Apple

Abdullah Osman Case 1 “Apple Inc”: how Apple managed to reinvent itself over the years. TM583 May 08, 2009 It starts as a hobby between two high school friends Steven Wozniak and Steven Jobs; Wozniak was interested in computer-design while Jobs had an eye on the future for the computer industries. In April 1, 1976 they announced the born of a new company called Apple with their project Apple I computer machine, which was not very serious till they take off in 1977 when the Apple II debuted at a local computer trade show and was an impressive innovation, a personal computer come in a plastic case and include color graphics with a television set as the screen. Today the company is number 71 on fortune top 100 list and at third place after HP and Dell in the computers and office equipment industries with more than $32 million in revenues. The company designs, manufactures and markets Digital devices, personal computers, software, and peripherals, concentrating on unique designs such as iMAC, iPod and iPhone. Apple could exploit the computer industries barriers – the low Minimum Efficient Scale (MES) - and enhanced its competitive advantages to share the market with companies like IBM, Altair. The market was growing slowly; which causes firms to fight for market share, some companies slashed on the R&D (fixed costs) and focused on investing more in existing product lines, Not Apple Company which was a great place for innovations, but without a leader who can utilize these innovations. Apple falls off the industry’s map in the years before 1997 and history shows many of successful and failure innovations that affect the company’s market share, until Stephen Jobs was announced as "interim CEO”: Chronology of Apple Innovations: I will divide Apple history into three eras, each with its own characteristics: • • • First: 1976 – 1990 Second: 1991 – 1997 Third: 1997 – present

1976 – 1990: innovations era During this era Apple invest decently on its innovations and...