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Apple inc. in 2010

Case study


on 8 November 2012

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Transcript of Apple inc. in 2010

Zino Yoo/Ryan Oh Apple Inc.
in 2010 1976 1978 1980 1984 1985 1990 1993 1996 1997 2001 2007 2003 2011 Founded Apple II IPO Macintoshi Sculley Mac classic Spindler Amelio Steve Jobs iPod iTunes iPhone iPad Tim Cook 2010 Environments Intel's fast processor
Open standard -> IBM clone
Microsoft: Successful launching of DOS, and taking huge market, Apple I/F copy Performance of Apple Net incomes fell 62% between 1981~1984 Jobs force to
leave Apple 1985~1993 Sculley's strategy
Targeting Niche market(Education)
Low end product: Mac Classic($999)
iMAC OS on Intel chip
Joint ventures with IBM
=>Gross margin drop 48% to 34% 1993~1995 Spindler's strategy Kill the 'MAC OS on Intel chip' plan
IBM co-work fail : $500Mil was spending
Cost cutting ~16%
Internationalization: 45% of oversea sales
Amelio's strategy in 1996 More cost cutting
Fail to getting compatibility with Windows 95
Extend line-up to 15 products
New OS development with NeXT(Jobs) Apple II+ in 1977
Main body + Color monitor + Keyboard + floppy disk Apple's problem Lack of focus
-Low~high end products
Eroded competitive advantage
-Mouse, GUI
Standard opened
-WINTEL Jobs's efforts summary Focus
-15 categories -> 4 categories
-Production outsourcing
New image
-"Think different" adv.
-iMAC: PnP, eggshell design
Competition Computer iTunes & iPod iPhone/iPad 5 Forces Threat of buyer Knowledgeable PC customer
Low switching cost
Price sensitive Threat of supplier Wintel’s CPU& OS
App’s compatibility
Other components Threat of substitute Smartphone
Tablet PC
Smart TV
Game console Threat of rivals Highly competitive
Consolidation Threat of new entrants White box
Market maturity
Strong brand name
Economies of scale High High High High Medium PC Tier 1 brand revenue Gross margin change of Top 3 Summary of Apple strategy Successful positioning in Premium products
-High loyalty customer: Apple mania
Positioning Macintosh @ 'Digital Hub'
Outsourcing manufacturing,CPU, Office
Focusing on what they can make difference
-Fancy design, OS optimization, easy GUI
Apple store: Introducing and experience of New Apple products iPod Next blockbuster
Differentiation: 1000 song vs other's~100 with HDD
Fancy design
Ecosystem: 'Made for iPod' accessory (25% of sales)
-Increasing iPod sales from 113k/Q to 733k/Q iPhone-Market atmosphere Renaissance of smartphone
-Winner of digital convergence
-400M/Y (40% of total phone) market
Carrier(AT&T, Verizon...etc) have big barging power
Digital technology revolution
-Memory price down
-Clouding service(iCloud)
-Voice command(Siri)
iPhone 5 forces analysis Patents war SWOT analysis of
iPhone in 2012 Special Guest
From AP supplier Special Gust from Rival company Strategy
Own designed CPU
Substitute of Netbook
and e-book market

Other tablet
Screen size Who is the market leader in smartphone? Market share: Samsung 36%vs Apple 17% in Q3 2012
Profit share: Samsung 25% vs Apple 75% in Q3 2011 Discussion:
Who will be the market leader in the next decade?
Samsung or Apple ? It's up to you ! Looks similar?
Why different decision in US court?
Answer: Trade dress iPad 1984 1996~1997
Full transcript