Apple Inc: A Strategic View

Topics: Apple Inc., Steve Jobs, IPhone Pages: 10 (2086 words) Published: October 26, 2014

Apple Inc: A Strategic View
Anonymous Student
Palm Beach State College




Apple Inc: A Strategic View
Apple reinvented the personal computer industry and more recently the consumer electronics industry. This report will analyze Apple’s history, its business strategy, and the way it distinguishes itself within the technology industry.

Company Description
Apple Inc (NYSE: AAPL) is an American multinational corporation headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software, and personal computers. The Company’s best-known hardware products are the Mac line of computers, the iPod music player, the iPhone smartphone, and the iPad tablet computer. Its consumer software includes OS X computer, and iOS mobile operating systems, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and productivity suites (Yahoo Finance, 2014).

Apple is the largest publicly traded corporation in the world by market capitalization, with an estimated value of $598 Billion as of October 2014 (Yahoo Finance, 2014). Andria Cheng (2014) mentions that Apple has opened a total of 424 stores, including 255 in the United States. The company has opened its first stores in Brazil and Turkey to expand its geographic footprint to 15 countries. According to Apple’s own web page about job creation, the company employs over 80 thousand employees worldwide. It has created a whole new economy with its App Store, and has paid over $9 Billion dollars to developers from App Store sales (Apple, 2014).


Background and History

Apple Inc (formerly known as Apple Computer) is an American company operating within the personal computer and or consumer electronics as well as the digital media industries. Mostly known for its innovation and willingness to pursue and push the latest technological standards and trends, Apple has become among the key players in the industries it competes within. Co-founders Steve Jobs and Steve Wozniak, long time friends and newly college dropouts, started Apple in Steve Job’s parents garage with the determination to “Think Different” and deliver “computers” that the every day person could use. Founded on April 1, 1976 and incorporated January 3, 1977, Apple has seen both success and failure in the personal computer business. Originally seen as the dominant force in the early 1980’s by being first to market a computer sporting a Graphical User Interface (GUI), Apple found itself losing an uphill battle with main competitor Microsoft who offered a similar product. Unlike Apple’s operating system, Windows was available on a licensed basis to original equipment manufacturers of PC’s while Apple’s Mac OS could only be run on genuine Apple hardware. This open source strategy allowed Microsoft to gain market share at a rapid rate through easier distribution and increased flexibility among a range of hardware, allowing it to quickly pass Apple while simultaneously becoming the standard operating system for computer software development. In the early to mid 1990’s, Apple found itself in financial difficulty while struggling to hold onto its once dominant market share. Being 90 days away from bankruptcy, Steve Jobs was brought back to the company as CEO subsequent to an acquisition of his NeXT Computer Company in 1997 after being fired by the board a few years earlier (Kafka, Peter). Jobs fundamentally revived the company and brought it back to prosperity through the release of



products such as the iMac in 1998 and the iPod in 2001. In 2007 Apple revolutionized the mobile phone industry with the introduction of the iPhone. More recently, Apple has pioneered other industries including digital media content delivery with its iTunes Music Store, and mobile industry with the iPad. (Mesa, Andy F.)...

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