Apple's Case Study

2987 Words12 Pages
I. Introduction: What the company does Apple Inc. designs, develops and sells consumer electronics, computer software, online service and personal computers. [1] How is develop historically In 1976, Steve Jobs and Steve Wozniak founded Apple Computer. With the concept of easy-to use computer, Apple quickly became the industry leader, and launched a successful IPO in 1980.But in 1981, IBM entered the PC market with Microsft’s DOS and microprocessor from Intel, and they not only gained more market share, and emerged as the new standard for the industry. As a result, Apple’s net income fell 62% between 1981 and 1984, Jobs was forced out in 1985.After that to 1993, under new board member John Sculley Apple grabbed more than half the market in education and became most profitable PC company in the world. After Sculley, the year of Spindler and Amelio years, they tried premium-price differentiation strategy. Amilio acquired Next Software founded by Jobs after he left apple and planned to develop new OS based on Next and Jobs also returned to Apple. Despite more job cuts and restructuring efforts, Apple faced a crisis of bankruptcy. To save the company, Jobs became the company’s interim CEO in 1997.Under his “closed door policy”, the iMac succeeded. Coincidentally, he succeeded to bring new brand image of Apple through multimillion-dollar marketing campaigns. [2] They succeeded with introduction of iPod music player in 2001 and iTunes Music Stores in 2003. The company is now also known for its iOS range of smartphone, media player and tablet computer. [3] What problem it is experiencing? -Greatest uncertainty for competitor in smartphone and Tablet -Lower expenditure on compared to competitors leads to fewer patents, innovation and products -Strong U.S. dollar -Lawsuits over patent How are you going to approach the issues? -Keep their brand image
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