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APPLE iphon e

If u dont have a iphone you dont have a phone

BY- ROHIT BATRA MBA 2-C ROLL NO.139

Apple Inc. (NASDAQ: AAPL) 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 Xoperating 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 filmindustry software products;Logic Studio, a suite of music production tools; the Safari web browser; and iOS, a mobile operating system. As of July 2011, the company operates 357 retail stores in ten countries, and an online store where hardware and software products are sold. As of September 2011, Apple has recently been 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 theconsumer electronics market in addition to its traditional focus on personal computers. As of September 2010, 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, 2010, 2011. Apple was also branded as the most valuable public limited company, pushing past Exxon. The company has however received widespread criticism for its contractors' labor, environmental, and business practices.

History
19761980: The early years

The Apple I, Apple's first product, was sold as an assembled circuit board and 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 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.[21] The Apple I went on sale in July 1976 and was market-priced at $666.66 ($2,572 in 2011 dollars, adjusted for inflation.) Apple was incorporated January 3, 1977[8] 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. 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 character cell based 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. The Apple II was chosen to be the desktop platform for the first "killer app" of the business worldthe VisiCalc spreadsheet program.]VisiCalc created a business market for the Apple II, and gave home users an additional reason to buy an Apple IIcompatibility with the office. According to Brian Bagnall, Apple exaggerated its sales figures and was a distant third place to Commodore and Tandy until VisiCalc came along By the end of the 1970s, Apple had a staff of computer designers and a production line. The company introduced the ill-fated Apple III in May 1980 in an attempt to compete with IBM and Microsoft in the business and corporate computing market. 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 the option to buy 100,000 shares (800,000 split-adjusted shares) of Apple at the preIPO price of $10 a share. Jobs was immediately convinced that all future computers would use a graphical user interface (GUI), and development of a GUI began for the Apple Lisa

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

19811985: Lisa and Macintosh

The Model from Apple's "1984" ad, set in a dystopian future modeled after the George 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.[37]

The first Macintosh, released in 1984 In 1984, Apple next launched the Macintosh. Its debut was announced by the now famous $1.5 milliontelevision commercial "1984". It was directed by Ridley Scott, aired during the third quarter of Super Bowl XVIIIon 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 due to its high price and limited range of software titles. The machine's fortunes changed with the introduction of the LaserWriter, the first PostScript laser printer to be offered at a reasonable price, and PageMaker, an early desktop publishing package. The Mac was particularly powerful in this market due to its advanced graphics capabilities, which had necessarily been 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 In 1985 a power struggle developed between Jobs and CEO John Sculley, who had been hired two years earlier.[44] The Apple board of directors instructed Sculley to "contain" Jobs and limit his ability to launch expensive forays into untested products. Rather than submit to Sculley's direction, Jobs attempted to oust him from his leadership role at Apple. Sculley found out that Jobs had been attempting to organize a putsch and called a board meeting at which Apple's board of directors sided with Sculley and removed Jobs from his managerial duties. Jobs resigned from Apple and founded NeXT Inc. the same year.

19861993: Rise and fall

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. The Macintosh Portable was designed to be just as powerful as a desktop Macintosh, but weighed 7.5 kilograms (17 lb) with a 12-hour battery life. 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 brought increasing revenue.[44] 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 Macintosh LC, Apple introduced the Centris line, a lowend Quadraoffering, 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, who were the primary dealers for these models. The 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 divisionbased on John Sculley's unrealistic market forecastsUltimately, all of this proved toolittle-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. 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.[47] 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. 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. The lawsuit dragged on for years before it was finally dismissed. At the same time, a series of major product flops and missed deadlines sullied Apple's reputation, and Sculley was replaced by Michael Spindler.

19941997: Attempts at reinvention

The Newton was Apple's first foray into the PDA markets, as well as one of the first in the industry. Despite being a financial flop at the time of its release, it helped pave the way for the Palm Pilot and Apple's owniPhone and iPad in the future. By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as theA/UX. Apple had also begun to experiment in providing a Mac-only online portal which they calledeWorld, developed in collaboration with America Online and designed as a Mac-friendly alternative to other online services such as CompuServe. The Macintosh platform was itself becoming outdated because 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 andUNIX vendors like Sun Microsystems. The Macintosh would need to be replaced by a new platform, or reworked to run on more powerful hardware.[51] 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 PowerPCprocessor. In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio made many changes at Apple, including extensive layoffs. 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 as an advisor. 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. On November 10, 1997, Apple introduced the Apple Online Store, tied to a new build-to-order manufacturing strategy.

19982005: Return to profitability


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. The iMac featured modern technology and a unique design, and sold almost 800,000 units in its first five monthsThrough 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.] The following year, Apple released two video editing products: iMovie for consumers and, for professionals, Final Cut Pro, which has gone on to be a significant video-editing program, with 800,000 registered users in early 2007 In 2002 Apple purchased Nothing Realfor their advanced digital compositing application Shake,] as well as Emagic for their music productivity application Logic, which led to the development of their consumer-level GarageBand application. iPhoto's release the same year completed the iLife suite.

Apple retail stores allow potential customers to use floor models without making a purchase. 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.[67] On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and California. Later on July 9 they bought Spruce Technologies, a DVD authoring company. On October 23 of the same year, Apple announced the iPod portable digital audio player, and started selling it on November 10. 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. 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.

20052007: The Intel transition

The MacBook Pro (15.4" widescreen) was Apple's first laptop with an Intelmicroprocessor. 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.[74] 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 had grown, it remained far behind competitors using Microsoft Windows, with only about 8% of desktops and laptops in the U.S.

20072011: iPhone, iPod Touch and iPad


Delivering his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced that Apple Computer, Inc. would from that point on be known as Apple Inc., because computers were no longer the main focus of the company, which had shifted its emphasis to mobile electronic devices. The event also saw the announcement of the iPhone and the Apple TV. The following day, Apple shares hit $97.80, an all-time high at that point. In May, Apple's share price passed the $100 markIn an article posted on Apple's website on February 6, 2007, Steve Jobs wrote that Apple would be willing to sell music on the iTunes Store without DRM (which would allow tracks to be played on third-party players) if record labels would agree to drop the technology. On April 2, 2007, Apple and EMI jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May Other record labels followed later that year. In July of the following year, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch Within a month, the store sold 60 million applications and brought in $1 million daily on average, with Jobs speculating that the App Store could become a billiondollar business for Apple.[87] Three months later, it was announced that Apple had become the third-largest mobile handset supplier in the world due to the popularity of the iPhone. On December 16, 2008, Apple announced that after over 20 years of attending Macworld, 2009 would be the last year Apple would be attending the Macworld Expo, and that Phil Schiller would deliver the 2009 keynote in lieu of the expected Jobs Almost exactly one month later, on January 14, 2009, an internal Apple memo from Jobs announced that he would be taking a six-month leave of absence, until the end of June 2009, to allow him to better focus on his health and to allow the company to better focus on its products without having the rampant media speculating about his health. Despite Jobs' absence, Apple recorded its best non-holiday quarter (Q1 FY 2009) during therecession with a revenue of $8.16 billion and a profit of $1.21 billion. After years of speculation and multiple rumored "leaks" Apple announced a large screen, tabletlike media device known as the iPad on January 27, 2010. The iPad runs the same touch based operating system that the iPhone uses and many of the same iPhone apps are compatible with the iPad. This gave the iPad a large app catalog on launch even with very little development time before the release. Later that year on April 3, 2010, the iPad was launched in the US and sold more than 300,000 units on that day and reaching 500,000 by the end of the first week. In May of the same year, Apple's market cap exceeded that of competitor Microsoft for the first time since 1989. Apple released the fourth generation iPhone, which introduced video calling, multitasking, and a new uninsulated stainless steel design, which acts as the phone's antenna. Because of this antenna implementation, some iPhone 4 users reported a reduction in signal strength when the phone is held in specific ways. After a large amount of media coverage including mainstream

news organizations, Apple held a press conference where they offered buyers a free rubber 'bumper' case, which had been proven to eliminate the signal reduction issue. Later that year Apple again refreshed its iPod line of MP3 players which introduced a multi-touch iPod Nano, iPod Touch with FaceTime, and iPod Shuffle with buttons which brought back the buttons of earlier generations. In October 2010, Apple shares hit an all-time high, eclipsing $300. Additionally, on October 20, Apple updated their MacBook Air laptop,iLife suite of applications, and unveiled Mac OS X Lion, the latest installment in their Mac OS X operating system. On January 6, 2011, the company opened their Mac App Store, a digital software distribution platform, similar to the existing iOS App Store. Apple was featured in the documentary Something Ventured which premiered in 2011.

2011present: PostSteve Jobs era


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 Apple became the most valuable consumer-facing brand in the world. In June 2011, Steve Jobs surprisingly took the stage and unveiled iCloud. iCloud is an online storage and syncing service for music, photos, files and software which replaced MobileMe, Apple's previous attempt at content syncing. This would be the last product launch Jobs would attend before his death. It has been argued that Apple has achieved such efficiency in its supply chain that the company operates as a monopsony (one buyer, many sellers), in that it can dictate terms to its suppliers 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. 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.[108] 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, an "intelligent software assistant" named Siri, and cloud-sourced data with iCloudOne day later, on October 5, 2011, Apple announced that Jobs had died, marking the end of an era for Apple Inc. The iPhone 4S was officially released on October 14, 2011. On October 29, 2011, Apple purchased C3 Technologies, a mapping company, for $240 million. C3 is the third mapping company Apple has purchased so far.

IPHONE
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, multi-standard wireless support (allowing a single handset to operate on networks based on both GSM/UMTS and CDMA technologies), GLONASS support and anatural language voice control system called Siri. It is available in

16 GB and 32 GB, as well as a new 64 GB capacity. In the United States, it was announced that two new

The iPhone ( /afon/ EYE-fohn) is a line of Internet and multimediaenabled smartphonesmarketed by Apple Inc. The first iPhone was unveiled by Steve Jobs, then CEO of Apple, on January 9, 2007and released on June 29, 2007. The 5th generation iPhone, the iPhone 4S, was announced on October 4, 2011, and released 10 days later./afon/EYEfohnmultimediasmartphonesApple Inc.first iPhoneSteve JobsiPhone 4S
carriers, C

An iPhone can function as a video camera (video recording was not a standard feature until theiPhone 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 bothWi-Fi and 3G connectivity. The user interface is built around the device's multitouch 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"apps" approved by Apple. These apps have diverse functions, including games, reference, GPS navigation, social networking, security and advertising for television shows, films, and celebrities.video cameraiPhone 3GScamera phoneportable media playerweb browsingtextsvisual voicemailWi-Fi3Guser interfacemulti-touchvirtual keyboardapplication softwareApp StoregamesreferenceGPS navigationsocial networkingcelebrities 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. TheiPhone 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. TheiPhone 4 has a rear facing camera (720p video) and a front facing camera (at a lower resolution) forFaceTime 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, 2010. In the U.S., AT&T was the only authorized carrier until February 10, 2011, when a CDMA version of the iPhone 4 launched forVerizon. On October 4, 2011, Apple announced SpiregenerationsiOSoriginal iPhoneGSMiPhone 3G3GA-GPSlocationiPhone 3GSprocessor480piPhone 4720pFaceTimeSkypeAT&TCDMAVerizon and Sprint, would begin carrying the iPhone 4 and iPhone 4S in October and November 2011, respectively.

Apple iPhone
Smart Phone Wireless Internet Communication Device Computer (OS X) Camera Touch Controls 3.5 inch screen iPod with touch screen controls Tunes Library Access Ambient light sensor

specifications

iPhone

iPhone 3G S

iPhone 3

OS

iPhone OS 1.0

iPhone OS 2.0

iPhone OS 3.0

Display

3.5 in, 3:2 aspect ratio, 265 k colors, 480 x 320px (HGVA)

Storage/mem ory

4,8 & 16 GB/ 128MB DRAM

8 & 16 GB/ 128MB DRAM

8GB/ 256M DRAM

Processor

620 MHz Samsung 32-bit RISC ARM

833 MHz

iPhone Primary Contractors Software and design Assembly Apple Foxconn USA Taiwan

TFT-LCD Screen Video processor chip Touch screen overlay Bluetooth chip Chip manufacture Baseband IC WIFI Chip Touch screen control chip CMOS chip NOR Flash ICs Display Driver chip Case, Mechanical parts Camera lens Camera module Battery Charger

Sanyo Epson, Sharp, TMD Samsung Balda Cambridge Silicon Radio TSMC, UMC Infineon Technology Marvell Broadcom Micron Intel, SST National Semi, Novatek Catcher, Foxconn Tech Largan Precision Altus-Tech, Primax, Lite On Delta Electronics

Japan Korea

Germany UK Taiwan

Germany USA USA USA USA US, TW Taiwan Taiwan Taiwan Taiwan

Target market

Distribution
AT&T and major cellular providers like Verizon Apple online & Apple stores Major third party online retailers like Amazon.com All major electronics retailers - wall mart - Best Buy - Circuit city
Distributors in INDIA

- Bharti Airtel - Vodafone

Communication
Emphasize on brand prominently
Associate iPhone with iPods groundbreaking lineage

Massive TV campaign in June Newspapers Social Networking sites Apple sites

Phone Market Position


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iP o e hn
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M to o

B c brry la k e

C m le o p x

T o re

Es ay T o Ue s

No ia k

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P oe hn

iPhone vs. the competition

Customer segments
Enterprises are unlikely to buy iPhones Price ~40% higher than Blackberries Blackberries have top-notch push-email

iPhone has features that appeal to mass consumer market


However, sales will be gated by network and price

Market Penetration

Product life cycle

IPHON E

Financial results