Apple - Company Mission Statement

EXECUTIVE SUMMARY Apple was formed in 1976 by Steve Wozniak and Steve Jobs. After some disastrous losses in the 1980’s and 1990’s to their main competitor, IBM, Apple was able to re-invent the entire company. When Jobs returned to Apple in 1996, he took an expanded role and not only continually pushed for innovative ideas and products but also compelled several structural changes. Jobs also got rid of profitless divisions and departments. Apple has been able to gain market share quicker than the competition mainly due to the “halo effect” from the iPod. The halo effect is the idea that continued sales of iPods to Windows users will eventually translate into increased Mac sales. Other factors that have contributed to Apple’s growth include: entry into fast-growing low-cost PC market with the introduction of the Mac mini, wide product range with growing mobile market, ability to offer market nearly virus free operating system platform, and continued concentration of the pressure for a digital lifestyle. Apple has continued to add new and innovative products to the market including Apple TV, the iPod and iPhone. They have been able to capture different segments of the market through their broad differentiation strategy. Apple has developed products along with marketing campaigns to appeal to the masses. In order to continue with rapid growth both on American soil and beyond, they will have to focus on distinguishing themselves with top of the line products and services. Apple has seen success and growth in the past two year in the architecture, engineering, and construction industries. The Mac has the capabilities, applications, and software preferred by professionals in these sectors. This is something for the company to grasp on to and plan for marketing to these industries. Finally, there seems to be a trend toward the notebook computer and away from desktops PC’s. Apple should continue to develop and focus on their own version of the