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Case Study Example Apple

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Case Study Assignment_ Decision Essay 1. Brief Summary of Case Apple Inc., which designs, produces and famous for computers, MP3 players, phones, and tablets, is one of the largest and most profitable companies in the world. The company was found in 1976 by Steve Jobs and Steve Wozniak in Los Altos, California. At the beginning, Job’s mission was to bring an easy-to-use computer to the market, which led to the release of the Apple II in April 1978. After that, Apple quickly became the industry leader and launched a successful IPO in 1980. In 1985, due to decline of Apple’s net income, Jobs was forces out and John Sculley started to lead this company. Sculley pushed the Mac into new markets, most notably in desktop publishing and…show more content…
iPad: 1. Until 2012, 55 million iPads had been sold; Apple had built another $35 billion business. 2) Quit nonprofit and unpopular product (e.g. Mini iMac, Apple TV) and develop and introduce new product Criteria Evidence Paltry sales Mac Mini: Apple’s entry-level desktop, the $599 prices tag did not come with a keyboard or a mouse. Consumers could buy other desktop with more functions and faster performance at a lower price. Apple TV: its sales were paltry compared to Apple’s other products. These two products did not generate enough profit for Apple. Revenue 1. From the Exhibit 1a, Apple Inc. selected Financial Information, 1991 to 2012, we can see that the sales after 2001, 2008 and 2010 (when iPod, iPhone and iPad were introduced) achieved significant increasing, that is because Apple introduced new produces to the market. According to this historical evidence, we can expect that if Apple introduce new successful product to the market (eg. Apple Watcher, iWatch), these new produce may generate more revenue for Apple. 2. For a few weeks during the spring of 2012, Apple’s market capitalization surpassed $600 billion, making it the most valuable company in the history of the world. 3) Keep expanding new market such as China Reasons: Criteria Evidence Consumer behavior In countries such as China, the iPhone was just taking off in 2012: even without subsidies, Chinese
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