1. Company profile
Apple Inc. (formerly Apple Computer, Inc.) is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company's best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad (Apple calls its computers
Macintoshes or Macs, and it calls its laptops MacBooks. Their popular line of mobile music players are called iPods and a smart phone they have released is called the iPhone.). Its software includes the OS X and iOS operating system; the iTunes media browser; and the iLife and iWork creativity and production suites. Apple is the world's third-largest mobile phone maker after Samsung and Nokia. Established on
April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the company was named Apple Computer, Inc. for its first 30 years. The word
"Computer" was removed from its name on January 9, 2007, as its traditional focus on personal computers shifted towards consumer electronics.
As of July 2011, Apple has 364 retail stores in thirteen countries as well as the online Apple Store and iTunes Store. It is the largest publicly-traded corporation in the world by market capitalization, with an estimated value of US$626 billion as of
September 2012. The Apple market cap is larger than that of Google and Microsoft combined. As of September 24, 2011, the company had 60,400 permanent full-time employees and 2,900 temporary full-time employees worldwide; its worldwide annual revenue in 2010 totaled $65 billion, growing to $108 billion in 2011.
Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. However, the company has received widespread criticism for its contractors' labor practices, and for Apple's own environmental and business practices. Apple topped list of the World's Most Powerful
Brands on October 2, 2012.
2. Current products
2.1 iPad
On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad running a modified version of iOS. It offers multi-touch interaction with multimedia formats including newspapers, magazines, ebooks, textbooks, photos, movies, TV shows videos, music, word processing documents, spreadsheets, video games, and most existing iPhone apps. It also includes a mobile version of Safari for web browsing, as well as access to the App Store, iTunes Library, iBookstore,

contacts, and notepad. Content is downloadable via Wi-Fi and optional 3G service or synced through the user's computer. AT&T was initially the sole US provider of 3G wireless access for the iPad.
On March 2, 2011, Apple introduced an updated iPad model which had a faster processor and two cameras on the front and back respectively. The iPad 2 also added support for optional 3G service provided by Verizon in addition to the existing offering by AT&T. However, the availability of the iPad 2 has been limited as a result of the devastating earthquake and ensuing tsunami in Japan in March 2011.
On March 7, 2012, Apple introduced the third generation iPad (dubbed "the new iPad" by Apple). The third-generation iPad added LTE service from AT&T or
Verizon and an upgraded processor, the A5X. It also added the Retina display (2048 by 1536 resolution), originally implemented on the iPhone 4 and iPhone 4S. The dimensions and form factor remained relatively unchanged, with the new iPad being a fraction thicker and heavier than the previous version, and minor positioning changes.
Since the tablet launched in 2010, iPad users have downloaded 3 billion apps, while the total App Store downloads is up to over 25 billion downloads.
2.2 iPod
The current iPod family, featuring the iPod Shuffle, iPod Nano, iPod Classic, and iPod Touch
On October 23, 2001, Apple introduced the iPod digital music player. It has evolved to include various models targeting the wants of different users. The iPod is the market leader in portable music players by a significant margin, with more than
220 million units shipped as of September 2009[update]. Apple has partnered with
Nike to offer the Nike+iPod Sports Kit enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website. Apple currently sells four variants of the iPod.
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 iPod Shuffle, ultraportable digital audio player first introduced in 2005, currently available in a 2 GB model. iPod Nano, portable media player first introduced in 2005, currently available in 8 and 16 GB models. The latest generation has a FM radio, a pedometer, and a new multi-touch interface that replaced the traditional iPod click wheel. iPod Classic (previously named iPod from 2001 to 2007), portable media player first introduced in 2001, currently available in a 160 GB model. iPod Touch, portable media player that runs iOS, first introduced in September
2007 after the iPhone went on sale. Currently available in 8, 32, and 64 GB models. The latest generation features the Apple A4 processor, a Retina

Display, and dual cameras on the front and back. The back camera allows for
HD video recording at 720p.
2.3 iPhone
On October 4, 2011, Apple unveiled the iPhone 4S, which was released in the
United States, Canada, Australia, United Kingdom, France, Germany, and Japan on
October 14, 2011, with other countries set to follow later in the year. This was the first iPhone model to feature the Apple A5 chip, as well as the first offered on the
Sprint network (joining AT&T and Verizon Wireless as the United States carriers offering iPhone models). On October 19, 2011, Apple announced an agreement with
C Spire Wireless to sell the iPhone 4S with that carrier in the near future, marking the first time the iPhone was officially supported on a regional carrier's network.
Another notable feature of the iPhone 4S was Siri voice assistant technology, which Apple had acquired in 2010, as well as other features, including an updated 8 megapixel camera with new optics. Apple sold 4 million iPhone 4S phones in the first three days after its release, which made it not only the best iPhone launch in Apple's history, but the most successful launch of any mobile phone ever. On Wednesday
September 12, 2012, Apple's sixth edition iPhone, the iPhone 5 was announced. It featured a bigger screen, 4G LTE connectivity, and a new Apple A6 chip among many other improvements. Apple sold two million iPhone's in the first twenty four hours of pre ordering.
2.4 Apple TV
At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously known as the iTV), a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a wired network, with one computer's iTunes library and streams from an additional four. The Apple TV originally incorporated a 40 GB hard drive for storage, includes outputs for HDMI and component video, and plays video at a maximum resolution of 720p. On May 31, 2007 a 160 GB drive was released alongside the existing 40 GB model and on January 15, 2008 a software update was released, which allowed media to be purchased directly from the Apple TV. In
September 2009, Apple discontinued the original 40 GB Apple TV and now continues to produce and sell the 160 GB Apple TV. On September 1, 2010, alongside the release of the new line of iPod devices for the year, Apple released a completely redesigned Apple TV. The new device is 1/4 the size, runs quieter, and replaces the need for a hard drive with media streaming from any iTunes library on the network along with 8 GB of flash memory to cache media downloaded. Apple with the Apple
TV has added another device to its portfolio that runs on its A4 processor along with the iPad and the iPhone. The memory included in the device is the half of the iPhone

4 at 256 MB; the same as the iPad, iPhone 3GS, iPod touch 3G, and iPod touch 4G. It has HDMI out as the only video out source. Features include access to the iTunes
Store to rent movies and TV shows (purchasing has been discontinued), streaming from internet video sources, including YouTube and Netflix, and media streaming from an iTunes library. Apple also reduced the price of the device to $99. A third generation of the device was introduced at an Apple event on March 7, 2012, with new features such as higher resolution (1080p) and a new user interface.
3. Marketing
Apple aficionados wait in line around an Apple retail store in anticipation of a new product. This branch is located on Fifth Avenue in New York City, with a glass cube housing a cylindrical elevator and a spiral staircase that lead into the subterranean store.
Apple' brand and brand community. Apple's brand's loyalty is considered unusual for any product. At one time, Apple evangelists were actively engaged by the company, but this was after the phenomenon was already firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism “something that was stumbled upon”. Apple has, however, supported the continuing existence of a network of Mac User Groups in most major and many minor centers of population where Mac computers are available.
Mac users would meet at the European Apple Expo and the San Francisco
Macworld Conference & Expo trade shows where Apple traditionally introduced new products each year to the industry and public until Apple pulled out of both events.
While the conferences continue, Apple does not have official representation there.
Mac developers, in turn, continue to gather at the annual Apple Worldwide
Developers Conference.
Apple Store openings can draw crowds of thousands, with some waiting in line as much as a day before the opening or flying in from other countries for the event.
The New York City Fifth Avenue “Cube” store had a line as long as half a mile; a few
Mac fans took the opportunity of the setting to propose marriage. The Ginza opening in Tokyo was estimated in the thousands with a line exceeding eight city blocks.
John Sculley told The Guardian newspaper in 1997: “People talk about technology, but Apple was a marketing company. It was the marketing company of the decade.”
Research in 2002 by NetRatings indicates that the average Apple consumer was usually more affluent and better educated than other PC company consumers. The research indicated that this correlation could stem from the fact that on average Apple
Inc. products are more expensive than other PC products.

3.1 Name
According to Steve Jobs, Apple was so named because Jobs was coming back from an apple farm, and he was on a fruitarian diet. He thought the name was “fun, spirited and not intimidating”.
3.2 Logos
The original logo with Isaac Newton under an apple tree
The rainbow “bitten” logo, used from late 1976 to 1998
The monochrome logo, used since 1998
Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree.
Almost immediately, though, this was replaced by Rob Janoff's “rainbow Apple”, the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.
Janoff presented Jobs with several different monochromatic themes for the “bitten” logo, and Jobs immediately took a liking to it. While Jobs liked the logo, he insisted it be in color to humanize the company. The Apple logo was designed with a bite so that it would not be recognized as another fruit. The colored stripes were conceived to

make the logo more accessible, and to represent the fact the Apple II could generate graphics in color.
This logo is often erroneously referred to as a tribute to Alan Turing, with the bite mark a reference to his method of suicide. Both the designer of the logo and the company deny that there is any homage to Turing in the design of the logo.
In 1998, with the roll-out of the new iMac, Apple discontinued the rainbow theme and began to use monochromatic themes, nearly identical in shape to its previous rainbow incarnation, on various products, packaging and advertising. An
Aqua-themed version of the monochrome logo was used from 2001–2003, and a
Glass-themed version has been used since 2003.
Steve Jobs and Steve Wozniak were Beatles fans, but Apple Inc. had trademark issues with Apple Corps Ltd., a multimedia company started by The Beatles in 1967, involving their name and logo. This resulted in a series of lawsuits and tension between the two companies. These issues ended with settling of their most recent lawsuit in 2007.
3.3 Slogans
Apple's first slogan, “Byte into an Apple”, was coined in the late 1970s. From
1997–2002, Apple used the slogan “Think Different” in advertising campaigns.
Although the slogan has been retired, it is still closely associated with Apple. Apple also has slogans for specific product lines — for example, “iThink, therefore iMac” was used in 1998 to promote the iMac, and “Say hello to iPhone” has been used in iPhone advertisements. “Hello” was also used to introduce the original Macintosh,
Newton, iMac (“hello (again)”), and iPod.
3.4 Advertising
Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial to the more modern 'Get a Mac' adverts, Apple has been recognized in the past for its efforts towards effective advertising and marketing for its products, though its advertising has been criticized for the claims of some more recent campaigns, particularly 2005 Power Mac ads and iPhone ads in Britain.
Apple's product commercials gained fame for launching musicians into stardom as a result of their eye-popping graphics and catchy tunes. First, the company popularized Canadian singer Feist's “1234” song in its ad campaign. Later, Apple used the song “New Soul“ by French-Israeli singer-songwriter Yael Naïm to promote the MacBook Air.The debut single shot to the top of the charts and sold hundreds of thousands of copies in a span of weeks.
4. Corporate affairs

During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own. This trend was largely reversed in the late 1990s beginning with Apple's adoption of the PCI bus in the
7500/8500/9500 Power Macs. Apple has since adopted USB, AGP,
HyperTransport,Wi-Fi, and other industry standards in its computers and was in some cases a leader in the adoption of standards such as USB. FireWire is an
Apple-originated standard that has seen widespread industry adoption after it was standardized as IEEE 1394.
Ever since the first Apple Store opened, Apple has sold third party accessories.
For instance, at one point Nikon and Canon digital cameras were sold inside the store.
Adobe, one of Apple's oldest software partners, also sells its Mac-compatible software, as does Microsoft, who sells Microsoft Office for the Mac. Books from John Wiley &
Sons, who publishes the For Dummies series of instructional books, are a notable exception, however. The publisher's line of books were banned from Apple Stores in
2005 because Steve Jobs disagreed with their decision to publish an unauthorized Jobs biography, iCon.After the launch of the iBookstore, Apple stopped selling physical books, both online and at the Apple Retail Stores.
4.1 Headquarters
Apple Inc.'s world corporate headquarters are located in the middle of Silicon
Valley, at 1–6 Infinite Loop, Cupertino, California. This Apple campus has six buildings that total 850,000 square feet (79,000 m2) and was built in 1993 by Sobrato
Development Cos.
Apple created subsidiaries in low-tax places such as Ireland, the Netherlands,
Luxembourg and the British Virgin Islands to cut the taxes it pays around the world.
According to the New York Times, Apple was among the first tech companies to designate overseas salespeople in high-tax countries in a manner that allowed the company to sell on behalf of low-tax subsidiaries on other continents, sidestepping income taxes. Apple was a pioneer of an accounting technique known as the “Double
Irish With a Dutch Sandwich,” which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.
In 2006, Apple announced its intention to build a second campus on 50 acres
(200,000 m2) assembled from various contiguous plots (east of N Wolfe Road between Pruneridge Avenue and Vallco Parkway). Later acquisitions increased this to
175 acres. The new campus, also in Cupertino, will be about 1 mile (1.6 km) east of the current campus. The new campus building will be designed by Norman Foster.
On June 7, 2011, Steve Jobs gave a presentation to Cupertino City Council, detailing the architectural design of the new building and its environs. The new campus is planned to house up to 13,000 employees in one central four-storied circular building (with a café for 3,000 sitting people integrated) surrounded by

extensive landscape (with parking mainly underground and the rest centralized in a parking structure). There will be additional buildings such as an auditorium, R&D facilities, a fitness center and a dedicated generating plant as primary source of electricity (powered by natural gas and other more environmentally sound means).
4.2 Corporate culture
Apple was one of several highly successful companies founded in the 1970s that bucked the traditional notions of what a corporate culture should look like in organizational hierarchy (flat versus tall, casual versus formal attire, etc.). Other highly successful firms with similar cultural aspects from the same period include
Southwest Airlines and Microsoft. Originally, the company stood in opposition to staid competitors like IBM by default, thanks to the influence of its founders; Steve
Jobs often walked around the office barefoot even after Apple was a Fortune 500 company. By the time of the “1984” TV ad, this trait had become a key way the company attempted to differentiate itself from its competitors.
As the company has grown and been led by a series of chief executives, each with his own idea of what Apple should be, some of its original character has arguably been lost, but Apple still has a reputation for fostering individuality and excellence that reliably draws talented people into its employ, especially after Jobs' return. To recognize the best of its employees, Apple created the Apple Fellows program, awarding individuals who made extraordinary technical or leadership contributions to personal computing while at the company. The Apple Fellowship has so far been awarded to a few individuals including Bill Atkinson, Steve Capps, Rod
Holt, Alan Kay, Guy Kawasaki, Al Alcorn, Don Norman, Rich Page, and Steve
Wozniak.
Numerous employees of Apple have cited that projects without Jobs' involvement often take longer than projects with his involvement. Another presents the image of Jobs “wandering the hall with a flame thrower in hand, asking random people 'do you work on MobileMe?'”.
At Apple, employees are specialists who are not exposed to functions outside their area of expertise. Jobs saw this as a means of having best-in-class employees in every role. For instance, Ron Johnson who was Senior Vice President of Retail
Operations until November 1, 2011, was responsible for site selection, in-store service, and store layout, yet he had no control of the inventory in his stores (which is done company wide by then-COO and now CEO Tim Cook who has a background in supply-chain management). This is the opposite of General Electric's corporate culture which has created well-rounded managers.
Under the leadership of Tim Cook who joined the company in 1998 and ascended to his present position as CEO, Apple has developed an extremely efficient and effective supply chain which has been ranked as the world's best for the four

years 2007–2010. The company's manufacturing, procurement and logistics enables it to execute massive product launches without having to maintain large, profit-sapping inventories; Apple's profit margins have been 40 percent compared with 10–20 percent for most other hardware companies in 2011. Cook's catchphrase to describe his focus on the company's operational edge is “Nobody wants to buy sour milk”. The company previously advertised its products as being made in America up to the late
1990s, however as a result of outsourcing initiatives in the 2000s almost all of its manufacturing is now done abroad. According to a report by the New York Times,
Apple insiders “believe the vast scale of overseas factories as well as the flexibility, diligence and industrial skills of foreign workers have so outpaced their American counterparts that “Made in the U.S.A.” is no longer a viable option for most Apple products”.
4.3 Finance
In its fiscal year ending in September 2011, Apple Inc. hit new heights financially with $108 billion in revenues (increased significantly from $65 billion in
2010) and nearly $82 billion in cash reserves. Apple achieved these results while losing market share in certain product categories.
On March 19, 2012, Apple announced plans for a $2.65 per share dividend beginning in fourth quarter of 2012, per approval by their board of directors.
On August 20, 2012 Apple closed at a record share price of $665.15. With
936,596,000 outstanding shares (as of June 30, 2012), it had a market capitalization of
$622.98 billion. This is the highest nominal market capitalization ever reached by a publicly traded company and surpasses a record set by Microsoft in 1999.