Apple's Strategic Plan

3127 words 13 pages
unfairlyApple Inc.
Strategic Management of Technological Innovation Course Project TM583
“Apple’s Strategic Plan”
Linda D. Smith Instructor: Professor Gorelick
April 15, 2012

* Introduction The company that will be the topic of discussion in my final project paper is Apple Inc. The company was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. Apple Inc. was formerly known as Apple Computer, Inc. until January 9, 2007 when the word “Computer” was removed (Wikepedia The Free Encyclopedia, 2012). Apple is a Fortune 500 company whose headquarters is located in Cupertino,
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Apple has been launching products that transform and wow the market for over 20 years such as the “iMac, iPod, iTunes, iPhone, Intel Mac Book, and iPad” (Apple Branding Strategy). Think back to the Macintosh, the first affordable computer with a graphical user interface
(GUI) was launched in 1984. The personal computer has changed in a lot of ways over the years but Apple’s vision of the power and potential of the personal computer has triumphed. Apple signed agreements with the “five major record labels (Schilling, 2009, p. 185)” and opened its iTunes Music Store on April 28, 2003. This deal proved to be successful the first year with 50 million downloads and is now the leading distributor of online music. The iTunes deal has redefined the distribution of music to consumers in the US. Then there is the iPad! According to Wikipedia, Apple released the first iPad in April 2010 and sold 300,000 the first day. The iPad 3 is scheduled to be released on March 7, 2012 and if I had to make a prediction, it will be as profitable as the first iPad which generated “$9.5 billion” the first nine months (Wikipedia The Free Encyclopedia, 2012). Today, the iPhone challenges the definition of a phone, by combining a portable digital media player, Internet client, GPS navigator, camera, and ... um ... oh yeah”, a Smartphone. Not only does Apple wow consumers, but it changes the way we think about


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