In Germany there are three retail stores in Munich, Frankfurt and Hamburg. Apple has approximately 35,100 employees worldwide (Q1 FY 2009). In the fiscal year ending September 29, 2008 Apple had a turnover of US$36. 537 billion. The Breaburn Capital and the FileMaker Inc. are the two subsidiaries of Apple. Apple has a huge customer base which belongs to the company and its brand. The Fortune magazine nominated Apple as the most admired company in the United States in 2008 and in the world in 2009. The CEO, chairman, and co-founder of the company is Steve Jobs. The COO is Timothy Cook.
According to the group of market research Millward Brown Apple is on the 6th position of the most expensive brands in the world with a value of about US$55. 2 billion. The market share of Apple in the computer industry worldwide constituted 3. 3 % in the second quarter of 2008 and in the US computer industry it constituted 8. 5 %. The market share of the MP3-Player constituded 72 % in the USA because of the various iPod models. 85 % of the people in the USA download their music from the iTunes Store. The Products Mac Pro, Mac Mini, iMac, MacBook, MacBook Air, MacBook Pro
Xserve iPhone iPod shuffle, iPod nano, iPod classic, iPod touch Apple TV, Cinema Display, Air Port, Time Capsule Mac OS X (server ? iPhone OS), iLife, iWork History 1976 – 1980 Apple Computer Inc. was established on April 1, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. They sold the Apple I personal computer kid, which went on sale in July 1976. The company was incorporated on January 3, 1977 without Wayne because he sold his share back to Jobs and Wozniak. On April 16, 1977 the Apple II was launched and in May 1980 the next generation, the Apple III came on the market. 981 – 1985 The Apple Lisa became the first personal computer in 1983. In 1984, the Macintosh was introduced and Apple had a very famous $1,5 million TV advertisement called ’1984’ to sell the Macintosh. Today we know that this TV spot was a turning point event for Apple’s success and a ’masterpiece’. In 1985, there was a competition between Jobs and the CEO John Sculley. Because of that, Jobs had to resign from his managerial tasks. During the early 1980’s one Apple II and one Apple LOGO software package were in every school in the USA. 1986 – 1993
In 1989, Apple established the Macintosh portable, but it had no success, so Apple introduced the PowerBook in 1991. In the same year, Apple’s System 7 was launched, an upgrade to the operating system. The Magazine ’MacAddict’ called the period between 1989 – 1991 ’the first golden age’ of the Macintosh because of the success of e. g. the PowerBook. In 1990, Apple introduced the Macintosh LC. It had an expansion slot, so that the Apple II users were able to migrate to the Macintosh platform. As a result, Apple stopped selling the Apple IIe in 1993. In the same year, Michael Spindler became the new CEO. 994 – 1997 In 1994, Apple formed the AIM alliance with IBM and Motorola. Apple released the Power Macintosh which used the IBM PowerPC processsor as the first Apple computer. In 1996, Gil Amelio became CEO. He changed a lot of things in the company and fired many people. He also decided to bring Steve Jobs back to Apple as an advisor. In 1997, Steve Jobs got the job of the meantime CEO and started to rearrange the product line. At the Mac Expo in the same year, Jobs published that Apple and Microsoft will put new versions of Microsoft Office for Macintosh on the market.
On November 10, 1997, the Apple Store was released. 1998 – 2005 On August 15, 1998, the iMac, a new all-in-one computer came on the market. It was sold nearly 800,000 times in the first month and led Apple back to profitability for the first time since 1993. From 1998 – 1999 Apple released a lot of new programs and softwares such as iMovie, iPhoto and iLife. On March 24, 2001, a new operating system, Mac OS X, was released. The first official Apple Retail Stores in Virginia and California were opened on May 19, 2001 and at the same time the iPod came on the market.
It was very successful and it is until today. In 2003, the Apple iTunes Store was released to create a possibility to buy songs for $0,99 and integrate it with the iPod. The iTunes Store quickly became the market leader in online music services. 2005 – present On June 6, 2005, Steve Jobs announced that Apple would start to produce computers which use the Intel Core Duo CPU. On January 10, 2006, the New MacBook Pro and the new iMac, the first computers with this processor, were introduced. By August 7, 2006, all Mac computers had this new processor; the Mac Pro, MacBook and MacBook Pro.
Boot Camp was also released by Apple, which helps users to install Windows on their Macs. Because of the success of this products, the stock price increased more than tenfold. At the Macworld Expo on January 9, 2007, Steve Jobs said that Apple Computer Inc. would be renamed as Apple Inc. On that day, the iPhone and the Apple TV were announced, too. Because of this event, Apple’s share price passed the $100 mark in May. On February 6, 2007 Apple pointed out that the music from the iTunes Store can now be played on third-party players (without DRM) if the record labels would agree.
On April 2, 2007 Apple and EMI published that the music from EMI has no longer the DRM technology. On July 11, 2006, the App Store was introduced where you can buy apllications for the iPhone and the iPod Touch. On October 2008, Apple had become the third-largest mobile phone offerer in the world because of the popularity of the iPhone. From January 2009 until June 2009 Steve Jobs took a rest because of his health and also to help the company make a better focus on its products. In the first quarter of 2009 Apple recorded a revenue of $8. 16 billion and a profit of $1. 21 billion.
My opinion * I think Apple is a company which has developed a lot in the last years. The design of all the Apple products is unique and the technology of the products is very good. I also think that the handling of the products is very easy. Of course there are a lot of other companies who want to copy the design. A lot of people have minimum one product of Apple at home. Another strenght of Apple is the product diversification and the wide range of iPods and Macs. They also have a strong management and an excellent leader, Steve Jobs, who represents the company to the outside.