THE COMPANY

THAT DAREDApple Inc.

ABOUT APPLE

American multinational technology company

Founded in 1977 as Apple Computers by Steve Jobs, Steve Wozniak and Ronald Wayne

Headquarters in Cupertino, California

TOPPED FORTUNE MAGAZINE’S WORLD’S MOST ADMIRED COMPANIES LIST 3 YEARS IN A ROW FROM 2008 TO 2010

PRODUCTS

The iPodReleased in 2001Game changer for Apple

The iPhoneVarious generations till date

The iMac

The iPad

BLOCKBUSTER PRODUCT!

The iPod paved way to all the other productsAchieved immense popularity

Introduction of iTunes

“PEOPLE FEEL THEY’RE WALKING IN

MUSICOLOGY”-John Mayer

iPod, in 2007, showed sky rocketing sales as a result of which Apple’s market share in other products increased.

INNOVATION IMPERATIVE

Apple has constantly worked on making the older products better. It has also worked on innovating newer products.It began with the iPod, followed by the iPhone, then the iPad, the iWatch and now the smart TV.

Apple has always exceeded customers’ expectations

“PUSH” and “PULL”

STRATEGYPUSH: Added mass electric retailers,

Bust Buy and Circuit City to its channels

PULL: SILHOUETTES Campaign; people listening to music on iPods

GROWTH, GROWTH and MORE GROWTH

2007: APPLE COMPUTER INC. Changed to APPLE INC.2009:iPod sales hit $8 billion2010:More than 250 million pieces sold worldwide

THE iPhoneiPhone 2iPhone 3iPhone 4iPhone 4siPhone 5iPhone 5SiPhone 5ciPhone 6iPhone 6siPhone 6s Plus

The iPad

INCREMENTAL INNOVATION

Launched series of iPods, iPhones and iPads

Kept customers on their toes

Cross Functional Teams

A cross-functional team is a group of people with different functional expertise working toward a common goal. It may include people from finance, marketing, operations, and human resources departments.

WHAT’s NEXT?

COMPUTER COMPANY

HAND-HELD DEVICES

HEY SIRI!

• BRAINSTORM USING CREATIVE TECHNIQUES

• ATTRIBUTE LISTING• FORCEED

RELATIONSHIP• MORPHOLOGICAL

ANALYSIS

SUMMARY• About Apple• Products• iPOD: The

Blockbuster Product

• Innovation Imperative

• Push and Pull Strategy

• Growth, growth and more growth

• iPhone• iPad• Incremental

Innovation• Cross Functional

Groups• What’s next?

Prepared by Krisha Bole, RCOEM, Nagpur

Under the guidance of Prof. Sameer Mathur, IIM Lucknow as a part of Marketing Management Internship