Apple Inc Essay

1865 WordsMay 6, 20138 Pages
Apple Inc. was founded in 1976 by Steve Jobs and Steve Wozniak. Steve Jobs had a mission which was to “bring an easy –to – use computer to market” after just a few months a new partner, A.C Mike Markkula Jr., was brought on to be the marketing machine behind Job’s big plan. In 1978 Apple II was released and paved the way to 1 billion in annual sales in less than three years which gave the company hope for future success. With the successful launch of their IPO in 1980 Apple Inc. seemed to be a rapidly growing goldmine. With the entrance of IBM in 1981 the PC market was changed forever. IBM ‘s PC used Microsoft’s operating system and microprocessor of Intel, creating and open system that opened the door for future competitors. IBM had established it’s self as a great threat. It gained more market shares and set the new standard for the PC industry. With the launch of the first Macintosh in 1984, there was some breakthrough with ease of use but Apple still fell short due to the slow processing speed and lack of compatible software. After a as income fell 62% between 1981 and 1984, Jobs was forced out and John Sculley of Pepsi Cola was put in charge with hopes that his extensive marketing skills could save Apple. From 1985-1993 Sculley pushed Mac into new markets, with a new focus on desktop publishing and education, which was supported by new software. This new strategy grabbed half the education market and by 1990 Apple’s worldwide market share had stabilized at 8%. Apple seemed to be on top until mid-1990, when IBM struck back, lowering prices and thus attracting new customers. Sculley soon added Chief Technology Officer to his title at the same time trying to lower prices to compete with IBM by lauching MacClassic. Soon it was clear that an alliance needed to be made with IBM and the two power companies developed two joint ventures Taligent and Kaleida. After

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