Apple Inc.

Company Background

Apple Inc. is a multinational company that designs and produces consumers' electronics, software, as well as, business servers. Apple is best-known for producing hardware products such as iMac, the iPod, the iPhone and most recently the iPad. Apple also develops diversified software like Mac OS X computer operating system; the iTunes media player and music store; the iLife creativity software suite; the iWork office productivity suite; Aperture, a professional photography editing software; Final Cut Studio, professional audio and film software suite; and Logic Studio, audio tools software.

Apple Inc was established on the 1st of April 1976, in California USA. For the first 30 years the corporation was called Apple Computer, Inc., but later on the 9th January 2007, dropped the word "Computer" to reflect the company's continuing development into the consumer electronics such as multimedia and smartphone market additionally to its long-established focus on personal computers. The company has 36,800 employees worldwide and had global yearly sales of around $43 billion in its fiscal year as in September 26, 2009.

Apple holds a unique reputation among the electronic industry for having an aesthetic design along there product line. They also enjoy having big base of brand loyal customers particularly in the United States. Apple currently manages more than 280 retail stores in ten countries, and an online front store where hardware and software products are sold.

New Products Introduced to the Market (from 2007-2010)

Apple Inc was very ambition in the last three years. On 2007, Steve Jobs, Apple's CEO, announced iPhone and the Apple TV at the Macworld Expo. iPhone was the first smartphone to incorporate three devices in one: a cell phone, portable media player and a full functioning portable internet browser. The iPhone was built on the iPod platform taking advantage of the stable connection and synchronization option with computers via iTunes, Apple's own desktop media player, and brand recognition that was already established. Apple TV, on the other hand, is Apple's first digital media receiver designed for digital content playback such as files as downloaded or streamed movies, music and viewing photos for that matter. Apple TV gave the normal televisions the function of a home theater but on considerably a very affordable price.

On 2008, Apple lunched the App Store for the iPhone allowing third party software producers to sell there applications. App Store is basically allows the end user to buy and download applications form the iTunes Store directly to the iPhone. The number of applications increased dramatically since the Store lunch from 500 applications to, as on January 2010, more than 140,000 applications.

On 2009, Apple released a new mouse under the name of Apple Magic Mouse. This Mouse was first of its kind because of its versatile multi-touch capabilities. It sports a sleek minimalist design that goes in line with Apple's design line. The company made it included with every new iMac sold to increase products expose.

Most recently, on the beginning of 2010, Apple Inc introduced the iPad. The iPad is considered a tablet computer however it was developed to create a new device sub-category between smartphone, the iPhone, and a regular notebook. iPad's built-in apps were designed to take advantage of the large multi-touch screen. It basically allowed consumers to surf through websites, check email, browse through photos or watch a movie fluently. More over, consumers could directly buy music, movies, TV shows or even electronic books directly via the built-in iTunes and iBooks App Store front. The iPad featured multi-touch high-resolution 9.7-inch LED screen in a thin and light forum. The iPad utilized lithium-polymer battery technology, which in turn, to give the device up to 10 hours battery life.

The iPhone was a very risky movement from Apple Inc. Although apple's royal consumers could easily recognize the smartphone friendly interface, the iPhone itself had a great change on Apple's operational and marketing placement. To recap, some changes in the use mode but great changes in the operation or marketing mode results in a High risk. To minimize the risk, Apple depended on local and international to sell the iPhone telecommunications services providers. For example, Apple relied on Etisalat to sell and distribute the iPhone with mobile and data services in the United Arab Emirates. This movement received positive feedback especially from Local consumers who found it very convent to purchases an iPhone along with the service from a one place.

Apple TV faced low sales because it was sold by various distributors whom did not market to product well enough. Apple TV is a new product in market and the big majority of the UAE costumer base where ignorant of its features or benefits. To sum up, Apple TV had great changes in the use mode however; it made some changes in operations of Apple Inc. So the risk was considered high. Regardless, Apple TV performed very poorly in local sales.

App Store did no change in use mode as we already know that iPhone users are already familiar with iTunes software. More over, App Store did little change what so every in the marketing mode as Apple started to make some advertisement campaigns to inform the customers about the new App Store front. In brief, this is considered to be the safest movement Apple did and by far the most successful one. It had no what so ever change in the use mode but little changes in the marketing mode. Consequently the risk was Low.

The iPad is on track to be available in various stores and malls across the Emirates around the month of April 2010. However, it is easy to predict how they the performance in sales as the consumers are already familiar with both the iPhone and netbooks. So the risk is considered low as it doesn't affect the marketing mode nor has any changes on the use or users mode. This should be a low risk movement for a noticeably a new product.

Justify the Matrix

Apple holds a very strong position in the market. Any new product released from Apple holds instant recognition thanks to there coherent design style and the i- naming scheme. Scanning international markets is not an easy job. Nevertheless, Apple's keeps a strong focus on customers needs by being the first to release the new concept product and by some means enhance their own product line and scanning the market. Conversely Apple should put more importance in educated the costumers about new products wheaten it is hardware or software.


  • Apple Inc. | Company profile from Hoover's. (n.d.). Hoovers | Business solutions from Hoovers. Retrieved March 11, 2010, from
  • Apple Info. (n.d.). Apple. Retrieved March 11, 2020, from
  • Crawford, C. (2008). New Products Management (9Rev Ed ed.). New York: Mcgraw-Hill Education Singapore.
  • Etisalat launches iPhone 3G in UAE and KSA. (n.d.). Welcome to Etisalat. Retrieved March 11, 2010, from
  • Etisalat. (n.d.). Welcome to Etisalat. Retrieved February 28, 2010, from
  • Heater, B. (n.d.). Apple's 'Magic Mouse' Swaps Buttons for Gestures. PC Magazine. Retrieved March 11, 2010, from,2817,2354482,00.asp

Please be aware that the free essay that you were just reading was not written by us. This essay, and all of the others available to view on the website, were provided to us by students in exchange for services that we offer. This relationship helps our students to get an even better deal while also contributing to the biggest free essay resource in the UK!