This presentation works better with a voiceover and was developed as a part of my Marketing Internship under Professor Sameer Mathur, IIM Lucknow.

1. “Innovation distinguishes between
a leader and a follower”
Steve Jobs

2. The power struggle between Jobs and Sculley and Jobs’ resignation
Founding. Macintosh. Decline
Brief History

3. Acquisitions. Resurgence. Mobile Devices
Jobs is back at Apple

4. STEVE JOBSAmerican businessman, inventor, and industrial
designer. (February 24, 1955 – October 5, 2011)
Co-founder and ex-Chairman and CEO, Apple Inc.

5. New Market Offerings Timeline.
New-Product Options | Challenges | Organizational Arrangement | Managing and Development Process

6. New-Product Options
iMac (1998)
iPod (2001)
iPhone (2007)
iPad (2010)
I think the only reason you visit an Apple store is because
you wonder what life is like on another planet.
Lewis Black
Make / Buy
AirPods
“Simplicity and technology, together like never
before. The result is completely magical.”

7. The Revolutionary iPhone
The iPhone 7 Plus, although critically acclaimed, continued the trend of
‘innovation imperative’
Apple’s next largest product launch after
the iPod was the iPhone, its 2007 entry to
the cell phone industry.
t implemented new features like touch-
screen pad, virtual keyboard, and internet
and email capabilities
I

8. Challenges in Development
CONCEPT DEVELOPMENT BUG FIXING OPTIMIZATION MARKET RESEARCH MONITORING

9. Organizational
Arrangements
CROWDSOURCING and
CROSS-FUNCTIONAL TEAMS
through
Budgeting StagesIdea Screening
Concept Testing
Product Development
Test Marketing
National Launch

10. Managing the Development Process
Interacting. Studying Competitors. Adopting Creativity.

11. MacBook Pro
Marketing Strategy
Why Apple is Apple

12. Apple Inc. - advertising over the years
Think Different (1991-2000)
Get A Mac
(2001-present)
Switch (2001-present)

13. MUSIC
Never Stop Playing
I don't stream or buy CDs... pretty much everything I buy, I do it on iTunes.
Mark Hoppus

14. Acquisition of Beats Electronics
A whopping deal of US $3,000,000,000

15. Pricing Strategy
“We never had an objective to sell a low-cost phone. Our
primary objective is to sell a great phone and provide a
great experience”
The hardware and user interface are
designed to provide a lot of value for the
price, which keeps profits high.

16. Connecting with Customers
The sequence of the Buying process:
Problem Recognition. Information Search. Alternatives
Evaluation. Purchase Decision. Postpurchase Behavior

17. Creating and
Delivering Value
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs

18. Fierce Market Competition
Indian Smartphone Market

19. Dwindling Innovative Features
Apple appears stymied by not wanting to take big risks — and
while it’s failing to do so, it’s being outshone in certain areas by
competitors like Amazon and Microsoft, who are creating
hardware like the innovative Amazon Echo and the jaw-
droppingly gorgeous Surface Studio which, though not perfect,
are far more exciting than many things Apple is working on.

20. Summary
Any story about disappointments on Apple’s part must acknowledge that this is a company that
managed one of the biggest turnarounds in history after critics wrote it off. Apple remains tight-
lipped about upcoming products, so there’s every chance that the new future could address some
(or even all) of these concerns.