Apple

Università della Svizzera italiana

Master of Science in Communication and Economics

Corporate Communicaton & Marketing SI 2005-2006

Apple Computer 1999

Re-Thinking different
How, after ’90s slump and four CEOs, Steve Jobs’s ’98 strategy makes Apple “insanely great” again.
by Vincenzo Cammarata, Veronika Kurucz, Valentina Maj, Aleksandra Pavlovic, Katherine Portmann

Universitàdella Svizzera italiana

Master of Science in Communication and Economics

Corporate Communicaton & Marketing SI 2005-2006

Apple Computer 1999

Re-Thinking different

Apple’s History

The founding of Apple 1976-1980
In 1976 “The two Steves" Steve Jobs & Steve Wozniak
- Apple I
The Byte Shop ordered fifty units for $500/u

- Apple II
the first West Coast Computer Faire (April 1977)- Apple III
(May 1980)

compete against IBM and Microsoft

©

2005 by Vincenzo Cammarata, Veronika Kurucz, Valentina Maj, Aleksandra Pavlovic, Katherine Portmann

Università della Svizzera italiana

Master of Science in Communication and Economics

Corporate Communicaton & Marketing SI 2005-2006

Apple Computer 1999

Re-Thinking different

Apple’s History

The years ofinnovation 1981-1989
- Lisa (1983)
First Personal Computer with a Graphical User Interface (GUI)

- Machintosh (1984)
the first “User-friendly” PC, using GUI with the metaphor of “desktop” and Mouse.

- Machintosh Portable (1989)
(May 1980)

compete against IBM and Microsoft

©

2005 by Vincenzo Cammarata, Veronika Kurucz, Valentina Maj, Aleksandra Pavlovic, Katherine PortmannUniversità della Svizzera italiana

Master of Science in Communication and Economics

Corporate Communicaton & Marketing SI 2005-2006

Apple Computer 1999

Re-Thinking different

Apple’s History

Decline and resurrection 1990-1999
Microsoft rolled out Windows 3.0, Apple was in trouble.

- PowerBook (1991) - G3 - iMac (1998)

©

2005 by Vincenzo Cammarata, Veronika Kurucz, ValentinaMaj, Aleksandra Pavlovic, Katherine Portmann

Università della Svizzera italiana

Master of Science in Communication and Economics

Corporate Communicaton & Marketing SI 2005-2006

Apple Computer 1999

Re-Thinking different

Apple’s management decisions

Steve Jobs I era 1976-1984 …1/2
Easy-to-use computer to every man, woman, and child Change the world through technology

Firstdifferentiation strategy
“IBM compatible” Vs Apple’s
open system Vs proprietary design closed system - Apple II (1978) strait out of box Response to IBM new entry Graphical User Interface (GUI) - Lisa (1983)

Macintosh 1984
- Breakthrough in ease of use, industrial design and technical performance. - Slow performance and lack of compatible Mac software. - fall in net income -17%

End ofSteve Jobs I era
The Apple board removed Jobs from the chief seat.

©

2005 by Vincenzo Cammarata, Veronika Kurucz, Valentina Maj, Aleksandra Pavlovic, Katherine Portmann

Università della Svizzera italiana

Master of Science in Communication and Economics

Corporate Communicaton & Marketing SI 2005-2006

Apple Computer 1999

Re-Thinking different

Apple’s management decisionsJohn Sculley’s era 1985-1993 …1/2
Leadership in DTP and Edu mkt Apple into the corporate world Division and further subdivision of market low-cost policy
with distribution and development partners.

Macintosh Plus
(1986 - 10 times the memory of the original Mac )

Evangelism among software developers Hi-quality software and peripherals

©

2005 by Vincenzo Cammarata, Veronika Kurucz,Valentina Maj, Aleksandra Pavlovic, Katherine Portmann

Università della Svizzera italiana

Master of Science in Communication and Economics

Corporate Communicaton & Marketing SI 2005-2006

Apple Computer 1999

Re-Thinking different

Apple’s management decisions

John Sculley’s era 1985-1993 …2/2
Apple global brand
The most profitable PC company in the world.

‘90s PC-clones...