You are on page 1of 18

Apple inc.

About Apple inc.

Founder - Steve Jobs and Steve Wozniak founded apple computer inc. in 1976. Incorporated in 1977 In 2007 named changed to Apple inc.

Vision and Mission

Company profile
Computer hardware Computer software Consumer electronics Digital distribution

Apple Campus, Infinite Loop,Cupertino, California, U.S.

Arthur D. Levinson (chairman)

Tim Cook (C.E.O)

Revenue US$ 156.508 billion Operating income US$ 55.241 billion Net income US$ 41.733 billion (2012) Total assets US$ 176.064 billion (2012 Total equity US$ 118.210 billion (2012)

Internal Audit
iTunes Music Store is a good source of revenue, especially with the iPod and the availability on Windows platform. Developing own software and hardware. Apples niche audience provides the company with some insulation from the direct price competition. Revamping desktop and notebook lines. Web technology can be used to improve product awareness and sales. Low debtmore maneuverable. Good brand loyalty.

Weak relationship with Intel and Microsoft. Weak presence in business arena. Dependency on new product launches. Weak presence in markets other than education and publishing. Slow turn around on high demand products.

External Audit

Companies not seeing Apple as compatible with their software. Dell and HP are major competitors. Increasing competition with music downloads. Dell does not invent but provides computers at a more cost effective rate for customers. Strict product control and vertical diversification.

Increase in worms and viruses on PCs. Large population (Gen X&Y) which are extremely individualistic and name brand conscious. Downloadable music and MP3 players are highly marketable. Increase sales of computers online by 25 percent. Increase sales of laptops by 20 percent.

Apple Inc. marketing campaigns have focused on comparing PCs and Macs. They have tried to educate the consumer electronic population about Mac computers. Their campaigns have been geared to a younger generation using pop culture music and flashy visuals. PC vs Mac commercials are really geared toward pointing out the flaws in PCs and have been a huge strength for Apples Marketing.

Most Famous Ad Campaigns

1997: Think Different ad campaign was created 2002: Apple Switch ads 2006: Get a Mac more famously known as PC vs. Mac

Products of Apple

Segmentation , Targeting & Positioning