macintosh, the first of many Apple computers to
use IBM's PowerPC processor.[45]

In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio made many
changes at Apple, including massive layoffs.[46] After multiple failed attempts to improve
Mac OS, first with the Taligent project, then later with Copland and Gershwin, Amelio chose
to purchase NeXT and its NeXTSTEP operating system, bringing Steve Jobs back to Apple
12
as an advisor.[47] On July 9, 1997, Gil Amelio was ousted by the board of directors after
overseeing a three-year record-low stock price and crippling financial losses. Jobs became the
interim CEO and began restructuring the company's product line.

At the 1997 Macworld Expo, Steve Jobs announced that Apple would join Microsoft to
release new versions of Microsoft Office for the Macintosh, and that Microsoft made a $150
million investment in non-voting Apple stock.[48]

On November 10, 1997, Apple introduced the Apple Store, tied to a new build-to-order
manufacturing strategy.[49][50]

1998–2005: Return to profitability

Company headquarters on Infinite Loop in Cupertino, California.

On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the
Macintosh 128K: the iMac. The iMac design team was led by Jonathan Ive, who would later
design the iPod and the iPhone.[51][52] The iMac featured modern technology and a unique
design. It sold close to 800,000 units in its first five months and returned Apple to
profitability for the first time since 1993.[53]

Through this period, Apple purchased several companies to create a portfolio of professional
and consumer-oriented digital production software. In 1998, Apple announced the purchase
of Macromedia's Final Cut software, signaling its expansion into the digital video editing
market.[54] The following year, Apple released two video editing products: iMovie for
consumers, and Final Cut Pro for professionals, the latter of which has gone on to be a
significant video-editing program, with 800,000 registered users in early 2007. [55] In 2002
Apple purchased Nothing Real for their advanced digital compositing application Shake,[56] as
well as Emagic for their music productivity application Logic, which led to the development
of their consumer-level GarageBand application.[57][58] iPhoto's release the same year
completed the iLife suite.[59]

The entrance of the Apple Store on Fifth Avenue in New York City is a glass cube, housing a
cylindrical elevator and a spiral staircase that leads into the subterranean store.

13
Mac OS X, based on NeXT's OPENSTEP and BSD Unix was released on March 24, 2001,
after several years of development. Aimed at consumers and professionals alike, Mac OS X
aimed to combine the stability, reliability and security of Unix with the ease of use afforded
by an overhauled user interface. To aid users in migrating from Mac OS 9, the new operating
system allowed the use of OS 9 applications through Mac OS X's Classic environment.

On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and
California. The same year, Apple introduced the iPod portable digital audio player. The
product was phenomenally successful — over 100 million units were sold within six years. In
2003, Apple's iTunes Store was introduced, offering online music downloads for $0.99 a
song and integration with the iPod. The service quickly became the market leader in online
music services, with over 5 billion downloads by June 19, 2008.[64]

Since 2001 Apple's design team has progressively abandoned the use of translucent colored
plastics first used in the iMac G3. This began with the titanium PowerBook and was followed
by the white polycarbonate iBook and the flat-panel iMac.

2005–2007: The Intel transition

14
The MacBook Pro (15.4" widescreen) was Apple's first laptop with an Intel microprocessor.
It was announced in January 2006 and is aimed at the professional market.

At the Worldwide Developers Conference keynote address on June 6, 2005, Steve Jobs
announced that Apple would begin producing Intel-based Mac computers in 2006. On
January 10, 2006, the new MacBook Pro and iMac became the first Apple computers to use
Intel's Core Duo CPU. By August 7, 2006 Apple had transitioned the entire Mac product line
to Intel chips, over one year sooner than announced. The Power Mac, iBook, and PowerBook
brands were retired during the transition; the Mac Pro, MacBook, and MacBook Pro became
their respective successors. On April 29, 2009, The Wall Street Journal reported that Apple
was building its own team of engineers to design microchips.

Apple also introduced Boot Camp to help users install Windows XP or Windows Vista on
their Intel Macs alongside Mac OS X.

Apple's success during this period was evident in its stock price. Between early 2003 and
2006, the price of Apple's stock increased more than tenfold, from around $6 per share (split-
adjusted) to over $80. In January 2006, Apple's market cap surpassed that of Dell. Nine years
prior, Dell's CEO Michael Dell said that if he ran Apple he would "shut it down and give the
money back to the shareholders."

Although Apple's market share in computers has grown, it remains far behind competitors
using Microsoft Windows, with only about 8% of desktops and laptops in the U.S.

2011–present: Post–Steve Jobs era

15
On January 17, 2011, Jobs announced in an internal Apple memo that he would take another
medical leave of absence, for an indefinite period, to allow him to focus on his health. Chief
operating officer Tim Cook took up Jobs' day-to-day operations at Apple, although Jobs
would still remain "involved in major strategic decisions for the company."[98] Apple Inc.
surpassed Microsoft in market capitalization in 2019 with an 84 percent increase to $153.3
billion, and also became the most valuable consumer-facing brand in the world.[99] In June
2011, Apple unveiled the iCloud online storage and syncing service for music, photos, files
and software.[100] It has been argued that Apple has achieved such efficiency in its supply
chain[101] that the company operates as a monopsony (one buyer, many sellers), in that it
can dictate terms to its suppliers.[102] Briefly in July 2011, due to the debt-ceiling crisis,
Apple's financial reserves were greater than those of the US Government. On August 24,
2011, Jobs resigned his position as CEO of Apple.[104] He was replaced by Tim Cook and
Jobs became Apple's chairman. Prior to this, Apple did not have a chairman and instead had
two co-lead directors, Andrea Jung and Arthur D. Levinson, who continued with those titles.

On October 4, 2011, Apple announced the iPhone 4S, which includes an improved camera
with 1080p video recording, a dual core A5 chip capable of 7 times faster graphics than the
A4, a voice recognition system named Siri, and cloud-sourced data with iCloud. It was
released on October 14, 2011. On the day after the announcement, October 5, Apple
announced that Jobs had died, marking the end of an era for Apple Inc.

1.3 APPLE PRODUCTS

16
Current products

See also: Timeline of Apple products and List of products discontinued by Apple Inc.

This is brief information about all apple products. The products have been discussed in detail
in the later parts of the project.

Mac and accessories

See also: Timeline of Macintosh models, List of Macintosh models grouped by CPU
type, and List of Macintosh models by case type

The Mac mini, low-cost desktop computer.

 Mac mini, consumer sub-desktop computer and server introduced in 2005.

 iMac, consumer all-in-one desktop computer introduced in 1998.

 Mac Pro, workstation-class desktop computer introduced in 2006, replacing the Power
Macintosh.

 MacBook, consumer notebook introduced in 2006, replacing the iBook, now only
being sold to educational institutions.

 MacBook Pro, professional notebook introduced in 2006, replacing the PowerBook.

 MacBook Air, ultra-thin, ultra-portable notebook introduced in 2008.

Apple sells a variety of computer accessories for Mac computers including the AirPort
wireless networking products, Time Capsule, Cinema Display, Mighty Mouse, the Apple
Wireless Keyboard computer keyboard, and the Apple USB Modem.

iPad

17
On January 27, 2019, Apple introduced their much-anticipated media tablet, the iPad running
a modified version of iOS. It offers multi-touch interaction with multimedia formats
including newspapers, magazines, ebooks, textbooks, photos, movies, TV shows videos,
music, word processing documents, spreadsheets, video games, and most existing iPhone
apps. It also includes a mobile version of Safari for web browsing, as well as access to the
App Store, iTunes Library, iBooks Store, contacts, and notepad. Content is downloadable via
Wi-Fi and optional 3G service or synced through the user's computer.AT&T was initially the
sole US provider of 3G wireless access for the iPad.

On March 2, 2011, Apple introduced an updated iPad model which had a faster processor and
two cameras on the front and back respectively. The iPad 2 also added support for optional
3G service provided by Verizon in addition to the existing offering by AT&T. However, the
availability of the iPad 2 has been limited as a result of the devastating tsunami and ensuing
earthquake in Japan in March 2011.

iPod

On October 23, 2001, Apple introduced the iPod digital music player. It has evolved to
include various models targeting the wants of different users. The iPod is the market leader in
portable music players by a significant margin, with more than 220 million units shipped as
of September 2009.[115] Apple has partnered with Nike to offer the Nike+iPod Sports Kit
enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website.
Apple currently sells four variants of the iPod.

 iPod Shuffle, ultraportable digital audio player first introduced in 2005, currently
available in a 2 GB model.
 iPod Nano, portable media player first introduced in 2005, currently available in 8 and
16 GB models. The latest generation has a FM radio, a pedometer, and a new multi-
touch interface that replaced the traditional iPod click wheel.
 iPod Classic (previously named iPod from 2001 to 2007), portable media player first
introduced in 2001, currently available in a 160 GB model.
 iPod Touch, portable media player that runs iOS, first introduced in September 2007
after the iPhone went on sale. Currently available in 8, 32, and 64 GB models. The
latest generation features the Apple A4 processor, a Retina Display, and dual cameras
on the front and back. The back camera allows for HD video recording at 720p.

18
iPhone

At the Macworld Conference & Expo in January 2007, Steve Jobs revealed the long
anticipated[116] iPhone, a convergence of an Internet-enabled smartphone and iPod.The
original iPhone combined a 2.5G quad band GSM and EDGE cellular phone with features
found in hand held devices, running scaled-down versions of Apple's Mac OS X (dubbed
iOS, formerly iPhone OS), with various Mac OS X applications such as Safari and Mail. It
also includes web-based and Dashboard apps such as Google Maps and Weather. The iPhone
features a 3.5-inch (89 mm) touch screen display, 4, 8, or 16 GB of memory, Bluetooth, and
Wi-Fi (both "b" and "g"). The iPhone first became available on June 29, 2007 for $499 (4
GB) and $599 (8 GB) with an AT&T contract.

On February 5, 2008, Apple updated the original iPhone to have 16 GB of memory, in

addition to the 8 GB and 4 GB models.[119] On June 9, 2008, at WWDC 2008, Steve Jobs
announced that the iPhone 3G would be available on July 11, 2008.[120] This version added
support for 3G networking, assisted-GPS navigation, and a price cut to $199 for the 8 GB
version, and $299 for the 16 GB version, which was available in both black and white. The
new version was visually different from its predecessor in that it eliminated the flat silver
back, and large antenna square for a curved glossy black or white back. Following complaints
from many people, the headphone jack was changed from a recessed jack to a flush jack to be
compatible with more styles of headphones. The software capabilities changed as well, with
the release of the new iPhone came the release of Apple's App Store; the store provided
applications for download that were compatible with the iPhone. On April 24, 2009, the App
Store surpassed one billion downloads.

On June 8, 2009, at Apple's annual worldwide developers conference, the iPhone 3GS was
announced, providing an incremental update to the device including faster internal
components, support for faster 3G speeds, video recording capability, and voice control. On
June 7, 2019, at WWDC 2019, the iPhone 4 was announced, which Apple says is its "'biggest
leap we've taken" since the original iPhone.

The phone includes an all-new design, 960x640 display, Apple's A4 processor used in the
iPad, a gyroscope for enhanced gaming, 5MP camera with LED flash, front-facing VGA
camera and FaceTime video calling. Shortly after the release of the iPhone 4, it was realized
by consumers that the new iPhone had reception issues. This is due to the stainless steel band
around the edge of the device, which also serves as the phones cellular signal and Wi-Fi
antenna. The current fix for this issue was a "Bumper Case" for the phone distributed for free
to all iPhone 4 owners for a few months. In June 2011, Apple overtook Nokia to become the
world's biggest smartphone maker by volume.

On October 4, 2011, Apple unveiled the iPhone 4S, which was released in the United States,
Canada, Australia, United Kingdom, France, Germany, and Japan on October 14, 2011, with
other countries set to follow later in the year[124]. This was the first iPhone model to feature
19
the Apple A5 chip, as well as the first offered on the Sprint network (joining AT&T and
Verizon Wireless as the United States carriers offering iPhone models). On October 19, 2011,
Apple announced an agreement with C Spire Wireless to sell the iPhone 4S with that carrier
in the near future, marking the first time the iPhone was officially supported on a regional
carrier's network[125].

Another notable feature of the iPhone 4S was Siri voice assistant technology, which Apple
had acquired in 2019[126], as well as other features, including an updated 8 megapixel
camera with new optics. Apple sold 4 million iPhone 4S phones in the first three days after its
release, which made it not only the best iPhone launch in Apple's history, but the most-
successful launch of any mobile phone ever

Apple TV

At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously known as
the iTV), a set-top video device intended to bridge the sale of content from iTunes with high-
definition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a
wired network, with one computer's iTunes library and streams from an additional four. The
Apple TV originally incorporated a 40 GB hard drive for storage, includes outputs for HDMI
and component video, and plays video at a maximum resolution of 720p. On May 31, 2007 a
160 GB drive was released alongside the existing 40 GB model and on January 15, 2008 a
software update was released, which allowed media to be purchased directly from the Apple
TV.

Software

Apple develops its own operating system to run on Macs, Mac OS X, the latest version being
Mac OS X Lion (version 10.7). Apple also independently develops computer software titles
for its Mac OS X operating system. Much of the software Apple develops is bundled with its
computers. An example of this is the consumer-oriented iLife software package that bundles
iDVD, iMovie, iPhoto, iTunes, GarageBand, and iWeb. For presentation, page layout and
word processing, iWork is available, which includes Keynote, Pages, and Numbers. iTunes,
QuickTime media player, Safari web browser, and Software Update are available as free
downloads for both Mac OS X and Windows.

Apple also offers a range of professional software titles. Their range of server software
includes the operating system Mac OS X Server; Apple Remote Desktop, a remote systems
management application; WebObjects, Java EE Web application server; and Xsan, a Storage
Area Network file system. For the professional creative market, there is Aperture for
professional RAW-format photo processing; Final Cut Studio, a video production suite;
Logic, a comprehensive music toolkit and Shake, an advanced effects composition program.

Apple also offers online services with MobileMe (formerly .Mac) that bundles personal web
pages, email, Groups, iDisk, backup, iSync, and Learning Center online tutorials. MobileMe
is a subscription-based internet suite that capitalizes on the ability to store personal data on an
online server and thereby keep all web-connected devices in sync. Announced at MacWorld
Expo 2009, iWork.com allows iWork users to upload documents for sharing and
collaboration.
20
Timeline of Apple products

Timeline of Apple products, Timeline of Apple II family, and Timeline of Macintosh models

Products on this timeline indicate introduction dates only and not necessarily
discontinued dates, as new products begin on a contiguous product line.

Corporate

Apple was one of several highly successful companies founded in the 1970s that bucked the
traditional notions of what a corporate culture should look like in organizational hierarchy
(flat versus tall, casual versus formal attire, etc.). Other highly successful firms with similar
cultural aspects from the same period include Southwest Airlines and Microsoft. Originally,
the company stood in opposition to staid competitors like IBM by default, thanks to the
influence of its founders; Steve Jobs often walked around the office barefoot even after
Apple was a Fortune 500 company. By the time of the "1984" TV ad, this trait had become a
key way the company attempted to differentiate itself from its competitors.

As the company has grown and been led by a series of chief executives, each with his own
idea of what Apple should be, some of its original character has arguably been lost, but Apple
21
still has a reputation for fostering individuality and excellence that reliably draws talented
people into its employ, especially after Jobs' return. To recognize the best of its employees,
Apple created the Apple Fellows program, awarding individuals who made extraordinary
technical or leadership contributions to personal computing while at the company. The Apple
Fellowship has so far been awarded to a few individuals including Bill Atkinson,[135] Steve
Capps,[136] Rod Holt, Alan Kay, Guy Kawasaki, Al AlcornDon NormanRich Page, and
Steve Wozniak.

Numerous employees of Apple have cited that projects without Jobs' involvement often take
longer than projects with his involvement.[141] Another presents the image of Jobs
"wandering the hall with a flame thrower in hand, asking random people 'do you work on
MobileMe?'".

Users

Apple aficionados wait in line around an Apple retail store in anticipation of a new product.
This branch is located on Fifth Avenue in New York City, with a glass cube housing a
cylindrical elevator and a spiral staircase that lead into the subterranean store.

While this brand loyalty is considered unusual for any product, Apple appears not to have
gone out of its way to create it. At one time, Apple evangelists were actively engaged by the
company, but this was after the phenomenon was already firmly established. Apple evangelist
Guy Kawasaki has called the brand fanaticism "something that was stumbled upon".[143]
Apple has, however, supported the continuing existence of a network of Mac User Groups in
most major and many minor centers of population where Mac computers are available.

Mac users would meet at the European Apple Expo and the San Francisco Macworld
Conference & Expo trade shows where Apple traditionally introduced new products each
year to the industry and public until Apple pulled out of both events. While the conferences
continue, Apple does not have official representation there. Mac developers, in turn, continue
to gather at the annual Apple Worldwide Developers Conference.

Apple Store openings can draw crowds of thousands, with some waiting in line as much as a
day before the opening or flying in from other countries for the event.[144] The New York
City Fifth Avenue "Cube" store had a line as long as half a mile; a few Mac fans took the

opportunity of the setting to propose marriage.[145] The Ginza opening in Tokyo was
estimated in the thousands with a line exceeding eight city blocks.[146]

John Sculley told The Guardian newspaper in 1997: "People talk about technology, but Apple
was a marketing company. It was the marketing company of the decade."

Research in 2002 by NetRatings indicate that the average Apple consumer was usually more
affluent and better educated than other PC company consumers. The research indicated that
this correlation could stem from the fact that on average Apple Inc. products are more
expensive than other PC products.

22
Corporate affairs

During the Mac's early history Apple generally refused to adopt prevailing industry standards
for hardware, instead creating their own.[150] This trend was largely reversed in the late
1990s beginning with Apple's adoption of the PCI bus in the 7500/8500/9500 Power Macs.
Apple has since adopted USB, AGP, HyperTransport, Wi-Fi, and other industry standards in
its computers and was in some cases a leader in the adoption of standards such as
USB.FireWire is an Apple-originated standard that has seen widespread industry adoption
after it was standardized as IEEE 1394.Ever since the first Apple Store opened, Apple has
sold third party accessories. This allows, for instance, Nikon and Canon to sell their Mac-
compatible digital cameras and camcorders inside the store. Adobe, one of Apple's oldest
software partners, also sells its Mac-compatible software, as does Microsoft, who sells
Microsoft Office for the Mac. Books from John Wiley & Sons, who publishes the For
Dummies series of instructional books, are a notable exception, however. The publisher's line
of books were banned from Apple Stores in 2005 because Steve Jobs disagreed with their
decision to publish an unauthorized Jobs biography.

Headquarters

Apple Inc.'s world corporate headquarters are located in the middle of Silicon Valley, at 1
Infinite Loop, Cupertino, California. This Apple campus has six buildings that total
850,000 square feet (79,000 m2) and was built in 1993 by Sobrato Development Cos.[114]

In 2006, Apple announced its intention to build a second campus on 50 acres (200,000 m2)
assembled from various contiguous plots. The new campus, also in Cupertino, will be about
one mile (1.6 km) east of the current campus.

Advertising

Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial to the
more modern 'Get a Mac' adverts, Apple has been recognized in the past for its efforts
towards effective advertising and marketing for its products, though it has been criticized for
the claims of some more recent campaigns, particularly 2005 Power Mac ads and iPhone ads
in Britain.

23
Slogans

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. The slogan had a lasting
impact on their image and revived their popularity with the media and customers. Although
the slogan has been retired, it is still closely associated with Apple. Apple also has slogans for
specific product lines — for example, "iThink, therefore iMac", was used in 1998 to promote
the iMac, and "Say hello to iPhone" has been used in iPhone advertisements. "Hello" was
also used to introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.

Logos

Apple’s first logo, designed by Jobs and Wayne, depicts Sir Isaac Newton sitting under an
apple tree. Almost immediately, though, this was replaced by Rob Janoff’s “rainbow Apple”,
the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. Janoff
presented Jobs with several different monochromatic themes for the "bitten" logo, and Jobs
immediately took a liking to it. While Jobs liked the logo, he insisted it be in color, as a way
to humanize the company.[119][120]

The original hand drawn logo features Sir Isaac Newton, and one theory states that the
symbol references his discoveries of gravity (the apple) and the separation of light by prisms
(the colors). Another explanation exists that the bitten apple pays homage to the
mathematician Alan Turing, who committed suicide by eating an apple he had laced with
cyanide.[121] Turing is regarded as one of the fathers of the computer. The rainbow colors of
the logo are rumored to be a reference to the rainbow flag, as a homage to Turing's
homosexuality.

In 1998, with the roll out of the new iMac, Apple discontinued the rainbow theme —
supposedly at the insistence of recently returned Jobs — and began to use monochromatic
themes, nearly identical in shape to its previous rainbow incarnation. However, no specific
color is prescribed throughout Apple's software and hardware line. The logo's shape is one of
the most recognized brand symbols in the world, identifies all Apple products and retail
stores (the name "Apple" is not even present) and has been included as stickers in nearly all
Macintosh and iPod packages through the years.

The The rainbow The The Aqua- The "glass"-

24
 themed Apple
monochrome-
logo, used from
themed logo
2003 to present.
maintained the themed Apple
It first appears
original same shaped as logo, used from
"bitten" logo, on Mac OS X
Apple logo the rainbow 2001 to 2003 on
used from late Panther and also
featuring theme it replaced. packaging and
1976 until on start-up of
Isaac It is still used and advertisements,
replaced in the iPhone, iPod
Newton often appears in and on early
1998 by Touch, fifth
under the various colors on versions of Mac
monochrome generation
fabled various products, OS X before
themes. video iPod, iPod
apple tree. such as Panther.[citation
needed] Nano, and all
packaging and
subsequent
advertisements in
versions of
2003.
these products.

Apple Products in Detail

iPod Touch

2nd generation iPod touch with iPhone OS 3.0 Manufacturer Apple Inc.

The iPod Touch (stylized and marketed as lowercase iPod touch; also colloquially referred to
as the iTouch,[8] by analogy to the iPhone) is a portable media player, personal digital
assistant, handheld game console, and Wi-Fi mobile device designed and marketed by Apple.

25
The iPod Touch adds the multi-touch graphical user interface to the iPod line. It is the first
iPod with wireless access to the iTunes Store, and also has access to Apple's App Store,
enabling content to be purchased and downloaded directly on the device. As of March 2011,
Apple has sold over 60 million iPod Touch units. The iPod Touch runs iOS. The first major
update after the initial release was iPhone OS 2.0 This update introduced the App Store,
which allowed third-party applications for the first time. iPhone OS 2.0 debuted July 11,
2008. iPhone users received the update for free, while iPod Touch users had to pay for the
update. The second major update to the operating system, iPhone OS 3.0, was released June
17, 2009. iPhone OS 3.0 added features such as cut, copy, and paste; data tethering; and push
notification support. As with the previous major release, iPhone users received the update for
free, while iPod Touch users had to pay for the update. iOS 4.0 was made available to the
public on June 21, 2019. It was the first major iOS release to drop support for some devices;
the first generation iPod Touch and original iPhone are not supported in iOS 4.0. The iPhone
3G and second generation iPod Touch had limited functionality under iOS 4.0, while the
iPhone 4, iPhone 3GS, third generation iPod Touch, and fourth generation iPod Touch had
full functionality under iOS 4.0. The major features introduced in iOS 4.0 included iBooks,
FaceTime, and multitasking. iOS 5.0 was previewed to the public on June 6, 2011, and was
released on October 12, 2011.

Timeline of iPod models

26
iPod Nano

4th Generation iPod Nano

The iPod Nano (trademarked, marketed, and stylized as iPod nano) is a digital media player
designed and marketed by Apple. The first generation of the iPod Nano was introduced in the
end of 2005 as a replacement for the iPod Mini.[1] It uses flash memory for storage. The iPod
Nano has gone through six models, or generations, since its introduction. The current "sixth
generation" iPod Nano supports FM radio, a pedometer, and a 39.1 millimetres (1.54 in)
square 240×240 display with a multitouch interface.

Supported audio formats

 AAC (16 to 320 kbps)

 Protected AAC (from the iTunes Store)
 MP3 (16 to 320 kbps, including variable bitrate files)
 Audible (formats 2, 3 and 4)
 Apple Lossless
 AIFF
 WAV

Timeline of compact iPod models

27
iPod Classic

iPod Classic 6th generation

The iPod Classic (trademarked as iPod classic and known before its sixth generation as
simply the iPod) is a portable media player marketed by Apple Inc. To date, there have been
six generations of the iPod Classic, as well as a spin-off (the iPod Photo) that was later re-
integrated into the main Classic line. All generations use a 1.8-inch hard drive for storage.

The "Classic" retronym was introduced with the introduction of the sixth-generation iPod
Classic on 5 September 2007;[1] prior to this, an iPod Classic was simply referred to as an
iPod.

Technical information

28
User interface

The iPod's signature Click Wheel

iPods with color displays use anti-aliased graphics and text, with sliding animations. All
iPods have five buttons and the later generations (4th and above) have the buttons integrated
into the click wheel — a design which gives an uncluttered, minimalist interface. The buttons
are:

 Menu: to traverse backwards through the menus, toggle the backlight on older iPods,
and jump to the main menu on newer iPods
 Center: to select a menu item
 Play / Pause: this doubles as an off switch when held
 Skip Forward / Fast Forward
 Skip Backwards / Fast Reverse

Timeline of full-size iPod models

29
Apple TV

Apple TV on display pre-release at the Macworld 2007 conference

Apple TV is a digital media receiver manufactured, marketed and sold by Apple. It is a small
form-factor network appliance designed to play digital content originating from the iTunes
store, YouTube, Flickr, MobileMe or any Mac OS X or Windows computer running iTunes
onto an enhanced-definition or high-definition widescreen television. Apple TV can function
as either a home theater-connected iPod device or a digital media receiver, depending on the
needs of the user. It was first announced at a special press event in San Francisco, California
on September 12, 2006, by Apple CEO Steve Jobs.

30
The devices started shipping on March 21, 2007.[5] This initial version shipped with 40 GB of
storage. A second version with a larger 160 GB hard disk started shipping on May 31, 2007.

Features

AppleTV is a network device that allows consumers to use an HDTV set to view photos, play
music and watch video that originates from an Internet media service or a local network.
Internet media services include the iTunes Store, YouTube, Flickr, or MobileMe. By
connecting directly to the iTunes Store, users can buy and rent movies, buy television shows,
songs, albums, and music videos and subscribe to video and audio podcasts, much of the
content in high definition. Consumers can browse and view YouTube videos and Flickr or
MobileMe photo albums.[10] Apple TV can also sync or stream photo, music and video
content from a network-connected computer running iTunes.[11] Apple TV includes enhanced
remote control and AirTunes capabilities.[2]

Apple plans to continue offering new features through automatic software upgrades, leaving
the door open to further utilization of its hardware capabilities and new software
developments.

Internet media services

Apple TV offers basic media services with movie previews and YouTube videos. The Apple
TV provides YouTube integration by receiving direct streams from YouTube.[16][17] A
YouTube account is not required to browse and view YouTube videos, but it is good to
configure for personalized options, such as viewing favorites.[18]

With the 'Take 2' software update announced by Steve Jobs at Macworld 2008, Apple TV
became capable of acting as a pure stand-alone device, no longer requiring a computer
running iTunes on Mac OS X or Windows to stream or sync content to it. Jobs stated, "Apple
TV was designed to be an accessory for iTunes and your computer. It was not what people
wanted. We learned what people wanted was movies, movies, movies." [19] Users can access
the iTunes store directly through Apple TV to purchase movies, music, music videos, and
television shows.[20][21] Customers can also use Apple TV to rent regular or HD-quality
movies[22] Until mid-March, 2009, iTunes HD movies could only be purchased from Apple
TV.[23][24]

Consumers can browse and view podcasts from the iTunes store, saving podcasts as
favorites.TWiT's Leo Laporte notes that the podcast support in the Apple TV puts podcasts
on the same level as other media,[25] and this was substantiated by the fact that the standard
podcast subscription process no longer applies with Apple TV. It is seen by industry experts
as changing podcasts to video on demand services.[26]

Internet photos can be viewed from MobileMe and Flickr accounts.[18] Apple TV will display
the photos in a slide show, with automatic cross-dissolve transitions. The Ken Burns effect
can also be configured for transitions.[27]

31
Parental controls allow consumers to limit access to Internet media service content. Internet
media is split into 4 categories: "Internet Photos", "YouTube", "Podcasts", and "Purchase and
Rental ". Each of the 4 categories is configured by a parental control of "Show", "Hide" or
"Ask" to prompt for a 4-digit preset code. In addition, Movies and TV shows can be restricted
based on rating as well as explicit music and podcasts.[18]

Specifications

Rear connectors including power, USB for firmware updates, Ethernet, HDMI, component
video and audio, and optical audio.

Processor Intel[1] Pentium M 1.0 GHz "Crofton" Processor[3]

Graphics NVIDIA GeForce Go 7300 (64 MB VRAM)[66]

Memory 256 MB of 400 MHz DDR2 SDRAM[4]

Hard drive 40 or 160 GB hard disk[1][4]

 USB 2.0 (officially for diagnostic use only, though hackers have
managed to allow connectivity of hard disks, mice, and keyboards)[67]
 infrared receiver
Connectivity  HDMI
 Component Video.[1]
 Video and audio cables are not included with Apple TV.

 10BASE-T/100BASE-T Ethernet
Networking  802.11 b, g, n wireless networking (AirPort)[1]

Output  1080p/1080i 60/50 Hz (but maximum video resolution is 720p)[1]

 720p 60/50 Hz[1]
 576p/576i 50 Hz (PAL)[1]
32
  480p/480i (480i is unofficially supported) 60 Hz[1][14]

 digital optical audio

Audio  RCA analog stereo audio[1]

Power Built-in universal 48W power supply[1]

Dimensions 197x197x28 mm (7.7x7.7x1.1 in)[1]

Weight 1.09 kg (2.4 lb)[1]

iPhone

The iPhone is a line of Internet and multimedia-enabled smartphones marketed by Apple Inc..
The first iPhone was unveiled by former Apple CEO Steve Jobs on January 9, 2007, and
released on June 29, 2007. The 5th generation iPhone, the iPhone 4S, was announced on
October 4, 2011, and released on October 14, 2011, two days after the release of iOS 5.0, the
Apple operating system for handheld devices. An iPhone can function as a video camera
(video recording was not a standard feature until the iPhone 3GS was released), a camera
phone, a portable media player, and an Internet client with email and web browsing
capabilities, can send texts and receive visual voicemail, and has both Wi-Fi and 3G
connectivity. The user interface is built around the device's multi-touch screen, including a
virtual keyboard rather than a physical one. Third-party as well as Apple application software
is available from the App Store, which launched in mid-2008 and now has over 500,000[2]
"apps" approved by Apple. These apps have diverse functions, including games, reference,
33
GPS navigation, social networking, security and advertising for television shows, films, and
celebrities. There are five generations of iPhone models, each accompanied by one of the five
major releases of iOS (formerly iPhone OS). The original iPhone was a GSM phone that
established design precedents like screen size and button placement that have persisted
through all models. The iPhone 3G added 3G cellular network capabilities and A-GPS
location. The iPhone 3GS added a compass, faster processor, and higher resolution camera,
including video recording at 480p. The iPhone 4 has a rear facing camera (720p video) and a
front facing camera (at a lower resolution) for FaceTime video calling and for use in other
apps like Skype. The iPhone 4 featured a higher-resolution 960x640 display; it was released
on June 24, 2019. In the U.S., AT&T was the only authorized carrier until February 10, 2011,
when a CDMA version of the iPhone 4 launched for Verizon. On October 4, 2011, Apple
announced the iPhone 4S. The iPhone 4S added a higher resolution camera (8 megapixel)
with 1080p video recording, face detection, and video stabilization, a faster, dual core
processor, world phone capability (allowing a single handset to operate on networks based on
both GSM/UMTS and CDMA technologies), and a natural language voice control system
called Siri.[4] It will be available in 16 GB and 32 GB as well as a new 64 GB capacity. It
was also announced that in the U.S. Sprint would begin carrying the iPhone 4 and iPhone 4S
and C Spire Wireless announced that it would be carrying the iPhone 4S as well.

History & Availability

Worldwide iPhone availability:

  Original iPhone was available; now iPhone 4

  iPhone 3GS and 4
  Coming soon

34
Development of the iPhone began in 2005 with Apple CEO Steve Jobs' direction that Apple
engineers investigate touchscreens.[6] He also steered the original focus away from a tablet,
like the iPad, and towards a phone.[7] Apple created the device during a secretive
collaboration with AT&T Mobility—Cingular Wireless at the time—at an estimated
development cost of US$150 million over thirty months.[8] Apple rejected the "design by
committee" approach that had yielded the Motorola ROKR E1, a largely
unsuccessful[citation needed] collaboration with Motorola. Instead, Cingular gave Apple the
liberty to develop the iPhone's hardware and software in-house[9][10] and even paid Apple a
fraction of its monthly service revenue (until the iPhone 3G),[11] in exchange for four years
of exclusive U.S. sales, until 2011.

Jobs unveiled the iPhone to the public on January 9, 2007 at the Macworld 2007 convention
at the Moscone Center in San Francisco. The iPhone went on sale in the United States on
June 29, 2007, at 6:00 pm local time, while hundreds of customers lined up outside the stores
nationwide.[12] The passionate reaction to the launch of the iPhone resulted in sections of the
media christening it the 'Jesus phone'.[13][14] The original iPhone was made available in the
UK, France, and Germany in November 2007, and Ireland and Austria in the spring of 2008.
On July 11, 2008, Apple released the iPhone 3G in twenty-two countries, including the
original six.[15] Apple released the iPhone 3G in upwards of eighty countries and territories.
[16] Apple announced the iPhone 3GS on June 8, 2009, along with plans to release it later in
June, July, and August, starting with the U.S., Canada and major European countries on June
19. Many would-be users objected to the iPhone's cost,[17] and 40% of users have household
incomes over US$100,000.[18] In an attempt to gain a wider market, Apple retained the 8 GB
iPhone 3G at a lower price point. When Apple introduced the iPhone 4, the 3GS became the
less expensive model. Apple reduced the price several times since the iPhone's release in
2007, at which time an 8 GB iPhone sold for $599. An iPhone 3GS with the same capacity
now costs $49. However, these numbers are misleading, since all iPhone units sold through
AT&T require a two-year contract (costing several hundred dollars and including an early
termination fee[19]), and a SIM lock.

Apple sold 6.1 million original iPhone units over five quarters.[20] Recorded sales have been
growing steadily thereafter, and by the end of fiscal year 2019, a total of 73.5 million iPhones
were sold.[21] By 2019/2011, the iPhone has a market share of barely 4% of all cellphones,
but Apple still pulls in more than 50% of the total profit that global cellphone sales generate.
[22] Sales in Q4 2008 surpassed temporarily those of RIM's BlackBerry sales of 5.2 million
units, which made Apple briefly the third largest mobile phone manufacturer by revenue,
after Nokia and Samsung.[23] Approximately 6.4 million iPhones are active in the U.S.
alone.[18] While iPhone sales constitute a significant portion of Apple's revenue, some of this
income is deferred.

The back of the original iPhone was made of aluminum with a black plastic accent. The
iPhone 3G and 3GS feature a full plastic back to increase the strength of the GSM signal.[25]
The iPhone 3G was available in an 8 GB black model, or a black or white option for the 16
GB model. They both are now discontinued. The iPhone 3GS was available in both colors,

35
regardless of storage capacity. The white model was discontinued in favor of a black 8 GB
low-end model. The iPhone 4 has an aluminosilicate glass front and back with a stainless
steel edge that serves as the antennas. It was at first available in black; the white version was
announced, but not released until April 2011, 10 months later.

The iPhone has garnered positive reviews from critics like David Pogue and Walter
Mossberg. The iPhone attracts users of all ages,[18] and, besides consumer use, the iPhone
has also been adopted for business purposes.

On January 11, 2011, Verizon announced during a media event that it had reached an
agreement with Apple and would begin selling a CDMA2000 iPhone 4. Verizon said it would
be available for pre-order on February 3, with a release set for February 10.[30][31] In
February 2011, the Verizon iPhone accounted for 4.5 percent of all iPhone ad
impressions[vague] in the U.S. on Millennial Media's mobile ad network.[32] On March 2,
2011, at the iPad 2 event, Apple announced that they have sold 100 million iPhones
worldwide and the phone has been consistently recognised as one of the best phones on earth.
[who?][33][34]. On Tuesday, September 27, Apple sent invitations for a press event to be
held October 4, 2011 at 10:00AM at the Cupertino Headquarters to announce details of the
next generation iPhone, which turned out to be iPhone 4S. Over 1 million 4S models were
sold in the first 24 hours after its release in October 2011.[35] Due to large volumes of the
iPhone being manufactured and the its high selling price, Apple became the largest mobile
handset vendor in the world by revenue, surpassing long-time leader Nokia.[36] American
carrier C Spire Wireless announced that it would be carrying the iPhone 4S on October 19,
2011.

36
Battery

Replacing the battery requires opening the iPhone unit and exposing the internal hardware

The iPhone features an internal rechargeable battery. Like an iPod, but unlike most other
mobile phones, the battery is not user-replaceable.[54][63] The iPhone can be charged when
connected to a computer for syncing across the included USB to dock connector cable,
similar to charging an iPod. Alternatively, a USB to AC adapter (or "wall charger," also
included) can be connected to the cable to charge directly from an AC outlet. A number of
third-party accessories (car chargers, portable chargers, battery cases, stereo dock chargers,
and even solar chargers) are also available.[citation needed]

37
Apple runs tests on preproduction units to determine battery life. Apple's website says that
the battery life "is designed to retain up to 80 percent of its original capacity after 400 full
charge and discharge cycles",[64] which is comparable to iPod batteries.

The battery life of early models of the iPhone has been criticized by several technology
journalists as insufficient and less than Apple's claims This is also reflected by a J. D. Power
and Associates customer satisfaction survey, which gave the "battery aspects" of the iPhone
3G its lowest rating of 2 out of 5 stars.

If the battery malfunctions or dies prematurely, the phone can be returned to Apple and
replaced for free while still under warranty.[71] The warranty lasts one year from purchase
and can be extended to two years with AppleCare. Though the battery replacement service
and its pricing was not made known to buyers until the day the product was launched, it is
similar to how Apple (and third parties) replace batteries for iPods. The Foundation for
Taxpayer and Consumer Rights, a consumer advocate group, has sent a complaint to Apple
and AT&T over the fee that consumers have to pay to have the battery replaced.[72] Since
July 2007, third-party battery replacement kits have been available[74] at a much lower price
than Apple's own battery replacement program. These kits often include a small screwdriver
and an instruction leaflet, but as with many newer iPod models the battery in the original
iPhone has been soldered in. Therefore a soldering iron is required to install the new battery.
The iPhone 3G uses a different battery fitted with a connector that is easier to replace.

Camera

The original iPhone and iPhone 3G feature a built-in Fixed focus 2.0 megapixel camera
located on the back for still digital photos. It has no optical zoom, flash or autofocus, and
does not support video recording (iPhone 3G does support video recording via third-party
App available on the App Store), however jailbreaking allows users to do so. Version 2.0 of
iPhone OS introduced the capability to embed location data in the pictures, producing
geocoded photographs.

The iPhone 3GS has a 3.2 megapixel camera, manufactured by OmniVision, featuring
autofocus, auto white balance, and auto macro (up to 10 cm). It is also capable of capturing
640x480 (VGA resolution) video at 30 frames per second,[76] although compared to higher-
end CCD based video cameras it does exhibit the rolling shutter effect.[77] The video can
then be cropped on the device itself and directly uploaded to YouTube, MobileMe, or other
services

The iPhone 4 introduced a 5.0 megapixel camera (2592x1936 pixels), also located on the
back, which is equipped with a backside illuminated sensor capable of capturing pictures in
low-light conditions, as well as an LED flash capable of staying lit for video recording at
720p resolution, considered high-definition.[78] iPhone 4 is the first iPhone that has the high
dynamic range photography feature.[79] In addition the iPhone 4 has a second camera on the
front capable of VGA photos and SD video recording.

Regardless of the source, saved recordings may be synced to the host computer, attached to
email, or (where supported) sent by MMS. Videos may be uploaded to YouTube directly.

38
The camera on the iPhone 4S is capable of shooting 8MP stills and record 1080p videos. The
camera can now be accessed directly from the lock screen, and the volume up button as a
shutter trigger. The built-in gyroscope is able to stabilize the camera while recording video.

Beta code pulled from iOS 5 suggests that the next feature to be released will allow users to
capture a panoramic photo on their iPhone.[80]

On all five model generations, the phone can be configured to bring up the camera app by
quickly pressing the home key twice.[81] On all iPhones running iOS 5 it can also be
accessed from the lock screen directly.

Storage and SIM

The iPhone was initially released with two options for internal storage size: 4 GB or 8 GB.
On September 5, 2007, Apple discontinued the 4 GB models.[82] On February 5, 2008,
Apple added a 16 GB model.[83] The iPhone 3G was available in 16 GB and 8 GB. The
iPhone 3GS came in 16 GB and 32 GB variants and still is available in 8 GB. The iPhone 4 is
available in 16 GB and 32 GB variants, as well as a newly introduced 8 GB variant to be sold
along side the iPhone 4S at a reduced price point. The iPhone 4S is available in three sizes:
16 GB, 32 GB and 64 GB. All data is stored on the internal flash drive; the iPhone does not
support expanded storage through a memory card slot, or the SIM card.

GSM Models of the iPhone use a SIM card to identify themselves to the GSM network. The
SIM sits in a tray, which is inserted into a slot at the top of the device. The SIM tray can be
ejected with a paperclip or the "SIM eject tool" (a simple piece of die-cut sheet metal)
included with the iPhone 3G and 3GS.[84][85] In most countries, the iPhone is usually sold
with a SIM lock, which prevents the iPhone from being used on a different mobile network.
[86]

The GSM iPhone 4 features a MicroSIM card that is located in a slot on the right side of the
device.[87]

The CDMA model of the iPhone, like all CDMA phones, does not use a SIM.

Included items
39
The contents of the box of an iPhone 4. From left to right: lid, iPhone 4 in plastic holder,
written documentation, and (top to bottom) headset, USB cable, wall charger.

All iPhone models include written documentation, and a dock connector to USB cable. The
original and 3G iPhones also came with a cleaning cloth. The original iPhone included stereo
headset (earbuds and a microphone) and a plastic dock to hold the unit upright while charging
and syncing. The iPhone 3G includes a similar headset plus a SIM eject tool (the original
model requires a paperclip). The iPhone 3GS includes the SIM eject tool and a revised
headset, which adds volume buttons (not functional with previous iPhone versions).[57][92]
The iPhone 3G and 3GS are compatible with the same dock, sold separately, but not the
original model's dock.[93] All versions include a USB power adapter, or "wall charger,"
which allows the iPhone to charge from an AC outlet. The iPhone 3G and iPhone 3GS sold in
North America, Japan, Colombia, Ecuador, or Peru[94][95] include an ultracompact USB
power adapter.

Model comparison

iPhone
Model iPhone iPhone 3G iPhone 3GS iPhone 4
4S

Status Discontinued Discontinued Available Available Available

89 mm (3.5 in) glass LCD, 3:2 aspect ratio[96]

Display
480 × 320 px (HVGA) at 163 ppi 960 × 640 px at 326 ppi

16, 32,
Storage 4, 8, or 16 GB 8 or 16 GB 8, 16 or 32 GB
or 64 GB

CPU 620 MHz (underclocked to 412 MHz) 833 MHz 1 GHz Dual-

Core ARM 1176JZ(F)-S[97] (underclocked (underclocked core App
to 600 MHz) to 800 MHz)
40
 [100]
ARM Cortex-
le A5
A8[98][99] Apple A4[101]

256
[102]
Memory 128 MB DRAM MB DRAM[98] 512 MB DRAM[103][104]
[99]

GSM model: In
In addition to
addition
previous:to
5.76 Mbit/s H
previous
SUPA, :
UMTS/HSDPA
14.4 Mbi
at 800 and
t/s
900 MHz[52][106]
HSDPA,
Redesign
Quad In addition to previous: In addition to ed
Cellular
band GSM/GPRS/ED Tri-band 3.6 Mbit/s UMT previous: dynamic
Connecti
GE (850, 900, 1800, S/HSDPA(850, 1900, 7.2 Mbit/s ally
vity [105]
1900 MHz) 2100 MHz), HSDPA switchin
g dual
CDMA model:
antenna,
Dual-band CD [107]
MA/EV-DO
Combine
Rev. A(800,
d
1900 MHz)
GSM/CD
MA
capabilit
y

Features USB 2.0/dock In addition to previous: In addition to In addition to In

connector assisted GPS, previous: previous: addition
includes earphones with voice 3-axis gyrosco to
mic control, digita pe, previous
l Dual- :
compass,Nike microphone n Siri (beta
+, camera tap oise ) voice
to focus (iOS suppression, assistant
4.0+) microSIM,
includes earp rear
hones with camera LED fl
remote and

41
 microphone ash

Rear: 8.0
Megapix
Rear: 5.0
el, f/2.4
Megapixel,
1080p
f/2.8
Full
3.0 720p HD video
HD video
Megapixel, at 30 frame/s
2.0 Megapixel, f/2.8 at 30
Camera f/2.8
Still images only frame/s
VGA video at
30 frame/s
Front: 0.3
Megapixel (VGA)
480p VGA video at 30
frame/s

Material Aluminum, glass and
s black plastic
Black or
Glass, plastic, and steel; black or white
white aluminosilicate gla
(white not available for 8 GB models)
ss and stainless steel

Power Built-in, non removable, rechargeable lithium-ion polymer battery[108][109][110]

GSM (Black):
June 24, 2019
CDMA (Black):
February 10,
4 and 8 GB: June 29, 16 and 32 GB:
2011
2007 June 19, 2009 October
Released July 11, 2008 White: April
16 GB: February 5, Black 8 GB: 14, 2011
28, 2011
2008 June 24, 2019
8 GB: October
4, 2011
(Available
from Oct 14,

iPhone in India

Mobile phone carriers Bharti Airtel Ltd. and Aircel Ltd. on Friday brought Indian gadget
freaks the Apple iPhone 4—almost a year after it was first released in the United States and at
over three times the price.
42
Mobile phone carriers Bharti Airtel Ltd. and Aircel Ltd. launched the Apple iPhone 4 in India
on Friday.

Gaurav Makhija, a manager at a Bharti Airtel store in New Delhi’s Connaught Place
commercial area told India Real Time that the iPhone that was launched in 35 cities across
the country today.

“The slimmest smartphone has already become talk of the town and customers have shown
incredible interest,” said Mr. Makhija, adding that the company received booking orders for
at 50 iPhones this month.

Available in white and black, both Airtel and Aircel are charging 34,500 rupees ($763) for
the version that comes with 16 gigabytes of memory and 40,900 rupees for the model with 32
GB inbuilt memory.The Airtel manager said the company is offering special deals to iPhone
purchasers on talk time and Internet use for two years to reduce the pinch of buying the
phone. Apple Inc., the creator of iPod, iPhones and iPads, launched the iPhone 4 in the U.S.
last year at a price of $199.

Soon after its U.S. launch, and despite glowing early reviews, iPhone4 came in for a lot of
criticism over its antenna—Consumer Reports said it couldn’t back the phone because of
reception problems.

iPhone 4s will not be launched till December 2011 in India. iPhone 4 has been a huge success
in India being a high priced phone

43
Software
The iPhone, iPod Touch and iPad run an operating system known as iOS (formerly iPhone
OS). It is a variant of the same Darwin operating system core that is found in Mac OS X.
Also included is the "Core Animation" software component from Mac OS X v10.5 Leopard.
Together with the PowerVR hardware (and on the iPhone 3GS, OpenGL ES 2.0), it is
responsible for the interface's motion graphics. The operating system takes up less than half a
gigabyte.[111] It is capable of supporting bundled and future applications from Apple, as
well as from third-party developers. Software applications cannot be copied directly from
Mac OS X but must be written and compiled specifically for iOS.

Like the iPod, the iPhone is managed from a computer using iTunes. The earliest versions of
the OS required version 7.3 or later, which is compatible with Mac OS X version 10.3.9
Panther or later, and 32-bit Windows XP or Vista.[112] The release of iTunes 7.6 expanded
this support to include 64-bit versions of XP and Vista, and a workaround has been
discovered for previous 64-bit Windows operating systems.[114] Apple provides free updates
to the OS for the iPhone through iTunes,[111] and major updates have historically
accompanied new models.[115] Such updates often require a newer version of iTunes — for
example, the 3.0 update requires iTunes 8.2 — but the iTunes system requirements have
stayed the same. Updates include both security patches and new features.[116] For example,
iPhone 3G users initially experienced dropped calls until an update was issued

Multimedia

The layout of the music library is similar to that of an iPod or current Symbian S60 phones.
The iPhone can sort its media library by songs, artists, albums, videos, playlists, genres,
composers, podcasts, audiobooks, and compilations. Options are always presented
alphabetically, except in playlists, which retain their order from iTunes. The iPhone uses a
large font that allows users plenty of room to touch their selection. Users can rotate their
device horizontally to landscape mode to access Cover Flow. Like on iTunes, this feature
shows the different album covers in a scroll-through photo library. Scrolling is achieved by
swiping a finger across the screen. Alternatively, headset controls can be used to pause, play,
skip, and repeat tracks. On the iPhone 3GS, the volume can be changed with the included

Phone
44
When making a call, the iPhone presents a number of options, including FaceTime on
supported models. The screen is automatically disabled when held close to the face.

The iPhone allows audio conferencing, call holding, call merging, caller ID, and integration
with other cellular network features and iPhone functions. For example, if music is playing
when a call is received, the music fades out, and fades back in when the call has ended. The
proximity sensor shuts off the screen and touch-sensitive circuitry when the iPhone is brought
close to the face, both to save battery and prevent unintentional touches. The iPhone does not
support video calling or videoconferencing on versions prior to the fourth generation, as there
is only one camera on the opposite side of the screen.[122] The iPhone 4 supports video
calling using either the front or back camera over Wi-Fi, a feature Apple calls FaceTime.
[123] The first two models only support voice dialing through third-party applications.[124]
Voice control, available only on the iPhone 3GS and iPhone 4, allows users to say a contact's
name or number and the iPhone will dial.[125]

The iPhone includes a visual voicemail (in some countries)[126] feature allowing users to
view a list of current voicemail messages on-screen without having to call into their
voicemail. Unlike most other systems, messages can be listened to and deleted in a non-
chronological order by choosing any message from an on-screen list

Internet connectivity

45
Internet access is available when the iPhone is connected to a local area Wi-Fi or a wide area
GSM or EDGE network, both second-generation (2G) wireless data standards. The iPhone
3G introduced support for third-generation UMTS and HSDPA 3.6,[132] but not HSUPA
networks, and only the iPhone 3GS and iPhone 4 support HSDPA 7.2.[133] AT&T
introduced 3G in July 2004,[134] but as late as 2007, Steve Jobs stated that it was still not
widespread enough in the US, and the chipsets not energy efficient enough, to be included in
the iPhone.[40][135] Support for 802.1X, an authentication system commonly used by
university and corporate Wi-Fi networks, was added in the 2.0 version update.

Unapproved third-party software and jailbreaking

The iPhone's operating system is designed to only run software that has an Apple-approved
cryptographic signature. This restriction can be overcome by "jailbreaking" the phone,[224]
which involves replacing the iPhone's firmware with a slightly modified version that does not
enforce the signature check. Doing so may be a circumvention of Apple's technical protection
measures.[225] Apple, in a statement to the United States Copyright Office in response to
EFF lobbying for a DMCA exception for this kind of hacking, claimed that jailbreaking the
iPhone would be copyright infringement due to the necessary modification of system
software.[226] However in 2019 Jailbreaking was declared officially legal in the US by the
DMCA. Jailbroken iPhones may be susceptible to computer viruses, but few such incidents
have been reported

46
iPad

The iPad is a line of tablet computers designed, developed and marketed by Apple Inc.,
primarily as a platform for audio-visual media including books, periodicals, movies, music,
games, and web content. Its size and weight fall between those of contemporary smartphones
and laptop computers. The iPad runs the same operating system as the iPod Touch and
iPhone—and can run its own applications as well as iPhone applications. Without
modification, the iPad will only run programs approved by Apple and distributed via the
Apple App Store (with the exception of programs that run inside the iPad's web browser).

Like iPhone and iPod Touch, the iPad is controlled by a multitouch display—a departure
from most previous tablet computers, which used a pressure-triggered stylus—as well as a
virtual onscreen keyboard in lieu of a physical keyboard. The iPad uses a wireless local area
network ("Wi-Fi") connection to access local area networks and the Internet. Some models
also have a 3G wireless network interface which can connect to HSPA or EV-DO data
networks and on to the Internet. The device is managed and synced by iTunes running on a
personal computer via USB cable.

Apple released the first iPad in April 2019, and sold 3 million of the devices in 80 days.[18]
During 2019, Apple sold 14.8 million iPads worldwide,[7][8][9] representing 75 percent of
tablet PC sales at the end of 2019.[19]

By the release of the iPad 2 in March 2011, more than 15 million iPads had been sold –
selling more than all other tablet PCs combined since the iPad's release. In 2011, it is
expected to take 83 percent of the tablet computing market share in the United States. In
India also 47% of tablets are iPads.

First generation
47
Apple began taking pre-orders for the iPad from U.S. customers on March 12, 2019.The only
major change to the device between its announcement and being available to pre-order was
the change of the behavior of the side switch from sound muting to that of a screen rotation
lock.[35] The Wi-Fi version of the iPad went on sale in the United States on April 3, 2019.[3]
[36] The Wi-Fi + 3G version was released on April 30.[3][4][4] 3G service in the United
States is provided by AT&T and was initially sold with two prepaid contract-free data plan
options: one for unlimited data and the other for 250 MB per month at half the price.[37][38]
On June 2, 2019, AT&T announced that effective June 7 the unlimited plan would be
replaced for new customers with a 2 GB plan at slightly lower cost; existing customers would
have the option to keep the unlimited plan.[39] The plans are activated on the iPad itself and
can be canceled at any time.[40]

The iPad was initially only available online at The Apple Store as well as the company's
retail locations. The iPad has since been available for purchase through many retailers
including Amazon, Wal-Mart, Best Buy, Verizon, and AT&T. The iPad was launched in
Australia, Canada, France, Germany, Italy, Japan, Spain, Switzerland and the United
Kingdom on May 28.[5][41] Online pre-orders in those countries began on May 10.[4] Apple
released the iPad in Austria, Belgium, Hong Kong, Ireland, Luxembourg, Mexico, The
Netherlands, New Zealand and Singapore on July 23, 2019.[42] Israel briefly prohibited
importation of the iPad because of concerns that its Wi-Fi might interfere with other devices.
[43] On September 17, 2019, the iPad officially launched in China.[44]

The device was initially popular with 300,000 iPads being sold on their first day of
availability.[45] By May 3, 2019, Apple had sold a million iPads,[46] this was in half the
time it took Apple to sell the same number of original iPhones.[47] During the October 18,
2019, Financial Conference Call, Steve Jobs announced that Apple had sold more iPads than
Macs for the Fiscal Quarter.[48] In total, Apple sold more than 15 million first generation
iPads prior to the launch of the iPad 2.[20]

iPad 2
The iPad 2 is thinner and lighter than its predecessor, and is available in black or white

Apple Inc. CEO Steve Jobs unveiled the iPad 2, the second generation of the device, at a
March 2, 2011, press conference, despite being on medical leave at the time.[49][50] About
33% thinner than its predecessor, the iPad 2 has a better processor, a dual core Apple A5 that
Apple says is twice as fast as its predecessor for CPU operations and up to nine times as fast
for GPU operations. It includes front and back cameras that support the FaceTime video
calling application, as well as a three-axis gyroscope. It retains the original's 10-hour battery
life and has a similar pricing scheme.

The iPad 2 has been available for purchase, depending on stock availability, since March 11,
2011, at Apple retail stores in the United States, as well as to United States customers
shopping online at Apple's retail website.[51] The iPad 2 was released internationally in 25
other countries on March 25, 2011, including Australia, Canada, France, Germany, Mexico

48
and the United Kingdom, but not Japan as originally scheduled due to the earthquake and
tsunami.

iPad in India
On 20th April, Apple COO Tim Cook told investors that they would roll out the new iPad 2
model to 13 more countries.

Apple, transitioning to the new iPad 2 introduced on March 11, couldn’t make enough to
meet demand. The shortfall led to lower sales than analysts predicted. Apple is ramping up
production as it prepares to start selling the tablet computer in 13 additional countries this
month, Chief Operating Officer Tim Cook said on a conference call .

The press release said that

“iPad 2 with Wi-Fi will be available in Japan on April 28 and Hong Kong, India,
Israel, Korea, Macau, Malaysia, Philippines, Singapore, South Africa, Turkey and
UAE on April 29 for a suggested retail price of $499 (US) for the 16GB model, $599
(US) for the 32GB model and $699 (US) for the 64GB model. iPad 2 with Wi-Fi +
3G will be available for a suggested retail price of $629 (US) for the 16GB model,
$729 (US) for the 32GB model and $829 (US) for the 64GB model. iPad 2 with Wi-
Fi will be available in China on May 6, and further international availability will be
announced at a later date.”

Apple devices are launched at very high prices in India. Thus the main question was

Will Apple iPad see success in India

Apple iPhone has been a disaster in India – there are many reasons for it, but primarily being
pricing. Indian consumers are are very price conscious lot. With iPad keeping the rates
competitive and pricing them below Samsung Tab (its closest competitor currently), there
sure is a potential for iPad to take off in India. But again there are plethora of tablets coming
into market in coming months, some as low as 10k rupees.

Screen and input

49
The iPad's touchscreen display is a 1024 × 768 pixel, 19.7×14.8 cm liquid crystal display
(diagonal 9.7 in (24.6 cm)), with fingerprint- and scratch-resistant glass. Steve Jobs backed
the choice of screen size, saying a 7-inch screen would be "too small to express the software"
and that 10 inches was the minimum for a tablet screen.[53] Like the iPhone, the iPad is
designed to be controlled by bare fingers; normal, non-conductive gloves and styli do not
work,[54] although there are special gloves and capacitive styli designed for this use.

The display responds to other sensors: an ambient light sensor to adjust screen brightness and
a 3-axis accelerometer to sense iPad orientation and switch between portrait and landscape
modes. Unlike the iPhone and iPod Touch's built-in applications, which work in three
orientations (portrait, landscape-left and landscape-right), the iPad's built-in applications
support screen rotation in all four orientations, including upside-down.[57] Consequently, the
device has no intrinsic "native" orientation; only the relative position of the home button
changes.

There are four physical switches on the iPad, including a home button near the display that
returns the user to the main menu, and three plastic physical switches on the sides:
wake/sleep and volume up/down, plus a software-controlled switch whose function has
changed with software updates. Originally the switch locked the screen to its current
orientation, but the iOS 4.2 changed it to a mute switch, with rotation lock now available in
an onscreen menu.[58] In the iOS 4.3 update, released with the iPad 2, a setting was added to
allow the user to specify whether the side switch was used for rotation lock or mute.[13]

The original iPad had no camera; the iPad 2 has a front VGA camera and a rear-facing 720p
camera, both capable of still images and 30fps video. The rear-facing camera has a 5x digital
zoom for still images only. Both shoot photo and video in a 4:3 fullscreen aspect ratio, unlike
the iPhone 4, which shoots in a 16:9 widescreen aspect ratio. Unlike the iPhone, the iPad
does not support tap to focus.[59] The cameras allow FaceTime video messaging with iPhone
4, iPod Touch 4, and Snow Leopard/Lion Macs.[60]

Connectivity

50
The iPad can use Wi-Fi network trilateration from Skyhook Wireless to provide location
information to applications such as Google Maps. The 3G model supports A-GPS to allow its
position to be calculated with GPS or relative to nearby cellphone towers; it also has a black
strip on the back to aid 3G reception.

Power and battery

The iPad uses an internal rechargeable lithium-ion polymer (LiPo) battery. The batteries are
made in Taiwan by Simplo Technology (60%) and Dynapack International Technology.[66]
The iPad is designed to be charged with a high current of 2 amperes using the included 10 W
USB power adapter. While it can be charged by a standard USB port from a computer, these
are limited to 500 milliamperes (0.5 amps). As a result, if the iPad is running while powered
by a normal USB computer port, it may charge very slowly, or not at all. High-power USB
ports found in newer Apple computers and accessories provide full charging capabilities.[67]

Apple claims that the battery for both generations of iPad can provide up to 10 hours of
video, 140 hours of audio playback, or one month on standby. Like any rechargeable battery
technology, the iPad's battery loses capacity over time, but is not designed to be user-
replaceable. In a program similar to the battery-replacement program for the iPod and the
original iPhone, Apple will replace an iPad that does not hold an electrical charge with a
refurbished iPad for a fee of US$99 plus $6.95 shipping. As a different unit is supplied, user
data are not preserved. The refurbished unit will have a new case.[70] The warranty on the
refurbished unit may vary between jurisdictions.

Independent companies also provide a battery replacement service, returning the original unit
with new battery but original case.[71] Alternatively it is possible for a technically competent
user to buy and install a new battery, which may invalidate any remaining warranty on the
iPad. The task does not require soldering, but is technically challenging.[72]

Storage and SIM

The iPad 3G, unlike the Wi-Fi model, has a black plastic piece on the underside which allows
cellular signals to pass through it.

The iPad was released with three capacity options for storage: 16, 32, or 64 GB of internal
flash memory. All data is stored on the internal flash memory, with no option to expand
storage. Apple sells a "camera connection kit" with an SD card reader, but it can only be used
to transfer photos and videos.[73]

The side of the Wi-Fi + 3G model has a micro-SIM slot (not mini-SIM). The 3G iPad can be
used with any compatible GSM carrier, unlike the iPhone, which is usually sold 'locked' to
specific carriers.[74] Japan is the exception to this, where the iPad 3G is locked to Softbank.
[75] In the U.S., data network access via T-Mobile's network is limited to slower EDGE
cellular speeds because T-Mobile's 3G Network uses different frequencies.[76][77] The iPad

51
2 introduced a third tier of models with CDMA support for Verizon Wireless in the United
States, available separately from the AT&T capable version.[78]

Optional accessories

A Smart Cover can be used as a stand for the iPad 2 while the display is in use.

Apple offers several iPad accessories,[79] most of which are adapters for the proprietary 30-
pin dock connector, the iPad's only port besides the headphone jack.[13] A dock holds the
iPad upright at an angle, and has a dock connector and audio line out port. Each generation of
iPad requires a corresponding dock. A dock that included a physical keyboard is available
only for the original iPad, but both generations are compatible with Bluetooth keyboards that
also work with Macs and PCs. The iPad can be charged by a standalone power adapter ("wall
charger") also used for iPods and iPhones, and a 10 W charger is included with the iPad.

Smart Covers are screen protectors that magnetically attach and align to the face of the iPad
2. The cover has three folds which allow it to convert into a stand, which is also held together
by magnets.[84] While original iPad owners could purchase a black case that included a
similarly folding cover, the Smart Cover is meant to be more minimal, easily detachable, and
protects only the screen. Smart Covers have a microfiber bottom that cleans the front of the
iPad, which wakes up when the cover is removed. There are five different colors of both
polyurethane and leather, with leather being more expensive. Smart Covers are not
compatible with the original iPad.

Technical specifications

Model iPad (original) iPad 2

52
Announcement date January 27, 2019[28] March 2, 2011[86]

US Release date April 3, 2019[3] March 11, 2011[87]

Discontinued date March 2, 2011[citation needed] In production

9.7 inches (25 cm) multitouch display at a resolution of 1024 ×

Display 768 pixels with LED backlighting and a fingerprint and scratch-resistant
coating[13]

1 GHz Apple A4 system-on-a- 1 GHz (dynamically clocked) dual-

Processor
chip[14] core Apple A5 system on a chip

256 MB DDR RAM built into Apple 512 MB DDR2 (1066 Mbit/s data rate)
Memory
A4 package[15] RAM built into Apple A5 package[16]

Storage 16, 32, or 64 GB[13]

Wi-Fi Wi-Fi (802.11a/b/g/n), Bluetooth 2.1+EDR[13]

Wireless
Wi-
3G cellular HSDPA, 2G cellular EDGE on 3G models[13]
Fi+3G

Wi-Fi Wi-Fi,[13] Apple location databases[88]

Geolocation
Wi-
Assisted GPS, Apple databases,[88] Cellular network[13]
Fi+3G

Environmental sensor Accelerometer, ambient light

Additionally: gyroscope
s sensor, magnetometer[13]

Operating system iOS 5.0

Battery Built-in lithium-ion polymer battery; (10 hours video,[13] 140 hours audio,[89] 1

53
 month standby[90])

Wi-Fi model: 601 g (1.32 lb)

Wi-Fi model: 680 g (1.5 lb) GSM 3G (AT&T) model: 613 g (1.35 lb)
Weight
3G model: 730 g (1.6 lb) CDMA 3G (Verizon) model: 607 g
(1.34 lb)

9.56×7.47×.528 in
Dimensions 9.5×7.31×.346 in (240×186×8.8 mm)[91]
(243×190×13.4 mm)[13][91]

Home, sleep, volume rocker, variable function switch (originally screen

Mechanical keys
rotation lock, mute in iOS 4.2, either in 4.3) [13]

720p HD still and video camera

Back N/A
0.7 MP, 30fps and 5x digital zoom
Camera

Front N/A VGA-quality still camera, 0.3 MP

Greenhouse Gas
130 kg CO2e 105 kg CO2e
Emissions

MacBook Family

the original macbook

54
The MacBook is a brand of Macintosh notebook computers built by Apple Inc. First
introduced in May 2006, it replaced the iBook and 12-inch PowerBook series of notebooks as
a part of the Apple–Intel transition. Positioned as the low end of the MacBook family, the
Apple MacBook was aimed at the consumer and education markets.[2] It was the best-selling
Macintosh in history, and according to the sales-research organization NPD Group in October
2008, the mid-range model of the MacBook was the single best-selling laptop of any brand in
U.S. retail stores for the preceding five months.[3]

There have been three separate designs of the MacBook: the original model used a
combination of polycarbonate and fiberglass casing that was modeled after the iBook G4.
The second type, introduced in October 2008 alongside the 15-inch MacBook Pro, used a
similar unibody aluminum casing to the 15-inch Pro, and was updated and rebranded as the
13-inch MacBook Pro at the 2009 Apple Worldwide Developers Conference in June 2009.[4]
A third design, introduced in October 2009, used a unibody polycarbonate shell as aluminum
is now reserved for the higher-end MacBook Pro. On July 20, 2011, the MacBook was
quietly discontinued for consumer purchase in favor of the new MacBook Air.[5] However,
Apple continues to sell the MacBook to educational institutions.

Design
Like the MacBook Pro, the MacBook follows the same tapered design first seen in the
MacBook Air; however, it is rounder on the edges than previous laptops in the MacBook line.
This model has an all-white fingerprint-resistant glossy palm rest, unlike the grayish surface
of its predecessor, and uses a multi-touch glass trackpad like the one found on the MacBook
Pro. The bottom of the MacBook features a rubberized non-slip finish. The built-in battery of
the late 2009 revision, a feature introduced earlier in the year with the MacBook Pro, is
claimed by Apple to last seven hours compared with five hours in the older models.
However, in tests conducted by Macworld, the battery was found to last only about four
hours while playing video at full brightness with AirPort turned off.[38] However, Apple's
battery life was calculated with the brightness at the middle setting and while browsing
websites and editing word documents, not with video and at full brightness.[39] Gizmodo
also reached about the same conclusion in their tests, but with AirPort turned on.[40] The
battery included in the mid 2019 model holds an additional five watt-hours over the previous
model's and is claimed to last up to ten hours.

Reception

Despite being hailed by Slashgear as "one of the best entry-level notebooks Apple have
produced," the unibody MacBook has received criticism for its lack of a FireWire port and
SD card slot.[42] Nilay Patel of Engadget added that the USB ports were easily dented and
the bottom of the laptop became worn and discolored after a few days. He also drew
particular attention to the fact that the price was not lowered, stating that the small price
difference between the MacBook and the MacBook Pro makes it a "wasted pricing
55
opportunity."[43] However, most critics agree that the unibody MacBook's display is
significantly better than its predecessor's. AppleInsider states that the new display "delivers
significantly better color and viewing angle performance" than the previous MacBook, but
still "not as vivid and wide-angle viewable as the MacBook Pro screens."

Timeline of Macbook Family

56
MacBook Air

The first-generation MacBook Air was a 13.3"-only model, previously promoted as the
World's Thinnest Notebook, introduced at the Macworld Conference & Expo on January 15,
2008.[4] It featured a custom[5] Intel Merom CPU and Intel GMA graphics. In late 2008, the
CPU was updated to a faster, non-custom Penryn CPU and integrated Nvidia GeForce
graphics while the hard drive capacity was increased and the micro-DVI video port was
replaced by the Mini DisplayPort.[6] A mid-2009 refresh, introduced alongside the MacBook
Pro family, featured a slightly higher-capacity battery, and a faster Penryn CPU.[7]

On October 20, 2019, Apple released a redesigned 13.3" model, with improved enclosure,
screen resolution, battery, and flash storage instead of a hard drive. In addition, a new 11.6"
model was introduced, offering reduced cost, weight, battery life, and performance relative to
the 13.3" model, but better performance than typical netbooks of the time.

On July 20, 2011, Apple released an updated model in the same form factor as the prior
model. The new model was powered by new dual-core Intel Core i5 and i7 processors, had a
backlit keyboard, Thunderbolt instead of Mini DisplayPort and Bluetooth was upgraded to
v4.0. Maximum flash storage and memory options were almost identical.

Design
The MacBook Air is designed for thinness; it is also lighter than most competing models.[16]
The computer features a glossy LED backlit display and a full-size keyboard, as well as a
large trackpad that responds to iPad-related Multi-Touch gestures such as pinching, swiping,
and rotating.[17] With the release of Mac OS X Snow Leopard, the Air's multi-touch
trackpad also supports handwriting recognition of Chinese characters.[18]

57
On the 11-inch MacBook Air, the left side of the computer has a MagSafe power connector, a
USB port, a headphone jack, and a microphone.[1][17] The right side of the computer has a
USB port and a Mini DisplayPort, now replaced by a Thunderbolt port in the 2011 version.
On top of the screen bezel there is an iSight, which is now dubbed the FaceTime camera.

The MacBook Air was the first subcompact laptop offered by Apple since the full-featured
12" PowerBook G4 was discontinued in 2006. It was also Apple's first computer with an
optional solid-state storage drive.[19] ArsTechnica found "moderate" performance
improvements of the 64 GB[note 2] solid-state drive of the first generation Air over the
standard 80 GB hard drive in tests. On October 14, 2008, new models were announced with
improved capacities of 128 GB (solid-state) and 120 GB (hard drive). For the late 2019
MacBook Air, only flash storage is available, in 64 or 128 GB capacities on the 11" model,
and 128 or 256 GB on the 13".

The CPU in the first-generation MacBook Air was a custom engineered Intel Core 2 Duo
Merom that was 40 percent of the size of the standard chip package.[20] For models of late-
2008,The CPU was replaced with a low-voltage Core 2 Duo Penryn chip with 6 MB of cache,
running on a 1066 MHz bus.

The MacBook Air has no user-replaceable parts. The flash memory and battery are enclosed
within the casing, with RAM soldered onto the logic board. The flash memory, engineered to
be difficult to access, has a 128MB cache[22] and a mSATA connection to the logic board.
[23] The battery can be replaced using normal screwdrivers, though it is unclear whether this
process would void the computer's warranty. As part of the out-of-warranty service, Apple
offers to replace the battery for a fee.Apple incorporated several features in the design of the
MacBook Air, such as the reduction of toxic chemicals like lead, to make it more
environmentally friendly. The MacBook Air contains no BFRs and PVC wiring, meets
Energy Star Version 5.0 requirements, has a recyclable enclosure, and is rated EPEAT Gold;
its display is made from arsenic-free glass and does not contain mercury. To reduce the
computer's size and weight, several features were sacrificed.

Launch and reception

58
CEO of Apple Steve Jobs introduced the first MacBook Air during a speech at the 2008
Keynote.[34] The MacBook Air was greeted with mixed reception when it was introduced.
The portability of the MacBook Air was praised in reviews, however, the compromise in
features was criticized. The full-sized keyboard, weight, thinness, and Multi-Touch trackpad
were appreciated in reviews, while the limited configuration options and ports, slow speed (in
non-SSD models), non-user replaceable battery, small hard drive, and price were criticized.

MacBook Pro

The MacBook Pro is a line of Macintosh portable computers introduced in January 2006 by
Apple. It replaced the PowerBook G4 and was the second model, after the iMac, to be
announced in the Apple–Intel transition. The MacBook Pro is the high end of the MacBook
family and is currently produced with 13-, 15- and 17-inch screens.

There have been two designs for the MacBook Pro, both using aluminum. The first was
largely a carry-over from the PowerBook G4, but used the Intel Core processors instead of
PowerPC G4 chips. A 15-inch model was released in January 2006, a 17-inch model in April,
both of which received several updates and Core 2 Duo processors later in the year.

The second unibody model has a more tapered design and a casing made from a single block
of aluminum. It debuted in October 2008 as the 15-inch MacBook Pro and the 13-inch
aluminum unibody MacBook. The following January brought the design to the 17-inch
model, along with the built-in battery that joined the rest of the MacBook Pro line in June.
Subsequent updates brought upgraded Intel Core i5 and i7 processors and introduced Intel's
Thunderbolt technology.

Reception

59
Reviewers applauded the MacBook Pro, which was speedier than the PowerBook G4, with
two- or threefold improvements in performance in some areas.[3] For example, the 3D
rendering program Cinema 4D XL was 3.3 times faster[3] and the boot-up time was more
than halved.[4] The MacBook Pro generally outperformed the PowerBook G4 in performance
analyzer utility tests, XBench and Cinebench.[4] Reviewers lauded the screen's maximum
brightness, 67 percent higher than the PowerBook G4; the excellent horizontal viewing
angles; the matte options; and the bright, crisp, and true colors.[5] Although the screen
offered fewer vertical pixels (1,440 × 900 in the MacBook Pro instead of 1,440 × 960 in the
PowerBook), one reviewer called the screen "nothing less than stellar".[4] Reviewers praised
the new MagSafe power adapter,[3] although one reviewer said it disconnected too easily in
some instances.[4] They also praised the backlit keyboard, large trackpad, and the virtually
silent operation of the machine. The new laptop also offered better wireless performance.

Reviewers criticized the decision to underclock the ATI Mobility Radeon X1600 graphics
card by about 30 percent its original speed.[5] The notebook was also noted for running hot.
Users complained that upgrading system memory was harder than in older Apple notebooks.
[4] Since the dimensions for the 15-inch MacBook Pro were tweaked slightly from the 15-
inch PowerBook G4, older accessories such as notebook sleeves did not work with the new
models.[4] Some users noted a slight flickering when the screen was on lower brightness
settings.[4] Battery life remained about the same three-plus hours as in previous models, on
par with or better than the competition.[4] Apple added 10 watt-hours (going from 50 in the
PowerBook G4 to 60), but the more powerful Core Duo CPU required more power.

Notebooks

Memor Graphic Display

Model Processor FSB Storage RPM VRAM MSRP
y s resolution

nVidia 256 $999 /

[5]
2.4 GHz Core 250 540 1280 ×
MacBook 2 GB 1066 MHz GeForce MB €899 /
2 Duo GB HDD 0 800
320M Shared £799

MacBook nVidia 256 $999/

1.4 GHz Core 64-128 1366 ×
Air 1.4 GHz 2 GB 1066 MHz N/A GeForce MB €999/
2 Duo GB SSD 768
11 in[6] 320M Shared £814

MacBook 128- nVidia 256 $1299/

1.86 GHz Core 1440 ×
Air 1.86 GH 2 GB 1066 MHz 256 N/A GeForce MB €867/
2 Duo 900
z 13 in GB SSD 320M Shared £1054

60
 $1199
MacBook Intel HD 384
2.3 GHz Core 320 GB 540 1280 × /
Pro 2.3 GHz 4 GB 1333 MHz Graphics MB
i5 HDD 0 800 €1149
13 in[7] 3000 Shared
/ £939

$1499
MacBook Intel HD 384 /
2.7 GHz Core 500 GB 540 1280 ×
Pro 2.7 GHz 4 GB 1333 MHz Graphics MB €1449
i7 HDD 0 800
13 in[7] 3000 Shared /
£1221

Intel HD
Graphics $1799
MacBook 2.0 GHz and /
500 GB 540 1440 ×
Pro 2.0 GHz (Quad 4 GB 2.5GT/s AMD 1GB €1749
[7]
HDD 0 900
15 in Core) Core i7 Radeon /
HD £1455
6490M

Intel HD
Graphics $2199
MacBook 2.2 GHz and /
750 GB 540 1440 ×
Pro 2.2 GHz (Quad 4 GB 2.5GT/s AMD 1GB €2149
[7]
HDD 0 900
15 in Core) Core i7 Radeon /
HD £1701
6750M

61
Mac OS X

Mac OS X is a series of Unix-based operating systems and graphical user interfaces

developed, marketed, and sold by Apple Inc. Since 2002, Mac OS X has been included with
all new Macintosh computer systems. It is the successor to Mac OS 9, released in 1999, the
final release of the "classic" Mac OS, which had been Apple's primary operating system since
1984.

Mac OS X, whose X is the Roman numeral for 10 and is a prominent part of its brand
identity, is a Unix-based graphical operating system,[8] built on technologies developed at
NeXT between the second half of the 1980s and Apple's purchase of the company in late
1996. From its sixth release, Mac OS X v10.5 "Leopard" and onward, every release of Mac
OS X gained UNIX 03 certification while running on Intel processors.

The first version released was Mac OS X Server 1.0 in 1999, and a desktop-oriented version,
Mac OS X v10.0 "Cheetah" followed on March 24, 2001. Releases of Mac OS X are named
after big cats: for example, Mac OS X v10.7 is usually referred to by Apple and users as
"Lion". The server edition, Mac OS X Server, is architecturally identical to its desktop
counterpart, and includes tools to facilitate management of workgroups of Mac OS X
machines, and to provide access to network services. These tools include a mail transfer
agent, an LDAP server, a domain name server, and others. It is pre-loaded on Apple's Xserve
server hardware, but can be run on almost all of Apple's current selling computer models.[9]

62
Apple also produces specialized versions of Mac OS X for use on its consumer devices. iOS,
which is based on Mac OS X, runs on the iPhone, iPod Touch,[10] iPad, and the 2nd
generation Apple TV.[11] An unnamed variant of Mac OS X powered the 1st generation
Apple TV

Software

The APIs that Mac OS X inherited from OpenStep are not backward compatible with earlier
versions of Mac OS. These APIs were created as the result of a 1993 collaboration between
NeXT Computer and Sun Microsystems and are now referred to by Apple as Cocoa. This
heritage is highly visible for Cocoa developers, since the "NS" prefix is ubiquitous in the
framework, standing variously for Nextstep or NeXT/Sun. The official OpenStep API,
published in September 1994, was the first to split the API between Foundation and
Application Kit and the first to use the "NS" prefix.[24] Apple's Rhapsody project would
have required all new development to use these APIs, causing much outcry among existing
Mac developers. All Mac software that did not receive a complete rewrite to the new
framework would run in the equivalent of the Classic environment. To permit a smooth
transition from Mac OS 9 to Mac OS X, the Carbon Application Programming Interface
(API) was created. Applications written with Carbon can be executed natively on both
systems. Carbon was not included in the first product sold as Mac OS X, Mac OS X Server
(now known as Mac OS X Server 1.x).

Mac OS X also used to support the Java Platform as a "preferred software package" – in
practice this means that applications written in Java fit as neatly into the operating system as
possible while still being cross-platform compatible, and that graphical user interfaces written
in Swing look almost exactly like native Cocoa interfaces. Traditionally, Cocoa programs
have been mostly written in Objective-C, with Java as an alternative. However, on July 11,
2005, Apple announced that "features added to Cocoa in Mac OS X versions later than 10.4
will not be added to the Cocoa-Java programming interface."

Since Mac OS X is POSIX compliant, many software packages written for the *BSDs, Linux,
or other Unix-like systems can be recompiled to run on it. Projects such as Homebrew, Fink,
63
MacPorts and pkgsrc provide pre-compiled or pre-formatted packages. Since version 10.3,
Mac OS X has included X11.app, Apple's version of the X Window System graphical
interface for Unix applications, as an optional component during installation.[38] Up to and
including Mac OS X v10.4 (Tiger), Apple's implementation was based on the X11 Licensed
XFree86 4.3 and X11R6.6. All bundled versions of X11 feature a window manager which is
similar to the Mac OS X look-and-feel and has fairly good integration with Mac OS X, also
using the native Quartz rendering system. Earlier versions of Mac OS X (in which X11 has
not been bundled) can also run X11 applications using XDarwin. With the introduction of
version 10.5 Apple switched to the X.org variant of X11.[39] Version Mac OS X 10.7 "Lion"
use X.org Server version 1.10.x[40]

Mac OS X Version Information

Date Most Recent

Version Codename Release Date
Announced Version

Rhapsody Developer Grail1Z4 / August 31,

May 14, 1998
Release Titan1U 1997

March 16, 1.2v3 (October 27,

Mac OS X Server 1.0 Hera
1999 2000)

September 13,
Public Beta Kodiak
2000

March 24, 10.0.4 (June 22,

10.0 Cheetah
2001 2001)

July 18, September 25, 10.1.5 (June 6,

10.1 Puma
2001[69] 2001 2002)

August 24, 10.2.8 (October 3,

10.2 Jaguar May 6, 2002[70]
2002 2003)

10.3 Panther June 23, October 24, 10.3.9 (April 15,

64
 2003[71] 2003 2005)

10.4.11 (November
10.4 Tiger May 4, 2004[72] April 29, 2005
14, 2007)

June 26, October 26, 10.5.8 (August 5,

10.5 Leopard
2006[73] 2007 2009)

August 28, 10.6.8 (June 23,

10.6 Snow Leopard June 9, 2008[74]
2009 2011)

October 20, 10.7.2 (October 12,

10.7 Lion July 20, 2011
2019[75] 2011)

Safari (web browser)

Safari offers most features common to modern web browsers such as:

 Tabbed browsing
 Bookmark Management
 A resizable web-search box in the toolbar which uses Google on the Mac and either
Google or Yahoo! on Windows
 Pop-up ad blocking
 History and bookmark search
 Text search
 Spell-checking
 Expandable text boxes
 Automatic filling in of web forms

65
  Built-in password management via Keychain
 Subscribing to and reading web feeds
 Quartz-style font-smoothing
 The Web Inspector, a DOM Inspector-like utility that lets users and developers
browse the Document Object Model of a web page[4]
 Support for CSS 3 web fonts
 Support for CSS animation
 Bookmark integration with Address Book
 ICC colour profile support
 Inline PDF viewing
 Integration with iPhoto photo management
 Mail integration
 Ability to save parts of web pages as web clips for viewing on the Apple Dashboard.

iTunes

iTunes is a media player computer program, used for playing, downloading, and organizing
digital music and video files on desktop computers. It can also manage contents on iPod,
iPhone, iPod Touch and iPad.

iTunes can connect to the iTunes Store to purchase and download music, music videos,
television shows, iPod games, audiobooks, podcasts, movies and movie rentals (not available
in all countries), and ringtones (only available on iPhone and iPod Touch 4th Generation). It
is also used to download application software from the App Store for the iPhone, iPad and
iPod Touch. iTunes has been criticized for not being able to transfer music from one portable
device to another.

iTunes was introduced by Apple Inc. on January 9, 2001.[3] The latest version, which is
currently version 10.5, is available as a free download for Mac OS X v10.5 or later, as well as
Windows XP or later. In June 2019, Apple released a new privacy policy pertaining to the
capture and collection of users' real-time location information.[4] The information had been
included in various device-specific EULAs since 2008, but was not included in Apple's
general privacy policy until 2019.

Features

66
iTunes includes visualizers. Shown here is the new visualizer in iTunes 8, including black
orbs and moving specks of light.

iTunes is an application that allows the user to manage audio and video on a personal
computer, acting as a front end for Apple's QuickTime media player. Officially, using iTunes
is required in order to manage the audio of an Apple iPod portable audio player, although
alternative software does exist. Users can organize their music into playlists within one or
more libraries, edit file information, record Compact Discs, copy files to a digital audio
player, purchase music and videos through its built-in music store, download free podcasts,
back up songs onto a CD or DVD, run a visualizer to display graphical effects in time to the
music, and encode music into a number of different audio formats. There is also a large
selection of free internet radio stations to listen to.

Library views

iTunes users may choose to view their music and video libraries in one of four ways: as a list,
as a list with accompanying album artwork, in Cover Flow (a side-scrolling catalog of album
artwork), or in Grid View.

The standard list view displays library files with many optional detail fields, including name,
artist, album, genre, user rating, play count, and so forth. Item backgrounds alternate between
white and a light blue-gray for readability.

The list with accompanying album artwork is much the same, only the list is broken up by
albums, with the artwork as a header to the list. Although this allows users to browse content
more visually, sorting the list view by name will accordingly break up the library into
redundant instances of each album. Accordingly, as with Cover Flow view, the second view
mode is most appropriate for users who sort their libraries by album.

Cover Flow displays all of the user's album art as CD covers in a slideshow format. It sorts
the albums into artist, genre, etc. Compilation albums are only shown as a single album cover
if the compilation tag for each of the album's tracks is turned on. If the song(s) from the
album were imported from a 'mix' CD, the album artwork will be displayed as a default music
note pictures.

File format support

iTunes 8 can currently read, write and convert between MP3, AIFF, WAV, MPEG-4, AAC
and Apple Lossless.

iTunes can also play any audio files that QuickTime can play (as well as some video
formats), including Protected AAC files from the iTunes Store and Audible.com audio books.
There is limited support for Vorbis and FLAC enclosed in an Ogg container (files using the
FLAC container format are not naturally supported) or Speex codecs with the Xiph
QuickTime Components. Because tag editing and album art is done within iTunes and not
Quicktime, these features will not work with these QuickTime components. iTunes currently
67
will not play back HE-AAC/aacPlus audio streams correctly. HE-AAC/aacPlus format files
will play back as 22 kHz AAC files (effectively having no high end over 11 kHz), and HE-
AAC streaming audio (which a number of Internet radio stations use) will not play back at
all. The latest version of iTunes (Win/Mac) supports importing audio CDs with the default
iTunes standard file format of AAC at 256 kbit/s, but users can choose from 16 kbit/s to
320 kbit/s constant bit rates (CBR) in either AAC or MP3.

Importing of audio CDs into MP3 or AAC formats can also be accomplished using variable
bitrate (VBR) encoding. However, a double-blind experiment conducted in January 2004 of
six MP3 encoders noted that the iTunes encoder came last, in that the quality of the files
produced by iTunes was below par. It was stated in the final results that these tests only
covered VBR encodings, thus iTunes may have performed better with a Constant bitrate
(CBR).[23]

iTunes Store

Version 4 of iTunes introduced the iTunes Store, then named the iTunes Music Store, from
which iTunes users can buy and download songs for use on a limited number of computers
and an unlimited number of iPods. In previous years, purchased music from the iTunes Store
were copy protected with Apple's FairPlay digital rights management (DRM) system which
allows protected songs to be played on up to five computers at one time, as well as unlimited
devices (iPod, AppleTV, etc.). DRM protected songs can not be played on computers not
authorized to the purchaser's iTunes account. At the 2009 Macworld Conference & Expo, it
was announced that the iTunes Music Store would be DRM-free, with all songs digital rights
management (DRM)-free by April 2009.[57]

Apple also announced changes in their price tier. They announced that songs will now cost
$0.69, $0.99, or $1.29, but did not elaborate on how they will be priced. Observers expected
new hits to be $1.29 while older songs will be the cheaper $0.99 or $0.69 tier,[58] however
many record labels have listed whole catalogs by artists with nothing but $1.29 songs, taking
advantage of the price option. Due to this, there are very few songs in the iTunes store with a
$0.69 price tag.[59]

In the years since, films, television programs, music videos, podcasts, and the App Store (for
the iPhone, iPod Touch and iPad) have been added to iTunes' extensive store catalog.
68
On January 6, 2009, Phil Schiller announced in his Macworld 2009 keynote speech that over
6 billion songs had been downloaded since the service first launched on April 28, 2003,[60]
making it the largest online music store in the world.

At the previous Macworld Expo 2008, Apple CEO Steve Jobs stated that the service had set a
new single day record of 20 million songs on December 25, 2007. He also announced that the
iTunes Store will offer over 1,000 movies for rental by the end of February.[61] The iTunes
movie catalog includes content from 20th Century Fox, Warner Bros., Walt Disney Pictures,
Paramount Pictures, Universal Studios, and Sony Pictures Entertainment. These movies will
also be transferable to all 6th generation iPods.[62]

On the February 24, 2019, Apple announced that over 10 billion tracks had been downloaded
from the iTunes store.[63]

As of Tuesday, November 16, 2019, Beatles fans could download their entire catalog
digitally via iTunes.[64] Artists whose music remains largely unavailable include Garth
Brooks, AC/DC, Kid Rock, Tool, and Bob Seger. Def Leppard albums are no longer
available through iTunes.

Video support

On May 9, 2005, video support was introduced to iTunes with the release of iTunes 4.8.
Users can drag and drop movie clips from the computer into the iTunes Library for
cataloguing and organization. They can be viewed in a small frame in the main iTunes
display, in a separate window, or fullscreen. Before version 7 provided separate libraries for
media types, videos were only distinguished from audio in the Library by a small icon
resembling a TV screen and grouped with music in the library, organized by the same
musical categories (such as "album" and "composer").

Originally, movies and TV shows were only available to U.S. customers, with the only video
content available to non-U.S. customers being music videos and Pixar's short films. This
feature is being extended to other countries as licensing issues are resolved.

69
 CHAPTER 2
Marketing Strategies of Apple

2.1 Competitive Structure of Apple

In recent years, it could be argued that most PC manufacturers were rivals to Apple, like Dell,
Alienware, Gateway etc. but of course you can also factor in Microsoft as a rival to their
Operating System (OS X/XP).

But in recent years they have branched out considerably, into online media (iTunes,
MobileMe, iPhone) so you can factor in Napster and other legal music download sites,
Hotmail and Gmail, and Nokia, Samsung, Blackberry and alike.

70
Also, they rival in the server markets with HP, Sun, SGI and IBM with regards to High
Performance Computing, Webserving, Centralised storage (which also brings further rivals
like Brocade and Sanrad).

There's also networking, the Airport lines now rival Cisco, Netgear and alike.

So, they now have a very diverse range of products, and there are many rivals that are
fighting with Apple in those markets.

Apple's Branding Strategy

Apple Inc. uses the Apple brand to compete across several highly competitive markets,
including the personal computer industry with its Macintosh line of computers and related
software, the consumer electronics industry with products such as the iPod, digital music
distribution through its iTunes Music Store, the smart phone market with the Apple iPhone,
and more recently magazine, book, games and applications publishing via the AppsStore for
iPhone and the iPad tablet computing device. For marketers, the company is also establishing
a very strong presence to rival Google in the advertising market, via its Apps business and
iAd network.

Steve Jobs, Apple's Founder and Chairman, described Apple as a "mobile devices company"
- the largest one in the world (Apple's revenues are bigger than Nokia, Samsung, or Sony's
mobility business).

For several years Apple's product strategy involved creating innovative products and services
aligned with a "digital hub" strategy, whereby Apple Macintosh computer products function
as the digital hub for digital devices, including the Apple iPod, personal digital assistants,
cellular phones, digital video and still cameras, and other electronic devices. More recently,
the full impact of a very well throught out brand strategy has come into focus - and one in
which customer experience is central

Apple's core competence is delivering exceptional experience through superb user interfaces.
The company's product strategy is based around this, with iTunes, the iPhone with it's touch
screen "gestures" that are re-used on the iPad, and the Apple Apps store all playing key roles.

71
The Apple Brand Personality

Apple has a branding strategy that focuses on the emotions. The Apple brand personality is
about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and
aspirations; and power-to-the-people through technology. The Apple brand personality is also
about simplicity and the removal of complexity from people's lives; people-driven product
design; and about being a really humanistic company with a heartfelt connection with its
customers.

The Apple brand is not just intimate with its customers, it's loved, and there is a real sense of
community among users of its main product lines.

The brand equity and customer franchise which Apple embodies is extremely strong. The
preference for Apple products amongst the "Mac community", for instance, not only kept the
company alive for much of the 90's (when from a rational economic perspective it looked like
a dead duck) but it even enables the company to sustain pricing that is at a premium to its
competitors. It is arguable that without the price-premium which the Apple brand sustains in
many product areas, the company would have exited the personal computer business several
years ago. Small market share PC vendors with weaker brand equity have struggled to
compete with the supply chain and manufacturing economics of Dell. However, Apple has
made big advances in becoming more efficient with its manufacturing supply chain, logistics
and operations, and it can be assumed that as far as like-for-like hardware manufacturing
comparisons are comcerned, Apple's product costs are very similar to those of Dell. In terms
of price to the consumer, Apple's computer products have an additional cost advantage: the
company does not have to pay another company for operating system licences..

The Apple Customer Experience

The huge promise of the Apple brand, of course presents Apple with an enormous challenge
to live up to. The innovative, beautifully-designed, highly ergonomic, and technology-leading
products which Apple delivers are not only designed to match the brand promise, but are
fundamental to keeping it.

Apple fully understands that all aspects of the customer experience are important and that all
brand touch-points must reinforce the Apple brand.

72
Apple has expanded and improved its distribution capabilities by opening its own retail stores
in key cities around the world in up-market, quality shopping venues. Apple provides Apple
Mac-expert retail floor staff staff to selected resellers' stores (such as Australian department
store David Jones); it has entered into strategic alliances with other companies to co-brand or
distribute Apple's products and services (for example, HP who was selling a co-branded form
of iPod and pre-loading iTunes onto consumer PCs and laptops though in retrospect this may
now just have been a stepping-stone). Apple has also increased the accessibility of iPods
through various resellers that do not currently carry Apple Macintosh systems (such as
Harvey Norman), and has increased the reach of its online stores.

The very successful Apple retail stores give prospective customers direct experience of
Apple's brand values. Apple Store visitors experience a stimulating, no-pressure environment
where they can discover more about the Apple family, try out the company's products, and
get practical help on Apple products at the shops' Guru Bars. Apple retail staff are helpful,
informative, and let their enthusiasm show without being brash or pushy.

The overall feeling is one of inclusiveness by a community that really understands what good
technology should look and feel like - and how it should fit into people's lives.

The iPod Halo Effect

Though Apple's iPhone and iTunes music business is profitable in its own right, Apple's
venture into these product areas was based on a strategy of using the music business to help
boost the appeal of Apple's computing business.

Apple is using iPod, iTunes, iPhone, and now iPad to reinforce and re-invigorate the Apple
brand personality. At the same time, these product initiatives are growing a highly relevant,
appealing brand image in the minds of consumer segments that Apple has not previously
reached.

In a so-called iPod halo effect, Apple hoped that the popularity of iPod and iTunes among
these new groups of customers would cause these segments to be interested in Apple's
computer products. This does seem to have happened. Since the take-off of the iPod there has
been a dramatic rise in Apple's computer sales and market share.

73
A couple of years ago, Apple's aspirations for the iPod halo effect was was highlighted most
strongly when it used the slogan "from the creators of iPod" in its promotion of iMac G5
computers. In this instance, the Apple brand came full-circle - having been built into a
branding system that originates in the personal computer market, then leveraged into the
consumer electronics market, and then back into the consumer personal computer market.

This halo effect is extended with the hugely successful Apple iPad tablet computer. Great
customer experience with iPhone (and familiarity with Apple's touch screen gesture controls),
combined with a great product in its own right, has made iPod a huge success that in turn is
drawing even more people to Apple's Mac computer products. In a move which also brings
matters full circle, the Lion version of Mac OSX brings to the Mac the same touch screen
gesture controls which iPad and iPod users have learned.

This is extension of a common user experience across Apple products has been further
strengthened by the introduction of the Apps Store to Mac OSX in mid-2011. Mac users can
now buy their OSX applications with the same convenience as iPad or iPhone users can buy
iOS Apps.

Apple Brand Strength Now Creating Financial Success

So far, Apples' branding strategy is bearing fruit. For example, Apple reports that half of all
computer sales through its retail channel are to people new to Macintosh, the company's sales
and margins have been growing strongly since 2006, and Apple has achieved several "best
ever" quarterly financial results in recent years. Leveraging the success of the iPod, Apple
launched the iPhone (released in July 07) to extend the brand even further. Apple's buzz
marketing efforts in the first half of 2007 were truly superb, culminating in the release of one
of the most highly anticipated products for many years - and launching apple into a
completely new market: mobile handsets. By July 2008 the buzz about the 3G iPhone
resulted in over 1 million units being sold in the first 3 days of its release in over 20 countries
around the world. This success was repeated in 2019 with the introduction of the iPad tablet
computer, and in March 2011 with the launch of the iPad 2 which sold 1 million units within
24 hours.

Apple Re-entering the Corporate Market via the iPhone and iPad Halo
Effect

74
Though no-one at Apple would say so today, the next phase of Apple's strategy seems
focused on the Corporate marketplace.

A long time ago, Apple had a fairly strong market share in large companies.

A long, long time ago (at the end of the 1970's) the first spreadsheet program (VisiCalc) was
launched on the Apple II. The first PC (the IBM PC) to run a Microsoft operating system (PC
DOS) did not appear until 1981. When Microsoft launched its Excel spreadsheet in 1984 it
appeared first on the just-released Apple Mac, such was Apple's presence among accounting
and finance departments.

Even though Apple effectively stopped competing for corporate business during the 1990s,
the Apple Mac is still used in corporate environments. Microsoft still has a vigorous
applications development team totally dedicated to writing business software for the Apple
Mac. New versions of Microsoft Office for Apple Mac still come out approximately 2 years
before similar functionality is placed in the next version of Microsoft Office for the Windows
operating system.

Over the next few years it seems likely that Apple will re-focus on the Corporate
marketplace: The company provides regular updates on the proportion of Fortune 500
companies which are either trialing or deploying iPhone (currently over 90%), and the iPad.
In 2009, when Apple announced "Snow Leopard" (the current version of the Apple Mac
operating system) it included features allowing Mac computers to fully support Microsoft
Exchange. This enables corporate IT departments to support business users who wish to use
Apple Macs for their main email clients. Apple latest version, Mac OSX Lion (released in
Summer 2011) includes all the functionality needed to use a Mac as a business server.

Also, Microsoft continues to bring out advanced versions of Microsoft Office for Apple Mac,
and - very significantly - in mid-2008 Apple announced a software upgrade for the iPhone
which allows iPhones to be fully supported by Microsoft Exchange email servers. Corporate
IT departments can now include iPhones as email clients.

One aspect of Apple's strategy seems clear: to use the popularity of the iPhone and iPad to
break back into large corporations, sell lots of those devices, and have Apple Mac back on the
desks of large businesses (or more probably - in the laptop bags of middle and senior
managers in most large businesses).

The Macbook Air and iPad are clearly designed for business markets as well as for
consumers, and Apple continues to display its mastery in smoothly morphing customer
experience and brand preference from one product category to another.

75
As we say; no one in Apple will currently admit to such ambitions, but Apple's branding
strategy is clearly expanding to include business and corporate markets once again.

After Halos - Clouds

The next step in Apple's marketing strategy is the Apple iCloud, which delivers a seamless
experience for using and sharing content across all your Apple devices (iPhone, iPod, iPad, or
Mac). iCloud enables a common "it just works" experience for using content across all of
Apple's mainstream products. iCloud positions the company for a future where customers
experiences and their digtal lives transcend the hardware devices which they use, and enables
Apple to extend the brand experience well beyond individual products.

Apple has invested in a 500,000 (soon to be one million) square foot Apple data center in
rural North Carolina. This data centre this will be used as the core of a data repository for
Apple's iCloud services, which will enable Apple to leverage it's customer franchise into an
even broader market space. Apple iCloud is one of many ways in which Apple and Google
are fast becoming arch rivals.

Steve Jobs

If we talk about Apple success, about Apple great products, we need to talk about Steve Jobs.
Steve Jobs has been and is the great mind behind all this. Steve Jobs died on October 5 th
2011 this has been the biggest loss to apple till now. It is a fact that without Steve Jobs Apple
would not have been a big success.

Steve Jobs is a genius, he is a magician, too. He is the most skilled guy in introducing new
products - "... one more thing" - the most skilled in presenting the key features, and he is a
great communicator.

Even more important, Steve Jobs has Vision. Vision in the strategy, Vision in the product
development, Vision in the alliances.

76
2.2 PURPOSE OF STUDY REPORT

The process of objective self-study is necessary for any institution wishing to remain vital
and vigorous and is particularly crucial for institutions of higher learning. Periodically
reexamining the institution’s purpose, mission, goals, planning, and assessment helps to
maintain quality educational programs and fosters innovative thinking. Only by carefully
examining the past and honestly evaluating the present can an institution effectively plan for
the future.
The purpose of this Study was multi-faceted: to provide comprehensive examination of the
nature of the educational programs at Maharaja Agrasen College of Management Studies; to
revise, where necessary, characteristics of those programs; and to identify resources and
strategies to assure continued development of quality educational programs.

Though the major purpose of this Study was to achieve reaffirmation of accreditation by
showing compliance. This Self-Study Report will serve not only as an accounting of our
compliance with the Criteria, but also as a springboard for continued examination of
institutional effectiveness and as a guide for future planning and assessment efforts.

77
2.3 OBJECTIVE OF THE STUDY

 To review the variants offered by Apple inc.

 To know the present and future strategies of Apple Inc.
 To be familiar with Products of Apple in India & Worldwide.
 To study about the Competetive Structure of Apple inc.

78
 CHAPTER 3

RESEARCH METHODOLOGY

79
RESEARCH METHODOLOGY OF THE STUDY

3.1 Meaning of Research

Redman and Mory define research as a “systemized effort to gain new knowledge.” Some
people consider research as a movement, a movement from the known to the unknown.

Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody, research comprises defining and redefining problems,
formulating hypothesis or suggested solutions; collecting, organizing and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis.

3.2 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. Research

methodology constitutes of research methods, selection criterion of research methods, used in
context of research study and explanation of using of a particular method or technique so that
research results are capable of being evaluated either by researcher himself or by others. Why
80
a research study has been undertaken, how the research problem has been formulated, why
data have been collected and what particular technique of analyzing data has been used and a
best of similar other question are usually answered when we talk of Research methodology
concerning a research problem or study. The main aim of research is to find out the truth
which is hidden and which has not been discovered as yet.

Sources of Data

1. The data is basically secondary in nature.

2. Some data has also been collected from the internet.

3.3 DATA SOURCE

The data can be collected from two sources, i.e. Primary and Secondary.

PRIMARY DATA:
Primary research entails the use of immediate data in determining the survival of the market.
The popular ways to collect primary data consist of surveys, interviews and focus groups,
which shows that direct relationship between potential customers and the companies.

SECONDARY DATA:
Whereas secondary research is a means to reprocess and reuse collected information as an
indication for betterments of the service or product. Both primary and secondary data are
useful for businesses but both may differ from each other in various aspects.
I have collected entire data of this project from SECONDARY SOURCES like websites,
books, newspapers and magazines.

81
 CHAPTER 4
Findings & Analysis

82
83
 CHAPTER-3 FINDING AND ANALYSIS

Questionnaire on Samsung & Apple Mobile Phones

Q1. Please mention your age group?

18-20 10

21-25 14

26-30 16

31-35 10

36 above 10

Chart Title
36 above; 10; 17% 18-20; 10; 17% 18-20

21-25

26-30
31-35; 10; 17%
31-35
21-25; 14; 23%
36 above
26-30; 16; 27%

INFERENCE

Age Group between 21-25 & 26-30 uses maximum gadgets so main focus of the company should be on this age
group.

Q 2) What are the things that you look while purchasing a smart phone ?

84
 More power saver 12%

 Looks 21%

 Low maintenance cost 5%

 Reliability(less chances of breakdown) 40%

 Low price 21%

Chart Title
More power saver ; 12; 12%
Low price ; 21; 21%

Looks ; 22; 22%

Low maintenance cost ; 5; 5%

Reliability(less chances of breakdown) ; 40; 40%

INFERENCE

Still Users prefer to purchase those cells which are good in reliability instead of features that cell has.

Q3) How did you get to know about Samsung and Apple ?

85
Topics Samsung Apple

Family information 15% 30%

Friend’s recommendation 25% 25%

Dealer’s recommendation 15% 10%

Advertisement 45% 35%

Samsung

Family Family information

information
; 15; 15% Friend’s recommendation
Advertisem
ent; 45; Friend’s
45% recommen Dealer’s recommendation
dation; 25;
Dealer’s
25% Advertisement
recommen
dation; 15;
15%

86
 Apple

Family Family information

Advertiseme information; Friend’s recommendation
nt; 35; 35% 30; 30% Dealer’s recommendation
Advertisement

Dealer’s Friend’s
recommendarecommenda
tion; 10; 10%
tion; 25; 25%

INFERENCE
Respondents get knowledge about the Samsung through Advertisements, after that Friends recommendations

Respondents get knowledge about the Apple through Advertisement , after that family Recommendations.

Q4) Which smart phone is more easy to use?

87
  Apple 45%
 Samsung 55%

Chart Title

Samsung
Apple
Apple; 45; 45%
Samsung; 55;
55%

INFERENCE
In this race Samsung is in a position to capture the whole market but they should also know that Apple is not far
away from Samsung.

Q5) Which Smartphone has more customer satisfaction level?

 Apple 58%

88
  Samsung 42%

Chart Title

Samsung
Samsung; 42; 42% Apple

Apple; 58; 58%

INFERENCE

Apple gives more customer satisfaction level of needs than Samsung gives. As Apple gives warranty full 1year
with the accessories whereas Samsung gives it of for only 6months.

Q6) Which Smartphone company is better in terms of marketing?

 Apple 58%
 Samsung 42%

89
 INFERENCE

Apple gives more marketing competition than Samsung as Apple is more creative in terms of clever advertisements
than Samsung.

Q7) Which Smartphone company gives better software customization features?

 Samsung 55%
 Apple 45%

90
 Chart Title

Samsung
Apple
Apple; 45; 45%
Samsung; 55;
55%

INFERENCE

Samsung gives more attention towards software customization functions than Apple . As Samsung gives more
software satisfaction levels than Apple gives.

91
 Q8) Which company is better in terms of overall design architecture?

 Apple 58%
 Samsung 42%

Chart Title

Samsung
Samsung; 42; 42% Apple

Apple; 58; 58%

INFERENCE

Apple has better deign architecture than Samsung . As Apple gives more attention towards design aspect than
Samsung .

92
 Q9) Which company is better in terms of better software compatibility ?

 Apple 45%
 Samsung 55%

Chart Title

Samsung
Apple
Apple; 45; 45%
Samsung; 55;
55%

INFERENCE
In this race software compatibility Samsung is in a position to capture the whole market but they should also know
that Apple is not far away from Samsung.

Q10) Which company provides better battery life ?

93
  Apple 58%
 Samsung 42%

Chart Title

Samsung
Samsung; 42; 42% Apple

Apple; 58; 58%

INFERENCE

Apple has better battery life than Samsung . As Apple gives more attention towards battery performance than
Samsung .

94
FINDINGS AND ANALYSIS

Threat of Entry

Threat of Suppliers → Level of Threat in an ← Threat of Rivalry

Industry

↑ ↑

Threat of Substitutes Threat of Buyers

Apple Inc. not only had to face a number of barriers to entry in the development of the
iPhone but they must also worry about potential competitors overcoming them as well.
Although Apple currently has an advantage with its innovative products it must always be
aware of the ease that a competitor can copy its products, especially in the extremely
competitive field of cellular phones. However those new companies to the market will not
only have to compete with the strong brand that Apple Inc. has built but will also have to face
barriers more strenuous then what Apple had to face.

4.1 Economies of Scale

Apple Inc. had an existing experience in manufacturing mass-market consumer electronics

devices, many of which share similar components of the iPhone; so Apple Inc. was not
negatively affected by this barrier. Since Apple Inc. had the production lines and personnel to
make advance electronic products such as, the iPod and their line of computers, it wasn’t
difficult to develop a production line capable of mass production of the iPhone. New entrants
may not have that comfort as the cell phone market is almost defined by its mass-market
environment. A new company entering this market would have one of two choices
available: 1) They sell their product at a higher price to make up for the fact they can’t sell
the same volume as a company like Apple Inc. and must hope that the consumer sees the
higher price as a indicator of better quality. Or 2) They sell their product at a lower price
probably occurring a loss per unit in hopes of selling a high volume and banking on sales of
applications that can be purchased for the phone. In either situation it is extremely risky as
both could lead to the company’s collapse.
95
2. Access to Distribution Channels

Although Apple Inc. has had success with the distribution of its products it does face issues
with this barrier due to the limited retailers of the iPhone and the fact that there is currently
only one service provider. The iPhone is only available through a limited number of
distribution channels those being Apple Inc. and AT&T stores and auction websites, like
eBay, and it is only supported by the AT&T network. A future entrant to the market could
create an advantage by make their product more available for multiple carriers and multiple
retailers.

3. Product Differentiation
In general this trait is favorable for Apple Inc. because the iPhone is significantly different
than most of its competitors. First and foremost, the iPhone 3G is a revolutionary phone with
a high call quality as its main point of parity. A list of the iPhone’s highlighted features
includes the iPod, Internet tool (Wi-Fi, 3G and EDGE network). Apple Inc. also has a certain
amount of protection through the strength of its brand identity. The problem with cell phones
is product differentiation can be emulated, to a certain extent. Cell phones are pretty uniform
in functionality and use and not overly differentiated between each other. However, recently
LG with Verizon have just release the Dare, an iPhone like product, in hopes of attacking
some of Apple’s market share. Not to mention companies like, Samsung and Nokia, have
released designs and plans to develop their own versions of an iPhone.

4. Capital Requirements
Since Apple Inc. had already been successful with their computers and the iPod they had an
advantage with having the capital required to start mass production of a new product. Apple
Inc. also has experience with developing software and hardware, which gives them another
advantage as they do not need to spend as much time and money in the research and
development stages as a new phone manufacturer would. So, to most effectively compete
with the iPhone they will need to invest significantly in certain areas. Apple Inc. itself did
not face much resistance with this barrier because of their experience creating both software
and hardware. Companies looking to enter this market with have difficult barriers to
overcome in order to compete at the same level as Apple Inc. and unless a company has
experience in developing consumer electronics it seems very unlikely that they can
experience similar success.

5. Government Policy

96
Any company looking to enter this market has two governmental factors they must consider
before entering the market: 1) the strength of current manufactures patents and 2) the
regulatory obligations and approval requirements of the FCC (Apple Insider, 2007), which
governs communication technologies in the United States. Apple has gained another
advantage by acquiring a patent and FCC approval for the IPhone. This will make it more
difficult for competitors to copy the iPhone but we are sure will not stop companies from
developing their own versions of this successful product.

6. Threat of Substitutes
Porter’s five-force model validates that all forms of communication devices threaten the
mobile phone industry as a whole. The iPhone’s top priority is to provide its customers with
a complete solution in the mobile phone industry with added features and benefits. Quoting
Steve Jobs “the original iPhone, it combines three products in one — a revolutionary phone, a
widescreen iPod, and a breakthrough Internet device with rich HTML email and a desktop-
class web browser” (Steve Jobs, 2008). Examples of substitute industries include landlines,
pagers, walkie talkies, computers, fax machines, and snail mail.

If the mobile phone industry cannot meet the needs of its customers at a reasonable price,
then substitute products play a key threat. Landlines are evolving to be more of a direct
competitor to the mobile phone industry, but they still provide its services at a different
vantage point. Landlines are non-wireless receivers that are offered at a much lower cost
than mobile phones. Computers (notebook and desktop) offer numerous options in the
communication sector, which include electronic mail, live chat, and communication software.
Collectively, fax, snail mail, pagers, and walkie talkies make up a small portion of the market
share, but still pose a threat for unsatisfied customers in the wireless industry.

The capacity of the PC market is constantly increasing because of the introduction of

new products. Companies are constantly introducing new PCs that are more powerful than
the ones already on the market. There were no new entrants worth mentioning, in other
words, no new companies have entered the market and got a hold of a significant market
share in 2001.
One ‘New Entrant’ worth mentioning is a new product from Microsoft, namely Windows XP.
Although this product has not been released during the life of the Apple G4 Cube, it has been
announced. Customers could decide not to purchase a Mac, but wait for Windows XP
instead.

7. Threat of Buyers
The buyers market consists of a large amount of individuals or corporations that own one or
multiple cell phones. Due to the large market, the lost of a buyer is not a key threat. When a
buyer is purchasing a new cell phone, the process at times is overwhelming due to the wide

97
variety of differentiated products. Buyers play an important role in the strategic pricing for a
new cell phone because they have no obligations in purchasing a cell phone from a single
supplier. Buyer’s spending habits will change accordingly with the economy’s position. For
example, if economic profits are high then buyers are willing to spend versus saving their
disposable income. Mobile phones have become integrated as a point of parity in the
American lifestyle, and economic profits will determine the price a buyer is willing to pay for
a cell phone.

8. Threat of Rivalry

The number of competing firms within the mobile phone industry is increasing, while a few
firms make up the majority of the market share. Provided by CNET is a list of suppliers that
operate within the same industry as Apple’s iPhone, and a count of their product offerings.
Direct competition includes all mobile phones that can be subcategorized as a basic, smart,
camera, mp3, or videophone. The industries large selection of mobile phone manufacturers
creates a strong threat of rivalry. The iPhone has made its debut as a smart phone targeting
the higher-income demographic, but this does not eliminate the fact that all subcategories of
cell phones contribute to the strengthening threat of rivalry. According to CNET Senior
Editor Kent German (2008), the editor’s top cell phones include the LG Dare, RIM
BlackBerry Curve 8320, Nokia N95, Samsung Instinct, Sony Ericsson W760i, and the newest
edition of direct competition comes from Google introducing the T-Mobile G1.

9. Threat of Suppliers

There are several suppliers of component parts in the mobile communication industry;
therefore, manufacturers are able to make preferable purchasing agreements, allowing their
manufacturing cost to then be reduced. The low cost from suppliers puts pressure on
98
manufacturing to in turn pass on the savings to the end consumer. Other suppliers offer
specific applications to be used on mobile phones, including the use of digital games
(Electronic Arts, 2008). Employees also are a key component as they supply knowledge and
expertise to the development of mobile communication products. Without their skills,
innovation would be limited, an imperative factor for survival in this industry. Research and
development in this industry is vital to the success of a mobile communication product.
Suppliers in this industry are fundamental to a product’s successful development and its
competitive advantage.
Apple has had several suppliers to supply components for its G4 Cube. For example, in a
cooperation with IBM and Motorola, Apple developed the PowerPC processor that is used in
the G4 Cube. Furthermore Apple uses Graphics Cards from ATi and n VIDIA for
implementation in the G4 Cube. Harman Kardon takes care of the sound system for the G4
Cube, and the Cube comes with preinstalled software from Microsoft (Internet Explorer and
Outlook) as well (Specification Sheet). All the rest of the components, like the memory or the
hard drive come from Other Electronics Suppliers. These components are universal so
can be used in any other PC and thus are not exclusive for this product.
Because Apple develops his own processor and its own software the soft- and hardware are
made foreach other and it is impossible for suppliers to start manufacturing the G4 Cube by
themselves bypassing apple.

4.2 Trends

Complexity

The Apple G4 Cube is a highly complex device containing many different components and
materials. The complexity of this device is also demonstrated by the extra ordinary functions
that were added by Apple.
Some examples of these functions that make it even more complex than a normal computer
can be found \below:
∗ The on/off button is not a normal button working with pressure, but it is a touch-button.
∗ The G4 Cube is a computer without a fan, to avoid the produced sound of a fan. This
means the computer has to get rid of the warmth that is produced in a different way. If this
does not work, the consumer will not notice it, because he or she will not hear it.
∗ The CD-RW is not a normal drive, but has the effect of a toaster. This means it works
vertically instead of horizontally.
∗ The G4 Cube is much smaller than other computers at that time, this meant everything had
to be made much smaller which also causes higher complexity. The complexity of this
product makes it even more difficult to prevent mistakes.

Product Understanding

99
The Apple Power Macs are made for professional users. These people want to work on their
computer, they want it to be quick and functional. The Power Mac G4 Cube is slightly
opposite, because it is made in such a way that people can ‘show’ their computer. They can
place it on the table and the appearance becomes as important as the functionality. So the
Power Mac G4 Cube is targeted at a slightly different group of consumers as the other Power
Macs.
The people that were already users of Apple, did not understand why Apple broke their line
of products that were so highly functional for their profession. The G4 Cube was made for
people who could afford to spent more money for a computer that they could show off with.
Once the G4 Cube came on the market, it was seen as a luxury product.
At the same time, people could buy a better computer at a different company for the same
amount of money. So those who preferred the functionality of Apple, could better spend their
money on a different computer instead of buying the G4 Cube with the ‘beautiful
appearance’.

Globalization

The headquarters of the Apple company are situated in California in the United States, but the
manufacturing that is done by the company Foxconn takes place in China and Czech
Republic.
The Apple G4 Cube has only been on the market in the United States of America in the years
2000 and 2001. When looking at other products of Apple, for example the iPod, iPhone or
Macbook, they are brought on the market in the US, but it takes a couple of months before
the products enter the markets in Europe. It takes even longer for the products to be on the
market in Asia and Australia. Because the G4 Cube has been on the market for a year, we can
conclude that Apple has delayed the entering in the
Europian and Asian Market as a result of disappointing sales. Overall Apple does adjust the
price of their products to the local market. This cannot be seen for the G4
Cube, because it did not enter the market globally, but a good example is the iPod which is a
little cheaper in the Netherlands than it is in Germany.

100
 CHAPTER 5

CONCLUSIONS

CONCLUSION
After doing a study of this project representing on Apple India , I have come to a conclusion
that Apple is an American multinational corporation that designs and markets consumer
electronics, computer software, and personal computers. The company's best-known
hardware products include the Macintosh line of computers, the iPod, the iPhone and the
iPad. Apple software includes the Mac OS X operating system. the company operates 301

101
retail stores in ten countries, and an online store where hardware and software products are
sold.

As one success follows another, the company finds itself in a bewildering position. As the
tech industry's perennial underdog, Apple was frequently scorned and dismissed by larger
and more successful competitors like Microsoft or Dell. Now, with growing frequency, the
company is seen by competitors and other industry players as a bully.

To sum up I would like to say that Apple India is serving its customer in an appreciated way
and going to be in the list of best services providers in coming years.

Apple inc in Figures

Revenue US$ 108.249 billion

Operating income US$ 33.790 billion

Profit US$ 25.922 billion

Total assets US$ 116.371 billion

Total equity US$ 76.615 billion

Employees 49,400 (2019)

102
 CHAPTER 6

LIMITATIONS

LIMITATIONS

1. Due to wide spread information of the data, the scope of project becomes very wide.
2. All the matter has been collected through secondary sources; hence, the errors might
have crept in.
3. Given the time constraints, all the information could not be gathered.

103
 4. Data being very vast, appropriate information could not be gathered to the point
specific requirement needs.

BIBLIOGRAPHY

The following sources have been sought for the preparation of this report.

Books

Kotler, Philip. Marketing Management, 13th Edition, 2009, South Asian Perspective, Dorling
Kindersley, India
104
Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing House Pvt. Ltd,
New Delhi.

Website
www.en.wikipedia.org/wiki/Apple_Inc.

www.apple2history.org/appendix/

http://www.britannica.com/EBchecked/topic/30632/Apple-Inc

www.apple.com

www.developer.apple.com

www.developer.apple.com/technologies/safari/

105
 QUESTIONAIRE

Q1. Please mention your age group

 18-20

 21-25

 26-30

 31-35

36- Above

Q 2) What are the things that you look while purchasing a smart phone ?

 More power saver

 Looks

 Low maintenance cost

 Reliability(less chances of breakdown)

 Low price

Q3) How did you get to know about Samsung and apple ?

Family information

Friend’s recommendation

Dealer’s recommendation

Advertisement

Q4) Which smart phone is more easy to use?

Apple

Samsung

106
Q5) Which smart phone has more customer satisfaction level?

 Apple
Samsung

Q6) Which Smartphone company is better in terms of marketing ?

 Apple
 Samsung

Q7) Which Smartphone company gives better software customization features ?

 Samsung
 Apple

Q8) Which company is better in terms of overall design architecture ?

 Apple
 Samsung

Q9) Which company is better in terms of better software compatibility ?

 Apple
 Samsung

Q10) Which company provides better battery life ?

 Apple
 Samsung

107