Becca Stroud and Matt Albion
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Apple was founded in April 1, 1976
 Steve Jobs and Steve Wozniak
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Originally a manufacturer of personal computers
for the past 20 years
 They opened their first Apple store in 2001
 Introduction of iPod music player in 2001
 Now has become the dominant market leader in
the music player industry.
 Joined the phone industry 2007 with iPhone
 Introduced the iPad 2010
 Now largest technology firm in the world
 More than $60 billion annual revenues
A report that was compiled by BrandZ found that
Apple is the world’s most valuable brand for 2011
 84% brand value change between 2010 and 2011
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153,285 ($M) in brand value
Google had been number one from 2007-2010 with
a brand value of 111,498 (M$)
 Resent
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Combination of low-profile strategies and highprofile marketing tactics
 New device in computer world: iPad
 Sold more iPads than Mac computers
 Apple have passed Dell and HP in total portable
computers due to the iPad
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Apple has created a lifestyle for their consumers and all
products integrate together.
Has a highly trained human capital allowing for competent
individuals to answer questions for customers.
 Even with the high turnover in retail.
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The setup of their stores are in a grid layout
 Strengths-
Innovative, First mover
advantage with smartphones and Strong
research and development department.
 Weaknesses- Weak
relationship with Intel
and Microsoft, Weak presence in
business arena and Slow turn around on
high demand products.
 Opportunities-
Keep coming out with
new iPhones (cult following),
downloadable music and MP3 players
are highly marketable and Online sales
for computers increasing rapidly.
 Threats-
Other companies smartphones,
Companies seeing apple software as not
compatible with what they have and
Switching technology happens quickly.
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What do you think about Apple stores?

When buying Apple products where would you
prefer to buy them?

Why is Apple different from other technology
companies?
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http://bx.businessweek.com/globalmarketing/view?url=http%3A%2F%2Fc.moreover.com%2F
click%2Fhere.pl%3Fr4602529481%26f%3D9791
http://dpnick330.wikidot.com/background
http://www.apple-history.com/?page=history&section=h1
Chapter 5 and 13 slides
http://www.mba-tutorials.com/marketing/273-apple-swotanalysis.html