Apple
Publié le 17/05/2020
Extrait du document
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Brand chosen : Apple Inc.
Intro : “the most incredible device we’ve ever made”/”incredible price” : broken iPhone
$1500 parody ⇒ then real introduction.
I.
The Founder
Steve Jobs , (24/2/1955 - 5/9/2011), American (from Syria), entrepreneur
Steve Wozniak (11/8/1950 - still alive), American (from Poland), computer engineer and
programmer
Jobs -> manager, kind of seller
Wozniak -> inventor, designer
II.
Firm Development
· 1976 -> founded : Cupertino (CA - USA) : 1st product = motherboard = printed
circuit with main components of a computer
Apple II : Kind of modern computer, with keyboard ! Not intuitive enouh
· 1979 : exhibition (PARC) -> discover Xerox (had to create the computer but
engineers were not listened by the managers : HeadQuarters : NY)
=> Mouse & Operating system with Graphical User Interface (diff.
from Command
Line)
Lisa : 83 : not intuitive enough => first apple real computer
Macintosh : 84 : Success “ On January 24th, Apple Computer will introduce
Macintosh.
And you'll see why 1984 won't be like "1984” ” => very successful ad,
only broadcasted once (Super Bowl), but that all the world TVs re-broadcasted =>
free ads
· 1985 : “fight” btw.
Sculley (Pepsi, suggared water) and Jobs to lead Apple.
Jobs
not experienced enough ⇒ fired from Apple ⇒ Disappointed, NeXT, Pixar.
But
Microsoft Windows is released and is cheaper than Apple.
· Wtht S.
Jobs, Apple begins to “go rotten”.
=> Apple buys NeXT in 1997, ⇒
success.
(Net income = 25 bill.
$ in 2011 : outweight MS & Google)
III.
Strategies
- Say that best product ⇒ lead innov >< others outdated (copy ideas and make
them
accessible to the consmrs) ⇒ Slogan = “Think different”
⇔ Apple’s main advantage = quality & design.
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