Apple

« 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 others outdated (copy ideas and make them accessible to the consmrs) ⇒ Slogan = “Think different” ⇔ Apple’s main advantage = quality & design. »