Apple Inc. Case Study

3732 Words15 Pages
Can Apple successfully defend its position as an innovative powerhouse while expanding its portfolio to include media and software as well as attract new consumers? On April 1, 1976, Steve Jobs and Stephen Wozniak began the partnership that would eventually become Apple Computer in Cupertino, California. “Apple Computer, Inc. is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company’s best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools, the Safari web browser; and iOS, a mobile operating system” (Wikipedia). Some of Apple’s competitors include IBM, Dell, and HP. The first computer, the Apple I, was hand-built by Stephen Wozniak in the garage of Steve Jobs’s parents. It was known as the “kit computer” the original Apple consisted merely of a circuit board and did not even have an exterior casing. The Apple I did not sell well and this lead to the introduction of the Apple II on April 16, 1977. This helped increase the Apple’s annual sales to $10 million and the company quickly began to grow in size. Apple became a public company on December 12, 1980. In 1983, Steve Job’s recruited Pepsi-Cola CEO John Sculley as Apple’s president and CEO. But after a few years, Jobs and Sculley began to disagree over the direction of the company and this lead to Jobs leaving the company to start his own
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