Apple Corporation - Case Study

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Business 204
Case Study Analysis Case 4: Apple in 2008
January 16,2010

The computer company Apple is one of the most popular computer companies in the world. Through their innovation to computer technology they have cornered the computer market. Their sales that come from a wide range of products have helped them reach the top of the computer world latter.

Apple started out unlike many companies today. In 1976, two men with a passion for building electronics started on of the most popular computer companies in the world. These men, Steve Jobs and Steve Wozniak, were in their 20’s when they first started Apple. The two men had been friends for several years. Jobs and Wozniak both members of the Homebrew Computer Club in Palo Alto, CA, began working on a design that Wozniak had created. The design would later be called the Apple I. This design was Wozniak’s first contribution to the computer world. The two men worked together in Jobs’ parents garage. Originally Wozniak had built the Apple I just for the fun of it. Jobs later persuaded Wozniak that they could sell his creation. The Apple I was debuted at a meeting of the Homebrew Computer Club in April of 1976. The two men began to sell the product to small retailers for an initial starting cost of $666. (Hill, and Jones C59-C73) They sold nearly 200 units of the Apple I model. (Hill, and Jones C59-C73)

With the hit they had created they began working on the Apple II. During this time the two men were introduced to Mike Markkula who was a retired millionaire who had worked for Fairchild and Intel. After tempting Markkula to invest money and join the team was becoming more powerful. Markkula insisted that they hire someone who had more business experience to join the team also to help the not so business savvy computer nerds. Michael Scott was hired to join the team as president of Apple. This would help Apple become a big player in the computer world. (Hill, and Jones C59-C73)

The Apple II was introduced in 1977. This machine was more eye appealing that the Apple I. It had a hard plastic case and no visible screws or bolts. This was huge in the computer world as most computers at this time looked as though they were built computer enthusiasts at home. The next year Apple incorporated something that was new to the personal computer world. They added a disk drive to the compute that allowed third party developers to create software programs for the Apple II. The disk drive used what were called floppy disks. Two of the most notable programs to emerge were EasyWriter, which was a word processing program, and VisiCalc, which was a spreadsheet program. The VisiCalc was a hit. This program created a new market for Apple; the business world was in love with the programs. (Hill, and Jones C59-C73) Businesses could use the program for financial planning and accounting. The Apple II also became a staple for classrooms across the country, because it was easy to use and provided educational aspects to students. Near the ending of 1980, the Apple had sold over 100,000 Apple IIs, making Apple the leader in the personal computer industry. Total Apple sold nearly 2 million computers. The Apple II was constantly being revamped and improvements were being created all along the way. This model was produced until 1993. Meanwhile Apple released the Apple III, but after being rushed through development and an early release cause this model to fail due to bugs and had a problem with crashing all the time. In 1981 the Apple III had all the kinks worked out and was released again.

The year 1980 gave birth to the Macintosh. Jobs spent many hours on research and development and gave birth to a new machine unlike any others. With technologies that he saw on visits to Xerox’s Research Center, Jobs had these new technologies added to the Macintosh. Most notably a GUI or graphical user interface, programs accessible through on screen icons, a computer mouse that would allow a user...
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