Apple Inc

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Group Assignment

APPLE COMPUTER

Strategic Management (MRC2213)

Prepared by
Norhayati Sulaiman (MR111202)
Ahmad Akmal Mohd Idris (MR121007)
Nor Fadillah Md Ali (MR 11150)

For
Dato’ Dr. Mohd Padzil Bin Hashim
International Business School
UniversitiTeknologi Malaysia

Introduction
Apple Computer Inc was established by Steve Wozniak and Steve Jobs in April 1976. It all started after Wozniak made a box called Apple 1 computer, it has no keyboard and no power supply but it was sold by 50 units in San Francisco Bay for $666. In 1978, it has 100 dealers across the United States. Apple 2e and Apple 2c came about. 1980s Macintosh was launched, but the sales decline due to high price and limited range of software titles. Early 1990s, Powerbook was introduced, a 17 pound machine with a 12 hour battery life. In early era of Apple Comp. it produced digital camera, portable CD audio players, speakers, video consoles and TV appliances. Iphone spurred a revolution in cell phones and mobile computing. Jobs left Apple in 1985. He started NeXT, a venture designed to create computers while NeXT was growing, Apple was declining. Increased competition, a lack of innovative products, as well as falling hardware and software prices all combined to reduce Apple.’s worldwide market share. 1996, Apple CEO Gil Amelio brought Jobs back as an informal advisor, Apple purchased NeXT. Starting from the last quarter in 1997, Apple posted profits in three consecutive quarters, and in 1998, Jobs was appointed interim CEO. IMac was launched in mid-1998s. 2004, Apple released the iMac G5, and the following year, the company introduced the Mac Mini. 2001, Apple introduced the first edition of iTunes, iTunes Music Store (iTMS) on April 28, 2003. 2001, Apple entered the digital music market by launching the iPod. The PowerMac was eliminated and replaced with the MacBook Pro.

Vision
Apple ignited the personal computer revolution in the 1970s, Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple continued to bring the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet software.

Mission
Apple Computer is committed to protecting the environment, health and safety of our employees, customers and global communities where we operate. We recognize that by integrating sound environmental, health and safety management practices into all aspect of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement , health and safety management systems and in the environmental quality of our products, processes and services.

Strategic Issues
a) Security concern - With iPhone success now makes them a target by virus writers.  Apple lack of strong experience in enterprise computing security where the issues are now are major concern. Apple has to increase its security capabilities to deal with this.

b) High control –Apple’s ability to innovate new business models in music and now cellular underscores is one of their strength but most frequently ignored. If more attention is given to this it will gives them substantial influence but at the same time it can makes them very threatening when they introduce more devices and services. Apple will have to put more attention on what they exchange or share for that control.

c) Services –Apple traditional products were patented, copyrights protect and design protects however its services are easily copied.  To date, Apple services such as iTunes and Apps are tightly integrated with their products.  Apple lacking in balancing their product and service businesses because different business models invite different competition. Apple should strengthen its service businesses.

d) Individual customer...
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