Apple:

Business Strategy in 10K:

- Committed to bringing best user experience to customers through innovative hardware,
software and services
- Leverages unique ability to design and develop own operating systems, hardware,
application software and services to provide customers products and solutions with innovative
design, superior ease-of-use and seamless integration
- Continues to expand platform for the discovery and delivery of digital content and applications
through Digital Content and Services, which allows customers to discover and download or
stream digital content, iOS, Mac, Apple Watch and Apple TV applications, and books through
either a Mac or Windows personal computeror through iPhone, iPad and iPod touch® devices
(“iOS devices”), Apple TV, Apple Watch and HomePod
- Supports community for the development of third-party software and hardware products and
digital content that complement the Company’s offerings
- Believes a high-quality buying experience with knowledgeable salespersons who can convey
the value of products and services greatly enhances ability to attract and retain customers
- Includes building and expanding own retail and online stores and third-party distribution
network to effectively reach more customers, provide them with high-quality sales and post-
sales support experience
- Believes ongoing investment in research and development (“R&D”), marketing and advertising
is critical to development and sale of innovative products, services and technologies

Products:
- Devices
- Operating systems
- Services
- Other products

- Developer programs

Supply of Components:
- Uses some custom components that are not commonly used by its competitors, and new
products introduced often utilize custom components available from only one source

Research and Development:

- Because the industries in which the Company competes are characterized by rapid
technological advances, ability to compete successfully depends heavily upon ability to ensure a
continual and timely flow of competitive products, services and technologies to marketplace
- Continues to develop new technologies to enhance existing products and services,
and to expand the range of its offerings through R&D, licensing of intellectual property and
acquisition of third-party businesses and technology

IBM:
Business:
- Focus on intersection of business insight and technological invention
- Operations and aims have been international in nature
- Creates business value for clients and solves business problems through integrated solutions
that leverage information technology and deep knowledge of business processes
- Solutions create value by reducing client's operational costs or by enabling new capabilities
that generate revenue
- Draw from industry leading portfolio of consulting, delivery and implementation
services, enterprise software, systems and financing
- Key tenets of strategy:
- Deliver value to enterprise clients through integrated business and IT innovation
- Build/expand strong positions in growth initiatives
- Shift the business mix to higher-value software and services
- Become the premier globally integrated enterprise

Business Model:
- Built to support two principal goals: helping clients succeed in delivering business
value by becoming more innovative, efficient and competitive through the use of business
insight and IT solutions; and providing long-term value to shareholders
- Developed over time through strategic investments in capabilities and technologies that have
the best long-term growth and profitability prospects based on the value they deliver to clients
- Global capabilities include services, software, systems, fundamental research and related
financing
- Broad mix of businesses and capabilities are combined to provide business insight and
solutions for the company's clients
- Continues to divest commoditizing businesses and strengthen its position through strategic
investments and acquisitions in higher value segments like business analytics, smarter planet
and cloud computing

Business Segments and Capabilities:

- Major operations comprise: Global Technology Services segment; Global Business Services
segment; Software segment; Systems and Technology segment; Global Financing segment
- Global Technology Services (GTS) primarily provides IT infrastructure services and
business process services, delivering business value through the company's global scale,
standardization and automation
- Capabilities:
- Strategic outsourcing services
- Business transformation outsourcing
- IT services
- Maintenance
- Software, tech support

Systems and Technology:

- Systems provide the core technology in data centers that provide required infrastructure for
business and institutions
 - Form foundations for IBM’s integrated offerings
- Servers use both IBM and non-IBM microprocessor technology and operating systems
- Storage

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