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