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Strategic Analysis of Apple

             Business Strategy of Apple's iPhone 4.
             Key Performance and Financial Highlights 7.
             Key Strategic Challenge: Increasing rivalry 8.
             Recommendations 11.
             Appendix 13.
             Apple Inc. is an American multinational corporation that designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software and services. Its best-known hardware products include Mac personal computers, iPhone, iPad and iPod. Also is Apple offering a portfolio of consumer and professional software applications as well as its own operating systems the iOS and OS X. Additionally, the company sells and delivers digital contents through different online Stores as iTunes, App Store, iBook's and MacApp store. Furthermore, Apple sells various compatible products including application software and accessories for its hardware products. The company's products are especially well known for its outstanding design and high usability within its products. .
             The Company's products are sold through its worldwide retail stores, retailers, and value-added resellers as well as through its online stores. Apple considers its customers as "consumers; small and mid-sized business ("SMB"); education, enterprise and government customers. .
             Furthermore, Apple is headquartered in Cupertino, CA and had approximately 72,800 employees in 2012, with 42,200 of these working in the company's retail segment. The generated net sales amounted to $156.5 billion, with a net income of $41.7 billion in its fiscal year, ending September 29th in 2012. .
             Apple was established on April 1st, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne to sell the Apple I, a personal computer kit in a very early stage. Just one year later the Apple II was released and Michael M. Scott became Apple's first president, while Ronald Wayne decided to sell his shares to Jobs and Wozniak.

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