Story of Apple

By

Nidhi Ahuja

Apple’s vision is to

build a company that

turns powerful

technology into tools

that are easy to use,

tools that will help

people realize their

dreams and change

the world for better.

Apple was

born as a

personal

computers

company

With a combination of skilled management, long term planning and

innovative business strategies.

Apple is now involved in consumer electronics and software products including music, multimedia, retail, and tablet industries

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop and sell personal computers.

PROFILE

• Established: April 1,

1976

• Founders: Steve Jobs,

Steve Wozniak,

Ronald Wayne

• Key people: CEO – Tim

Cook

• Total revenue: $215.6

billion

• Headquarter: California,

United States

• Area served: Worldwide

Today, people gather up

in lines to lay their hands

on the new products

Apple rolls out!

How did they build

such a strong

brand?

But how exactly?

They say..

What makes

Apple, it?

• Creating, producing and

launching new-to-the-

world products.

• Creative and innovative

marketing strategies.

• Research & Development.

Product lines and

extensions:• Mac: MacBook, MacBook Pro, MacBook

Air, iMac, Mac Mini

• Software: macOS, iLife, iWork, Logic Pro X, Swift Playgrounds

• Apple music, iTunes

• Apple TV

• iPod

• iPad

• iPhone

• Apple watch

ProductStrategy

• Today product strategy is at the core of marketing strategy of Apple.

• They have a competitive advantage. They produce user friendly and highly intuitive products.

• They focus highly on the design. It’s simple and uniform.

• Create and sustain brand loyalty through complimentary products.

• Maintain brand image through premium pricing options.

Unique advertising situation for iPhones

• There’s no extensive marketing

strategy.

• They assign a minimal

advertisement budget to

iPhones

• Network carriers announce to

their existing consumer base

and target marketing on their

behalf.

• The product is highly valuable

because of it’s popularity

• The network carriers advertise

for themselves if they want to

capitalize their profits.

What’s their

formula for

advertising?

Like that of McDonald’s?

The 1990s Think Different campaign linked Apple to famous social figures such as John Lennon and Mahatma Gandhi, while also introducing "Think Different" as a new slogan for the company.

Apple isn’t just famous for its computers. It is responsible

for some of the most charming adverts in history!

Research & Development

• They spent more that 10 billion on

R&D

• They established their first

directly invested research centre

recently in Chine at total

investment of 50 million

Apple and competition

• Apple’s competitors include Samsung, Microsoft, Google and Amazon

• Google competes with Apple by their Android software and smartphone range

• Apple dominates with the iPads but Amazon and Microsoft are gearing up

• Samsung is its largest competitor in smartphone market

What’s next for Apple?

Future & Risks

• iPhone sales are declining

• They are moving their focus on selling peripherals around iPhone

• Apple watch wasn’t a big hit

• Pushing users onto more expensive iPhone

• Updates are likely to be less impressive in future

• Potential for Apple now lies outside iPhones

DisclaimerAssignment as a part of internship under Prof. Sameer

Mathur

Prof. Sameer Mathur, IIML Nidhi Ahuja, NIT Bhopal