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Apple Inc. Case Study Analysis

1803 words - 8 pages

The present case study «Apple Inc. in 2010» deals with the main problems of Apple Inc. (previously known as Apple Computer, Inc. for the first 30 years) - an American multinational corporation that along with its subsidiaries designs, manufactures and sells personal computers, consumer electronics and software. The company's best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its most popular software includes the Mac OS X - a PC operating system and iOS – а mobile operating system as well as the iTunes media store.
By 2009 Apple Inc. had over 300 retail stores in several countries. It is one of the largest publicly traded companies in the ...view middle of the document...

In 1979 Mr. Jobs saw a prototype personal computer during a visit to Xerox’s Research Center. A range of ideas about computer design and graphical user interface followed and Apple presented the Macintosh (1984) becoming the first personal computer to use a GUI and a mouse.
Notwithstanding its initial success (selling 100.000 PCs in 1980) the Mac still sold poorly especially with the arrival of IBM to the PC market and Jobs was induced to leave the company in 1985, forced out by chief executive, John Sculley, his own recruit from Pepsi. At first Apple prospered under Mr. Sculley, and the Macintosh briefly reached a market share of more than 15 percent of the personal computer industry, taking its niche in desktop publishing and education. But the company collapsed as Microsoft’s Windows 3.0 operating system became the desktop computing standard. After a succession of dramatic failures of the Sculley management (gross margin dropped to 34%) Michael Spindler became the company's new president but he was also substituted by Gilbert Amelio in 1996 after the company lost 69$ USD. In 1997 Apple recalled Jobs. The compamy's current era of prosperity started when Mr. Jobs returned after more than a decade in exile. At the time, many analysts gave him little chance of resurrecting the company but he successfully returned the company to profitability by introducing more innovative products.
The introduction of the iPod music player in 2001 set the company on its current course as a major force in consumer electronics. The iTunes Music Store, created to enable users to fill the device with audio, has made Apple an important force in the music industry as well. Over 10 billion songs from the store have been downloaded since the site went active in April 2003.
In 2007 Apple introduced the iPhone, a combination of entertainment, computing and communications that has changed the cellular phone industry.
In April 2010, Apple announced that it had sold more than 300,000 iPads on the device’s first day on the market, a figure that included preorders. That met the expectations of financial analysts who were expecting the release of the company’s highly anticipated tablet computer. Apple also said iPad users had downloaded more than one million apps from the company’s App Store and more than 250,000 electronic books from its iBookstore.
Until present the core Apple products are: Macintosh PCs (Mac Mini, iMac, Mac Pro, MacBook Pro and MacBook Air) as well as accessories (Time Capsule,  Magic Mouse, Wireless Keyboard, Apple Battery Charger just to name a few), iPod (iPod Shuffle, iPod Nano, iPod Touch), iPhone and iPad. The product line also includes Apple TV and such software as Mac OS X and iOS, iTunes and AppStore. In January 2007 computers were no longer the main focus of the company, which had expanded its product line and shifted its emphasis to mobile electronic devices.
Having performed a SWOT analysis on the Apple Inc. company I have come to the...

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