Apple Case Analysis

Apple Computer

By ,

Khaja (P09034)

LIBA Chennai

History of Apple

• 1976

– Apple started in a garage in Santa Clara, CA by Steve Wozniak and Steve Jobs – A easy to use PC for small computer users

• 1980

– $117,000,000 in sales – IPO

• 1983

– Wozniak quits – Jobs hires John Sculley From Pepsi Co. to become President of Apple

• 1984

– Macintosh PC; early sales strong, later faltered.

History of Apple

• 1985

– – – – PC growth became dramatic Jobs and Sculley have a ―falling out‖, Jobs fired Sculley becomes CEO; focus on cost-cutting to beat PC Bill Gates wants to buy Mac OS. Sculley says No, Gates buys DOS from IBM.

• 1993

– Apple release Newton, the first PDA – Earnings Plunge, Apple restructures, Sculley Resigns

• 1994

– CEO Spindler; licensing of Apple to other computer makers

• 1997

– CEO Gilbert Amelio; tried to turnaround, could not. Buys NexT from Steve Jobs.

History of Apple

• 1998

– Steve Jobs returns as CEO – Got MS to invest $150 mill in Apple – Ended licensing deals with Apple clone makers.

– Restructures Apple along two products lines (iMac, iBook) – Sales return, Brand emerges, Innovative design garners market share – Stock price takes off like a rocket!

Old Vision Statement

―To make computers for the rest of us‖

Mission Statement

The Apple commitment to excellence is its mission to provide computers and service (2) for people (1) that meet the highest standards of value and reliability. Apple is one of the leaders in the computer industry and produces some of the best-selling computers and digital music products in the world (3). Apple provides the highest level of quality and value for our customers (7). Those are timeless fundamentals. We also apply innovative technology to our core business (4) to make our products irresistible to customers, beneficial to society, and profitable to our company (5). We strive to provide additional opportunities for growth and enrichment of company personnel...