Apple

CASE STUDY

Apple

Janett Benoit

MAN 4061

02/08/2012

Overview – On April 1, 1976, Steve Jobs and Stephen Wozniak began the partnership that would eventually become Apple Computer. Both electronic gurus, Jobs and Wozniak had known each other since high school and had worked together previously on other projects. In early 1976, Wozniak had been working on combining video monitors with computers. His idea was to invent a user-friendly computer that ordinary consumers could buy. Wozniak, who worked for HP at the time, decided to approach his employer with his idea. HP, however, did not see a future for personal computers (PCs) and soundly rebuffed him. At that point, Steve Jobs told his friend Wozniak that they should go into business together and sell computers themselves.

Apple has an "i" for revolutionary technology. Since its release, the company's iPhone has spurred a revolution in cell phones and mobile computing. It also continues to innovate its core Mac desktop and laptop computers, all of which feature its OS X operating system, including the iMac all-in-one desktop and MacBook portable for the consumer and education markets, and the high-end Mac Pro and MacBook Pro for consumers and professionals involved in design and publishing. Apple scored a runaway hit with its digital music players (iPod) and online music store (iTunes). Its iPad tablet computer has become another game-changer in the consumer market. Apple gets nearly 40% of sales from customers in the US.

Vision and Mission Statement -- 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.

Goals and Objectives –After taking on new partners to fund expansion plans, the company officially became Apple Computer, Inc., in early 1977. Within months, the recapitalized company introduced the Apple II, the first computer to come...