Welcome to our presentation

Group members
SL Name ID

01 Antora Basak 211326511

02 Md. Ripon Mia 211326517
03 Md. Rubel Miah 211326523
04 Md. Abdullah Al Mamun 211326526
05 Md. Ebrahim Hossain 211326527
Our presentation topics is
“Apple’s case in 2008”.
Apple Company  Establish : On April 1, 1976.
 Founder : Steve Jobs, Steve Wozniak,
Ronald Wayne
 Headquarters :Cupertino, California,
US.
 CEO: Tim Cook (Aug 24, 2011–Present)
 Area served: Worldwide
 Revenue Increase US$365.82 billion
IndustryV (2021)
•Consumer electronics
•Software
 Net incomeservices
Increase US$94.68 billion
•Online services
(2021)
 Total assets Increase US$351.02 billion
(2021)
 Number of employees: 154,000 (2021)
 Mission
“To bring the best user experience to its
customers through innovative hardware,
software, and services.”
Vision
“We believe that we are on the face of the
earth to make great products, and that's
not changing.”
Logo
1976-77 1977-98 1998-2003 Current
Apple's first logo, designed by Ron Wayne,
depicts Sir Isaac Newton sitting under an apple
tree. It was almost immediately replaced
by Rob Janoff's "rainbow Apple”.
The logo was designed with a bite so that it
would not be confused with a cherry.
 April 1,1976 1977 1977 1983 1984

It was establish Apple I ,Designed by Apple II computer First Lisa Apple mouse Macintosh
by Steve Jobs, Steve Steve Wazniak, Logo computer • Limited storage
Wozniak and Ronal by Ronald Wayne and • High price
d Wayne. selling by Steve Jobs.

PowerBook 100 Quick take 100

Pocket computer
camera

In Oct 1, 1991. The MessagePad

The Apple
PowerBook 100 is a is a discontinued
QuickTake is one
portable subnotebook series of personal
 personal of the first
digital assistant
computer designed consumer digital
A conflict ensued between them devices developed
by Sony. It’s Priced camera lines. It
over the different vision and Steve by Apple
at US$2,500 most was launched in
Jobs left the company in 1985. expensive.
Computer for the
1994 by Apple
Newton platform
Computer.
in 1993.
 2007
iMac
Steve Jobs after his return he
released, In August 15, 1998 iMac
G3, as a personal computers when
the company financially troubled.

iBook
July 21, 1999 released iBook is a
laptop computers .It’s targeted entry-
level, consumer and education
markets, with lower specifications.
iPod
In 2001 the change their old
operating system and add OS X 10
The 2007 iPhone introduced one big
change when compared to the
regular “smartphones” of the era.
Every year the launch new version
iPhone and they get major profit
from it . Now the latest iPhone is
iPhone 14 pro max, very expensive.

CEO and released iPod and Apple sold an

estimated 450 million iPod products
Quantity and quality as of 2022.
 Annual revenue of Apple company (Billions of US $)

$400.00
$365.82
$350.00

$300.00 $274.52
$265.60 $260.17
$250.00 $233.72 $229.23
$215.64
$200.00 $182.80

$150.00

$100.00

$50.00

$0.00
2014 2015 2016 2017 2018 2019 2020 2021
 Case summary

Apple Inc. in 1997 vs. Apple Inc. in 2013 were in two completely different scenarios. In
1997 Apple Computer was in deep trouble.
Products The company’s worldwide market share,
•AirPods
which was between 7% and 9% had now••Apple Watch to 4% and sales were decreasing.
dropped
iPad
Apple was on track to lose $378 million •iPhone
on revenues of $7billion on top of a $740
•Mac
million loss in 1996. But after the cofounder of the company, Steve jobs returned, after
Services • App Store
leaving the company in 1985, as CEO things began
•Apple Card to change. By early 2013 Apple was
the world’s most valuable company with a•Apple Musiccapitalization of over $450 billion.
market
•Apple TV+
The stock price, which had traded as low as•Apple
$6 aPay
share in 2003, had run as high as $705
a share in 2012.
 History of Apple Inc.
Steve Jobs and Steve Wozniak
founded Apple in 1976. The business
started with selling primitive
personal computers that Wozniak had
designed. Jobs suggested they call
the company Apple and their first
machine the Apple I. Soon they
moved on to develop the Apple II.
The Apple II was a huge success
however there were many conflicts
among the top executives, which
soon caused apple to lose profits.
Scullery took over the managerial role of
Apple and led the company to enter the
desktop publishing market and soon
dominated the market. After the golden
years of Apple, the sales started to decline in
the early 1990s. In 1997 Jobs returned to
Apple as the CEO. Jobs saved the company
by sever strategies.
They launch of the iPod ,iTunes store,
iPhone in 2007,iPad in 2010 all contributed
to Apple’s success and then they continually
innovating its products.
 The Personal Computer Industry

 In the PC industry, the four major customer groups were business, education, home, and
government.

 In order to attract new customers and maintain the current customer base, companies had to
continuously innovate the operating system while developing and adopting new
technologies.

 Consumers were also looking for faster and lower power consumption PCs. Unlike many
PCs that used a Windows system, Apple was protected from pirates.

 Due to the complexity of its operating system, it was hard to develop piracy for Apple
computers. The also outsourced its hardware components from various locations and
manufactured its products in low cost locations. By this work Apple was able to maintain
profitability even under its continuous innovation.
 Historically, what were Apple’s major competitive advantages?

 Apple’s competitive advantages were its innovation, strong brand image and rapid growth.

 Apple constantly was innovating its PCs, which was a huge advantage for the company and why
they become the industry leader. The unique design and differentiation of the products created a
strong brand image for Apple.

 Scullery pushed the Mac into new markets, most notably in desktop publishing and education. In
education, Apple grabbed half the market.

 Macintosh’s loyal customers allowed apple to sell its products at a premium price. That shows
apple’s competitive advantages included customer loyalty.
 Why did Apple fail to build on these advantages to lead the industry?

 Apple failed to build these advantages to lead the industry their products couldn’t
keep up with their competitive advantage of rapid growth. They rushed to finish
products that weren’t ready to reach the market.

 One example of this is the Apple III, which caused the computer to fill with bugs
and crash constantly. They finish projects before the deadline causing the initial
development of Lisa and Macintosh to fail.

 The conflict ensued between them over the different vision was a reason of Apple’s
early failure.
Was Apple’s demise inevitable, or could they have succeeded despite the
decision not to license the OS?

 Apple rejected to license the Mac operating system to other computer

manufacturers, which later put apple into a disadvantage position in the
computer industry. This decision became an initial misstep in leading the
industry.
 After Microsoft developed its windows system, their system soon became a
standard in the PC industry.
 If Apple had opened its operating system to other computer manufacturers
their Mac OS system might have been the industry standard instead of
windows.
How has the structure of the personal computer industry changed over the last
20 years? What are the implications for the profitability of personal computer
manufacturers?

• When Apple first entered the computer industry, IBM was dominating the market with its
mainframe computer business. Apple decided to develop a personal computer with a clean
and unique design. By the end of 1980, the launch of Apple II had made the company the
leader in the embryonic personal computer industry. In 1981 the industry changed again
with the development of IBM PCs. Throughout the 1990s, the PC industry developed
rapidly and quickly.

• Consumers were looking for faster and lower power consumption PCs. Reducing
manufacturing costs was a key component. In order to make an economic return, many
companies started to outsource their production of components in low cost locations.
 Evaluate Apple’s strategies since 1990 (focus on Scully and the return of
Steve Jobs)? How did Scully try to save Apple? How did Jobs?

• After Scully took over Apple, he shut down the Lisa line and utilized resources on improving the
Macintosh. Then, Apple entered the new desktop publishing market, which was a huge success to the
business. He wanted the company to bring out a new low-cost version of the Macintosh. He also cut
down the price for the Mac’s and Apple II’s by 30%. In addition, he cut down the workforce by 10% and
reduced salaries of top managers by 15% to lower the costs. He required the company to bring out hit
products every 6 to 12 months.

• After Steve Jobs served as Apple’s CEO again, he brought Apple back to profitable. He acquired the Next
software and developed a more successful version of OS based on it. Jobs stopped the licensing of Mac
OS, and acquired a leading Mac clone maker, Power Computing, to develop software's for Apple.

• In 1998, Apple launched a new product, the iMac, which attracted many customers and Jobs lead the
team to continuously innovate its products.
 What explains Apple’s success with the iPhone? How sustainable is this success?

• The success of iPhone not only changed the mobile industry but also influenced the computer
industry. Apple showed to the computer industry that a successful computer business should not
only limited itself on selling PCs, but also be able to lead the technology in the consumer
electronic industry. The iPhone had a touch screen keyboard, and Wi-Fi and 3G wireless service
supports. At the same time, iPhone was able to support full-lengths movies on at high resolution.

• Apple with its iPhone was able to redefine market boundaries it was able to look across substitute
industries: the smartphone industry, the portable music industry, and the Internet communication
device industry.

• The success of the iPhone 12 isn't surprising. Apple's attractive pricing gave its huge installed user
base a solid reason to upgrade. More importantly, the company can sustain its terrific iPhone
growth momentum, and it looks set to dominate the fast-growing 5G smartphone market.
S STRENGTHS WEAKNESS
W
• Brand reputation • High price
• Leading innovator in mobile • Defects of new products
device technology

0 OPPORTUNITIES THREATS T
• Growth of tablet and • Rapid change in
smartphone markets technology
• Increasing demand for • Android OS growth
cloud based services
 Recommendations
Apple should develop a
stronger management team
that doesn’t consist of one
person
Apple should stay innovative
and follow industrial trends in
order to have first mover
advantages over its competitors
Apple should continue to
01 maximize its value through the
innovation of its products
02
Apple should carefully manage
their brand reputation and try to
03 maintain being the leader of the
industry
04
Apple should continue to upgrade
their unique design in order to
05
reduce the threat of new entrants as
well as existing competitors
Any Questions?
Thank you!!