APPLE Good Choice Academic year IPYGO – ETSIT - UPV Description of General Details of the Firm

Size and Location History Business Sector Competitors Organizational Structure APPLE

Size and Location Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics, computer software, and commercial servers. As of January 2010 the company operates 284 retail stores in ten countries, and an online store where hardware and software products are sold. USA: … GB: … Japan: … Canada: … Italy: Roma & Milano Australia: … China: Beijing Switzerland: Genève, Zurich (2) Germany: Frankfurt, Hamburg, München France: Paris & Montpellier España: First Apple Store in Spain could open in València!!!First Apple Store in Spain could open in València!!!

1971: Steve Jobs and Steve Wozniak met each other. Ronald Wayne would appear a bit later. 1976: Both found Apple Computers Co. with almost no money (they sold a van to start the company) and started working in Jobs’ bedroom on Apple I, a computer which included some wooden pieces. The project met an overwhelming success and both friends could not satisfy the demand. They sold 200 computers, US$666 each. History: some facts 1977: Apple II appears at US$1298. It is considered to be the first personal computer or, at least, the inspiration which would lead to personal computers. Again, success allows company to grow. Apple I - logoApple II – computer and logo Apple III – computer and logo Economical and technological failure (software problems)

Business Sector: back to nowadays… In 2009, the company obtains million dollars in quarterly sales and a million- dollar net benefit each quarter. And 44% of these sales have been produced outside the USA, headquarters of the company Since 1980 failure with the Apple III computer, the company has been evolving and inventing new ways to “feel the world” with their products, creating a brand with class and distintion: iPod, eBook laptops, Mac computer, iPhone, Apple TV… but also software…

Competitors Since Apple specializes in many areas (software, music, video, etc.), there is no doubt whatsoever that Apple must face many competitors: Microsoft, Sony, Dell, Creative… Amongst all of these, Microsoft vision of computers (PC for Windows) contrasts in a great extent with Apple vision (Mac). Although Apple's market share in computers has grown, it remains far behind competitor Microsoft, with only about 8 percent of desktops and laptops in the U.S.

Organizational Structure 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), as did Southwest Airlines and Microsoft. By 1984 this easy-working way had become a key way the company attempts to differentiate itself from its competitors. Apple has an extensive structure which divides it in different branches. The company has five directors and there is an executive for each branch: applications, Mac hardware, iPhone software, Retail…

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