Apple, Inc in 2010

Case #10

Apple, Inc.

In 2010

January 25, 2012

Overview

Apple Computer was founded in 1976 by Steven Wozniak and Steven Jobs. The company first mass produced computer was the Apple II. They then followed up with the Macintosh that did not do so well compared to IBM. Steve Jobs had left in 1985 after being stripped of decision making abilities and acquired NeXT. During the next few years, Apple did not fair too well. They had some good product releases, but could not stand up to the preferences of businesses towards PC’s. John Sculley was CEO during this time, up until 1993. Steve Jobs was hired back as CEO in 1997 and began recording profits starting in 1998. The release of the iPod earned modest sales until iTunes released in 2003. These products renewed the interest of the public and helped transform the company into a strong consumer electronics company.

Company Mission

"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 has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices." (Apple Inc. Mission Statement Is Not Very Innovative and Barely a Mission At All, 2012)

Internal/External Analysis

Strengths

Apple has a strong line of products in hardware (Mac personal and desktop), software (Mac OS X, Quick Time, Logic pro), consumer electronics (iPod, iPad, iPhone) and retail stores.

Apple is an established brand name with loyal customers that get excited about the new products.

Weaknesses

Pressure to create newer and better products that the consumer will buy.

Price tag on the products is expensive and turns a portion of possible sales away.

Opportunities

Apple has the opportunity to be compatible with Microsoft applications.

Create partnerships with mobile...