Apple Business Strategy Essay

2434 words - 10 pages

Apple Computer Inc. was founded by Steve Jobs and Steve Wozniak in 1976. They were both friend from high school but both ended up dropping out from school and work for Hewlett-Packard and Atari respectively. Although both have visualised a user friendly personal computer, Wozniak was the one that have been dabbling in computer-design but Jobs was able to see the commercial potential and insisted to sell the machine, Apple I [6].However, the launch of Apple I was unsuccessful but Wozniak has already designing and developing the Apple II. Apple II was the first personal computer in a plastic case with colour graphic that was introduced at a local computer trade show in 1977 and officially launched in 1978. Following to the launch of Apple II and Apple Disk II, the orders for Apple machines were multiplied by several times.Apple Computer Inc. continues to introduce innovative products to the market, realising that as the strategy to compete with the big companies such as IBM and Microsoft. In the first six years of business, Apple's earnings grew tremendously from $793,000 to $76,714,000 and by 1983, the annual net sales was almost $1 billion. It was noted as having one of the largest and most loyal customer bases that helped solidify consistent growth for the company. However, Apple Computer Inc. business was not smooth sailing throughout the years since then. Below is the brief history of the product development from 1981 to current year [6].Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offering."(Apple)Above is the Apple's mission statement that was found on their webpage. The mission statement highlighted the success of Apple in the personal computer industry with its Apple II and Macintosh. There is pro and con of having the past success in the mission statement. A good mission statement suppose to be a brief description of what the corporation would like to focus on or achieve and not so much on the success in the past. However, this may be beneficial to remind the employees to benchmark previous success and continuously improve their products line and guarantee the long-term sales and security of the company. Additionally, it may attract investors as their remarkable success and performance are briefly stated in the mission statement.The mission statement also stated that Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world [7]. This statement can be subdivided to three parts which is their commitment, target market and business expansion. First, it is obvious that Apple is targeting only certain groups of market which are the educational sector,...

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