Apple Computers Case Study Project

Topics: Apple Inc., Steve Jobs, IPhone Pages: 6 (2133 words) Published: May 10, 2013
Background Information
Apple computers was established on April 1, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne and incorporated on January 3, 1997. The first Apple Computer was put together by Steve Wozniak and sold for $500.00. The computer, called Apple I, went on sale in July of 1976 and consisted of a circuit board, keyboards and screens. While Wozniak built the computers himself, both he and Jobs and sold them to a computer store, the Byte Shop, in Mountain View California. Most people recall Apple Computers as being founded by “the two Steves”, Jobs and Wozniak. However, Wayne was present in the garage at the founding of Apple. Wayne, then 41, worked with Jobs at Atari during the day. It was there, Jobs (21) and Wayne became friends and also where Jobs offered Wayne a partnership in Apple computers by way of a ten percent interest in the company. Wayne accepted, and worked nights on the original Apple logo and documentation for the Apple I. On April 12, less than two weeks after Apple Computer’s founding, Wayne renounced his ten percent interest in the company for a onetime payment of $800. Although Wayne had renounced his stake in the company, he still spent some of his free time consulting on projects for Apple I. Apple followed the Apple I computer with the Apple II, introduced on April 16, 1977 and the Apple III in May of 1980. Apple also went public in 1980, “generating more capital than any IPO since Ford Motor Company and instantly creating more millionaires.” Jobs began working on the Apple Lisa in 1978 but was pushed from the Lisa to the McIntosh. Apple launched the McIntosh (Mac) in 1984. Although the Mac launched well, its follow up sales weren’t strong and this caused conflict within the Apple Corporation. Wozniak quit Apple in early 1985 after complaining of the company neglecting the Apple II. John Sculley had been hired as the CEO of Apple two years prior to the launch of the Mac. Sculley soon had enough of Jobs’ and confronted him. Sculley believed Jobs’ management style was hurting Macintosh. Later, Apple’s board of directors demoted Jobs and removed him from his managerial duties. On September 13, 1985 Jobs resigned from the Apple Corporation and a few days later started his new company, NeXT. Apple suffered through a time period where market share and stock prices declined. Then, in 1998, Apple introduced the iMac which sold almost 800,000 units in the first five months. Apple opened its first official Apple retail stores in Virginia and California on May 19, 2001. The same year, Apple announced the iPod portable digital audio player. In 2006, Jobs announced that Apple would start producing intel-based Mac computers and in January of 2006, MacBook Pro and iMac became the first Apple computers to use the Intel’s Core Duo CPU. Apple released its first iPhone on June 29, 2007 and announced the iPad on January 27, 2010. Apple’s official name was Apple Computer, Inc. for its first thirty years after its focus moved from computers to consumer electronics. Apple’s official mission statement reads, “Apple designs Macs, the best personal computers in the word, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with it’s iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and had recently introduced the iPad 2 which is defining the future of mobile medial and computing devices.” According to Computer Companies, Apple is the ninth largest computer manufacturing company in the world. It is behind other American multinational companies like HP, Dell and IBM. It is the world’s third largest mobile phone maker after Samsung and Nokia. Identification of Company Strengths

Apple excelled at planning and managing its brand. Planning is the management function of systematically making decisions about the goals and activities that an individual, group, work unit or overall organization will...
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