APPLE

 Apple:  An American Multinational corporation headquartered in Cupertino, California  Since 1 april 1970  Founders:  Steve Jobs  Steve Wozniak  Ronald Wayne General Information

 Company:  Designs,  Develops &  Sells consumer electronics, computer software, and personal computers.  Ex. iPhone, iPad, MacBook, … General Information

 Born: February 24, 1955  Died: October 5, 2011  Co-founder,  Chairman &  CEO of Apple. Steve Jobs

 Mac  iPod  iPhone  iPad  Apple TV  … Products

 Middle / Upper income professionals,  People who like to have fun with technology &  High school, college & graduate students. Target Audience

 Everybody knows it.  A good product.  Cool design.  Innovation Brand Image

 According to Steve Jobs  Jobs came back from an apple farm,  A fruitarian diet.  The name was:  Fun,  Spirited &  Not intimidating. Name

Logos The second logo, used from late The original logo, used in The third logo, used since 1998.

 Without iPad  HP -> market leader  With iPad  Apple -> market leader  The iPad controls 88 % of the tablet-based internet traffic worldwide. Positioning

 Smaller packaging (Better for the environment)  Apple employs teams  Slim  Light  Protective  Ex. The packaging for iPhone 5 is 28% smaller than for the original iPhone shipped in  See picture Packaging

 First slogan:  “Byte into an Apple” -> late 1970s  “Think different”  “Switch”  “Get a Mac” Slogans

 The slogan of the new iPhone 5s:  “Forward thinking.” Slogans

Slogan of 2013

 423 official stores  Apple Online Store Stores Worldwide