1. Apple

2. A Brief History 1976: Apple was “born” when Steve Wozniak & Steve Jobs created the Apple I 1980: Apple exceeds $1 million in sales and goes public 1985: Jobs was forced to resign after a battle with the current CEO 1986-1997: Apple had mixed success, but Microsoft overtook them with its Windows OS 1997: Apple purchases NeXT, which also brings back Steve Jobs 1997: Jobs is named CEO and begins restructuring the company 1998: Apple introduced the iMac which helped them begin to turn the corner

3. Digital Hub Strategy Apple introduced Super Drives, iDVD, & iTunes Jobs decided Apple could change digital music players Apple developed and released the iPod on October 23, 2001 The iPod was the beginning of Apple’s ascent

4. iPod Success, Apple Success Apple has sold over 220 million iPods since the product was 1st released The iPod has become the new standard portable music player iTunes saved a struggling music industry and changed how people interact with music Success with the iPod has led to a growth in Apple’s computer business Apple is now considered an entertainment company

6. iPod Evolution Classic MiniNano iPod Touch Shuffle iPhone

7. What makes the iPod Different? Click wheel Internal hard drive iTunes store Podcasts Shuffle Accessories Compatibility

8. Apple’s Marketing Strategy Apple is the master of the “How” in the Commercialization stage Key product announcements are followed by huge advertising campaigns The company image is cool & innovative which turns buyers into loyal customers Apple receives great word of mouth and media attention

9. Adoption of Apple Products Apple has made many of us adopt their products by successfully following the steps: Awareness- commercials and Apple Events Interest- advertisements peak our interest Evaluation- we seek more information Trial- Apple stores allow us to test products Adoption- decision to purchase and use Apple products

10. Apple’s Use of Channels Apple sells its products in its own stores They have also partnered with other stores such as: - Walmart - Target - Best Buy - Radio Shack They also partnered with BMW

11. The Future for Apple iPhone- launched in 2007, has sold over 34 million units Apple TV- allows users to play iTunes content via TV sets Apple Computers- steadily gaining market share from competitors

12. Questions, Quibbles, Concerns

13. References http://www.wired.com/science/discoveries/news/2008/10/dayintech_ 1023 http://www.wired.com/science/discoveries/news/2008/10/dayintech_ 1023 http://www.macworld.com/article/140162/2009/04/appleearnings.htm l http://www.macworld.com/article/140162/2009/04/appleearnings.htm l http://money.cnn.com/1998/01/06/technology/apple_chrono/ http://www.apple.com/pr/library/2009/04/22results.html http://www.wired.com/gadgets/mac/commentary/cultofmac/2006/10/ 71956 http://www.wired.com/gadgets/mac/commentary/cultofmac/2006/10/ 71956 http://www.roughlydrafted.com/RD/Home/21133BEF-61B4-40C1- A976-5C1360E60694.html http://www.roughlydrafted.com/RD/Home/21133BEF-61B4-40C1- A976-5C1360E60694.html Thomson Reuters Datastream