Part of a apple case study

Date

Event

1976

Apple launches Apple I @$666 each

1977

Apple launches Apple II @ $1200 each

1978

Apple launches computer with disk drive

1979

Apples copies Xerox technologies GUI, mouse, printer

1980

Apple launches Apple III

1981

IBM launches personal computer with MS-DOS operating system

1983

Compaq launches cheap personal computer clones

1984

Dell launches cheap personal computer clones

Apple launches Machintosh

1985

Apple loses Steve Jobs, first company loss

1986

Apple launches Machintosh with Mac Plus operating System

1990

Microsoft introduces Windows 3.1 operating system

Microsoft Windos/Dos takes 90% market share

Apple CEO restructures workforce, outsources manufacturing to Japan

Apple plans to release new products every 6 to 12 months

1995

Microsoft launches Windows 95 operating system

1996

Apple purchases NeXT, contracts Steve Jobs

1998

Apple appoints Steve Jobs as CEO

Apple reduces product line from 60 to 4 devices

Apple launches in-house software iTunes, iMovie, Safari, FinalCut

Apple launches iMac

Apple hires Jonathan Ive to lead team of designers

Apple purchases clone company PowerComputing

1999

Apple launches iBook

2001

Apple launches OS X operating system

Apple releases iPod

Apple launches retail stores

2002

HP acquires Compaq

2003

Apple launches iTunes online music sales service

2004

Gateway merges with eMachines

2005

IBM sells PC to Chinese company Lenovo

2006

Apple starts using Intel process chip and Microsoft operating system

2007

Apple launches iPhone

2008

Apple launches App Store

Internal Strengths

· Capability to innovate / adapt technologies / integrate software with hardware

· Aesthetically pleasing design capability

· Strong relationships in the industry

· Good brand recognition / reputation

Internal Weaknesses

· Limited distribution network

· High cost structure

· Product has no CD burner or software to manage media

· Many product offerings

Environmental Opportunities

· Rising demand for consumer electronics

· Increase expansion in digital content (software, music) distribution

· Availability of strong partners

· Technology useful for multiple purposes / industries

Environmental Threats

· Too many competitors at lower costs

· Rising labor costs in countries where plants are located

· Digital piracy is illegal, being prosecuted

· Personal electronics market matures quickly

· Niche product in the market, compared to 90% of all PCs use Intel / Microsoft

· Retailers are not promoting Apple as well as competitors