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By,
Rajendran Amritha (121)
Ramachandran D (123)
Sarah Joseph (139)
Sowmya Safeena (160)Subin Mathew Mammen (161)Suraj Patil (165)
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j
1955-2011
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Apple Computer Inc was established onApril 1, 1976 at Cupertino, Californiaby Steve Jobs, Steve Wozniak,and Ronald Wayne.
Changed name to Apple Inc to reflect thecompany's ongoing expansion into
the consumer electronics. 357 retail stores and sales of $108.249
billion.
Fortune magazine named Apple the mostadmired company in the United States in2008.
Philosophy of comprehensive aestheticdesign and distinctive advertisingcampaigns.
Focuses on Computer hardware,Computer software, Consumerelectronics and Digital distribution.
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First product was Apple Icomputer kit.
Apple II was later released in1977.
Both models went on to be
huge hits. But Apple III (1980) was a
huge failure.
By 1980, Apple recruited alarge number of employeesand went public.
Steve Jobs began working onthe Apple Lisa in 1978 after aspat with Xerox.
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In 1982, Jobs was pushed from the Lisateam due to infighting, and took over JefRaskin's low-cost-computer project,the Macintosh.
Lisa won the race in 1983 and became thefirst personal computer sold to the publicwith a GUI.
In 1984, Apple next launched theMacintosh.
Went on to be a huge success.
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In 1985 a power struggledeveloped between Jobs andCEO John Sculley, who hadbeen hired two years earlier.
The Apple board of directorsinstructed Sculley to "contain"
Jobs and limit his ability tolaunch expensive forays intountested products.
Jobs attempted to oust himfrom his leadership role atApple.
Apple's board of directors
sided with Sculley andremoved Jobs from hismanagerial duties.
Jobs resigned from Apple andfounded NeXT Inc. in 1986.
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"Steve was a big thinker, aninspirational motivator, but not a
day-to-day manager. What was sad
was that he could not see it.
John Sculley on Steve Jobs.
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Sculley, with his conventional businessbackground and considerable successfulhistory was considered better than Steve Jobs.
Jobs was more aggressive and autocratic.
John Sculley took several measures to savethe company, which had become chaotic.
Cond Nast Portfolio went on to rank Sculley
as the 14th worst American CEO of all time.
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Sculley brought about changes that turned out tobe huge blunders.
Apple introduced the PowerBook in 1991. The success of the PowerBook and other
products brought increasing revenue initially. Sculley introduced the Centris line, a low-
end Quadra offering, and the ill-fated Performa line.
The result was disastrous for Apple and it startedthe downfall.
Enormous resources were also invested in theproblem-plagued Newton division based onSculley's unrealistic market forecasts.
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At the same time, Microsoft gained market share. Microsoft threatened to discontinue Microsoft
Office for the Macintosh if Apple did not license partsof the Macintosh graphical user interface to use inthe Windows operating system.
Under pressure, Sculley agreed, a decision which lateraffected the Apple v. Microsoft lawsuit. Apple sued Microsoft for using a graphical user
interface similar to the Apple Lisa and finally lost thecase.
Apples margins eroded, sales diminished and stockdeclined.
In 1990, Apple's board ultimately forced Sculley outand Michael Spindler replaced him as the CEO.
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Apple faced stiff competitionfrom IBM and Sun Microsystems. All the attempts at reinvention
failed. In 1996, Michael Spindler was
replaced by Gil Amelio as CEO. Amelio made many changes at
Apple, including extensivelayoffs. He decided to bring back Steve
Jobs back to Apple as an advisor. On July 9, 1997, Gil Amelio was
ousted by the board of directorsafter overseeing a three-year
record-low stock price andcrippling financial losses. Jobs became the interim CEO and
began restructuring thecompany's product line.
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Steve Jobs reduced thecompany's large andconfusing product linesimmediately.
He introduced the iMacG3.
Started diversifying intoother software andconsumer electronics.
The following year, Applereleased two video editingproducts: iMovie for
consumers and, forprofessionals, Final Cut Pro
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In 2001, Apple announcedthe iPod portable digital audioplayer, and started selling iton November 10.
The product wasphenomenally successful over 100 million units weresold within six years.
In 2003, Apple's iTunesStore was introduced, quicklybecoming the market leaderin online music services.
Jonathan Ive, currently Vice
President, is credited forbringing the innovativedesign features of manyApple products.
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The biggest change came in the form of its leader,Jobs, now much softer, less authoritative but with asimilar grit.
Jobs brought in an unconventional style ofleadership. Every small aspect of the business like
the food served at the cafeteria and the companybus design were scrutinized. Apple encouraged a culture of strict accountability
at all levels of the organisation by meeting eachMonday with executives to set the tone for theweek.
Employees were recruited into the company asspecialists and put into roles that made the most oftheir specific strengths and abilities.
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Apple started developing new products which stuckto the Apple DNA of easy to use and design thatappealed to the masses.
New product innovations were introduced. Things
like numerical keypad, mouse with two buttonswere banished for a better design.
Apple advertised its products in a very aggressivemanner. Apple had more than a dozen ad agencies
and all of them were fired except one to cut costs.
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Introduce new features slowly. Apple follows their own release cycle.
They dont release any feature or function pre-maturelyjust to beat out their competition or to catch up with the
industry.
Making design and user experience a priority. These devices dont come with extensive user manuals.
It doesnt require instructions.
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Not being caught up in fads.
Apple still refuses to release a larger screenwhile everyone else is rushing out to have thebiggest screens.
Apple doesnt claim to have 8 megapixel
cameras when it knows that average usersdont even use all those pixels. Apple builds systems for the general
population, not niche groups. Apple focused on markets where it was
strongest.
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Leadership Vibrant and aggressive leadership by Steve Jobs.
Technology Apple does not depend on its suppliers technical
breakthroughs. It can innovate on hardware andsoftware at its own pace.
Marketing Product Differentiation, Effective Advertisement.
Apples main focus is the consumer market whereevery person votes for themselves
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How this was done has already been thesubject of numerous studies
The fantastic Mr Jobs himself who wasbrought out of retirement to save Apple frombankruptcy.
The way Apple brilliantly manages to marryfashionable hardware and software design.
Apple is a hardware designer, not a hardwareproducer.
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Thank You!!