Apple-Inc

World’s Most Admired Company: Apple Inc.

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Introduction to Management (MGT101) Assignment # 01. Brief Description of World’s Most Admired

Company

Apple Inc. 1 Infinite Loop, Cupertino California, USA.

By: Adeel Ahmed Khan.


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ACKNOWLEDGEMENT A very special thanks to all those who over all these years have admired the work of Apple Inc. and Steve Jobs and have recorded it in the form of online articles, books, journals and research papers. Without any of these, this work would have not been possible. & A special thanks to Dr. Abdus Sattar Abbasi who with this assignment made me to know more about the success of Apple Inc. and most importantly about Steve Jobs. Otherwise I might have never been able to know this much about one of the most inspiring companies and legendary Steve Jobs.


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ACKNOWLEDGEMENT A very special thanks to all those who over all these years have admired the work of Apple Inc. and Steve Jobs and have recorded it in the form of online articles, books, journals and research papers. Without any of these, this work would have not been possible. & A special thanks to Dr. Abdus Sattar Abbasi who with this assignment made me to know more about the success of Apple Inc. and most importantly about Steve Jobs. Otherwise I might have never been able to know this much about one of the most inspiring companies and legendary Steve Jobs.


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This Work is dedicated to Steve Jobs

“Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's people's thinking. Don't let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”

“Innovation distinguishes between a leader and a follower”

(STEVE JOBS)


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Table of Contents Abstract ……………………………………………………….……………..… 06. History ……………………………………………………………………… ...

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Timeline …………………………………………………………………

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Before 1976. ……………..………………………………………… ..... 07.

1976-1979: The Beginning …………………………………………... . 07. 1980-1989: An Industrial Milestone. …………………........................ 08. 1990-1999: Decline and i-Revolution …………………....................... 10. ………………………………………..... ……............................. 13. 2000-Present ………………………………… Corporate Management ………………………………………………….… ………………………………………………….… Company Executives ……………………………………………….……

22. 22.

Tim Cook ……………………………………………………….……… 22.

Eddy Cue

……………………………………… ........................... 22.

Scott Forstall ………………………………………………………. .... 23. Jonathan Ive ………………………………………… ...………..… ..

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Ron Johnson ……………………………………………….……….…. 23. Bob Mansfield ………………………………………………….… ………………………………………………….…....

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Peter Oppenheimer ………………………… ………………………………………………..… ……………………..…. 24. Philip W. Schiller ………………………………………………..…… ………………………………………………..…… 24. Bruce Sewell ……………………………… ……………………………………………………..…… ……………………..…….. 25. Jeff Williams ………………………… …………………………………………………..……… ………………………..………. 25.

Board of Directors ……………………………………………..……...…. 25. Steve Jobs …………………………………………………...…..……... 25. Bill Campbell ……………………………………………...…………. . 25. Tim Cook …………………………………………………..……...…… 26. Millard Drexler …………………………………………..…...………. 26. Albert Gore Jr. …………………………………………..…….……… 26. Andrea Jung ……………………………………………..….………… 26. Arthur D. Levinson ……………………………………..…………… 26. Ronald D. Sugar ………………………………………..……………. .. 26.


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Table of Contents Success Stories ………………………………………………………………..…. . 27. Biggest Success – Apple itself ………………………………..…………….. 27. Steve Jobs …………………………………………………………………… 28. Apple’s most successful products & services …………………………..… 31.

Products and Services (current) ……………………………………..…………

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Apple’s Vision & Mission ……………………………………………………..

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Mission Statement ……………………………………………………… .…

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Vision Statement ………………………………………………….………… 35. Explanation of vision ……………………………………………………..…. 35. Business Volume ……………………………………………………… .………... 35. Current Standings ………………………………………… .……….…… 35. Market Share ……………………………………………………… .….………… 37. Market Share Realities …………………………………… .……………….. 37. Competition …………………………………………………… .………..………. 38. Apple’s Strengths & HR Policy …………………………….…………….…….. 38.

Strengths ……………………………………………… .……………………. 38. HR Policy …………………………………………….………………….…… 39. Don’t expect business as usual ……………….…………………….…… 39.

Prepare to be inspired ……………………….………………….………. 39. Apple & the Environment ………………………….……………………….….. 40. Environmental Progress ………………….……………………………. 40. A history of progress …………………….……………………………. . 40. Minimizing the impact of our growth . ………………………………… 40. Facts as shared on Apple’s website .…………………………………… 41. Criteria for being selected as Worlds most admired company ………………… 44. Why it’s Admired ……………………………………..………………….. 44.


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ABSTRACT Apple Inc. (previously Apple Computer, Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. As of September 2011, the company operates over 300 retail stores in eleven 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. On August 9, 2011, Apple briefly surpassed ExxonMobil to become the world's most valuable company and surpassed them again the following day. 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 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 and 2011. The company has also received widespread criticism for its contractors' labour, environmental, and business practices.


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HISTORY TIMELINE Before 1976 August 11th, 1950: Stephen Gary Steve Wozniak is born. February 24th, 1955: Steven Paul " Steve Jobs" is born in Los Altos, CA. 1972: After finishing High School Jobs starts attending lectures at Hewlett-Packard. He is hired by Hewlett-Packard as summer employee where he meets the HP employee Steve Wozniak who was just dropped out of University of California. Wozniak is a brilliant engineer, a skill he uses for constructing and selling illegal self-made devices, allowing the user to make free long-distance calls. Steve Jobs helps Wozniak to sell a few of these devices to fellow students. Steve Jobs registers at Reeds College in Oregon but drops out after only one semester. Early 1974: Jobs gets a job at Atari, Inc. as a video game designer. He saves the money he earns for a trip to India where he searches for spiritual enlightenment. Autumn 1974: After returning from India, Jobs is invited by Wozniak to join the 'Homebrew Computer Club', held at Stanford Linear Accelerator Centre, where electronic-enthusiasts met, sharing knowledge and helping each other with their self-made computers. While Wozniak just enjoys creating electronic devices, Jobs has an eye for the marketability of personal computers. Jobs persuade Wozniak to build a personal computer with him. Wozniak agrees, although in his eyes on a "hobby, for-fun basis" and not for making money, as he later emphasizes. 1975: Jobs and Wozniak begin working on the Apple I in Jobs' bedroom. Every two weeks, they present their latest improvements of their design to the members of the Homebrew Computer Club. 1976 - 1979: The Beginning 1976: The Apple I design is finished. Originally, the two had intended to sell it to the other members of the Homebrew Computer Club, but as an employee of HP, Wozniak has to get a legal release from HP to produce electronic devices professionally. Hence, they offer their low-cost PC to Hewlett Packard first, but no one at HP is interested in it. After being turned down, Jobs insists on producing the Apple I on their own so he sells his old Volkswagen Bus and Wozniak sells his beloved programmable HP calculator. They gather around $1,250 and begin producing the first Apple I main boards. Early 1976: Jobs asks a former colleague from Atari, Ronald Wayne to join them in their start up. Wayne is 41 years old and works as draftsman at Atari. Jobs offers Wayne ten percent interest in the company and Wayne agrees, although he keeps his jobs at Atari and works at night for Apple. April 1st, 1976: Apple Computer is founded by Steven Wozniak, Steven Jobs and Ron Wayne. Ron Wayne designs the first Apple logo. Why the name ―Apple‖? At the time, the company to beat was Atari, and Apple Computer came before Atari alphabetically and thus also in the phone book. Another reason was that Jobs had happy memories of working on an Oregon apple farm one summer. Early April 1976: The local computer store 'Byte Shop' orders 50 Apple I computers, where each is sold for $666.66. Jobs, Wozniak and Wayne face one major problem though: They don't have enough money to buy the parts for 50 Apple I‘s, each costing over $100 to build.


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Jobs persuades a local part supplier (Cramer Electronics) to give them the parts on 30 days' net credit. The three assemble the Apple I‘s at night in their garage and manage to deliver the ordered Apple I‘s in ten days. Eventually 200 of the Apple I's were built. April 12th, 1976: Ron Wayne resigns from Apple Computer, with a one-time payment of $800. He felt that the financial risk was too great especially since Wozniak still hasn't got the legal release from HP. May 5th, 1976: HP grants Wozniak the permission for the Apple I. Fall 1976: Wozniak finishes work on the Apple II prototype. Jobs and Wozniak realize that this could become a major success. However, they still lack the funds to produce it in large quantities, so they offer it to Commodore, which just recently bought MOS Technology, the producer of the CPU used in the Apple II. They are turned down again. 1977: Apple is incorporated and hires their first ad agency. Rob Janov, employee of the agency designs the Apple logo that is still in use today. Mike Markkula invests $92,000 in Apple. Michael Scott becomes the first president of Apple. The Apple II is released selling for $1,295. 1978: Apple and Xerox sign an agreement that allows Xerox to invest one million dollars in Apple stocks (Apple goes public in 1980). In return Apple's engineers were allowed to study Xerox's PARC's graphical user interface. The PARC operating system was the first OS for the public market with a GUI. It was commercially unsuccessful, though. 1979: Apple II+ is introduced selling for $1,195. Early 1979: Jeff Raskin begins working on a computer concept, based on a "design and implementation philosophy which demanded generality and human usability over execution speed and efficiency." July 1979: Apple begins working on Lisa, originally a $2,000 business computer. Ken Rothmuller becomes the project manager. September 1979: Raskin is given permission by Markkula to form an official project from his concept. The project is code-named 'Macintosh' after Raskin's favourite type of apples: McIntosh. 1980 - 1989: An Industrial Milestone 1980: Apple goes public. Within a year, the stocks' value increases by 1700%. The Apple III is released. It is sold for $4,340 to $7,800 depending on the configuration. Jobs tries to take control of the Lisa project. He is turned down by Michael Scott, president of Apple, who knew that Jobs was lacking the technical expertise. Jobs' last project, the Apple III had major technical flaws because Jobs dictated the case design and demanded that the Apple III wouldn't have a fan, ignoring the concerns of the electrical engineers of the development team. Thousands of Apple III computers were recalled and, although a new model was introduced in 1983 to rectify the problems, the damage was already done. 1981: While the rest of Apple is focusing on the Lisa project, Jobs is looking for a method to outdo the Lisa. When he sees the progress Raskin was making with the Macintosh project, he takes over the project. In order not to upset Jobs more, Scott agrees. February 1981: Steve Wozniak is injured when his plane crashes. He takes some time off Apple and the Macintosh project (he did not return to the Mac project). He marries and decides to finally get his degree in electrical engineering and computer science. He returns to University of California at Berkley with a pseudonym.


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July 17th, 1981: Michael Scott resigns as president of Apple. He is succeeded by Mike Markkula. Steve Jobs becomes new chairman of Apple. November 1981: Apple Computer, Inc. and Apple Corps, the recording company of the Beatles enter a secret agreement, allowing Apple Computer to use the name Apple for computer-related products. September 1st, 1982: The Lisa's development is officially finished. Late 1982: The Macintosh TV spot ('1984') is written by Apple's advertising agency Chiat/Day originally for the Apple II. 1983: The Lisa and the Apple IIe are released selling for $9,998 and $1,395. Apple becomes the fastest growing company in history. Spring 1983: The '1984'-ad is rewritten for the Macintosh. April 1983: John Sculley, former president of PepsiCo, becomes president and Chief Executive Officer of Apple Computer, Inc. June 1983: Steve Wozniak returns to Apple. December 1983: The Apple III+ is released selling for $2,995. January 22nd, 1984: The '1984'-spot is aired at the Super Bowl XVIII. January 24th, 1984: The Macintosh is released. It is an easy to use, all-in-one desktop computer with graphical user interface (Macintosh system software), and retailing for $2,495, making it an industry milestone. The Lisa 2 is released parallel to Macintosh. Mid 1984: The shipping of the Macintosh to communist states is prohibited by the Pentagon. The technology of the Motorola CPU used in the Macintosh is not yet available in the Soviet Union at that time. Early 1985: The Mac XL and the Apple II enhanced are introduced. Steve Wozniak decides to leave Apple Computer, Inc. Tension between Jobs and Sculley arise. The loss of huge amounts of money on the Apple III and the Lisa couldn't be compensated by the other products anymore. Jobs thinks that Sculley knows nothing about computers and therefore lacks a vision of Apple's future. Sculley thinks that Jobs is out of control and dangerous for the company. Sculley asks the executives to choose sides between Jobs and himself. Although the board backs Sculley, they don't remove Jobs immediately. May 23rd, 1985: Jobs tries to force Sculley out by forming a coup. He wants to take over the control of Apple while Sculley is at a meeting in China. His plans are revealed to Sculley at the last moment and Sculley cancels his trip. May 31st, 1985: Sculley stripps Jobs off all operational responsibilities. Jobs remains chairman of Apple but has no influence on decisions any more. Summer 1985: Apple lays off 1,200 employees. September 17th, 1985: Jobs officially resigns from Apple. He reveals his plans to found a new company to the Apple executives. He also informs them that five Apple employees are going to follow him to the new company. September 23rd, 1985: Apple sues Steve Jobs. October 24th, 1985: John Sculley signs a contract with Microsoft that would eventually change the computer industry forever and make Microsoft the greatest competition for Apple. The contract grants Microsoft permission to use some Mac GUI (Graphical User Interface)


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technologies if Microsoft continues producing software for the Mac (Word, Excel). In return, Microsoft agreed to continue developing Word and Excel for Macintosh. Based on this contract, Apple looses all lawsuits over copyright infringements against Microsoft in the following years. Late 1985: Apple tries to make the Mac more attractive to small businesses by releasing the "Macintosh Office" featuring the LaserWriter and the AppleTalk networking technology. January 1986: Apple drops the suit against Jobs. Jobs agrees not to hire Apple employees for six months and not to build competitive computers to Apple's computers. NeXT, Inc. is founded by Steve Jobs. Steve Jobs buys the Pixar computer animation studios from George Lucas for less than $10 million. June 1986: Jobs hires Paul Rand to design the NeXT logo. Rand is being paid $100,000 in advance. September 1986: The Apple IIGS is released selling for $999. February 1987: Ross Perot invests $20 million in NeXT. 1987: Apple's 10th Anniversary. The Mac SE and the Mac II are introduced. March 17th, 1988: Apple sues Microsoft and Hewlett Packard accusing them of violating copyrights of Apple on the Macintosh System Software. Windows 2.0.3 features Mac-like icons. October 12th, 1988: The NeXT computer is released retailing for $6,500 (25 MHz, 8 MB RAM, 250 MB HD, FPU, Faxmodem, 17" monitor). February 1989: Apple Corps sues Apple Computer accusing it of violating the terms of the agreement of 1981 by building computers with the capability of producing synthesized music. Early 1989: IBM acquires a nonexclusive licence of NEXTSTEP 1.0 for $60 million. June 1989: Canon invests $100 million in NeXT. September 1989: The NEXTSTEP 1.0 is introduced. 1990 - 1999: Decline and i-Revolution 1990: Windows 3.0 is released; the NeXTstation is released. The Mac IIfx, Classic, LC and IIsi are introduced. 1991: IBM, Motorola and Apple form an alliance, aimed at challenging the Wintel platform. The new platform is based on IBM's POWER1 CPU, with a server variant (POWER1) and a desktop variant (PowerPC). While IBM was supposed to develop and Motorola produce the new CPU, Apple was to port the Mac OS to run on the new platform. Mac Classic II, PowerBook 100, PowerBook 140, PowerBook 170, Quadra 700 and Quadra 900 are introduced. Pixar Animation Studios and Disney agree to form a filmmaking partnership under which Pixar makes the movies and Disney distributes them. Pixar and Disney split production costs and profits. October 9th, 1991: Apple Computer, Inc. pays Apple Corps $26.5 million. The lawsuit is settled. 1992: NeXTstep 3.0 is announced; Microsoft releases Windows 3.1


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February 1993: Steve Jobs has to lay off half of the NeXT employees. He drops the hardware section of NeXT and announces that in future the NeXT Computer, Inc. is going to focus on the development of operating systems. April 1993: The first PowerPC (601) processor is released by Motorola running at 50 MHz, 66 MHz and 80 MHz. The last NeXT co-founder resigns leaving Steve Jobs alone as head of NeXT Computer, Inc. (the name was changed from NeXT, Inc. to NeXT Computer, Inc.) June 1993: Michael Spindler replaces Sculley as CEO. Sculley remains chairman of Apple. August 2nd, 1993: Apple releases the first PDA (Newton Message Pad). Although highly anticipated by the press, the Newton's handwriting recognition fails to deliver the announced reliability, breaking the neck of the Newton PDA project already at its introduction. Apple drops the Newton division only four years after the introduction of the first Newton Message Pad. August 24th, 1993: The court decides that Windows 2.0.3 was covered by the 1985 deal between Apple and Microsoft. October 15th, 1993: Sculley resigns from Apple and becomes chairman and CEO of Spectrum. March 14th, 1994: Apple releases its first Power Macintosh desktop computers (6100, 7100 and 8100). June 1994: System 7.5 released. Summer 1994: Apple starts licensing the Mac OS. December 13th, 1994: Apple announces Pippin, a home multimedia system for gaming, learning and surfing the internet. February 1995: The PowerPC 603e is announced. May 1995: Disney releases Pixar's first movie 'Toy Story' April 1st, 1996: Apple's 20th Anniversary. The Twentieth Anniversary Macintosh is announced. October 1996: System 7.5.5 released. December 1996: Apple Computer Inc. takes over NeXT Computer, Inc. for $430 million. January 24th, 1997: Mac OS 7.6 introduced. January 26th, 1997: Jobs returns to Apple due to the NeXT deal. At Mac World Expo the new Mac OS strategies are announced (Mac OS 8, Rhapsody). March 1997: Bandai releases Pippin Atmark in Japan. April 1997: Motorola introduces the PowerPC 603e with 300 MHz. June 1997: Gil Amelio announces a $740 million loss in the second quarter. July 1st, 1997: The Twentieth Anniversary Macintosh is released. th

July 9 , 1997: Gil Amelio was ousted as CEO of Apple by the board of directors after turning the company around from a multibillion loss to a $25 million dollar profit. July 22nd, 1997: Mac OS 8 is released. August 6th, 1997: Steve Jobs, who is now the "de facto" head of Apple, announces at the 1997 Macworld Expo that Apple would be entering into partnership with Microsoft. Included


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in this was a five-year commitment from Microsoft to release Microsoft Office for Macintosh as well a US$150 million investment in Apple. It was also announced that Internet Explorer would be shipped as the default browser on the Macintosh. Microsoft chairman Bill Gates appeared at the expo on-screen, further explaining Microsoft's plans for the software they were developing for Mac, and stating that he was very excited to be helping Apple return to success. After this, Steve Jobs said this to the audience at the expo: If we want to move forward and see Apple healthy and prospering again, we have to let go of a few things here. We have to let go of this notion that for Apple to win, Microsoft has to lose. We have to embrace a notion that for Apple to win, Apple has to do a really good job. And if others are going to help us that's great, because we need all the help we can get, and if we screw up and we don't do a good job, it's not somebody else's fault, it's our fault. So I think that is a very important perspective. If we want Microsoft Office on the Mac, we better treat the company that puts it out with a little bit of gratitude; we like their software. So, the era of setting this up as a competition between Apple and Microsoft is over as far as I'm concerned. This is about getting Apple healthy, this is about Apple being able to make incredibly great contributions to the industry and to get healthy and prosper again. September 16th, 1997: Steve Jobs becomes CEO (interim) of Apple. November 10th, 1997: The Power Macintosh G3 and The Apple Store are introduced at "Apple Event". Both become an instant success. January 7th, 1998: Apple officially returns to profitability with Steve Jobs' announcement of $47 million profit in the first quarter. February 27th, 1998: The Newton project is discontinued. It is stopped due to the high losses of the Newton project (Apple spent over $500 million since the development of the first Newton started) and the thinning out of Apple's product line. Apple drops all not profitable divisions (amongst others printers and accessories). May 1998: The iMac and the PowerBook G3 are announced. July 1998: Apple announces its third profitable quarter ($101 million) in a row. August 1998: The iMac is pre-ordered over 150,000 times. August 15th, 1998: The iMac is released and becomes the fastest selling PC in history moving about one million units each year. It also helped re-introduce Apple to the media and public, and announced the company's new emphasis on the design and aesthetics of its products. October 15th, 1998: Mac OS 8.5 is released. January 5th, 1999: The Power Macintosh G3 (Blue & White) and an upgraded iMac (266 MHz, 5 different colours) are released at the Mac World Expo in San Francisco.

Mac OS X Server is introduced but it takes Apple until March to finally ship it. April 14th, 1999: The third version of the iMac (Revision D) is released, now running at 333 MHz. June 1999: Apple releases a new PowerBook G3. The new model is smaller and lighter than its predecessor. The 300 MHz model of the Power Macintosh G3 is discontinued. A 450 MHz configuration is released. So are QuickTime 4 and Mac OS 8.6. Apple also releases


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Final Cut Pro, professional video editing software. Its video capturing is optimized for the use with the new FireWire port on the PowerMacs. July 21st, 1999: Apple introduces the iBook at the Mac World Expo in New York. August 31st, 1999: The iBook is pre-ordered over 140,000 times. Steve Jobs introduces the Super Computer Power Macintosh G4 at Seybold conference in San Francisco. The G4 processor with 500 MHz is able to perform over 1 billion float comma calculations per second. Therefore it is classified as a weapon by the US government. September 30th, 1999: With the launch of 'Toy Story 2' Pixar can strengthen its position as the number one computer animation studio for full-length motion pictures in the world. Overall 'Toy Story', 'Toy Story 2' and 'A Bug's Life' generated approx. $1.2 billion in worldwide box office. October 5th, 1999: The iMac is face lifted and now running at 350 MHz and 400 MHz and shipping with DVD-ROM drive in some configurations. The iMac DV and DV Special Edition ship with a consumer version of Final Cut Pro called iMovie. November 5th, 1999: Mac OS 9 is released. It comes with several new features among other things Sherlock 2. 2000 – Present January 6th, 2000: Mac OS X is announced at the Mac World Expo in San Francisco. Mac OS X features Apple's new "Aqua"-desktop. Further, Steve Jobs becomes CEO of Apple again (no longer interim CEO). Apple releases AppleWorks 6, alround office software. Apple's website is completely redesigned, featuring new services such as iTools, a free web space service for Apple Macintosh users, and iReview. February 16th, 2000: The PowerBook G3 (FireWire), iBook Special Edition and the faster Power Macintosh G4 (500 MHz) are released at Mac World Expo in Tokyo. April 19th, 2000: Apple announces a $233 million profit in its third quarter of 2000. July 19th, 2000: At Mac World Expo in New York, Apple introduces new iMacs (iMac, iMac DV, iMac DV+, iMac DV SE) in new colours, the all new PowerMac G4 Cube and the dual-PowerMac G4 (up to two 500 MHz PPC G4 processors) with Gigabit-Ethernet (1000 MBits) networking card. September 12th, 2000: At Apple Expo 2000 in Paris a new iBook revision is introduced. Furthermore, Mac OS X Public beta is released. It becomes available at the Apple Store for $30 in English, German and French. September 29th, 2000: Apple announces a correction for its predicted earnings in quarter four 2000. Instead of predicted $165 million profits only $110 million were made. This announcement causes a free fall of the Apple stocks by 45% from $53.50 to $29.13 over night. December 5th, 2000: Apple announces an estimated loss of $259 million for the first quarter of 2001 which ends on December 30th, 2000. This is the first quarterly loss for Apple in three years. January 9th, 2001: At Mac World Expo in San Francisco, Steve Jobs announces the all-new PowerBook G4, whose case is made from pure titanium and a faster Power Mac G4 with built-in CD-RW or DVD-RW drive. For DVD authoring Apple also releases DVD Studio Pro and iDVD. Furthermore, for playing, encoding and converting MP3 files Apple offers an application called iTunes for free download at www.apple.com.


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Mac OS 9.1 is released as well as an update for Mac OS 9.0.4. Steve Jobs also announces as final (and official) release date of Mac OS X the 24th of March 2001. February 22nd, 2001: At Mac World Expo in Tokyo, Apple reveals its new iMac with builtin CD-RW drive. Furthermore, Apple introduces an upgraded Power Macintosh G4 Cube. The Cube line did not sell well since its introduction in July 2000. By offering a configuration with built-in CD-RW drive and by lowering the price, Apple tries to attract more customers to the Power Mac G4 Cube platform. March 14th, 2001: Apple acquires Power School Inc. for US$ 62 million in Apple stock. Power School Inc. offers data management software for schools. By buying Power School Inc., Apple is able to offer complete integrated systems for schools: iMacs for pupils, Power Macintosh computers for teachers, Power Macintosh G4 Sever for operating the Power School software and AirPort wireless networking. March 24th, 2001: Mac OS X 10.0 is officially released. April 18th, 2001: Apple announces a quarterly profit of $43 million with Mac OS X generating $19 million in sales. Furthermore, Apple announces that it has shipped its 5 millionth iMac making it the most successful personal computer ever. May 1st, 2001: Apple releases the new iBook. May 19th, 2001: Apple opens its first own retail stores. Located near Los Angeles and Washington D.C., Apple offers hardware and software products for Macintosh, a forum for exchanging experiences with Macs, tutorial lessons and demonstrations of Apple soft- and hardware. By opening an own retail chain, Apple wants to double its market share of currently 5%. Until end of 2001 Apple opens another 25 stores across the US. May 21st, 2001: At WWDC 2001, Apple announces that Mac OS X will ship with every Mac sold. Furthermore Apple releases WebObjects 5, a premiere tool for creating web applications, the new 17" flat-panel Studio Display and the upgraded Power Macintosh G4 Server with up to two 533 MHz G4 processors. July 17th, 2001: Apple reports a profit of $61 million for quarter 3 2001. July 18th, 2001: At Mac World Expo in New York, Apple releases its new Power Macintosh G4 computers. With clock speeds up to 867 MHz it has the ability to perform up to 12 gigaflops (dual 800MHz model). Furthermore, Apple speed bumps the iMac and announces the release of Mac OS X 10.1 (Puma) in September. September 7th, 2001: Apple releases the new Power Macintosh G4 Server running at 733MHz. Furthermore, Apple opens its seventh Apple Store in Columbus, Ohio. September 25th, 2001: Apple releases the long awaited upgrade to Mac OS X. Mac OS X 10.1 runs much faster than previous versions of Mac OS X, supports CD burning, DVD playback and has new interface (Aqua) features. Furthermore, Apple releases Mac OS X ServerV10.1. October 16th, 2001: A speed bumped PowerBook G4 is released, now running at 550 and 667 MHz. Furthermore, Apple releases a 600 MHz iBook and the dual 800 MHz PowerMac G4Server. October 17th, 2001: Apple reports a profit of $66 million in quarter 4 2001. October 23rd, 2001: Steve Jobs introduces the iPod, a portable hard-disk MP3 player with 5 GB capacity (holding up to 1,000 MP3 songs), 2" backlight LCD display, built-in digital amplifier and headphones. Additionally Apple releases iTunes 2 which is required for transferring MP3 files from Mac to iPod.


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November 2nd, 2001: "Monsters Inc." debuts on cinemas across the US. "Monsters Inc. is Pixar's fourth full-length animated motion picture. On its first weekend in cinemas "Monsters Inc." generates $63.48 million at the box office. November 10th, 2001: iPod ships. November 13th, 2001: Airport 2 is released featuring Windows PC support, up to 50 connections and 128-bit encryption. Furthermore, the new Airport 2 Base Station features a WAN Ethernet card for DSL routing. December 4th, 2001: Apple releases Final Cut Pro 3 and Mac OS 9.2.2. January 7th, 2002: At Mac World Expo, Apple announces the all-new LCD iMac with PPC G4 CPU, 14" iBook and iPhoto, free photo editing software. January 16th, 2002: Apple reports a profit of $38 million in quarter one 2002. During this quarter Apple shipped 746,000 Macs. January 28th, 2002: Apple releases an updated PowerMac G4. The line is speed bumped to up to 1 GHz with 2 MB DDR RAM L3 cache. February 12th, 2002: Apple Computer Inc., Sun Microsystems Inc. and Ericsson announce that they have teamed up to develop a multimedia system for cell phones using Apple's QuickTime Streaming technology. March 14th, 2002: Apple announces Apple Remote Desktop for OS X. Apple. March 21st, 2002: At Mac World Expo in Tokyo Apple releases an upgraded iPod and a 23" Cinema Display and announces Bluetooth support for Mac OS X which is going to be available in April. April 29th, 2002: Apple releases the eMac, an all-in-one computer especially designed for the education market. It ships with a 17" flat CRT display and 700 MHz G4 processor. Furthermore, Apple releases a revision of the PowerBook G4. It is speed bumped to up to 800 MHz and now features a DVI port. May 20th, 2002: Apple releases upgraded iBooks, now running at 700 MHz and shipping with ATI Mobility Radeon graphics card with 16 MB of VRAM. June 4th, 2002: Apple announces that the eMac will no longer be limited to the educational market, but will become available to everybody. July 17th, 2002: At Mac World Expo in New York, Apple releases a 17" iMac configuration, 20 GB iPod, iTunes 3 and Mac OS X 10.2. For Mac OS X 10.2 Apple is going to charge full-price ($129). August 13th, 2002: Apple releases a new revision of the PowerMac G4 line. It now ships with two CPUs in all configurations and offers two bays for optical drives. The top model runs at 1.25 GHz. Furthermore, Apple announces a price-cut for its 15" iMac LCD model and a speed bump of the eMac. October 16th, 2002: Apple announces a loss of $45 million in the fourth quarter of 2002 mainly because of low sale numbers of the PowerMac and PowerBook line. November 6th, 2002: Apple speed bumps the iBook (up to 800 MHz) and releases the new PowerBook G4 with SuperDrive (DVD-R/CD-RW) running at 1 GHz. January 7th, 2003: At Mac World Expo in San Francisco, Apple releases a 12" and a 17" PowerBook G4, Safari web browser, Final Cut Express, iPhoto 2, iDVD 3, iMovie 3, Keynote presentation software and Airport Extreme. Apple also announced that all forthcoming products would no longer boot under Mac OS 9.


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January 28th, 2003: Apple releases the eighth revision of the PowerMac G4 now running at up to 1.42 GHz, featuring Bluetooth and FireWire 800. Furthermore, Apple introduces the 20" Cinema Display selling for $1,299. February 4th, 2003: Apple introduces a new iMac revision running at 1 GHz, 64 MB GeForce graphics card and Bluetooth and Airport Extreme support. February 10th, 2003: Apple announces the upgraded Xserve with up to 1.33 GHz and Xserve RAID a RAID system with up to 2.52 TB HD capacities. April 28th, 2003: At a special Apple Event Steve Jobs announces new iPods and iTunes 4. June 23rd, 2003: At WWDC Mac OS X 10.3 Panther is previewed. A new version of iChat is announced called iChat AV (audio & video) now featuring video conferencing and internet telephony. Apple also releases iSight, a webcam especially designed for the use with iChat AV. Apple announces and releases Safari 1.0. Apple introduces the new Power Macintosh G5, the world's fastest personal computer. September 8th, 2003: Apple introduces a new iMac model featuring USB 2.0 and new iPod sizes. Apple also announces that it has sold over 10,000,000 songs via iTunes Music Store making it a huge success. September 12th, 2003: Apple Corps/Records sues Apple Computer (again) over the use of the name Apple in conjunction with the iTunes Music Store, which allows the user to download music from the internet. September 16th, 2003: At Apple Expo in Paris, Apple introduces new PowerBook G4s in all sizes. Apple also announces the Bluetooth-based Wireless Keyboard and Mouse. October 16th, 2003: At a special Music Event Apple introduces iTunes 4.1 for Mac and Windows, making Apple's hugely successful iTunes Music Store available for the PC. Furthermore, Apple announces new partnerships for the iTunes Music Store with AOL and Pepsi. With the release of iPod Software 2.1, Apple makes voice recording available for the iPod. October 22nd, 2003: Apple introduces the iBook G4. The iBook was the last of Apple's products with PowerPC G3 processor. With the release of the new iBook G4, Apple moved its entire product line to either G4 or G5 processors. November 18th, 2003: Apple introduces a 20-inch flat-panel iMac model. Furthermore, Apple discontinues the single 1.8 GHz PowerMac G5 and replaces it with a dual 1.8 GHz version. Apple also releases Mac OS X 10.3 updates for its professional software, such as Final Cut Pro or Shake. January 6th, 2004: At Mac World Expo in San Francisco, Apple introduces Xserve G5 with dual 2 GHz G5 processor, iPod mini (smaller form factor, 5 colours, 4 GB capacity), a new consumer audio application called Garage Band, Final Cut Express 2 and iLife '04, featuring new versions of iPhoto, iMovie, iDVD and the new Garage Band app. This January Apple celebrates the 20th anniversary of the Macintosh and in memory of this event; Steve Jobs started this year's keynote speech with the famous '1984' ad. January 30th, 2004: Pixar announces that the partnership with Disney will end after the release of the last two co-production motion pictures 'The Incredibles‘ and 'Cars' in 2005. April 13th, 2004: Apple releases an updated eMac. It now features USB 2.0, runs at 1.25 GHz and has a system bus of 167 MHz. June 8th, 2004: At D-Conference, Steve Jobs announces AirPort Express, a slimmed down AirPort Base Station with support for AirTunes. AirTunes allows streaming iTunes music to a HiFi wirelessly. Apple also releases iTunes 4.6.


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June 9th, 2004: Apple quietly releases revised PowerMac G5s. June 15th, 2004: Apple's iTunes Music Store becomes available in Germany, France and the UK. June 28th, 2004: Apple releases new Apple Cinema Displays with sizes ranging to up to 30inch. July 12th, 2004: Apple announces that over 100 million songs were downloaded from the iTunes Music Store, making it by far the most successful legal only music download service on the market. July 19th, 2004: Steve Jobs introduces the 4th generation iPod in a NewsWeek article. August 31st, 2004: Apple introduces the new iMac G5. October, 2004: Apple introduces the iBook G4, a speed-bump of the existing iBook G4 line. Apple also introduced with much fanfare in October 2004, the iPod (U2 Special Edition) which was identical to the iPod (Click Wheel) from a hardware standpoint. January 2005: Apple announces at MWSF, the iPod shuffle represented Apple's first entry into the fractured market of low-end flash-based digital music players. Apple had long publicly maintained that flash-based players were "throw away" devices, due to the small number of songs that they could store. With the release of the iPod shuffle, Apple finally turned its attention to the low-end market, the only digital music market it had yet to dominate.

Also announced in January 2005 at MWSF, the Mac mini represented Apple's first real foray into the low-end consumer market, and Apple's first monitor-less consumer Mac in more than six years. Announced on the last day of January in 2005, the PowerBook G4 (1.5-1.67 GHz, was essentially a speed-bump of the existing PowerBook G4 line, with modest feature improvements on the low and middle-end models. iPod mini (2 nd generation) was also released by Apple during this time. April 2005: Apple releases Power Macintosh G5 and the eMac. May 2005: Apple releases iMac G5 (Ambient Light Sensor) which was a modest improvement in speed and features of the original iMac G5. June 2005: Apple introduces the iPod (colour), merging the existing iPod (click wheel) and iPod photo products into a single, colour screen product line. Apple also releases the iPod (colour U2 SE) replacing the previous iPod (U2 Special Edition), adding a colour screen and the functionality of the iPod colour. July 2005: Apple introduces the iBook G4 (Mid 2005) which was essentially a speed-bump of the existing iBook G4 (Late 2004) line. The iBook G4 (Mid 2005) was the last Apple product to use the iBook name, and was replaced in May 2006 by the MacBook. September 2005: Apple announces the iPod nano which represented a bold decision for Apple: to replace the best-selling iPod mini, at the height of its market dominance, with a brand-new, significantly different iPod model. All models were discontinued in September 2006, with the release of the iPod nano (Second Generation). October 2005: Apple announces the iMac (iSight) which was the first Mac to include an integrated iSight camera. Apple also announced the iPod with video which was the first iPod capable of displaying video.


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Apple introduced the PowerBook G4 (DL-SD) which would be the last Apple portable machine to carry the PowerBook name, and was an odd upgrade: though it included faster RAM, higher screen resolution, and a dual layer SuperDrive, the processor speed was left alone, most likely because a faster G4 processor would have run too hot. Apart from this apple also announced the PowerMac G5 (late 2005) which was the first PowerMac to ship with dual-core PowerPC G5 processors, and the last professional Mac desktop to use PowerPC processors. January 2006: Apple announces alongside the MacBook Pro, the iMac (Early 2006) which was the first desktop Mac based on an Intel processor. The MacBook Pro was also announced and was the first portable Mac to use Intel Processors. February 2006: Apple announced in February 2006, the Mac mini (Early 2006) which brought Intel processors to the Mac mini line. April 2006: Announced in April 2006, the MacBook Pro (17-inch) moved Apple's flagship notebook model to the Intel platform. It was replaced in October 2006 by the Mac Book Pro (Late 2006). May 2006: Announced in May 2006, The MacBook replaced the existing 12- and 14inch iBooks and 12-inch PowerBook model, completing the transition of Apple's portable computers to Intel Processors. June 2006: Introduced in June 2006, the iPod (with video, U2 SE), brought the familiar red circle back to the iPod line. July 2006: Announced in July 2006, the iMac (Mid 2006) was released exclusively into the Education market as a replacement for the long out-of-date eMac (2005), and much in common under-the-hood with the Mac mini (Early 2006). August 2006: Announced at World Wide Developers Conference (WWDC) in August 2006, the Mac Pro completed Apple‘s transition to Intel processors, replacing the PowerMac G5 (Late 2005) as Apple‘s professional desktop Mac. September 2006: Announced in September 2006, the iMac (Late 2006) unified the iMac (Early 2006) and iMac (Mid 2006) lines in to a single product line, upgrading the processor of all models to Intel Core 2 Duo and adding a 24 ‖ high-end model in the process.

Announced in September 2006, the iPod nano (2nd Generation) revived the colour options previously available only for the discontinued iPod mini. Announced in September 2006, the iPod shuffle (2nd Generation) was an even smaller than the original iPod shuffle. October 2006: The Mac mini (Late 2006) was a speed-bump to the previous Mac mini (Early 2006).

Introduced in October 2006, the MacBook Pro (Late 2006) was essentially a speed-bump of the MacBook Pro and MacBook Pro (17-inch) models to include faster Intel Core 2 Duo processors. November 2006: Announced in November 2006, the MacBook (Late 2006) was as speed bump of the original MacBook line to include faster Intel Core 2 Duo processors.

Announced in August 2006 but shipped in November, the Xserve (Late 2006) was the first new Xserve in over two years, and replaced the Xserve G5.


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January 2007: Announced in January 2007 under the codename iTV and released two months later, the Apple TV was apple‘s official first foray into the set-top market (Prototypes of a never-released PPC 603-based set top box from the late 1990s surface from time to time). May 2007: Announced in May 2007, the MacBook (Mid 2007) was as speed bump of the MacBook (Late 2006) line to include faster Intel Core 2 Duo processors. June 2007: Announced in January 2007 and released the following June, the iPhone marked Apple‘s entry into the cellular phone marketplace. Described by Steve Jobs as ―a wide-screen iPod with hand controls… a revolutionary mobile phone… [And] a breakthrough Internet communications device,‖ the iPhone was the first Apple-branded consumer device to run on OS X.

Introduced in June 2007, the MacBook Pro (Mid 2007) was a speed-bump of the MacBook Pro (Late 2006). August 2007: Under the hood, the iMac (Mid 2007) was just a speed-bump of the iMac (Late 2006), but it also included a full case redesign. Announced in August 2007, the iMac (Mid 2007) featured a striking new case design made clear reference to the recently released iPhone.

The Mac mini (Mid 2007) was a speed-bump to the previous Mac mini (Late 2006), to include Intel Core 2 Duo processors, larger hard drives, and 1 GB of RAM. Prices and other specifications were unchanged. September 2007: Introduced in September 2007, the iPod classic was part of a brand differentiation of the iPod line.

Introduced in September 2007, the iPod nano (3rd Generation) was a radical departure in form factor from the previous model. In order to accommodate a screen large enough to allow reasonable display of video, it was shorter and wider than any previous iPod nano, for which it garnered the nickname ―fat boy.‖ Introduced in September 2007, the iPod touch was the iPhone without the phone (or the camera). In other respects, the hardware was virtually identical to the iPhone, and it used the same Operating System. November 2007: Introduced in November 2007, the MacBook (Late 2007) offered increased bus-speed and maximum RAM, an upgraded graphics chipset, and slightly faster processors at the high end. January 2008: Announced in January 2008, the MacBook Air was the thinnest Apple laptop yet released.

Announced in January 2008, the Mac Pro (Early 2008) was a speed (and core) bump of the Mac Pro. Announced in January 2008, the Xserve (Early 2008) replaced the Xserve (Late 2006). February 2008: Introduced in February 2008, the MacBook (Early 2008) offered a modest speed bump over the MacBook (Late 2007).

Introduced in February 2008, the MacBook Pro (Early 2008) was a speed-bump of the MacBook Pro (Mid 2007). April 2008: Released in April 2008, the iMac (Early 2008) was a speed-bump of the iMac (Mid 2007).


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June 2008: Released in June 2008, the iPhone 3G had been widely anticipated for nearly the entire lifespan of its predecessor, the wildly successful iPhone. The iPhone 3G included two prominent features that had been distinctly absent from the original iPhone — 3G networking and built-in GPS. September 2008: Released in September 2008, the iPod classic (120 GB) split the difference between the previous 80GB and 160GB iPod classic models, while maintaining the $249 price point of the low-end model. It also included Apple‘s ―Genius‖ playlist feature, which allowed automatic generation of on-the-go playlists.

Introduced in September 2008, the iPod nano (4th Generation) doubled the capacity of the previous model, and marked the return of the original nano form-factor. Announced in September 2008, the primary improvement of the iPod touch (2nd Generation) over the original iPod touch was reduced pricing. October 2008: Announced in October 2008, The MacBook (13-inch, Aluminium, Late 2008) included many of the features of the higher-end MacBook Pro (15-inch, Late 2008), announced at the same time.

Announced in October 2008 and shipped in November, the MacBook Air (Late 2008) was no faster than its predecessor, in terms of processor speed. It gained performance, however, from a faster 1066 MHz bus, a larger 6 MB on-chip L2 cache, and a faster graphics chipset. Announced in October 2008, The MacBook Pro (15-inch, Late 2008) featured a stunning case redesign, the first in the 15-inch MacBook Pro (née PowerBook) line in more than five years. January 2009: Introduced in January 2009, The MacBook (Early 2009) was a feature-bump of the existing low-end white MacBook model.

Announced in January 2009, the MacBook Pro (17-inch, early 2009) adopted the aluminium ―Unibody‖ case design of its smaller sibling, the MacBook Pro (15-inch, Late 2008), along with many of the same architectural improvements. March 2009: Introduced in March 2009, the iMac (Early 2009) was largely a speed-bump of the iMac (Early 2008), though it included a few architectural improvements as well.

Introduced in March 2009, the iPod shuffle (3rd Generation) included Apple‘s new Voice Over feature. With the click of a button (most controls were now integrated into the earphone cord), the song title, artist, and playlist title were spoken aloud. Introduced in March of 2009, the Mac mini (Early 2009) replaced the Mac mini (Mid 2007) which, after 19 months, was overdue for a refresh. In fact, prior to the release of the Mac mini (Early 2009), many had assumed that the Mac mini was no longer a platform Apple was interested in continuing to sell. Introduced in March 2009, The Mac Pro (Early 2009) introduced Intel‘s Nehalem architecture to Apple‘s professional desktop line. April 2009: Introduced in April 2009, the Xserve (Early 2009) replaced the Xserve (Early 2008). June 2009: Introduced in June 2009, the iPhone 3GS included both specification and feature enhancements over its predecessor, the wildly successful iPhone 3G.

Introduced in June 2009, the MacBook (Mid 2009) was a modest speed-bump of the existing MacBook (Early 2009).


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Introduced in June 2009, the MacBook Air (Mid 2009) represented both a speed-bump and a cost reduction of the MacBook Air (Late 2008). Introduced in June 2009, the MacBook Pro (13-inch, Mid 2009) replaced the MacBook (13inch, Aluminium, Late 2008). Apple chose to ―upgrade‖ the name to include Pro because of several key improvements, felt to be professional-level features. Introduced in June 2009, The MacBook Pro (15-inch, Mid 2009) was primarily a speed-bump of the The MacBook Pro (15-inch, Late 2008). Introduced in June 2009, the MacBook Pro (17-inch, Mid 2009) was a speed-bump of the MacBook Pro (17-inch, Early 2009), released only five months before. September 2009: Introduced in September 2009, the iPod classic (Late 2009) replaced the iPod classic (120 GB), increasing capacity to 160 GB, at the same $249 price-point.

Introduced in September 2009, the iPod nano (5th Generation) improved on the iPod nano (4th Generation) not by increasing capacity, but by adding a variety of new features. Introduced in September 2009, the iPod touch (Late 2009) was faster and had doubled the capacity of the iPod touch (2nd Generation) that it replaced. October 2009: Introduced in October 2009, the iMac (Late 2009) models had larger screens and faster processors than the previous iMac (Early 2009) line.

Introduced in October 2009, the MacBook (Late 2009) was a significant improvement on the MacBook (Mid 2009) that it replaced. Introduced in October of 2009, the Mac mini (Late 2009) replaced the Mac mini (Early 2009) with two faster configurations. The $599 model included a 2.26 GHz dual-core processor, 2 GB of RAM, and a 160 GB hard drive, while the $799 model shipped with a 2.53 GHz processor, 4 GB of RAM, and a 320 GB hard drive. Also introduced in October of 2009, the Mac mini (Server, Late 2009) come with an unlimited license for Max OS X Server Slow Leopard. January 2010: Apple announced the iPad one of the most widely anticipated Apple device ever. Apple positioned the iPad as the first device in an entirely new market segment, making the claim that it would be better at many tasks than either smart phones or traditional laptops. The iPad included specially redesigned versions of the standard suite of iPhone applications, rebuilt from scratch to take advantage of the increased processing power and screen real estate. April 2010: Introduced in April 2010, the MacBook Pro (13-inch, Mid 2010) replaced the MacBook Pro (13-inch, Mid 2009).

Also introduced in April 2010, The MacBook Pro (15-inch, Mid 2010) and the MacBook Pro (17-inch, Mid 2010) was primarily a speed-bump of the The MacBook Pro (15-inch, Mid 2009) and the MacBook Pro (17-inch, Mid 2009). Improvements included faster processors, improved graphics chipsets, and larger hard disks for the low- and mid-range models. May 2010: Introduced quietly in May 2010, the MacBook (Mid 2010) replaced the MacBook (Late 2009). Improvements included a faster processor and graphics chipset. June 2010: Introduced in June 2010, the iPhone 4 replaced the iPhone 3GS, and included the same Apple-designed A4 processor found in the iPad. October 2010: 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


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applications, and unveiled Mac OS X Lion, the latest instalment in their Mac OS X operating system. January 6, 2011: On January 6, 2011, the company opened their Mac App Store, a digital software distribution platform, similar to the existing iOS App Store. January 17, 2011: An internal Apple memo from Jobs announced that he will once again take a medical leave of absence, for an indefinite period, to allow him to focus on his health. Then chief operating officer Timothy D. Cook took up Jobs‘ day-to-day operations at Apple, although Jobs would still remain ―involved in major strategic decisions for the company.‖ June 2011: Apple unveiled its new online storage and syncing service for music, photos, files and software — iCloud. July 2011: due to the debt-ceiling crisis, Apple‘s financial reserves were greater than those of the US Government. August 24, 2011: Steve Jobs resigns as the CEO of Apple. He has been replaced by long time Chief Operating Officer Tim Cook, and Jobs is now 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 continue with those titles.

Corporate Management Executives Profile Tim Cook – CEO:

Tim Cook is the CEO of Apple and serves on its Board of Directors. Before being named CEO in August 2011, Tim was Apple‘s Chief Operating Officer and was responsible for all of the company‘s worldwide sales and operations, including end -to-end management of Apple‘s supply chain, sales activities, and services and support in all markets and countries. He also headed A pple‘s Macintosh division and played a key role in the continued development of strategic reseller and supplier relationships, ensuring flexibility in response to an increasingly demanding marketplace. Prior to joining Apple, Tim was vice president of Corporate Materials for Compaq and was responsible for procuring and managing Compaq‘s entire product inventory. Previous to his work at Compaq, Tim was the chief operating officer of the Reseller Division at Intelligent Electronics. Tim also spent 12 years with IBM, most recently as director of North American Fulfilment where he led manufacturing and distribution functions for IBM‘s Personal Computer Company in North and Latin America. Tim earned an M.B.A. from Duke University, where he was a Fuqua Scholar, and a Bachelor of Science degree in Industrial Engineering from Auburn University. Eddy Cue – Senior Vice President (Internet Software & Services):

Eddy Cue is Apple‘s senior vice president of Internet Software and Services, reporting to CEO Tim Cook. Eddy oversees Apple‘s industry-leading content stores including the iTunes Store, the revolutionary App Store and the iBookstore, as well as iAd and Apple ‘s innovative iCloud services.


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He is a 22-year Apple veteran and leads a large organization of amazing people. Eddy played a major role in creating the Apple online store in 1998, the iTunes Music Store in 2003 and the App Store in 2008. He also played a key role in developing Apple ‘s awardwinning iLife suite of applications. In his early years at Apple, he was a successful manager of software engineering and customer support teams. Eddy earned a bachelor‘s degree in Computer Science and Economics from Duke University. Scott Forstall – Senior Vice President (iOS Software):

Scott Forstall is senior vice president of iPhone Software at Apple. Reporting directly to the CEO, Forstall leads the team responsible for delivering the software at the heart of Apple‘s revolutionary iPhone including the user interface, applications, frameworks and th e operating system. Forstall joined Apple in 1997 and is one of the original architects of Mac OS X and its Aqua user interface. He was responsible for several releases of the operating system, most notably Mac OS X Leopard. Prior to Apple he worked at NeXT developing core technologies. Forstall received both a Bachelor of Science in Symbolic Systems and a Master of Science in Computer Science from Stanford University. Jonathan Ive – Senior Vice President (Industrial Design):

London born designer Jonathan Ive is the senior vice president of Industrial Design at Apple, reporting directly to the CEO. Since 1996 he has been responsible for leading a design team widely regarded as one of the world‘s best. Recognized with numerous design awards, Apple products are featured in the permanent collections of museums worldwide including MOMA in New York and the Pompidou in Paris. Ive holds a Bachelor of Arts and an honorary doctorate from Newcastle Polytechnic. In 2003 he was named Designer of the Year by the Design Museum London and awarded the title Royal Designer for Industry by The Royal Society of Arts. Ron Johnson – Senior Vice President (Retail):

Ron Johnson joined Apple as senior vice president in January 2000. Reporting directly to the CEO, Johnson leads Apple‘s retail strategy and is responsible for its overall execution and performance. Under Ron‘s leadership, Apple has opened over 200 stores to date. Johnson has over 20 years of experience in retail and merchandising as well as a strong track record for delivering consistent year over year growth for billion-dollar companies. Before joining Apple, Johnson held various management positions at the Target Corporation, most recently as Vice President of Merchandising for Target Stores. In this capacity, Johnson presided over a successful period of growth at Target, playing a key role in developing new initiatives for branding, marketing and merchandising. He led the team responsible for launching the Michael Graves exclusive line of products, as well as the addition of other key brands to the store‘s select ion. Johnson received his M.B.A. from Harvard and his Bachelor of Arts in Economics from Stanford University.


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Bob Mansfield – Senior Vice President (Mac Hardware Engineering):

Bob Mansfield is senior vice president of Macintosh Hardware Engineering reporting to the CEO. Mansfield joined Apple in 1999 and oversees the team that has delivered dozens of breakthrough Mac products including the MacBook Air and the all-in-one iMac line. Prior to joining Apple, Mansfield was vice president of Engineering at Raycer Graphics, which Apple acquired in 1999. Previously, Mansfield was a senior director at SGI, responsible for the development of various microprocessor designs. Mansfield earned a BSEE degree from The University of Texas at Austin in 1982. Peter Oppenheimer – Senior Vice President and Chief Financial Officer: Peter Oppenheimer is Apple‘s senior vice president and Chief Financial Officer. In his capacity as CFO, Oppenheimer oversees the controller, treasury, investor relations, tax, information systems, internal audit and facilities functions. He reports to the CEO and serves on the company‘s executive committee.

Oppenheimer started with Apple in 1996 as controller for the Americas, and in 1997 was promoted to vice president and Worldwide Sales controller and then to corporate controller. Oppenheimer joined Apple from Automatic Data Processing (ADP), where he was CFO of one of the four strategic business units. In that capacity, he had responsibility for finance, MIS, administration and the equipment leasing portfolio. Prior to joining ADP, Oppenheimer spent six years in the Information Technology Consulting Practice with Coopers and Lybrand where he managed financial and systems engagements for clients in the insurance, telecommunications, transportation and banking industries. Oppenheimer received a bachelor‘s degree from California Polytechnic University, San Luis Obispo and an M.B.A. from the University of Santa Clara, both with honors. Philip W. Schiller – Senior Vice President (Worldwide Product Marketing): Philip Schiller is Apple‘s senior vice president of Worldwide Product Marketing and reports to Apple‘s CEO. Schiller is a member of Apple‘s Executive Team and is responsible for the company‘s Product Marketing, Developer Relations, and Business Marketing programs. Since rejoining Apple in April 1997, Schiller has helped the company return to its role as a technology innovator, delivering breakthrough products such as the iMac, MacBook, Airport, Xserve, Mac OS X, Safari, AppleTV, iPod and iPhone.

Schiller has over twenty four years of marketing and management experience including seventeen years at Apple in various marketing management positions. Prior to Apple, Schiller served as Vice President of Product Marketing at Macromedia, Inc. of San Francisco, CA; as Director of Product Marketing at FirePower Systems, Inc. of Menlo Park, CA; as an Information Technology Manager at Nolan, Norton & Company of Lexington, MA; and as a Programmer and Systems Analyst at Massachusetts General Hospital in Boston, MA. Schiller graduated with a Bachelor of Science degree in Biology from Boston College in 1982.


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Bruce Sewell – Senior Vice President and General Counsel: Bruce Sewell is Apple‘s general counsel and senior vice president of Legal and Government Affairs, reporting to Apple‘s CEO. Sewell serves on the company‘s executive team and oversees all legal matters, including corporate governance, intellectual property, litigation and securities compliance, as well as government affairs.

Sewell joined Apple from Intel Corporation in September 2009. At Intel, he was responsible for leading all of Intel‘s legal, corporate affairs and corporate social responsibility programs, managing attorneys and policy professionals located in over 30 countries around the world. He joined Intel in 1995 as a senior attorney assigned to counsel various business groups in areas such as antitrust compliance, licensing and intellectual property. In 2001, Sewell was promoted to vice president and deputy general counsel, managing Intel‘s litigation portfolio, and handled corporate transactions including M&A activities. Prior to joining Intel, Sewell was a partner in the litigation firm of Brown & Bain P.C. He was admitted to the California Bar in 1986 and to the Washington D.C. Bar in 1987. He is also admitted to practice before the United States Court of Appeals for the Federal Circuit. Sewell received his J.D. from George Washington University in 1986, and a Bachelor of Science degree from the University of Lancaster, in the United Kingdom, in 1979. Jeff Williams – Senior Vice President (Operations): Jeff Williams is Apple‘s senior vice president of Operations, reporting to the CEO. Jeff leads a team of people around the world responsible for end-to-end supply chain management and dedicated to ensuring that Apple products meet the highest standards of quality.

Jeff joined Apple in 1998 as head of worldwide procurement and in 2004 he was named vice president of Operations. In 2007, Jeff played a significant role in Apple‘s entry into the mobile phone market with the launch of the iPhone, and he has led worldwide operations for iPod and iPhone since that time. Prior to Apple, Jeff worked for the IBM Corporation from 1985 to 1998 in a number of operations and engineering roles. He holds a bachelor‘s degree in Mechanical Engineering from North Carolina State University and an MBA from Duke University.

Board of Directors Steve Jobs – Chairman of the Board:

Steve Jobs is the Chairman of the Board of Apple, which he co-founded in 1976. Apple is leading the consumer technology world with its revolutionary iPhone and App Store, its family of iPod media players and iTunes media store, and its Mac computers and iLife and iWork application suites. Apple recently introduced iPad 2 which is defining the future of mobile media and computing devices. Steve also co-founded and was the CEO of Pixar Animation Studios, which created some of the most successful and beloved animated films of a ll time including Toy Story, A Bug‘s Life, Monsters, Inc., Finding Nemo, The Incredibles, Cars and Ratatouille. Pixar merged with The Walt Disney Company in 2006 and Steve now serves on Disney‘s board of directors. Steve grew up in the apricot orchards which later became known as Silicon Valley, and still lives there with his family. Bill Campbell – Chairman and former CEO of Intuit Corp.:

He joined Apple in July 1983 as vice president of marketing and added the title of vice president of sales in January 1984. In September 1984, his duties were expanded to


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include distribution, service and support when he was promoted to executive vice president. In June 1985, Campbell was named group executive of the United States and has served on its board of directors since August 1997. Campbell holds a bachelor‘s degree in economics and a master‘s degree from Columbia University. Tim Cook – CEO Apple:

Please refer to Executives profile. Millard Drexler – Chairman and CEO of J. Crew:

Millard ―Mickey‖ S. Drexler (b. August 17, 1944) is the current chairman and CEO of J. Crew Group and formerly the CEO of Gap Inc. He has been a director at Apple Inc. since 1999. He studied at the Bronx High School of Science, City College of New York, and University of Buffalo. He later received a M.B.A. from Boston University Graduate School of Management. In the mid-1970s, Drexler was a merchandising vice-president at Abraham & Straus in Brooklyn, New York. He has also worked at Ann Taylor, Bloomingdale‘s, and Macy‘s. Albert Gore Jr. – Former Vice President of the United States:

Albert Gore, Jr. served as the 45th Vice President of the United States (1993 – 2001), under President Bill Clinton. He was the Democratic Party‘s nominee for President in the 2000 U.S. presidential election. He is a founder and current chair of the Alliance for Climate Protection, the co-founder and chair of Generation Investment Management, the co-founder and chair of Current TV, a member of the Board of Directors of Apple Inc., and a senior adviser to Google. Andrea Jung – Chairman and CEO of Avon Products:

Jung is chairman of the board and chief executive officer of Avon Products, Inc., promoted to the position in November 1999. Prior to this, she was president and chief operating officer over all business units of Avon worldwide. She joined Apple‘s board of directors on 7 January 2008. Arthur D. Levinson – Chairman Genentech:

Arthur D. Levinson is the chairman of Genentech (1999 to present), and former chief executive officer (1995 to 2009). Levinson is also a member of Genentech‘s Scientific Research Board, which serves as an advisory group to the company regarding its research and early development projects. Levinson is a director of Apple. Inc., NGM Biopharmaceuticals, Inc., Ayres and the Broad Institute. Ronald D. Sugar, Ph. D. – Former Chairman and CEO of Northrop Grumman:

Dr. Ronald D. Sugar, former Chairman of the Board and CEO of Northrop Grumman Corporation, was appointed to Apple‘s Board of Directors on November 17, 2010. Dr. Sugar serves as the Chair of the Audit and Finance Committee. Ron has a Ph.D. in engineering and has been involved in the development of some very sophisticated technology.


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SUCCESS STORIES The biggest success -- Apple Itself Apple has to be one of the greatest success stories of all time. The beginnings of Apple started with Wozniak assembling a simple built computer machine. It was in the summer of 1971 Wozniak 21 and Jobs 16 were introduced to each other by a mutual friend Bill Fernandez. Wozniak had shown Jobs his simple built computer machine and this impressed Jobs to the point Jobs believed he could sell it for a profit. It was here they would form a strong friendship because they not only shared a passion for computers, but because they were both known as outcasts and for the first time they had a great understanding, admiration and respect for each other‘s abilities, personality and intellect. They would begin the Apple project by selling some of their possessions: Wozniak's HP scientific calculator and Jobs' Volkswagen, they raised $1300 and assembled their first prototypes in Jobs bedroom. When the project became too big for the bedroom they moved the project into Jobs family's garage, it was on a huge wooden work bench that served as their first manufacturing base. The computers were hand built by Wozniak and first shown to the public at the Homebrew Computer club. After selling a number of the machines Apple was established on April 1, 1976 and went public on December 12, 1980. So the question is how has Apple been able to maintain its great success? Apple has maintained its great success with its ability to understand what the consumer wants before the consumer even knows what they want; Apple effectively creates wants by their constant creative innovation and unique design which is stylish, user friendly and affordable. They have also been able to create a brand in the high technology world just as Chanel has in the fashion world. People can easily recognize an apple whether it's the I-Pod, the I-Phone, the Mac Air or the I-Pad. It has become a product that defines one's identity in how they desire to be seen by society that is a person who is highly innovative, intelligent, stylish and apart of the in crowd. This is pure marketing genius. This marketing genius of Apple has seen this company outperform beyond the business world's expectations. While so many companies are struggling to break even in the current recession Apple is getting stronger by the day. The last three years has seen Apple's profits soar, take a look at these figures: A profit of 8.2 Billion in 2007 followed by a profit of 11.2 Billion in 2008 and most recently a profit of 17.2 Billion in 2009. That is more than a 100% growth in profit from 2007 to 2009. With these profits and Apple's constant innovation, what will they think of next? My bet is another great innovated product that we never thought we would want or need, but will end up on our wish list. The great success of Apple can be easily understood by looking at its current standing as mentioned by fortune 500.


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Apple stats courtesy (Fortune 500, 2011). Apple Stats Nine key attributes of reputation

Industry rank

Innovation

1

People management

1

Use of corporate assets

1

Social responsibility

1

Quality of management

1

Financial soundness

1

Long-term investment

1

Quality of products/services

1

Global competitiveness

2

Steve Jobs Steve Jobs is the co-founder and CEO of Apple and formerly Pixar. Steve Jobs regularly makes most rosters of the rich and powerful. It is surprising for a guy who takes home an annual salary of U.S. $1. The reasons why he is on all power lists are; Apple, Next, iPod and Pixar. Jobs is also known as the one man who could have upstaged Bill Gates. But Jobs was as excited about innovation as Bill Gates was interested in making money. Steve Jobs was born in Green Bay, Wisconsin to Joanne Simpson and a Syrian father Abdulfattah Jandali (who became a political science professor). Paul and Clara Jobs of Mountain View, Santa Clara County, California then adopted him. The writer Mona Simpson is Jobs‘ biological sister. In 1972, Jobs graduated from Hom estead High School in Cupertino, California and enrolled in Reed College in Portland, Oregon. One semester later he had dropped out. But instead of going back home he hung around college and took up the study of philosophy and foreign cultures. Steve Jobs had a deep-seated interest in technology so he took up a job at Atari Inc. which was a leading manufacturer of video games. He struck a friendship with fellow designer Steve Wozniak and attended meetings of the ―Homebrew Computer Club‖ with him. Wozniak and Jobs developed a system with a toy whistle available in the Cap‘n Crunch cereal box to make it possible to make free long distance telephone calls. They called off the amateur venture after someone told them of the possible legal consequences. After saving up some money Steve Jobs took off for India in the search of enlightenment with his friend Dan Kottke. Once he returned he convinced Wozniak to quit his job at Hewlett Packard and join him in his venture that concerned personal computers. They sold items like a scientific calculator to raise the seed capital. In 1976, Jobs, then 21, and Wozniak, 26, founded Apple Computer Co. in the Jobs family garage. The first personal computer was sold for $666.66. By 1980, Apple had already released three improved versions of the personal computer. It had a wildly successful IPO,


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which made both founders millionaires many times over. Steve Jobs had managed to rope in John Scully of Pepsi to head the marketing function in Apple. A tiff with the Apple board and John Scully led to the resignation of Steve Jobs. As soon as he resigned he immersed himself in his brand new venture. Steve Jobs decided that he wanted to change the hardware industry. The company was called NeXTStep and the new machine was called NeXT Computer. He ploughed in more than U.S. $250 million into the company. The machine was a commercial washout but it did help in object-oriented programming, PostScript, and magneto-optical devices. Tim Berners-Lee developed the original World Wide Web system at CERN on a NeXT machine. Bitterly disappointed with NeXTStep, Jobs accepted the offer that Apple made him. Steve Jobs also started Pixar Inc., which has gone on to produce animated movies such as Toy Story (1995); A Bug‘s Life (1998); Toy Story 2 (1999); Monsters, Inc. (2001); Finding Nemo (2003); and The Incredibles (2004). This venture has made him one of the most sought after men in Hollywood. Post Pixar, Steve Jobs wanted another round of revolutionizing to do. This time it was the music industry. He introduced the iPod in 2003. Later he came up with iTunes, which was a digital jukebox. A million and a half iPods later, the music industry still does not know whether this invention will save it or destroy it. Apple has a great advertising track record and its ‗Rip, Mix, Burn‘ campaign was another feather in its cap. Now the in dustry uses a Mac to make the music and an iPod to store it. Steve Jobs lives with his wife, Laurene Powell and their three children in Silicon Valley. He also has a daughter, Lisa Jobs from a previous relationship. In 2004, there was a cancerous tumour in his pancreas, which was successfully operated upon. Jobs continued to struggle with his health, and in 2009 he underwent a successful liver transplant. Jobs resigned as CEO of Apple in August 2011 and subsequently assumed the role of Chairman of the Board. He is without any doubts one of the most innovative and successful entrepreneur this world has ever seen and according to few Apple will never be the same without Jobs.


A Pictorial Demonstration Proving Steve Jobs Necessary for Apple Inc.

NOTE: The y-axis shows amount in billion ($) and the x-axis shows years.

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Apple’s Most Successful Products and Services iPhone 4: The iPhone 4 is a touchscreen smartphone developed by Apple Inc. It is the fourth generation of iPhone, and successor to the iPhone 3GS. It is particularly marketed for video calling (marketed by Apple as FaceTime), consumption of media such as books and periodicals, movies, music, and games, and for general web and e-mail access. It was announced on June 7, 2010, at the WWDC 2010 held at the Moscone Center, San Francisco, and was released on June 24, 2010, in the United States, the United Kingdom, France, Germany and Japan.

When creating Apple iPhone 4 engineers and designers didn‘t start with a clean sheet of paper. They started with the three years of experience designing and building the phones that redefined what a phone can do. iPhone 4 is the world‘s thinnest smartphone with just 9.3 millimetres. 1.7 million iPhone 4‘s were sold in just first three days of its launch making it Apple‘s most successful product launch. (Moreira,2010) iPad & iPad 2: 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 falls between those of contemporary smartphones and laptop computers.

Apple released the first iPad in April 2010, and sold 3 million of the devices in 80 days. During 2010, Apple sold 14.8 million iPads worldwide, representing 75 percent of tablet PC sales at the end of 2010. 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. iPhone: If there was any way a smartphone could be made smarter, Apple did so with the 2007 iPhone. The all-in-one device has the form factor, OS, and features to make even a nontechno geek drool. Undoubtedly, the device has openly had its share of complaints, such as a


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carrier restriction, and initially low memory specs. Regardless, it has been purchased by the masses. With the release of the 3GS model in 2009, the iPhone has maintained its status as one of the coolest hi-tech toys to have. iTunes: With a software debut in 2001 and an online store opening in 2003, iTunes set the standard for purchasing digital entertainment. Those that existed before and came after still can't compete. PowerBook G4: The PowerBook, in its many, many incarnations, had been a laptop trendsetter since its inception. One of the first consumer widescreen laptop, a device unique for being thinner and lighter than almost any full-size consumer laptop of its day. iPod: The iPod has evolved over and over again, making the great only greater. The original iPod hit store shelves in 2001. Many models later, the iPod touch arrived in 2007, replacing the Sony Walkman as a household name synonymous with portable audio entertainment. OS X: This OS is well known for replacing the "classic" Apple OS that was in existence since 1984. Taking over for OS 9, a variation of the Unix based OS X has been Apple's OS since 2001. A server version has been available since 1999. iMac: The original iMac came in many different "flavours" (colours) in 1998. The all in one design was applauded, and various models can still be found all over the public school system today. Quicktime: The world of digital multimedia entertainment was pioneered in 1991 with a piece of software called Quicktime. At the latest, version 7 still sets the standard in cross platform video playback and authoring capabilities. Apple LaserWriter: Although Apple isn't quite so well know today for printers as it is for iPhones, one of the company's early successes was the LaserWriter printer. Based on the PostScript language, the LaserWriter would help set a new standard in desktop publishing. Mac: In 1984 the first successful personal computer to offer a mouse and GUI found its way into many homes, building some market share for a small company named Apple Computer. Both the computer and the company were highly popularized in the same year with assistance from the legendary commercial that aired during Superbowl XVIII. The computer was revolutionary even with only 128k and no hard drive. Apple II: Introduced way back in 1977, the Apple II took the personal computer world by storm and put Apple on the map as a real computer company. As the successor to the Apple I, this computer appeared in many public school computer labs throughout the country. Amazingly it remained in manufacturing with only slight modifications for nearly 20 years, until its end in 1993.

PRODUCTS and SERVICES (CURRENT) Apple Store: The Apple Store is a chain of retail stores owned and operated by Apple Inc., dealing in computers and consumer electronics. As of July 2011, Apple had opened over 330 stores worldwide. The stores sell Macintosh personal computers, software, iPods, iPads, iPhones, third-party accessories, and other consumer electronics such as the Apple TV. Many stores feature a theatre for presentations and workshops, the Studio for training with Apple products, and all stores offer a Genius Bar for technical support and repairs, as well as free workshops available to the public.


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Mac: Mac, is a series of several lines of personal computers designed, developed, and marketed by Apple Inc. The first Macintosh was introduced on January 24, 1984; it was the first commercially successful personal computer to feature a mouse and a graphical user interface rather than a command-line interface. The company continued to have success through the second half of the 1980s, only to see it dissipate in the 1990s as the personal computer market shifted toward the "Wintel" platform: IBM PC compatible machines running MS-DOS and Microsoft Windows.

Years later, Apple consolidated its multiple consumer-level desktop models into the 1998 iMac all-in-one. This proved to be a sales success and saw the Macintosh brand revitalized, albeit not to the market share level it once had. Current Mac systems are mainly targeted at the home, education, and creative professional markets. These include the descendants of the original iMac and the entry-level Mac mini desktop models, the Mac Pro tower graphics workstation, the MacBook, MacBook Air and MacBook Pro laptops. iPod: iPod is a line of portable media players created and marketed by Apple announced on October 23, 2001, and released on November 10, 2001. The product line-up currently consists of the hard drive-based iPod Classic, the touchscreen iPod Touch, the compact iPod Nano, and the ultra-compact iPod Shuffle. iPod Classic models store media on an internal hard drive, while all other models use flash memory to enable their smaller size (the discontinued Mini used a Microdrive miniature hard drive). As with many other digital music players, iPods can also serve as external data storage devices. Storage capacity varies by model, ranging from 2 GB for the iPod Shuffle to 160 GB for the iPod Classic. All of the models have been redesigned multiple times since their introduction. The most recent iPod redesigns were introduced on September 1, 2010. iPhone: The iPhone is a line of Internet and multimedia-enabled smartphones marketed by Apple. 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 is expected to be globally released in 3rd quarter of 2011 in line with 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 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 425,000 "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. There are four generations of iPhone models, each accompanied by one of the four 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 phone also featured a higher-resolution display; it was released on June 24, 2010. The Retina display on iPhone 4 is the sharpest, most vibrant, highest-resolution phone screen ever, with four times the pixel count of previous iPhone models. In fact, the pixel density is so high that the human eye is unable to distinguish individual pixels.


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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 falls between those of contemporary smartphones and laptop computers.

Apple released the first iPad in April 2010, and sold 3 million of the devices in 80 days. During 2010, Apple sold 14.8 million iPads worldwide, representing 75 percent of tablet PC sales at the end of 2010. 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. iTunes: iTunes is a media player computer program, used for playing 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, audio books, 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. The latest version, which is currently version 10.4.1, is available as a free download for Mac OS X v10.5 or later, as well as Windows XP or later. In June 2010, Apple released a new privacy policy pertaining to the capture and collection of users' real-t ime location information. The information had been included in various device-specific EULAs since 2008, but was only recently included in Apple's general privacy policy. Other Products and Services: Other Apple‘s product and services include; 







Desktops: iMac (Intel-based), Mac mini, Mac Pro, iMac G5 + G5 (iSight), iMac G4 (Flat Panel), iMac G3 (CRT), Power Mac G5, Power Mac G4 + Power Mac G4 Cube, Power Mac G3 and eMac. Xserve: Xserve (Intel & Power PC) and Xserve RAID. Notebooks: MacBook, MacBook Air, MacBook Pro, iBook, PowerBook G4 and PowerBook G3

And many others. Note: for complete list of http://www.apple.com/support/sitemap/

products

and

services

please

visit:

APPLE’s VISION and MISSION Apple is known for keeping secrets. Many employees and workers who worked for Apple were most of the times not even aware of what was happening around them. Many of them reported that they were not even aware of Apple‘s upcoming products and were as much shocked and surprised to see the product on its launch as any other ordinary person. Same goes with Apple‘s mission or vision statement of Apple. There has been a lot of speculation about Apple‘s mission statement and its vision . Although nothing can be said for


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sure but out of many available with the name of Apple‘s vision/mission statement few of them are as below:

Mission Statement: 



As mentioned in Apple‘s investors website Apple‘s mission statement is (thus can be considered to be the most authentic): ―Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.‖

Another mission statement that is attached with Apple as its mission statement is: "Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings."

Vision Statement: "Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them." Explanation of vision:

Apple lives this vision through the technologies it develops for consumers and corporations. It strives to make its customers masters of the products they have bought. Apple doesn't simply make a statement. It lives it by ensuring that its employees understand the vision and strive to reach it. It has put systems in place to enable smooth customer interaction. It has put objectives in place to continuously move forward; implemented strategies to fulfil these objectives; and ensured that the right marketing, financial and operational structures are in place to apply the strategies. (Hamilton, 2011)

Business Volume Current Standing According to techcrunch.com, if you look at how Apple fares on the public markets today, compared to other tech powerhouses, you‘ll notice that the Cupertino computer giant is currently valued at roughly $301 billion, which is close to the sum of the market cap of three of its closest rivals: Microsoft (~$200.3 billion), Hewlett-Packard (~$72.8 billion) and Dell(~$29.3 billion). Market cap is of course just one metric – and arguably not even the best one – to make comparisons between companies. It is, nevertheless, a most excellent trend barometer and a simple way to compare valuations.


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Income Statement (Bar chart) of 13 weeks ending 25

th

July, 2011. – in Millions of USD

(Quarterly Data)

Photo credit: Google Finance. th

Balance Sheet (Quarterly Data) as of 25 July, 2011. – in Millions of USD

Photo credit: Google Finance.

According to the income statement of AAPL (stock registered name of Apple Inc. in NASDAQ), total revenue generated by Apple Inc. in the 13 weeks ending 25-06-2011 is 28,571.00 millions of USD and similarly as of the same date total assets of Apple Inc. are 106,758.00 millions of USD and total liabilities (including short term and long term) are


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37,415 millions of USD. 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. On August 9, 2011, Apple briefly surpassed ExxonMobil to become the world's most valuable company and surpassed them again the following day. Today, Apple is believed to be the largest technology firm in the world, with annual revenues of more than $60 billion and with annual sales of $65.23 billion.

Market Share As Apple Inc. deals in number of products and the area it covers is massive therefore it is hard to give a complete picture of Apple‘s market share but a brief sketch has been mentioned below (as stated on different websites):  

 



When it comes to Apple iPad its share in worldwide market is 68.3% (According to IDC). Research firm Gartner said that Apple was the fifth-largest PC seller in the U.S. for the threemonth quarter to start 2010. An estimated 1.398 million Macs were shipped in the States, and Apple only lagged behind HP, Dell, Acer and Toshiba. Gartner's thinking was that the latest hype around the iPad more than likely spurred on the sales for the quarter. Last year, Macs made up 7.2 percent of the U.S. market. Total PCs shipped in the US were 17.4 million for the first quarter of 2010, which amounted in a 20.2 percent jump from the same time period in 2009. Breaking it down, that results in two straight quarters of double digit growth in shipments in the US market. emarketer.com suggests that Apple will take 78 % of world tablet market share in 2011. Jonny Evans predicts that by the end of 2011 Apple‘s share in PC market will be 20% of global sales. He says: Apple [AAPL] is on its way to becoming the world's dominant computer platform. That's because iPad sales are booming while Mac sales are growing at a rate that's far above the industry average. My back-of-the-envelope calculation suggests the company will grab at least 20 percent of global PC sales this year, if you include tablets. (Evans , 2011) Quancast‘s Figure (as stated in www.thevirtualcircle.com. The figures and statements have been presented exactly the same way as it were presented in the website.) These figures suggest that 10.9 percent of online users in North America are using Macs. This is an increase of 30% over the previous year. Quantcast provides a geographic breakdown, so we can see the global picture. Here it is.

o

North America – 10.9% market share.

o

Oceania – 8.6% market share. (Oceania includes Australia and New Zealand)

o

Europe – 4.7% market share.

o

Asia – 2.5% market share. (China 1.9%, India 1.2%)

o

South America – negligible market share.

o

Africa – negligible market share. Let‘s examine Apple‘s market share from as many dimensions as possible to get a clear picture. We‘ll begin with the global perspective.

Market Share Realities: o o

Apple‘s share of the Global PC Market is now just under 5%… (I) But if you disregard the business PC, which is a separate market (despite the tendency of IDC and Gartner to merge the two markets) then this figure can be raised. My Apple market share


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model suggests that only about 16% of Mac are bought by business. If you apply that ratio, then… Apple‘s share of the Global Home PC Market = 5 x .84 x 1.5 = 6.3%…..(II) o

But if we focus on the US market where Apple has greatest impact and which leads all other markets in Apple adoption, we see that IDC and Gartner estimate Apple‘s market share at 7.4% (final quarter 2009). If we apply the same multipliers we did before then… Apple‘s share of the US Home PC Market = 7.4 x .84 x 1.5 = 9.3%…..(III)

o

o

Notice that this figure is below the Quantcast figure measure of 10.9%. But that measures what percentage is actually using Apple Macs. It doesn‘t measure who‘s buying what, but who‘s using what. If we assume that both these estimates are reasonably accura te, it simply indicates that Apple‘s Macs don‘t get cast aside as frequently as PCs (the propensity to use the product is higher). But, so far we have only used figures based upon market share by units sold or units used. Another reality is that average revenue that Apple gets per unit is roughly double what other vendors get, because Apple sells at a premium and has few low cost options. If we take that into account then we can offer the following figure: Apple‘s revenue share of the US Home PC Market = 9.3 x2 = 18.6%…..(IV) (Quantcast, 2011)

COMPETITION When it comes to Apple‘s competitors I believe ther e is no one. The innovation, development and the trendsetting technique that Apple has introduced in electronics world cannot be matched with any of other companies. If you do not agree with me I would suggest you to search for Apple‘s competitors on G oogle or anywhere else but you will hardly find any original Apple‘s compet itor. According to Tim Bajarin, Apple‘s competition is coming from the likes of Amazon, Google, Real Networks, and to some degree, Sony, because of their strong investment in content. But I do not agree with his viewpoint. Products like iPad, iPhone, iPod and services like iTunes and Apple stores have no competition at all and most importantly Apple is not a company that satisfies customer needs but it manufactures those products that become customers need.

Apple’s Strengths and HR Policy Strengths: Out of many strengths that Apple possesses few of them are; 1. Brand loyalty: Brand is all-important. Apple is one of the most established and healthy IT brands in the World, and has a very loyal set of enthusiastic customers that advocate the brand. Such a powerful loyalty means that Ample not only recruits new customers, it retains them i.e. they come back for more products and services from Apple, and the company also has the opportunity to extend new products to them. 2. Product development: Apple may not always invent the market, but its products set high standards for the market. 3. Design and utility: Sleek, not clunky. For instance, the desktop computer is part of the screen, not a separate box with wires; the iPhone has very few buttons and feels nice in the hand. Products are easy to use, almost intuitive. 4. Marketing: Clever and takes advantages of people's frustrations with other hardware.


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5. Brand name. 6. Steve Jobs: Steve Jobs is the greatest innovator working in tech-land today. Although he has recently resigned as Apple‘s CEO but still his name attached with Apple is one of Apple‘s biggest strengths. Steve Jobs is known as a master of many things, from spotting technology trends to managing innovation to advertising to giving keynote speeches. (Burrows,2005) 7. Financial vitality: Despite recent market recession, Apple‘s reserves make it possible for them to come up with a bunch of world‘s greatest electronic items each year.

HR Policy: The workforce is the source of all value enhancing activities in regards to quality, efficiency, responsiveness, and innovation. Apple‘s Human Resource Department has formulated its objectives in the following way: ―Provide the company with the necessary personnel to assure superior performance. Employees should at all times strive for the highest quality in all they do. Ensure proactive internal career progression‖

Apple wants to assure that by employing the best people; it will constantly be inventing and manufacturing the best products. Apple tells those interested in joining Apple on its HR website that: Don’t expect business as usual:

Many big companies are about endless meetings, massive bureaucracy, executive parking spaces, and suits. We don‘t see what any of that has to do with great work. So we don‘t bother. This isn‘t your cushy corporate nine-to-fiver. Fortunately. Prepared to be inspired: We‘ve got an environment where you can make things happen. Fast. There‘s plenty o f open space — and open minds, collaboration and of course, innovation. We also have a shared obsession with getting every last detail right. Leave your neckties, bring your ideas

Apple works for providing its employees a best environment where they can work for bringing new things to this world. Apple‘s HR policy includes following main programs: o o

o o o o o o

Provides off-campus and on-campus jobs. Provides partnership program to ensure a diverse combination of its workforce with people from all over the world. Employee training programs. Performance improvement programs. The establishment of trust and fairness between the employee and the company. Financially rewarding employees for their performance. Ensuring that employees are all times equipped with business awareness. Staff appraisals. Employee benefits programs which include

1.

Health and life insurance

2.

Flexible Spending Accounts (for health care and dependent day care)

3.

Short- and long-term disability coverage

4.

Long-term care insurance

5.

401(k) Plan with company match

6.

Employee Stock Purchase Plan


7.

Financial education seminars

8.

Tuition assistance

9.

Paid vacations and holidays

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10. Product discounts 11. Personal and family counselling 12. Wellness programs 13. Onsite fitness centre 14. Commuter programs, including free, Wi-Fi-equipped shuttle to Cupertino 15. Café featuring local, organic ingredients

Apple and The Environment Environmental Progress A history of progress:

For more than 20 years, Apple has been working on ways to minimize the impact company and its products have on the environment. Apple developed and formulated its first environmental policy in 1990, and every year since then, Apple continued to make its products more energy efficient, eliminated many toxic substances, and embraced renewable energy in its facilities. In 2009, Apple became the first company in its industry to report comprehensive calculations of its total carbon footprint — including environmental reports for every product — giving the pu blic an opportunity to judge Apple‘s efforts and track its progress in detail. Minimizing the impact of our growth: Even as Apple‘s growth continues to outpace that of the industry, it remains committed to creating products that will have the least amount of impact on the environment. Since 2008, as its revenue grew 74 percent, its greenhouse gas emissions grew only 57 percent. Starting in 2009, Apple took the unprecedented step of measuring and reporting its entire carbon footprint. Currently, 98 percent of Apple‘s total greenhouse gas emissions come from the products it delivers and its customers use. And Apple is the only company in its industry that can claim that every product it sells not only meets but exceeds the strict energy guidelines of the ENERGY STAR specification.

Important initiatives and programs stated by Apple on its official website include:        

A greener Apple Program. Making products more energy efficient. Material efficiency. Recycling of material. Keeping and publishing complete track of carbon footprint. Reducing Packaging. Longer Lasting Products and accessories (including longer life batteries etc.). Reduction of energy use in Apple facilities.


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Facts and Figures: (As shared on Apple’s website) 

For 2010, Apple estimates to have been responsible for 14.8 million metric tons of greenhouse gas emissions.

Photo credit: Apple Inc. 

The vast majority of our carbon emissions come from the manufacturing, transportation, use, and recycling of our products. The rest — 2 percent — come from our facilities.


In 2010, Apple‘s revenue has increased by 74 % whereas carbon footprint has only increased by 57 %.


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Apple's attention to product design has led to significant reductions in carbon emissions compared with previous-generation products — even though new products are more powerful than ever.

Photo credit: Apple Inc.


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Our entire product line — Mac, iPod, iPhone, iPad, and accessories — is free from many toxic materials used by others.




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Criteria for Being Selected as World’s Most Admired Company Most Admired Top 50 rank: 1 Rank in Computers: 1 (Previous rank: 1) Overall score: 8.16

Why it's admired For the fourth straight year, Apple tops Fortune's Most Admired list. The company's blistering pace of new product releases has continued to set the bar high for tech companies across the board. Apple took a stock hit when iconic CEO Steve Jobs announced in January that he'd be taking a second medical leave, two years after receiving a liver transplant during a six-month sabbatical. But Jobs assured the market in the company's recent earnings report that Apple was still "firing on all cylinders." It certainly appears to be. Apple nearly doubled its quarterly profits vs. a year ago. The iPad 2 was introduced in March, marking the second generation of one of Apple's milestone product successes. And Jobs made a surprise appearance at the launch. Another huge move by Apple was the announcement this January that the iPhone 4 would be available from Verizon, offering another option to consumers frustrated with dropped calls on AT&T. (Shelley, 2011)


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How not to underestimate Apple‘s market share. (2010, March 3) . In The virtual circle.

Retrieved September 16, 2011, from http://www.thevirtualcircle.com/2010/03/how-notto-underestimate-apples-market-share/ Iliev, V., Lindinger, A., & Poettler, G. (2004, February 23). Apple inc. strategic audit . Retrieved September 18, 2011 Jobs at Apple. (2011). In Apple. Retrieved September 18, 2011, from http://www.apple.com/jobs/us/corporate.html Livingston, J. (2007). Founders at work: stories of startups' early days , Apress, United States. Moreira, T. (2010, February 4). A glimpse of Apple's most successful products. In Associated content from Yahoo. Retrieved September 19, 2011, from http://www.associatedcontent.com/article/2663641/a_glimpse_of_apples_most_successfu l.html?cat=15 NASDAQ:AAPL. (2011, September 18). In Google finance. Retrieved September 18, 2011, from http://www.google.com/finance?fstype=ii&q=nasdaq:aapl Pressman, A. (2011, May 3). Apple's four great strengths are also vulnerabilities. In The orange view. Retrieved September 18, 2011, from http://theorangeview.net/2011/05/apples-four-great-strengths-are-also-vulnerabilities/ Shelley, D. (n.d.). Apple. In CNNMoney. Retrieved September 20, 2011, from http://money.cnn.com/magazines/fortune/mostadmired/2011/snapshots/670.html Slivka, E. (2011, January 13). Apple boosts market share in slumping US market. In Macrumors. Retrieved September 18, 2011, from


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combined . In Techcrunch. Retrieved September 13, 2011, from http://techcrunch.com/2011/06/13/apple-nearly-worth-more-than-microsoft-hp-and-dellcombined/ World‘s most admired companies. (2011, March 21). In Cnnmoney. Retrieved September

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