November 21, 2008
Apple Inc. Company Analysis
Part One: Analysis of Current Marketing Situation
Introduction to Apple Inc.
Apple Inc. is a company whose main objectives are “to design, manufacture and market personal computers and related software, peripherals and personal computing and communicating solutions” (“Wright Investors’ Service”). Originally known as Apple Computers Inc, Apple has ventured into several other areas besides that of computers, such as phones and portable music players. The company is responsible for the production of iMacs, MacBooks, iPods, and the iPhone. Apple also produces the software program, iTunes, which allows people to store and buy music in a single place. Apple Inc. customers range from educators to businesses to everyday consumers. Since it has a wide array of different products, Apple Inc is able to successfully target a large number of people. The company does most of its business through its “online stores, direct sales force, third-party retailers, and its own retail stores” (“Wright Investors’ Service”) and its operations are currently in the “United States, Europe, Japan, and Asia Pacific” (“Wright Investors’ Service”).
Apple Inc was founded on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne (Linzmayer). However, it did not truly begin to gain attention until in 1984 when Apple announced the Macintosh computer (Knight). In 1985, both Steve Jobs and Steve Wozniak left the company to pursue other goals (Knight). As the years passed by, Apple Inc. continued to release new models focusing on being more portable than other computers and trying to give their computers a unique style. Even with all the breakthroughs Apple was making, it was not able to become a dominant force in the computer world and was more successful in certain niche market segments. In 1997, Apple Inc. was hemorrhaging money, losing hundreds of millions of... [continues]
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