OVERVIEW

S.NO. TOPIC SLIDE NUMBER

1. INTRODUCTION 2
2. APPLE PRODUCTS 3
( BEFORE INNOVATION )
3. APPLE PRODUCTS 4
(AFTER INNOVATION )
4. MARKETING STRATEGIES AND 5
CAMPAIGNS
5. 6-7
STATISTICS

6. 8
KEY DRIVERS OF GROWTH
7. COMPETITORS 9
8. FUTURE PLANS 10
 Innovation Unleashed: The
Apple Story
FOUNDERS: Apple
was founded on APPLE I: In 1976, the INCORPORATION:
April 1, 1976, by team introduced the Apple Computer, Inc.
Apple I, a single-board was officially
Steve Jobs, Steve computer designed by incorporated on January
Wozniak, and Wozniak. 3, 1977.
Ronald Wayne.

APPLE II: The release

STEVE JOBS' 1996: APPLE
of the Apple II in 1977
DEPARTURE: Steve ACQUIRES NEXT: In a
marked a significant
Jobs left Apple in 1985 strategic move, Apple
step forward. It was the
due to internal conflicts acquired NeXT in 1996,
first pre-assembled
and founded NeXT bringing Steve Jobs
personal computer,
Computer back to the company.
featuring color graphics
 APPLE BEFORE INNOVATION

Macintosh (1984):
Apple I (1976):
Introduced the graphical user
Apple I was the first interface (GUI).
computer designed
and hand-built by Marked a shift in personal
Steve Wozniak. Apple II (1977): computing with an iconic
Super Bowl commercial.
Apple II was the first
personal computer to
have a color display and
a keyboard.
 HOW APPLE
EMERGED?

iPad (2010):
iPod (2001):
Popularized the tablet
Revolutionized the music
industry with a portable MP3
market.Positioned as a
player. device between a
iTunes was introduced for music
smartphone and a
management. iPhone (2007): laptop.
Iconic touchscreen smartphone Apple Watch (2015):
with iOS. Introduced a smartwatch with
health and fitness features. -
Combined phone, iPod, and Integrated with other Apple
internet communication. devices for seamless
connectivity.
 M A R K E T I N G STRATEGIES
Apple is known for its innovative marketing strategies that focus on creating a strong brand image and emphasizing product design, user
experience, and simplicity. Here are some key marketing strategies and campaigns employed by Apple, presented in points:

1. Think Different (1997):

Celebrated innovation and individuality.
2. Silhouette iPod Ads (2003-2008):
Joyful, iconic silhouettes emphasized music and sleek design.
3. Get a Mac Campaign (2006-2009):
Contrasted Mac's simplicity with perceived PC complexity.
4. iPhone Launch and "Hello" (2007):
Revolutionary touchscreen smartphone launch with a simple "Hello."
5. Shot on iPhone Campaign (2015-Present):
User-generated content showcases iPhone camera capabilities.
6. Apple Watch Fitness Campaign (2020):
Promoted Apple Watch as a health and fitness device.
7. "Shot on iPhone" Night Mode Campaign (2021):
Showcased Night Mode capabilities in low-light photography.
8. Event Launches (Ongoing):
High-profile product launches, keynotes, and online streaming for engagement
 STATISTICS
Apple revenue by product:

Apple’s iPhone sales accounted for 48.95 percent of the company’s overall revenue in the fourth
quarter of fiscal year 2023, the largest share of all Apple products. Over the years, services as well as
wearables, home and accessories have made a growing contribution to Apple’s net sales.

Apple revenue by product category 2015 to

2023 (%)
 NET INCOME IN
APPLE’S NET INCOME 2015 TO 2023 [$bn] Years BILLION U.S.
DOLLARS

Net Income: Apple's net income has also grown over the past five years, 2015 53.39
from $55.7 billion in 2019 to $99.8 billion in 2023. This represents a CAGR of
11.1%. 2016 45.69
Earnings per Share (EPS): Apple's EPS has grown from $3.06 in 2019 to $6.15
2017 48.35
in 2023. This represents a CAGR of 11.4%.
2018 59.53
Stock Price: Apple's stock price has also performed well over the past five
years, increasing from $142.22 per share in 2019 to $182.18 per share in
2023. This represents a CAGR of 5.2%. 2019 55.26

2020 57.41

2021 94.68

2022 99.8

2023 96.99
KEY DRIVERS OF GROWTH:

iPhone: The iPhone remains Apple's most important product, accounting for over half of its total
revenue. iPhone sales have grown steadily over the past five years, driven by strong demand for new
models like the iPhone 11, iPhone 12, and iPhone 13.
Services: Apple's services segment, which includes the App Store, Apple Music, iCloud, and Apple Pay,
has been a major growth engine for the company. Services revenue has grown at a double-digit rate
over the past five years and now accounts for over 20% of total revenue.
Wearables: Apple's wearables segment, which includes the Apple Watch and AirPods, has also been a
strong performer. Wearables revenue has grown at a triple-digit rate over the past five years and now
accounts for over 10% of total revenue.

Overall, Apple has had a strong financial performance over the past five years. The company has
grown its revenue, net income, EPS, and stock price. The iPhone, services, and wearables segments
have been the key drivers of growth. However, Apple faces some challenges, such as supply chain
disruptions, macroeconomic headwinds, and competition. Despite these challenges, Apple is well-
positioned for continued growth in the years to come.
 COMPETITORS

Having a broad family of products, Apple

competes with different companies in different
markets. Samsung is Apple’s largest adversaries in
the global smartphone market, where the
company had a share of 20 percent in second
quarter of 2023, trailing the other two. Similarly,
Apple has a solid position in the PC market
without a leading advantage. The situation is
reversed in the tablet market and the smartwatch
market, where Apple has remained the leader
since the early days, staying ahead of Samsung,
Huawei, Amazon, etc.
 APPLE'S FUTURE PLANS
 Product Innovation:
Ongoing development and improvement of existing product lines such as iPhones,
Macs, iPads, and wearables.
 Services Expansion:
Continued growth and enhancement of services like Apple Music, Apple TV+, Apple
Arcade, and Apple News+.
 Augmented Reality (AR):
Further exploration and development of augmented reality technologies, building on
the AR capabilities present in devices like iPhones and iPads.
 Artificial Intelligence (AI):
•Integration of AI technologies into existing products and services.
•Potential development of new AI-driven features or applications.
THE MAN BEHIND APPLE.INC