Assignment 1: LASA BUS480

Apple Inc. Page 5 of 5

Selection and Description of Organization

Jade Nguyen

Argosy University

BUS480 | Business Tactics and Execution

My company of interest in the fortune 500 none other than Apple. With this assignment came the interesting prospect of finding out about the company whose products everyone wants a piece of, services that scream out quality and customer relations that leave that delightful feeling. How did a company started by three men; Steve Jobs, Steve Wozniak and Ronald Wayne move to a global force that is among the unmatched competitors in the business world? This discussion is about to help me answer the question and back my admiration. Currently at third place in the fortune 500, Apple. Inc. has done well for itself in establishing itself as an international brand to reckon with. Apple is an American multinational technology company headquartered in Cupertino, California that designs, develops and sells computer software, online services and consumer electronics. It is the largest information technology company by revenue and the second largest in the world as a mobile manufacturer after Samsung. The company maintains 498 retail stores in 22 countries as of July 2017. The company’s web address is https://www.apple.com

Apple is widely considered the leading company in the world in terms of innovation. Apple’s innovation strategy involves innovative business models and terrific new products. It was propelled to the top of the Industry by its relentless in creating several stylish innovative products. Apart from product innovation, this company has had great innovative business models that enabled it to reach those heights. The models included new synergistic ways to create, deliver and capture value. At the heart of Apple’s success is systemic innovation integration. Apple works to create a successful innovative-friendly ecosystem across traditional industry boundaries. The company has diversified its brand by mastering hardware, software, entertainment and logistics industries. Their value proposition has seen them enter and define a workable business model for downloading music. Their financial success is also due in part to adapting Apple products for use in business. The Brand’s promise is to save time and minimize frustrations for consumers. The innovation includes great in store services. A combination of product innovation and business model innovation grounded Apple at the center of a market 30 times larger than it’s original market. The market share of the company’s traditional computer market increased as new customers became attached to their products. The Marketing strategy of Apple has focused on innovation, differentiation and brand building.

Apple Inc. design, manufacture and markets mobile communication and media devices, portable digital music players and personal computers. The company also sells a range of related software, accessories, services, networking solutions and third party applications and Digital content. It covers the Americas, Europe, Great China, Japan and the rest of Asia Pacific. The company’s products include iPhone, iPad, Mac, iPod, Apple Watch, Apple TV, a portfolio of consumer and professional applications, iPhone OS(iOS) OS X and Watch OS operating system. Services include iCloud, Apple Pay and a range of accessory services and support offerings. Through it’s stores such as iTunes, App store, Mac App Store, television App Store, iBook store and Apple music which are all internet services, Apple sells and delivers digital content and applications. The sales are done in Apple retail stores, online stores and direct sales force through third party cellular network carriers, value added resellers, wholesalers and retailers. The company also deals in third party compatible products such as accessories and application software through it’s retail and online stores.

The market for Apple includes small and mid sized businesses and Education, consumers, government and Enterprise customers. The company has a line of iPhone smartphones based on it’s iOS operating system. Qualifying devices have a voice activated intelligent Assistant, Apple Pay, touch ID and Siri. The iPhone 7 and 7 plus have stereo speakers, new camera systems, dust and water resistance. iPhone works with iBook store, Apple music, iTunes store and App store for purchasing, organizing and playing digital content and applications. Apple also has a line of iPad tablets including pro, air and mini. Mac makes up the Brand’s line of desktops and portable personal computers based on Mac OS operating systems. The Mac Books make up the latter while desktops include Pro and Mini. Music and media players are the iPods which work with iTunes as well as the other stores. Apple TV connects to consumer TVs and enables them access digital content and stream HAD videos, play music, games and view photos. The Apple Watch series 2 features fitness and health capabilities.Application software from Apple include: iLife, iWork, File Maker Pro. iTunes helps in purchase and download of music and TV shows, rent or purchase movies and download free products. iCloud is used to store music, photos, contacts, calendars, mail, documents and more. Apple Pay allows users to pay for purchases in stores accepting contactless payments and pay for purchases within participating applications qualifying devices. Other products include: beats products, headphones, displays, storage devices as well as connectivity and computing products and supplies. Air pods and wireless headphones from Apple interact with Siri.

Apple is the largest brand in the technology industry in terms of it’s revenue generated as well as it’s brand ranking. This comes as no surprise as Apple has consistently produced ground breaking and revolutionary products. They are constantly focused innovating great products and focus on what they term important projects to them. Settling for nothing less than excellence and accepting correction is a great strength of theirs. For instance when Taylor Swift wrote an open letter concerning streaming of music for artistes for free, the company took it in stride and corrected their position on paying royalties. . The Marketing edge for them has been superior technology products, brand equity, revenue margins and being futuristic.

REFERENCES

1. Apple. Inc.

2. Bhasin. H (2017). Marketing strategy of Apple Inc. https://www.marketing.com

3. Fortune 500 2017 Companies (2017) fortune.com