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Case Study - Apple Inc.

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STRATEGIC MANAGEMENT APPLE INC.

Submitted by: BURGAS, JHENNEL
CATORCE, FREYA JULIA
DACALOS, DAVE RYAN
MERIDA, KRISTY RAE
SABILLO, MA. CARMEN
F 12:00-3:00

Submitted to:

Mr. Rene Y. Paquibot

1. Summary

Everything started on April 1, 1976, when Steve Jobs, 20, and Steve Wozniak, 25, both electronic experts, decided to create and sell personal computers designed by the latter. Their little company was located in Job’s garage. They called their company Apple and their first machine, Apple I. It was just a simple computer with no case, keyboard and power supply. However, in October 1976, through the efforts of Woz, an improved version of Apple I was introduced, called the Apple II. Mike Markkula, a retired millionaire because of Fairchild and Intel, decided to visit Jobs’ garage and invested one-third in the company and helped in running it. The Apple II was introduced in 1977, with a Motorola microprocessor, keyboard, a power supply, a monitor, and a programming software. In 1978, Apple sold an improved version of Apple II which contained a disk drive for third-party developers to write software programs for the computer such as EasyWriter and VisiCalc. By the end of 1980, Apple became the leader in the embryonic personal computer industry because of the high sales generated by Apple II. It even introduced its next product, Apple III. However, such product was still outsold by Apple II, with the latter becoming a standard computer in American classrooms.

Apple then introduced other products which were Lisa and the Macintosh, and high-end business machine and a low-end portable machine, respectively. Jobs wanted the Lisa product to contain innovations that are to be integrated into the machine but was turning people insane with his different specifications. In 1982, he even insisted that the Mac be

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