Karen DevaneySaoirse MurrayOlivia O’Hara

Eamonn Sweeney

Background Info• Unclear exactly what year Apple was founded,

approximately 1977• Founded by Steve Jobs and Steve Wozniak• Founded in Los Altos California.• Currently Headquartered in Cupertino, California• Listed on NASDAQ and Dow Jones• Worlds most valuable company since 2011

What do they sell?• Hardware Devices

• Services (in the cloud)

Hardware Devices• iPhone• iPad• iPod • iMac• MacBooks• Apple TV• MacPro

Services• iCloud – A cloud backup service for Apple

Devices• iBooks – An eBook store similar to the Kindle

Store• App Store – A facility to download applications

for both Macs and iOS devices

Services• iTunes – Apple’s class leading Music store and library• Game Center – Allows users of iOS devices to play

games with each other over the internet• iMessage – A messaging service between Apple

Devices• FaceTime – Allows video calling between Apple

Devices

Where do they sell them?• Apple’s own chain of retail stores

• Apple Store online

• Through selected 3rd party sellers

Apple Stores• Apple Stores are specific stores that sell Apple

products and accessories• They provide free workshops, tutorials and

after sales services• Most of Apple’s sales in the US is via Apple

Stores or apple.com

Marketing

Marketing Strategy • Apple’s Marketing Strategy – Sell On Value, Not

Price• Apple’s marketing strategy relies on building

products THEY are going to be using themselves (for example, the iPhone was built because Apple employees were unsatisfied with their mobile phones, so they built the phone they would want to use).

Slogans • “1,000 songs in your

pocket” used to promote the first generation ipod (2001)

• “Loving it is easy. That’s why so many people do” (iPhone5)

Adverts• Here are some of the ads that Apple use to

advertise their products.• Their ads are very simple but effective.• http://www.youtube.com/watch?v=szrsfeyLzy

g• http://www.youtube.com/watch?v=vM9U70H

gLsQhttp://www.youtube.com/watch?v=E98Eyl5Et0w

Steve Jobs

Early Life• Born 1955, California• Grew up with parents who spoilt him• In 1970s set up Apple Computers with Steve

Wozniak• The company was set up in Job’s parents

garage and their first computer was the Apple

1980s• Apple grew rapidly during the booming computer industry

and their Graphical User Interface proved popular with users• In 1987 following a dispute with the company's Managing

Director Jobs was fired from Apple by the board of directors • Jobs later described this as the best thing that could have

happened to him• He set up NeXT computers and had limited success

Return to Apple• Apple had very limited success in the 1990s losing

out Microsoft in the PC market• Apple was on the brink of bankruptcy in 1997

when jobs returned• He launched the first iMac which was the first

computer to break the convention of dull computers and included a suite of useful software

Finance • €156 Billion of worldwide sales last year• 80,000 employees worldwide including 2000

in Cork• Profit of €8.2Billion for last quarter• Over 100 Billion dollars worth of cash on hand• https://www.google.com/finance?q=NASDAQ:

AAPL

The future...• Apple spent 3 billion on R and D last year so

what can we expect• An iWatch has been heavily speculated on• Future iterations of the iPad, iMac and iPhone

are expected