Cas d'entreprise Apple (document en anglais)

CASE ANALYSIS – « Apple »

Company’s history

Apple Computer first came to be a company in 1976 when Steve Jobs and Steve Wozniak released the Apple I they build in they garage.

In 1984, Apple launched the first Macintosh in response to the IBM competition. However, the Mac’s slow processor speed and lack of compatible software limited sales and caused a small crisis in the company.

In order to face this crisis, Apple recruited John Sculley famous for his marketing skills. He pushed the Mac into new markets, most notably in desktop publishing and education.

Until the nineties, the company produced some of the best personal computers that could be found on the market, including the Apple brand, Macintosh and Power Mac computers. However, they saw a downfall in their sales after nineties as the competition began to increase and the company was then trying to figure out what to do differently to keep their company running.

The year 2001 was a banner year for the company since this was the year that they introduced the Apple iPod, which is one of those devices that have many other companies copying, though none can be as good as the original.

Now, Apple is a brand that most people automatically know all over the world. They are known for their innovative technology that is usually the first of its kind on the market and something that all people love to own and make their lives a bit easier with the advancements that they gave people.

Key New Product Release Dates

Date Product Illustration

01/24/1984

Macintosh

01/xx/1998

iMac

11/10/2001

iPod

01/10/2006

MacBook

06/29/2007

iPhone

01/15/2008

MacBook Air

07/11/2008

iPhone 2

06/08/2009

iPhone 3

04/03/2010

iPad

03/11/2011

iPad 2

05/11/2011

iPhone 4

03/07/2012

iPad 3

09/12/2012

iPhone 5

11/02/2012

iPad 4 and iPad Mini

Current analysis

Nowadays, Apple is the world's second-largest information technology company by revenue after Samsung Electronics, and the world's third-largest mobile phone maker after Samsung and Nokia. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.

As of November 2012, Apple maintains 394 retail stores in fourteen countries as well as the online Apple Store and iTunes Store. It is the second-largest publicly traded corporation in the world by market capitalization, with an estimated value of US$414 billion as of January 2013. As of September 29, 2012, the company had 72,800 permanent full-time employees and 3,300 temporary full-time employees worldwide. Its worldwide annual revenue in 2012 totalled $156 billion.

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