Business Deconstructed - Apple Inc

Apple is a Californian based, American Multinational Corporation, providing personal computers,
portable music players and communication devices. It also develops, manufactures and sells related
peripherals, applications and related services. The company was founded by two young men Steve
Jobs and Steven Wozniak in 1976 (Kahney, 2008, p. 5).
Their products can be grouped in 5 product lines: desktops, portables, IPod and other music related
products and services, peripherals hardware, software service and other sales.
Apple sells its products worldwide through multi-channel-distribution in own retail stores, online
stores, direct sales force and third-party wholesalers and resellers. Apple has 247 retail stores
including 205 stores in the USA and 42 stores internationally. The corporation is operating on three
continents, in America, Asia, and Europe employing 28.000 people (Datamonitor, 2009, [online]).
Apple is a well known brand, focused on high-end innovative products with high margins. Their
products are famous for their reliability.
Apple has the reputation of being one of the most innovative companies in the world. The Fortune
Magazine ranked Apple in 2008 as “The Most Admired Company” (Fortune, unknown, 2009 [online]).
The corporation has been growing dynamically and increased their profits despite the recession over
the last couple of years. They increased their sales from 32 billion in 2008 to 36 billion in 2009. One
of the major factors is the increasing brand loyalty of their customers.