Corporate image of Apple Inc.Corporate image of Apple Inc.

Prepared by :Yuriy Stakh

Volodymyr KoltykArthur Chepenko

Dmytro Pakholkiv

Plan of the presentation

General information Corporate culture Users of products Corporate affairs Advertising Logos and slogans Commercial Labor practices

General Information

Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad.

General Information

As of October 2010, the company operates 317 retail stores in ten countries, and an online store where hardware and software products are sold. As of September 2011, Apple is the largest publicly traded company in the world by market capitalization and the largest technology company in the world by revenue and profit.

General Information

Established on April 1, 1976 in Cupertino, California

Incorporated January 3, 1977 Removed the word "Computer"

on January 9, 2007 As of September 2010, Apple

had 46,600 full time employees and 2,800 temporary full time employees worldwide and had worldwide annual sales of $65.23 billion

General Information

Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world in 2008, 2009, and 2010

Corporate Culture

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Originally, the company stood in opposition to staid Originally, the company stood in opposition to staid competitors like IBM by default, thanks to the influence of its competitors like IBM by default, thanks to the influence of its founders; Steve Jobs often walked around the office barefoot founders; Steve Jobs often walked around the office barefoot even after Apple was a Fortune 500 company.even after Apple was a Fortune 500 company.

Corporate Culture

As the company has grown and been led by a series of chief executives, each with his own idea of what Apple should be, some of its original character has arguably been lost, but Apple still has a reputation for fostering individuality and excellence that reliably draws talented people into its employ, especially after Jobs' return. To recognize the best of its employees, Apple created the Apple Fellows program, awarding individuals who made extraordinary technical or leadership contributions to personal computing while at the company.

The Apple Fellowship has so far been awarded to a few individuals including Bill Atkinson, Steve Capps,Rod Holt, Alan Kay,Guy Kawasaki,Al Alcorn, Don Norman,Rich Page and Steve Wozniak.

Users of products

Apple Store openings can draw crowds of thousands, with some waiting in line as much as a day before the opening or flying in from other countries for the event.

The New York City Fifth Avenue "Cube" store had a line as long as half a mile; a few Mac fans took the opportunity of the setting to propose marriage.

The Ginza opening in Tokyo was estimated in the thousands with a line exceeding eight city blocks.

Corporate Affairs

Since the first Apple Store opened, Apple has sold third party accessories. This allows, for instance, Nikon and Canon to sell their Mac-compatible digital cameras and camcorders inside the store.

Books from John Wiley & Sons, who publishes series of instructional books, are a notable exception, however. The publisher's line of books were banned from Apple Stores in 2005 because Steve Jobs disagreed with their decision to publish an unauthorized Jobs biography.

Advertising

Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial to the more modern 'Get a Mac' adverts, Apple has been recognized in the past for its efforts towards effective advertising and marketing for its products, though its advertising has been criticized for the claims of some more recent campaigns, particularly 2005 Power Mac ads and iPhone ads in Britain.

Logos and slogans

Apple's first logo, Wayne, depicts Sir Isaac Newton sitting under an apple tree.

Almost immediately, though, this was replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. Janoff presented Jobs with several different monochromatic themes for the "bitten" logo, and Jobs immediately took a liking to it.

Logos and slogans

In 1998, with the roll-out of the new iMac, Apple discontinued the rainbow theme and began to use monochromatic themes, nearly identical in shape to its previous rainbow incarnation, on various products, packaging and

advertising.

Commercial

Apple's product commercials gained fame for launching musicians into stardom as a result of their eye-popping graphics and catchy tunes.

First, the company popularized Canadian singer Feist's "1234" song in its ad campaign. Later, Apple used the song "New Soul" by French-Israeli singer-songwriter Yael Naim to promote the MacBook Air. The debut single shot to the top of the charts and sold hundreds of thousands of copies in a span of weeks.

Labor practices

In 2006, the Mail on Sunday reported that sweatshop conditions existed in some factories in China, where the contract manufacturers, Foxconn and Inventec, operate the factories that produce the iPod.

The article stated that one complex of factories that assembles the iPod (among other items), for instance, had over 200,000 workers that lived and worked in the factory, with employees regularly working more than 60 hours per week.

Labor practices

Apple launched an investigation and worked with their manufacturers to ensure that conditions were acceptable to Apple. In 2007, Apple started yearly audits of all its suppliers regarding worker's rights, slowly raising standards and pruning suppliers that did not comply. In 2010, workers in China planned to sue iPhone contractors over poisoning by a cleaner used to clean LCD screens.

Labor practices

One worker claimed that he and his co-workers had not been informed of possible occupational illnesses. After a spate of suicides in a Foxconn facility in China making iPads and iPhones, workers were forced to sign a legally binding document guaranteeing that they would not kill themselves. In 2011 Apple admitted that its suppliers' child labor practices in China had worsened.

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