Fact Sheet

Fact Sheet
1. On November 1, 2018, Tim Cook, Apple Inc’s CEO, announced the fourth quarter
results for fiscal 2018.
2. The total revenue of the company at the end of fiscal 2018 had increased from $229
billion in 2017 to $265 billion. The gross margin had increased from $88 million to
$102 million while the net income had increased from $48.4 billion to $59.5 billion
during the period against the shareholders equity of $134 billion and $128 billion in
2018 and 2017 respectively.
3. Between January and October 2018, the company had introduced HomePod – home
speaker system to compete with Amazon’s Alexa and Google’s home speaker.
4. October 30, 2018, the company had launched the all screen version of iPad Pro with
features like Liquid Retin Display, A12 bionic chip, meant for supporting powerful,
creative and mobile computing.
5. Two months prior to the end of the fourth quarter of 2018, the company had
announced new versions of iPhone, Apple Watch, iPad and Mac to gain and sustain
competitive superiority.
6. The new iPhone X versions of X(s) and XsMax and X(r) were priced at $999, $109 9.
iPhone X(R) was promoted as an affordable iPhone X. The basis model with 64GB
storage capacity was priced at $749. MacBook Air was priced at $1199.
7. The company employed 123,000 full-time employees and maintained 504 retail stores
in 24 countries.
8. In 2017 it had sold 216 million units worldwide against 231 million units in the
previous year. In 2012 the global sales were 125 million units.
9. Samsung had launched Galaxy Note 9 with 128 GB in August at a price of $999.99.
On October 16, Huawei, launched Mate 20 in 5.8 inches and 6.5 inches versions. Its
64 GB version was priced at $915. In August 2018, Huawei had become the second
biggest seller of Smartphones in the world.
10. The competitors in the early businesses of Apple like HP, Dell, Lenovo and Acer
were also matching the features of Apple note books.
11. Apple offered products and services ranging from desk top computers, smart watches,
application software and compatible accessories through its online and retail stores to
end consumers, large enterprises, small and mid-sized businesses, educational
institutions and government.
12. Apple was set up by Steve Jobs, a college dropout, Steve Wozniak, an electrical
engineer with experiences in HP, an electrical engineering company at that time,and
Ronald Wayne, 42, a consultant, on April 1,1976. It was incorporated as Apple
Computer Inc in January 1977.
13. The company took off and raised funds through an Initial Public Offer (IPO) in 1980.
14. IBM, a main frame computer manufacturer, to offer a standardised desk top computer
in alliance with Intel Corporation, an electronic chip manufacturer and Microsoft, a
software developer.
15. Apple offered a new line of computers called Macintosh in January 1984 that built on
the technology of Graphic User Interface (GUI) developed in the Palo Alto Research
Centre of Xerox Corporation in 1970s.
16. The sales of Apple did not improve and the company suffered a loss. Steve Jobs was
asked to quit the company as the leader.
17. The company struggled and suffered a loss of $1.05 billion in 1997. Steve Jobs was
called back to lead the company in 1997.
18. Steve Jobs died in 2011 and Tim Cook took charge as the CEO. He leveraged the
technologies of Apple and introduced upgradations in operating systems, iPhone,
iPad, MacBook and MacAir.
19. On November 3, 2017, Apple Inc (Apple) had launched iPhone X, with a tag line ‘Say
hello to the future’ and marked the tenth anniversary.
20. Apple faced competition not only in the smart phone market but also in each of its
offerings – operating systems, productivity tools, end use devices, internet services
like cloud storage , e-commerce and education.
21. Software players like Microsoft and Google had launched their own hardware
Microsoft had launched the fourth version of ‘Surface’.
22. Apple incurred a loss of $1.05 billion in 1997.
Decision Sheet
Key Personalities; Steve Jobs & Tim Cook
Protagonist; Steve Jobs
Decisions;
New versions of iPhone, Apple Watch, iPad and Mac were introduced to gain and sustain
competitive superiority. Raised funds through an Initial Public Offer (IPO) in 1980. New line
of computers called Macintosh was introduced in January 1984 with Graphic User Interface
(GUI). Introduced new innovative products like iMac, iPod, iPhone and iPad.
Consequences;
Though apple introduced many new products like Machintosh with GUI and many more new
initiatives apple struggled and suffered a loss of $1.05 billion in 1997.
Problems;
Samsung and all the Chinese manufacturers had introduced the same features before apple
introduces. There were noticeable price differences between iOS phones and Android phone.
The competitors of Apple like HP, Dell, Lenovo and Acer were also matching the features of
Apple note books.
What could have done?
After facing the loss Steve Jobs was asked to join Apple again. After joining he introduced
new innovative products like iMac, iPod, iPhone and iPad . He differentiated apple products
with the other company products with quality, type, in terms of design, style and fashion.

Fact Sheet

Uploaded by

Copyright:

Available Formats

Fact Sheet

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Fact Sheet

Uploaded by

Copyright:

Available Formats

Fact Sheet

22. Apple incurred a loss of $1.05 billion in 1997.

Key Personalities; Steve Jobs & Tim Cook

Protagonist; Steve Jobs

What could have done?

You might also like