Apple: a Case Study Analysis

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APPLE: A Case Study Analysis Shane R. Mittan, Project Manager Western Michigan University

School of Communication Telecommunications Management 4480 Western Michigan University 1903 West Michigan Avenue Kalamazoo, Michigan 49008 Thursday, January 28, 2010

APPLE: A Case Study Analysis Shane R. Mittan, Project Manager

Thursday, January 28, 2010 ©2010 Shane R. Mittan

Shane R. Mittan Bachelor of Arts (BA) Telecommunications and Information Management Western Michigan University College of Arts & Sciences School of Communication 1903 West Michigan Ave. Kalamazoo, MI 49008 Tel: (989) 339-1688 Email: ShaneMittan@gmail.com Web: http://homepages.wmich.edu/~s5mittan

TABLE OF CONTENTS
I. HISTORICAL OVERVIEW ................................................................................. 2 The First Apple Computers................................................................................................................... 2 Figure 1 (Apple Logo, 1976) ................................................................................................................. 2 Creating an Image ................................................................................................................................. 3 Figure 2 (Apple Logo, 1977) ................................................................................................................. 3 Graphical User Interface ....................................................................................................................... 4 The Macintosh ...................................................................................................................................... 5 Figure 3 (Graphical User Interface of the Apple Macintosh) .......................................................................... 5 Jobs’ NeXT Move................................................................................................................................. 6 Jobs’ Personality ................................................................................................................................... 7 The iPod and iTunes Media Store......................................................................................................... 8

II. ORGANIZATIONAL STRUCTURE .................................................................. 9 Table 1 (Apple Organizational Chart) ......................................................................................................

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III. BUSINESS OPERATIONS .............................................................................. 9 Business Philosophy ............................................................................................................................. 9 Commitment to Innovation ................................................................................................................. 10 Current Products ................................................................................................................................. 11 The MacBookPro and MacBook .................................................................................................... 12 Mac OS X ....................................................................................................................................... 12 The iPod and iTunes Media Store .................................................................................................. 13 The iPhone ..................................................................................................................................... 13 The iPad ......................................................................................................................................... 13

IV. FINANCIAL PERFORMANCE ...................................................................... 14 Figure 4 (Apple's Net Sales of Operating Segments)...
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