Apple Inc.

Leonova Anna
Mokhoreva Anastasia
5204
The beginning

Steve Jobs and Steve

Wozniak laid the
foundation of APPLE
COMPUTERS INC. on April
1,1976 to sell the Apple 1
(personal computer kit)
 Name and Logo
• The name was created by Steve Jobs.

• The first Apple logo was designed by Ron

Wayne, co- founder of Apple Computer. It
was rather a picture than a logo. It showed
Sir Isaac Newton sitting beneath the famous
Apple tree thinking about gravity.
Vision statement

“to make the best products on

earth, and to leave the world better
than we found it.”
 Mission statement

“to bring the best personal computing products

and support to students, educators, designers,
scientists, engineers, businesspersons and
consumers in over 140 countries around the
world.”
 Best selling products
• iPhone
• iTunes
• iOS App Store
• iPad
• MacBook Air
• Mac OS X
• First iPod
• iMac
• Mac
• Apple II
Competitors
The biggest competitor of Apple is Samsung, accounting 21.2% of the global market. Apple is in third place with
13%.
Samsung reported $197.7 billion in revenues in 2019, while Apple earned $260 billion in the same period.

Samsung Microsoft Dell Lenovo HP Huawei

1983 1975 1984 1984 1939 1987

South Korea USA USA Hong Kong USA China

320k 140k 165k 66k 56k 194k

employees employees employees employees employees employees
 Competitive Advantage
Apple’s competitive advantage are its control of software, hardware, retail
strategy, product differentiation and most important one is Steve Job’s
strategically decision making. For the distribution system, Apple launched a
website for direct sales for the first time. Apple also spent more money on its
Research and Development. Apple’s current competitive advantages can be linked
to its initial competitive advantage because user’s now-a-days value the user
experience just like when Mac was initially introduced (Bajg, 2012).
 Marketing

Four P’s:

Product Price Place Promotion

Product
• Supply superior ease-to-use
• Seamless integration
• Innovative industrial design
Price
• Value based pricing model
• Variable pricing for iTunes
• Fixed pricing over all

“We don't know how to build a sub-$500 computer that

is not a piece of junk”
Place
Distribution channels:
• Resellers
• Large distribution
• On-line stores
• No franchises
Promotion
• “Test drive a Mac” 1983
• iPod as contemporary art
• Celebrity involvement
 SWOT analysis

Strengths Weaknesses

Opportunitie
Threats
s
 Strengths
1. Most valuable brand 
Apple is ranked # 1 for the 8th consecutive year by Interbrand – with a brand value
of $322 billion.
2. Globally Iconic
3. Top Technology
4. Brand Of Choice 
5. Proficient Research
6. Sustainability made Possible through Liam
7. Expansion in services 
 Weaknesses
1. High Priced Products
2. Limited advertisement & promotions
3. Entering into area of non-competency
4. Incompatibility With Other Software
5. Allegations of Tracking
6. Unfair business practices
 Opportunities
1. Consistent Customer Growth
2. Qualified Professionals
3. Expansive Distribution Network
4. Lack of Green Technology
5. Smart Wearable Technology
6. Utilize Artificial intelligence
7. Expand Music Streaming Services
8. Deliver Self-Driving Software Technology
9. Kia Motors to build Apple’s driverless car.
 Threats
1. Coronavirus Outbreak
2. Supply Chain Disruption
3. Apple Bullied By Counterfeits
4. Increasing Competition
5. Market Penetration
6. China Tariffs
7. Lawsuits
8. Backdoor Mechanism
9. Mark Zuckerberg criticized monopoly of iPhone’s app store
Thank you for your attention!