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Apple Inc. Case Study

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Running head: Apple Inc.

Apple Inc. Case Study
By:   Tom Gunia
Benedictine University

Apple Inc. Case Study
Company Overview

Apple, Inc. and its wholly-owned subsidiaries design, manufacture, and market personal computers, portable digital music players, and mobile communication devices and sell a variety of related software, services, and networking solutions. Apple sells its products worldwide through its online stores, retail stores, direct sales force, and third-party wholesalers. In addition, Apple sells a variety of third-party Macintosh ("Mac"), iPod and iPhone compatible products, including application software, printers, storage devices, speakers, headphones, and various other accessories.

Appleā€™s 30-year history is full of highs and lows, which is what we would expect in a highly innovative company.   They evolved throughout the years into an organization that is very much a representation of its leader, Steven Jobs.   Apple made several hugely successful product introductions over the years.   They have also completely fallen on their face on several occasions.     Apple reached a point where many thought they would not survive.   Less than 10 years later, BusinessWeek ranked Apple as the top performer in its 2006 BusinessWeek 50.   They are optimistic about the economies of scope with media giants, such as Disney and Pixar.

Apple believes a high-quality buying experience with knowledgeable salespersons who can convey the value of Apple's products and services greatly enhances its ability to attract and retain customers. Apple sells many of its products and resells certain third-party products in most of its major markets directly to consumers, education customers, and businesses through its retail and online stores. Apple has also invested in programs to enhance reseller sales, including the Apple Sales Consultant Program, which places Apple employees and contractors at selected third-party reseller locations. Apple believes providing...

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