Management Sciences

At the

National University of Modern Languages & Sciences

Islamabad

NAME(s) ROLL NO

MUHAMMAD SAQLAIN 2171028

FAIZAN ALI SIDDIQUI 9161030

ZAHID ALI 2171021

BBA

7th B, Morning

SIR IRFAN

COMPANY: APPLE Inc.

DATE: MARCH 11, 2020

Dedication:
“Dedicated to our parents and teacher because without their
pray it was not possible for us to complete it”
Acknowledgment:
“I would like to express my gratitude towards my parents & member of NUML for
their kind co-operation and encouragement which help me in completion of this
project. I would like to express my special gratitude and thanks to Mr. Irfan Afzal
for giving me such attention and time.”
Introduction:
I. Brief introduction of the industry

II. History of the company

III. Vision

IV. Mission

V. Core Values

I. Company Profile

II. Organizational Structure

III. Strategic Business Units (SBU)

2. Marketing Strategy Analysis

I. Product Mix/Portfolio Analysis

II. Competitive Analysis

III. SWOT Analysis

IV. SBU Analysis (BCG Matrix)

V. Market development strategies (penetration, product/market development,

and diversification)

VI. Segmentation

VII. Target Market

VIII. Market Share

IX. ATL/BTL activities

X. Digital Media Marketing

a. Social media handles

b. Official Website

c. Mobile App (s)

XI. Corporate social responsibility

3. Financial Status of the company

I. Profit and Loss statement

II. Assets and Liabilities

4. Significant events in the history of company operation

I. Divestment or innovation.

II. Unique marketing campaigns

1. Introduction:
Brief Introduction of the Technology Industry:
A technology company (often Tech Company) is a type of business entity that
focuses mainly on the development and manufacturing of technology products or
providing technology as a service. The technology industry is comprised of
companies that design, manufacture, or distribute electronic devices such as
computers, computer-related equipment, computer services and software,
scientific instruments, and electronic components and products. Technology
enables consumers and businesses to thrive in a digital world.

History of Apple Inc.:

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April
1976 to develop and sell Wozniak's Apple I personal computer. It was
incorporated as Apple Computer, Inc.  In January 1977, and sales of its computer
saw significant momentum and revenue growth for the computer. Within a few
years, they had hired a staff of computer designers and had a production line. .
Apple went public in 1980 to instant financial success. Over the next few years,
Apple shipped new computers featuring innovative graphical user interfaces, and
Apple's marketing advertisements for its products received widespread critical
acclaim. However, the high price of its products and limited software titles caused
problem as did power struggles between executives at the company. Jobs resign
from company and created his own company. As the market for personal
computer increased the market share of Apple Inc. decreased due to low price
product from the competitors, in particular those offered with the Microsoft
windows operating systems. More executive job shuffle at Apple until the CEO Gil
Ameljo in 1997 decided to buy Job’s company to bring him back. Job’s regained
position as CEO, and began a process to rebuild Apple’s status, which included
opening Apple’s own retail stores in 2001, making numerous acquisitions of
software companies to create a portfolio of software titles, and changed some of
the hardware technology used in its computer. It again saw success and returned
to profitability. In January 2007, Job’s announced that Apple Computers, Inc.
would be renamed Apple Inc. to reflect its shifted focus toward consumer
electronics and announced the iPhone, which saw critical acclaim and significant
financial success. In August 2011, Job’s resigned as CEO due to health
complications, and Time Cook become the new CEO. Two month later, Job’s died
making the end of an era for the company.

Apple Mission statement:

“To bringing the best user experience to its customers through its innovative
hardware, software, and services”

In this current mission statement, the company highlights the scope of its
operations and how it exploits these to satisfy the needs of its client base. While
focusing on the dynamic technological changes over time, Apple stays clear that
impacting positive change through innovation is its central objective. The
following components arise from this mission statement.

 Improving the lives of people: In the first component of its mission

statement, Apple reiterates the duty of the company to stimulate ease in
the lives of its users through simplified and user-friendly technology. The
recognition of the vulnerabilities in the online space has particularly pushed
the company to link this component with the demand for security features
that improve the user’s experience. While doing so, the company has
broadened the services its customers can enjoy as shown in its education,
business and healthcare reach.
 Empowerment of the public: The approach adopted by Apple in meeting
this element of its mission statement shows that the company considers its
products to be more than mere tools of entertainment. They are instead a
source of empowerment, and this explains the extensive presence of apple
at work. In fact, this emerges as a major source of innovation motivation for
the company.
 Top-quality products: The popularity associated with Apple products is
evidence of how far the company goes to fulfil the third component of its
mission statement. Most importantly, one rule remains unbent in this
 company, and that is providing the customers with the best quality
products.

Apple Vision statement:

 “We believe that we are on the face of the earth to make great products
and that’s not changing. “

It gives a detailed account of how the company approaches its operations to

position itself as the dominant player in the sector it operates in. Some of the
components associated with this statement include:

1. Innovations
2. Integration of partners and excellence
3. Market specialization

The first component shows that Apple is all about technological innovations. It
does this by stimulating its employees with the best innovative resources that are
also client-focused. To achieve this, Apple ahead of the rest. It also promotes this
by specially targeting its resources in areas where it can have maximum quality
impacts.

Core Value:
According to Steve Job’s the core value of Apple Inc.;

To make the best products in the market and focus on selected products so that

they can develop and innovate.

And then Tim Cook reiterated the core value of Apple Inc.;

To make great, simple, easy-to-use products that are accessible by everyone.

Company profile:
Apple Inc. is an American Multinational Technology Company headquartered in
Cupertino, California that designs, develops, and sells consumer electronics,
computer software, and online services. The company’s hardware products
include the iPhone smartphone, the iPad, tablet computer, the Mac personal
computer, the iPod portable media player, the Apple Watch smart watch, the
Apple TV digital media player, and the home pod smart speaker. Apple's software
includes the macOS, iOS, iPadOS, watchOS, and tvOS operating system, the iTunes
media player, the Safari web browser, and the iLife and iWork creativity and
productivity suites. Its online services include the iTunes Store, the iOS App
Store, Mac App Store, Apple Music, Apple TV+, iMessage, and iCloud.

Apple Inc. is the world’s largest technological based company by revenue its total
revenue in 2019 was 265.595 billion USD and world third largest mobile phone
Manufacture Company after Huawei according to a report. Apple is worth $1
trillion for first time in 2019 after detailing new iPhones. The company employee
137,000 employees in 2019. Apple operates 510 stores worldwide out of which
271 are in the United State. The company enjoys a high level of brand loyalty and
has been repeatedly ranked as the one of the world’s most valuable brand.

Organizational structure:
Apple organizational structure can be described as hierarchical. Such a structure
has been developed by its founder and former CEO late Steve Jobs in order to
ensure focused realization of his innovative ideas and clear vision for the
business. Apple organizational structure has been subjected to certain
modifications since the leadership role was assumed by Tim Cook on August 2011.
Specifically, Mr. Cook embraced the decentralization of decision making to a
certain extent in order to encourage innovation and creativity at various levels.
Nevertheless the structure remains to be largely hierarchical.Although Tim Cook
introduced considerable changes to Apple corporate structure since assuming the
top job in 2011, the structure still remains to be highly hierarchical with many
layers of management. Massive size of the company that comprises 137,000 full-
time equivalent employees globally necessitates the adherence to the hierarchical
organizational structure.
Advantages of Apple hierarchical organizational structure include tight control
possessed by senior management over all aspects of the business. Moreover,
promotion opportunities motivate employees to perform well and there are clear
levels of authority and responsibility. On the negative side, Apple’s hierarchical
organizational structure may compromise flexibly of the business to reflect
changes in the global marketplace. Furthermore, in hierarchical organizations
communication across different departments tends to be less effective than in flat
organizations

Strategic Business Units (SBU):

Apple Inc. basically have three Strategic Business Unit (SBU)
i. Hardware
ii. Software
iii. Online services
Hardware:
The company’s hardware products include the iPhone smartphone, the iPad,
tablet computer, the Mac personal computer, the iPod portable media player, the
Apple Watch smart watch, the Apple TV digital media player, and the home pod
smart speaker.
Software:
Apple's software includes the macOS, iOS, iPadOS, watchOS, and tvOS operating
system, the iTunes media player, the Safari web browser, and
the iLife and iWork creativity and productivity suites.
Online Services:
Its online services include the iTunes Store, the iOS App Store, Mac App
Store, Apple Music, Apple TV+, iMessage, and iCloud.

2. Marketing Strategy Analysis:

Product mix:

At the time, the company's website offered 14 Apple products. Now, under Cook's
leadership, the lineup has ballooned to 27 products available in more than 200
different versions. Some of the Apple products are as follow;
 Macintosh
 iMac
 Apple Watch
 IPhone
 Apple MacBook Pro
 Apple iPad
 iPod
 Apple TV
 Apple Mac mini
 Air Pods
 IPad mini
 iBook
 PowerBook
  Home Pod
 Apple 1
 iTunes Store
  iOS App Store
 Mac App Store
 Apple Music
 Apple TV+
 iMessage
 iCloud
These are the some product of Apple Inc. and they also have their different
version

Competitive Analysis:

If we talk on general context then there are many competitors of Apple Inc.
because Apple Inc. belongs to technology based industry and there are many
technology based industry in the market. The ten top competitors of Apple Inc.
are Samsung, Tesla Motor, Amazon.com, Dell, Sony, Fit bit, Bose, Google and
Microsoft.
In smart phone industry the main competitors are; Huawei, Samsung, Nokia, HTC
Blackberry, Sony and many more.
In personal computer industry the main competitors are; Dell, HP, Toshiba, IBM,
Acer, Microsoft and more.
In iPad industry the main competitors are; Samsung, Sony, Dell, HP etc.

SWOT ANALYSIS:

SWOT analysis is a strategic planning technique used to help a person or

organization identify strengths, weaknesses, opportunities, and threats related to
business competition or project planning.
1-Strength

Global presence:
 Apple derives more than 50% of its revenues from outside U.S., its domestic
market. A balanced presence in mature as well as emerging markets has enabled
the company to record a steady revenue growth.

Brand Image:

Apple is one of the most established and healthy IT brands in the World, and has a
very loyal set of enthusiastic customers that advocate the brand. The company’s
strong brand recognition helps to create barriers to entry within the market, and
also enables it command a premium pricing for the products. It gives a
competitive edge over regional and other global competitors.

Strong Media Content:

With iTunes they created a success story in recent times. Because of the store
where you can get music, videos, short films, TV shows, podcasts, audiobooks and
eBooks’ they established a unique position on the digital market exclusive for
Apple products.

Weaknesses:

In this aspect of the SWOT analysis, the emphasis is on the weaknesses or

inadequacies of the company. Weaknesses are internal factors that are obstacles
to business growth. The following business weaknesses are the most notable in
the case of Apple:

1. Limited distribution network

2. High selling pries
3. Dependence of sales on high-end market segments

Opportunities:

This aspect of the SWOT analysis of Apple Inc. pinpoints the most significant
opportunities that are available to the business. Opportunities are external
factors based on the industry environment. These factors influence the strategic
direction of business organizations. In Apple’s case, the following are the most
significant opportunities:

1. Expansion of the distribution network

2. Higher sales volumes based on rising demand
3. Development of new product lines.

Apple Inc. has the opportunity to expand its distribution network. Such
opportunity directly relates to the weakness of the company’s limited distribution
network. This SWOT analysis emphasizes the need for the company to change its
distribution strategy. An expanded distribution network can help Apple reach
more customers in the global market. In relation, the company has the
opportunity to increase its sales volumes through aggressive marketing, especially
for mobile products.

Threats:

In this aspect of the SWOT analysis, the focus is on the threats that the company
experiences from various sources, such as competitors. Threats are external
factors that limit or reduce the financial performance of businesses. In Apple’s
case, the following threats are the most significant:

1. Aggressive competition
2. Imitation
3. Rising labor cost in various countries

Tough competition in the industry is partly because of the aggressiveness of firms.

Apple competes with firms like Samsung, which also uses rapid innovation. In the
context of this SWOT analysis, aggressive competition has a limiting effect on
Apple Inc. Because of the aggressive behaviors of competing firms, it is necessary
to have strong fundamentals for maintaining competitive advantages. In addition,
the company faces the threat of imitation. This threat is significant because of the
large number of local and multinational firms that imitate the design and features
of Apple’s products. Moreover, rising labor costs involving contract
manufacturers, such as those in China, reduce profit margins or push selling prices
even higher. Based on the external strategic factors in this SWOT analysis, Apple
Inc.’s performance could suffer because of aggressive competition and imitation
of product design.

SBU ANALYSIS (BCG MATRIX):

In business, a strategic business unit is a profit center which focuses on product
offering and market segment. SBUs typically have a discrete marketing plan,
analysis of competition, and marketing campaign, even though they may be part
of a larger business entity. 

In the BCG matrix; SBU (Strategic Business Unit) is a unit of the company that has
a separate mission and objectives and that can be planned independently from
other company businesses.

For instance, company division, a product line within a division, or sometimes a

single product or brand.

A strategic business unit (SBU) is a relatively autonomous unit of a firm. In a

diversified company, each business unit is an SBU. A division of a company may
also be treated as an, SBU.
CASH COWS:

There are two products of Apple that fall under the Cash Cow category of BCG
Matrix of Apple, the first being Apple iTunes and the second being Apple
MacBook and iMac’s.

Over the year’s iTunes, MacBook and iMac’s have attained the position of being a
Cash Cow for the company.

The company has carved a niche for itself and has its own base of loyalists who
prefer Apple products only.
But since the computing industry is slowly becoming portable and mobile, the
need to have laptops and desktops are also decreasing, hence we can add Apple
iMac and MacBook’s in Dogs category as well.

STARS:

The business units that represent the star of an organization also share the
feature of having a high market share, but what makes them different from cash
cows is that their respective industry can still expand further.

For Apple, their iPhones are undoubtedly are the Stars for them. With every new
launch of Apple iPhone, the company manages to set new sales records.

Known for its design and technology prowess, Apple iPhones have its own set of
loyalists thanks to which it easily manages to stride off the competition available
in the market.

Apple iPad and Apple Smartwatch are also regarded as the Stars for the company
and are currently in the transition to become the Cash Cows for the company.

QUESTION MARK:

Apple TV makes a bit of money, but it’s not reaching its true potential.

If Apple can solve a few ecosystem problems, they could really own the TV space.
There are tons of rumors of an Apple TV product that might just maybe dominate
like the iPod/iPhone/i Pad

DOGS:

Dogs are those products that were perceived to have the potential to grow but
however failed to create magic due to the slow market growth.

Failure to deliver the expected results makes the product a source of loss for the
organization, propelling the management to withdraw future investment in the
venture. Since the product is not expected to bring in any significant capital,
future investment is seen as wastage of company resources, which could be
invested in a Question mark or Star category instead.
Apple iPods were considered the next big thing when they were introduced in the
market but eventually failed to create a significant impact due to high
competition and low customer demand.

In BCG Matrix of Apple, Apple iPods can easily be placed in the Dogs category

DEVELOPMENT STRATEGIES:
Growing a business is the process of improving some measure of a company’s
success. A business can grow in terms of employees, customer base, international
coverage, profits, but growth is most often determined in terms of revenues.
There are different ways of growing a business. Igor Ansoff identified four
strategies for growth and summarized them in the so called Ansoff Matrix.

1-

Market Penetration: Existing Products in Existing Markets

Market Penetration is about selling more of the company’s existing products to

existing markets. To penetrate and grow the customer base in the existing
market, a company may cut prices, improve its distribution network, invest more
in marketing and increase existing production capacity. Brands such as Coca-Cola
and Heineken are known for spending a lot on marketing in order to penetrate
their markets. In addition, they try to maximize the use of distribution channels by
making attractive deals with a large variety of distributors such as supermarkets,
restaurants, bars and football stadiums for example.

Product Development: New Products in Existing Markets

Product Development is about developing and selling new products to existing

markets. Companies could for example make some modifications in the existing
products to give increased value to the customers for their purchase or develop
and launch new products alongside a company’s existing product offering. A
classic example of product development is Apple launching a brand new iPhone
every few years. Other examples can be found in the pharmaceutical industry
where companies such as Pfizer, Merck and Bayer are heavily investing in
Research and Development (R&D) in order to come up with new and innovative
drugs every now and then.

Market Development: Existing Products in New Markets

Market Development is about selling more of the company’s existing products to
new markets. This strategy is about reaching new customer segments or
expanding internationally by targeting new geographic areas. If a company’s
product is doing exceptionally well in one market, why not try to enter a new
market with the same products? This is what for example IKEA has done over the
past few decades in order to become one of the biggest furniture retailers in the
world. IKEA started off expanding to markets relatively close in terms of culture as
to its home country (Sweden) before targeting more challenging geographic
areas such as China and the Middle-East. The Eclectic paradigm (also known
as OLI Framework) is a great tool to determine how to enter foreign markets.

Diversification: New Products in New Markets

Diversification strategies are about entering new markets with new products that
are either related or completely unrelated to a company’s existing offering.
Diversification in turn can be classified into three types of diversification
strategies. Concentric/horizontal diversification (or related diversification) is
about entering a new market with a new product that is somewhat related to a
company’s existing product offering. Conglomerate diversification (or unrelated
diversification) on the other hand is about entering a new market with a new
product that is completely unrelated to a company’s existing offering.  A great
example of a conglomerate is Samsung, which is operating in businesses varying
from computers, phones and refrigerators to chemicals, insurances and hotel
chains. Finally. vertical diversification (or vertical integration) means moving
backward or forward in the value chain by taking control over activities that used
to be outsourced to third parties like suppliers, OEMs or distributors.

MARKET SEGMENTATION:
Market segmentation is the process brands use to divide their target market into
smaller segments of people that share common characteristics to optimize their
marketing, advertising and sales efforts.

Segmentation means to divide the marketplace into parts, or segments, which

are definable, accessible, actionable, and profitable and have a growth potential.
In other words, a company would find it impossible to target the entire market,
because of time, cost and effort restrictions

.Four Types of Market Segmentation

1-Geographic segmentation
Geographic segmentation targets customers based on a predefined geographic
border. Differences in interests, values, and preferences vary dramatically
throughout cities, states, and countries, so it is important for marketers to
recognize these differences and advertise accordingly.

Looking into the geographical bases of Apple they have established their business
all over the world like U.S., South America, Europe, Japan, and Australia.

Recently Apple chose to implement a vertical growth strategy and began

expanding their own retail stores. The company also sells its product via third-
parties dealers, or via internet through their own website or through the iTunes
online music stores.

Apple has opened 506 retail stores across 24 countries, including 272 in the

United States and 234 in other countries.
2-Demographic segmentation
Demographic segmentation divides a market through variables such as age,
gender, education level, family size, occupation, income, and more. This form of
segmentation is a widely used strategy due to specific products catering to
obvious individual needs relating to at least one demographic element.

Looking into Apple, the Demographical market segment is successful because

they are developing products on the age, life cycle, occupation of the people.
They are distributing their products into various places and the PCs are
categorized on age, family size, for example they would have more games and
entertainment in the PCs for the kids and a professional PC with all the latest
software’s.

3-Psychographic segmentation
Unlike geographic segmentation and demographic segmentation, psychographic
segmentation focuses on the intrinsic traits your target customer possesses.
Psychographic traits can range from values, personalities, interests, attitudes,
conscious and subconscious motivators, lifestyles, and opinions. To understand
your target customers on this level, methods such as focus groups, surveys,
interviews, and case studies can all prove successful in compiling this type of
conclusion.

Looking into Apple the psychographic market segment is successful because they
are developing products on the lifestyle of the people such as Mac book for the
younger generation. Apple having a very good brand image has very good value
for its products as they are different and innovative. Looking into the personality
(style) sector Apple is providing their products with different colors for the people
who like fancy colors.
4-Behavioral segmentation
Behavioral segmentation has similar measurements to psychographic
segmentation but focuses on specific reactions and the way customers go through
their decision making and buying processes. Attitudes towards your brand, the
way they use it, and their knowledge base are all examples of behavioral
segmentation. Collecting this type of data is similar to the way you would find
psychographic data. Review websites can also be a helpful tool when searching
for this information.

In this market segment Apple providing good product knowledge to the

customers by advertising on search engines, T.V. as they have a very good brand
image. Using this brand image they are continuously coming up with new ideas
and products and attracting the customers. Apple has got a very good response
rate as many of the customers are looking for new designs and innovative
products which Apple is successfully delivering.

TARGET MARKET:

1- Teenagers are considered one of Apple Inc.'s target markets. Teenagers use

iPods for many reasons. Some of these reasons are to socialize with friends,
listen to music and go on Facebook, MSN, twitter etc. There are also many
gaming apps that appeal to them. IPods have become quite a
trend with teenagers.

TEENAGERS :
 2-  College and university students are also targeted by Apple Inc. These
students use Apple Inc. products such as iPad's, MacBook's, iPhone's etc to
quickly record notes. These notes are kept organized in their devices. Also
these products are light which makes carrying devices to and from school
much easier.

COLLEGE AND UNIVERSITY

STUDENTS :

3-    Business people are very intrigued by Apple products. All Apple devices

(iPhone's, iPad's, MacBook's etc.) have a business quality that is very useful.
These devices are used to finish work efficiently and to communicate with
clients easily. In addition, sending documents is easy and organized.

BUSINESS PEOPLE :
 4-  Apple products are also useful to young children and kids. The reason for
this is that devices such as iPods and iPads are easy to use due to their
touch screen quality which is good for children. Parents can download
learning game apps on Apple devices to teach young children and kids.

YOUNG CHILDREN AND KIDS 

MARKET SHARE:

IPhone’s market share remained as the 3rd largest in the global smartphone

market in Q2 2019. Samsung maintained its top position, accounting for 23% of
the global smartphone market share, followed by Huawei in second place, with
18% share of the market in the same period. The global smartphone market is
expected to witness more fierce competition as the dynamics of the smartphone
industry is set to witness some significant changes in the coming years providing
plenty of opportunity for current market participants to capture a larger share of
the market.

According to Apple’s announcement, the company generated a total of USD 53.8

billion revenue in Q3 2019, an increase of 1% from the year-ago quarter. Its
quarterly profit reached USD 10.04 billion in the same period.

Although Apple no longer reports iPhone, iPad, and Mac unit sales numbers, it
does report a revenue breakdown by product category. Here’s Apple’s Q3 2019
earnings breakdown by product category:

IPhone: $25.99 billion

Services: $11.46 billion

Mac: $5.82 billion

Wearable’s, Home and Accessories: $5.53 billion

iPad: $5.02 billion

ATL/BTL ACTIVITIES:

ATL Marketing:

ATL Marketing stands for “Above The Line Marketing”. This kind of marketing that
has a very broad reach and is largely untargeted. Think about a national TV
campaign, where viewers across the nation see the same advert aired across the
various networks.
BTL Marketing

: BTL Marketing stands for “Below The Line Marketing”. This kind of
marketing is that targets specific groups of people with focus. The same
cereal company could also run a direct marketing campaign in a large
city. This would be a strategy designed to target a specific group of
people and to try and encourage quick purchases, or conversions.
For example, A Google Adwords campaign targeting a certain group or
a direct telemarketing campaign targeting specific businesses.
Social media marketing strategy of Apple

Facebook:
Facebook is the leading social network used by marketers for achieving their
marketing objectives. Its popularity is the highest of all social media platforms and
it also boasts of the largest audience. Apart from that, it offers a great social
media experience which brands can use to engage their customers better. You
can use it for promotions or even for discussions and conversations with your fans
& followers. Several of the large brands have active social media teams to
continuously interact with their fans on Facebook. Apple has several accounts on
each of these platforms. Its main account has 11 million followers whereas there
is also a support page that has less. An unofficial page named Apple has around
11 million followers too. However, Apple has not used Facebook for active
promotions as most brands do. Its Facebook account is just a touch point. That is
a surprising fact since Facebook has become the main marketing tool for several
businesses. There can be several reasons behind it. When all the birds flock to the
same field, it grows a little crowded. Apple uses its own website and blogs more
than these social media channels. It exercises more care than others. Facebook
exposes your business to a very large crowd of followers. However, if you are not
a shrewd marketer, you may also be through some mess. Apple is either shrewd
or likes being lazy.
Twitter:
On Twitter too, Apple has several accounts. Each one is dedicated to something
different like one for ITunes, one for Apple Music, one for support. Apple’s main
official page has not made any tweets and yet it has two million followers. The
support page on the other hand tweets to followers on important technical
issues. It is for education and awareness. Apple likes keeping its users aware of
the latest technical features of Apple products and their use and care. This is a
smart use of social media tools for customer service and engagement. Apple
Music page has the highest number of followers at 9.33 Million. On the other
hand ITunes page has around 1.3 million followers.  The Apple Music account on
Twitter is highly popular which is evident from the high number of followers, likes
and retweets. Apple’ social media activity is higher on Twitter than Facebook.
Instagram:
Apple’s Instagram page shows very high level engagement. Instagram is an
attractive social media network for engaging users. Its many features are suitable
for promotions and engagement. Apart from its album like look and feel which
makes it suitable for promotions, its comments and conversations features also
make it a great tool for communication. Apple is already a very popular brand.
Number of likes on each of its posts on Insta is in thousands. Number of
responses is also very high. This is excellent level of engagement and shows that
Apple is great at churning excitement. The brand’s main Instagram account has
around 7.5 Million followers whereas that of Apple Music has higher than 3
million followers. The brand talks very little on these pages and still the level of
engagement is excellent. Instagram is mainly for sharing multimedia content. In
the recent years, Apple has increased its use of such content in its marketing
efforts.
YouTube:
On YouTube too, the brand has used several accounts to reach its customers.
However, the good news is that very few brands might have as large a follower
base as Apple. Apple’s main account has 6.8 million followers whereas Apple
support account has around 93 K. This is the era of video marketing and Apple
uses videos actively for promotions. This is why YouTube is a very important
platform for Apple to engage its followers. It’s also a great platform for running
social media campaigns. Several of Apple’s 245 videos have attracted very large
number of visits. Its IPhone X unleash video has received more than 8 million
visits in just a month.

OFFICIAL WEBSITE:
Apple has its own official website where apple products are selling are there is
separate websites of all business.

Mobile App (s):

The App Store is a digital distribution platform, developed and maintained
by Apple Inc., for mobile apps on its iOS operating system. The store allows users
 to browse and download apps developed with Apple's iOS software development
kit.

Apple Corporate Social Responsibility:

Apple Supporting Local Communities:
‘Global Volunteer Program’ was launched in 2011 to encourage employees to
volunteer in local communities.
 In 2018 more than 250.000 hours  volunteered and more than USD125
million donated to organizations around the world within the scope of ‘Global
Volunteer Program
 The company also responds to natural disasters. These include raising USD
1 million to help the victims of Hurricane Maria and USD 2 million to help the
victims of Hurricane Harvey and Hurricane Irma in Puerto Rico.
Apple Educating and Empowering Workers:
Apple provided educational programs to more than 3.6 million supplier
employees since 2008.
68% of people attending App Development and Swift course in 2018 had no
coding experience. After the completion of the course they were able to build an
app. 
 
Labor and Human Rights at Apple
 Company has achieved an average 95per cent compliance among suppliers
to maximum 60-hour workweek.
 Apple enforces The Supplier Code of Conduct that is claimed to be the
toughest in the electronics industry. Apple educated more than 17,3 million
employees of its suppliers on their rights since 2007.
 In 2018, Apple removed five mineral suppliers from is supply chain for
failing to pass or not being willing to participate in human rights audits
Apple and Sustainable Sourcing
 All the fibers Apple uses in product packaging are 100% responsible sourced
 The company partnered with The Conservation Fund to protect 36,000
acres of sustainable forest in North Carolina and Maine and more than 13,000
metric tons of wood was harvested responsibly.
 Apple aims to contribute to transition up to 1 million acres of forest, across
five southern provinces, into responsible management by 2020
 Water Consumption by Apple
 In 2017, Apple used about 1 billion gallons of water directly, a 59 percent
increase compared to 2016
 The company launched Clean Water Program in 2013 and since more than
13,6 billion gallons of water have been saved by suppliers
 Cooling systems in company’s date centers can reuse water up to 35 times

3. Financial status of the company

Profit and loss statement:
The fiscal year 2019, Apple Inc. is reporting $53.8 Billion in revenue, $10 Billion in
Net Income and $2.18 in Diluted Earnings per Share. The company has beaten
analyst estimates for both revenue and EPS, but its problems with the iPhone
continue to manifest themselves, as Apple has witnessed a third consecutive
decline in revenues from the smartphone lineup this quarter. The company has
declared a $0.77/share dividend this quarter. The reason behind the decline of
revenue is less sale of iPhone in china.

Assets and liabilities:

Apple total current assets from 2006 to 2019. Total current assets can be defined
as the sum of all assets that are classified as current because they will provide a
benefit within one year.

 Apple total current assets for the quarter ending December 31, 2019
were $163.231B, a 15.91% increase year-over-year.
 Apple total current assets for 2019 were $162.819B, a 23.97%
increase from 2018.
 Apple total current assets for 2018 were $131.339B, a 2.09% increase from
2017.
 Apple total current assets for 2017 were $128.645B, a 20.38% increase from
2016.

4. Significant events in the history of

company operation:
Unique marketing campaigns:

1. Keep it simple:
Customers and prospects don’t need complex marketing campaigns that overwhelm them with
information. Apple understood this concept early on and made sure that their marketing was as simple as
possible. They took out product feature lists, price, voice-overs and special effects.

2. Focus on unique value proposition rather than price:

A big part of Apple’s marketing strategy is that they never get involved in price
wars. They stick to their pricing albeit it is often much higher than any of the
competition. They can do this because they focus on touting their unique value
proposition that no other competitor has been able to emulate -- beautiful
products that work straight from the box.

Apple also focuses on providing a great user experience with cool features and
extensive applications that put it in a product class by itself. Whatever device
Apple is offering, they make sure the customer feels like it’s worth paying the
higher price. This method of thought can be used to market any product or
service environment. Just focus on what sets you apart from the rest of the
market.

3. Appeal to emotions:

Apple has created evangelists out of their customers primarily because they have
been able to reach and hold on to them at an emotional level. Apple’s ads show
happy people having a great time with their iPads and iPods rather than focusing
on memory size or battery life.
The more their visual content appeals to emotions like happiness, enjoyment and
inclusion, the more likely that content will be shared with others and generate
the viral movement that Apple has leveraged. This can be emulated by any
business niche or company through strong visuals, emotionally charged
language and a positive tone as the basis for all content.

Innovations:
Apple is widely considered as the #1 innovative company in the world. The
company’s innovation strategy involves terrific new products and innovative
business models.
The company delivers consumers with a succession of presents – great software
in fabulous hardware in beautiful packaging (“really good ideas wrapped up in
other really good ideas,” as Michael Lopp, senior engineering manager at Apple
puts it). Apple also pioneers into a new business spaces and creates new market
niches. The company created game-changing innovations such as the iPod,
iTunes, iPhone, and iPad.
Apple innovation leaders think in terms of platforms and pipelines
and relentlessly push the pace of innovation. Competitors that chase Apple's
latest release find themselves behind when just a few months later Apple
introduces its latest and greatest offering.
 Innovative Business Models
 Apple’s Innovation System
 Apple's Design Process
 Innovative Partnerships.