A

“A study on Company Profile of APPLE

PRODUCTS”
A PROJECT REPORT

Submitted by

Aditya Pathak

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

Submitted To: Submitted BY

Dr. Mohd. Ashfaq Siddiqui Aditya Pathak

MBA 1st Sem.

Infinity Management & Engineering College, Sagar

pg. 1
 This is to certify that the project entitled
“ A study on Company Profile of Apple Products”
is the bona fide work carried out by Aditya Pathak
student of MBA 1st sem Maharaja Chhatrsaal Bundelkhand University Chhatarpur
M.P., during the year November -2023, for the partial fulfillment of the
requirements for the award of the degree of MASTER OF BUSINESS
ADMINISTRATION and that the project has not formed the basis for the award
previously of any degree, diploma, associate ship, fellowship or any other similar
title.

Project Guide HOD Examiner

pg. 2
 DECLARATION

I hereby declare that the project report entitled .A study on

“A study on Company Profile of Apple Products”
under the guidance of Dr. Mohd. Ashfaq Siddiqui submitted in partially fulfillment of the
requirement for the award of degree of Master of Business Administration to Maharaja
Chhatrsaal Bundelkhand University Chhatarpur M.P is my original work and not
submitted for the award of any degree, diploma to any other institution/organization or
university by any other person.

Mr. Aditya Pathak

MBA 1st Sem.

pg. 3
 ACKNOWLEDGEMENT

We are extremely grateful to Dr. Mohd.Ashfaq Siddiqui and all the staff member of our
college for their valuable guidance throughout the tenure of this project.

We extend our sincere thanks to all faculties in our college. We extended our
sincere thanks to all staff of Infinity College Sagar for giving us an opportunity to carry out
the project work in their organization.

We express our deep sense of regards of respected teachers, colleagues,

friends and those who helped us directly and indirectly who has contributed in numerous
ways to the development of our project.

We also acknowledge our thanks to Dr. Md. Ashfaq Siddiqui (HOD) that gave
us moral support and a chance to be a part of marketing world in the very beginning of our
careers.

Aditya Pathak

pg. 4
 INDEX

Chap Particulars Page No.

no.
1. College Certificate 2

2. Declaration 3

3. Preface 4

4. Acknowledgement 5

5. Introduction (Apple Inc.) 7

6. General Information 10

7. Products 15

8. iPhone 5S 25

9. Analysis 48

10. Future plan 52

11. Suggestions 54

12. Conclusion 56

13. Bibliography 58

5|Page
 INTRODUCTION

6|Page
 v HISTORY (Apple Inc.)

When we think of innovative computer and cellular phone technology that is constantly
ever-changing, worldwide success, and brand and customer loyalty like no other, what
company usually comes to mind? Apple Inc. Now called Apple Inc., the company began as a
manufacturer of personal computers and it was first called Apple Computer, Inc. ("History of
Apple Inc."). The company we now know as Apple was not as internationally successful as it
is today, but after a few bumps in the road and under the leadership of its founder and former
CEO Steve Jobs the company was back on its feet. Steve Jobs managed to rebuild the company
and Apple began to make its return in 1998 with the introduction of some of its early hardware
products including iMac, iBook, and the Power Mac G4 ("History of Apple Inc."). The year
2001, however, was a very important year for the company. It was the year that Apple
introduced the iPod line and Apple products started to become increasingly popular worldwide.
From that year forward, the company not only changed people's perception of music through
the introduction of the iTunes music store but also changed the way people communicate with
one another since the release of the iPhone ("Technology: Changing the Way we Communicate
Media CAST Blog | MediaCAST Blog."). The release of the iPad has helped consumers stay
organized and entertained while also offering mobility. Furthermore, without Mac desktops
and laptops there would be no "mac users" and media professionals wouldn't have the option
of using a computer that is more reliable than its competitors (Finnie).

Aside from being a top technology company worldwide, Apple has also paired up with
the (RED) charity to enhance its marketing strategy. The goal of this collaboration with (RED)
is "to fight for an AIDS-free generation by 2015" ("Apple - (PRODUCT) RED - Help fight
AIDS in Africa."). In order to do this, Apple has created red products and every time a
consumer purchases one of the red products, the profits go to AIDS programs in Africa. The
charity has collected more than $50 million from Apple ("Apple - (PRODUCT) RED - Help
fight AIDS in Africa.). In addition to using cause marketing, the company has shown
considerable interest for its effect on the environment, specifically its environmental footprint.
One of Apple's main goals is to create environmentally friendly products. Apple aims to do this
by designing products that require less material and not only lessen carbon emissions but
eliminate common toxic substances that are used in manufacturing products

7|Page
("Apple - The Story Behind Apple's Environmental Footprint."). Additionally, Apple also
reduces greenhouse gas emissions by running several of their data centers on 100% renewable
energy. The original Apple Logo featured Isaac Newton sitting under an apple tree with an
apple about to hit his head.

Apple's aim has been to provide consumers, businesses, students, and educational
institutions with the best personal computing experience. Not only has Apple Inc. redefined
how consumers use computers at home, school, and work but has also given consumers a whole
new perspective on the mobile phone and music industry all while exemplifying social
responsibility and environmental sustainability for its stakeholders. Apple's worldwide success
is evidence that the company has succeeded in accomplishing its mission in being one of the
world's top innovative companies.

8|Page
 GENERAL INFORMATION

9|Page
 COMPANY AT GLANCE
Name of the firm Apple Inc.
Year of establish April 1, 1976-77
Form of organization Public limited
Area served Worldwide
Location of office Apple campus, 1 infinite loop
Cupertino, California, U.S.
Location of industry Apple campus, 1 infinite loop
Cupertino, California, U.S.
Website www.apple.com
Products Mac, iPod, iPhone, iPad, iPad Mini, Apple tv,
OS X, iLife, iWork, iOS
Industry Computer hardware, computer software,
consumer electronics, digital distribution
Founder(s) Steve jobs,
Steve Woznaik,
Ronbald Wayne
Key People Arthur D. Levinson (Chairmain),
Tim Cook (CEO),
Steve Jobs (Founder)
Number of Location 406 retail Stores
Services Apple Store, Apple Store Online, Mac App
Store, iOS Store, iTunes Store, iBooks,
iCloud

Net Income 37.037 US($) Billion

Employees 80,000
Investment 170.910 US $ Billion
Market National and international

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 DEVELOPMENT OF ORGANISATION

Apple was founded by Steven Jobs and Stephen Wozniak in 1976; Apple Computer
Company revolutionized the personal computer industry and epitomized the rise of clean
industry in the New West. Located in the Santa Clara Valley, in California, the company's first
product was the Apple I, a single-board computer with on-board read-only memory (ROM),
which sold for about $650 without a monitor or keyboard. Orders instantly soared, and Jobs
and Wozniak quickly brought out the Apple II, which included a keyboard, color monitor, and
expansions for peripheral devices (Birzer & Schweikart 2003). In 1984, Apple introduced the
Macintosh, which was aimed at the business and education markets, by which time the
company had already not only changed American industry but had reshaped entire areas of the
West around silicon. In 1996, after a series of CEOs failed to keep Apple profitable, Steve Jobs
returned under the rubric interim CEO and soon launched a new marketing and licensing
relationship with Microsoft. In 2000 his direct sales concept, the Apple Store brought the
company back to profitability (Birzer & Schweikart 2003).

In 1994 Apple computers launched a new line of computers based on the PowerPC
processor chip. The creation of the new chip was a joint venture between Apple Computers,
IBM, and Motorola, and because the new chip was capable of being compatible with the market
leading Intel chip, it was marketed as a major breakthrough in computer technology. If
emulation software was purchased by a consumer, the consumer could run both software made
for Apple computers and software made for Intel PCs on the same Apple machine. The machine
was even being called a PC with a free Mac inside. Apple computers had controlled about 8-
10 percent of the personal computer market since 1984, and recently it had been struggling
financially (Gottinger 2003). Those at Apple hoped that compatibility with the Intel-based PC
and its 85 per cent market share would dramatically increase the market share of Apple
computers. The results from the introduction of the new product were not

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everything Apple had predicted or had hoped for. The increased competition from the PowerPC
chip forced Intel to slash the price of their Pentium chips by 40 per cent. Thus Apple did not
live up to its promise of cheaper computers (Gottinger 2003).

Apple Computers Inc is considered to be one of the innovators in the computer

industry. It brought about different changes to the industry; these changes are still visible in the
present. The company‘s products were used as a basis by other computer company‘s in
designing the specifications and physical characteristics of their product. It also serves as a
meter of how products are designed. The company offers various products for the different
market it targets. The products made by the company offer something different. The paper will
discuss about Apple Inc and its' products, and the markets it serves. The paper will analyze
how forces in the marketing environment have resulted in changes in the last 5 to 10 years to
the organization‘s marketing mix. The paper will also evaluate what further environmental
changes might arise in the next 5 to 10 years and consider their effect.

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 v SIZE OF THE COMPANY

Apple is the world‘s second-largest information techonology Company by revenue after

Samsung electronics, and the world‘s third-largest mobile phone maker after Samsung and
nokia.

As of May 2013, Apple maintains 406 retail stores in 14 countries as well as the online
Apple Store and iTunes Store. Apple is the largest publicly traded corporation in the world,
with an estimated value of US($) 415 billion as of March 2013. As of September 2012 the
company had 72,800 permanent full time employees and 3,300 temporary employees
worldwide.

Apple entered the top 10 of the fortune 500 list of companies for the first time, rising
eleven places above its 2012 ranking to take the 6th position.

v FORM OF ORGANISATION
According to the form of organisation, the organisation can be
divided as follows:

v Private sector unit

v Public sector unit
v Joint sector unit

In this firm, it is a Public Limited firm.

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 PRODUCTS

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 CONTENTS

1. Mac

2. iPad

3. iPod

4. Apple TV

5. Software

6. iPhone

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 1. Mac

• MacBook Air: Consumer ultra-thin, ultra-portable

notebook, introduced in 2008.
• MacBook Pro: Professional notebook, introduced in 2006.
• Mac Mini: Consumer sub-desktop computer and server,
introduced in 2005.
• iMac: Consumer all-in one desktop computer, introduced in
1998.
• Mac Pro: Workstation desktop computer, introduced in 2006.

Apple sells a variety of computer accessories for Macs, including Thunderbolt Display,
Magic Mouse, Magic Trackpad, Wireless Keyboard, Battery Charger, the AirPort wireless
networking products, and Time Capsule.

2. iPad

On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad,
running a modified version of iOS. It offers multi-touch interaction with multimedia
formats including newspapers, magazines, ebooks, textbooks, photos, movies, videos of
TV shows, music, word processing documents, spreadsheets, videogames, and most
existing iPhone apps. It also includes a mobile version of Safari for web browsing, as well
as access to the App Store, iTunes Library, iBook store, contacts, and notepad. Content is
downloadable via Wi-Fi and optional 3G service or synced through the user's computer.
AT&T was initially the sole US provider of 3G wireless access for the iPad.

On March 2, 2011, Apple introduced the iPad 2, which had a faster processor and a camera
on the front and back. It also added support for optional 3G service provided by Verizon in
addition to the existing offering by AT&T. However, the availability of the

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 iPad 2 has been limited as a result of the devastating earthquake and ensuing tsunami in
Japan in March 2011.

On March 7, 2012, Apple introduced the third-generation iPad, marketed as "the new
iPad". It added LTE service from AT&T or Verizon, the upgraded A5X processor, and the
Retina display (2048 by 1536 resolution), originally implemented on the iPhone 4 and
iPhone 4S. The dimensions and form factor remained relatively unchanged, with the new
iPad being a fraction thicker and heavier than the previous version, and minor positioning
changes.

On October 23, 2012, Apple's fourth-generation iPad came out, marketed as the "iPad with
Retina display". It added the upgraded A6X processor and replaced the traditional 30-pin
dock connector with the all-digital Lightning connector. The iPad Mini was also introduced,
with a reduced 7.9-inch display and featuring much of the same internal specifications as
the iPad 2.

On October 22, 2013, Apple introduced the iPad Air. It added the new 64 bit Apple-A7
processor. The iPad mini with Retina Display was also introduced, featuring the Apple- A7
processor as well.

Since its launch, iPad users have downloaded three billion apps, while the total number of
App Store downloads is over 25 billion.

3. iPod

On October 23, 2001, Apple introduced the iPod digital music player. Several
updated models have since been introduced, and the iPod brand is now the market leader
in portable music players by a significant margin, with more than 350 million units shipped
as of September 2012. Apple has partnered with Nike to offer the Nike+iPod Sports Kit,
enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website.

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 Apple currently sells four variants of the iPod:

• iPod Shuffle: Ultra-portable digital audio player, currently available in a 2 GB model,

introduced in 2005.
• iPod Nano: Portable media player, currently available in a 16 GB model, introduced in
2005. Earlier models featured the traditional iPod click wheel, though the current
generation features a multi-touch interface and includes an FM radio and a pedometer.
• iPod Touch: Portable media player than runs iOS, currently available in 16, 32 and
64 GB models, introduced in 2007. The current generation, which released on
September 12, 2012 features the Apple A5 processor, a Retina display, and dual
cameras on the front (1.2 megapixel sensor) and back (5 megapixel iSight), the latter of
which supports HD video recording at 1080p and Siri.
• iPod Classic: Portable media player, currently available in a 160 GB model, first
introduced in 2001.

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 4. Apple TV

The current generation Apple TV.

At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously known as the
iTV), a set-top video device intended to bridge the sale of content from iTunes with high-
definition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a wired
network, with one computer's iTunes library and streams from an additional four. The Apple
TV originally incorporated a 40 GB hard drive for storage, includes outputs for HDMI and
component video, and plays video at a maximum resolution of 720p. On May 31, 2007 a 160
GB drive was released alongside the existing 40 GB model and on January 15, 2008 a software
update was released, which allowed media to be purchased directly from the Apple TV.

In September 2009, Apple discontinued the original 40 GB Apple TV and now continues to
produce and sell the 160 GB Apple TV. On September 1, 2010, alongside the release of the
new line of iPod devices for the year, Apple released a completely redesigned Apple TV. The
new device is 1/4 the size, runs quieter, and replaces the need for a hard drive with media
streaming from any iTunes library on the network along with 8 GB of flash memory to cache
media downloaded. Apple with the Apple TV has added another device to its portfolio that
runs on its A4 processor along with the iPad and the iPhone. The memory included in the device
is the half of the iPhone 4 at 256 MB; the same as the iPad, iPhone 3GS, third and fourth-
generation iPod Touch.

It has HDMI out as the only video out source. Features include access to the iTunes Store to
rent movies and TV shows (purchasing has been discontinued), streaming from internet video
sources, including YouTube and Netflix, and media streaming from an iTunes library. Apple

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also reduced the price of the device to $99. A third generation of the device was introduced at
an Apple event on March 7, 2012, with new features such as higher resolution (1080p) and a
new user interface.

5. Software

Apple develops its own operating system to run on Macs, OS X, the latest version being
OS X Mavericks (version 10.9). Apple also independently develops computer software
titles for its OS X operating system. Much of the software Apple develops is bundled with
its computers. An example of this is the consumer-oriented iLife software package that
bundles iMovie, iPhoto and GarageBand. For presentation, page layout and word
processing, iWork is available, which includes Keynote, Pages, and Numbers. iTunes,
QuickTime media player, and Software Update are available as free downloads for both
OS X and Windows.

Apple also offers a range of professional software titles. Their range of server software
includes the operating system OS X Server; Apple Remote Desktop, a remote systems
management application; and Xsan, a Storage Area Network file system. For the
professional creative market, there is Aperture for professional RAW-format photo
processing; Final Cut Pro, a video production suite; Logic Pro, a comprehensive music
toolkit; and Motion, an advanced effects composition program.

Apple also offers online services with iCloud, which provides cloud storage and syncing
for a wide range of data, including email, contacts, calendars, photos and documents. It also
offers iOS device backup, and is able to integrate directly with third-party apps for even
greater functionality. iCloud is the fourth generation of online services provided by Apple,
and was preceded by MobileMe, .Mac and iTools, all which met varying degrees of success.

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 6. iPhone

At the Macworld Conference & Expo in January 2007, Steve

Jobs introduced the long-anticipated iPhone, a convergence of an
Internet-enabled smartphone and iPod. The first-generation iPhone
was released on June 29, 2007 for $499 (4 GB) and $599 (8 GB) with
an AT&T contract. On February 5, 2008, it was updated to have 16
GB of memory, in addition to the 8 GB and 4 GB models. It combined
a 2.5G quad band GSM and EDGE cellular phone with features found
in handheld devices, running scaled-down versions of Apple's Mac OS
X (dubbed iPhone OS, later renamed iOS), with various Mac OS X
applications such as Safari and Mail. It also includes web-based and
Dashboard apps such as Google Maps and Weather. The iPhone
features a 3.5-inch (89 mm) touchscreen display, Bluetooth, and Wi-
Fi (both "b" and "g").

At Worldwide Developers Conference (WWDC) on June 9, 2008,

Apple announced the iPhone 3G. It was released on July 11,
2008, with a reduced price of $199 for the 8 GB version, and $299 for the 16 GB version.
This version added support for 3G networking and assisted-GPS navigation. The flat silver
back and large antenna square of the original model were eliminated in favor of a curved
glossy black or white back. Software capabilities were improved with the release of the
App Store, providing applications for download that were compatible with the iPhone. On
April 24, 2009, the App Store surpassed one billion downloads. At WWDC on June 8,
2009, Apple announced the iPhone 3GS. It provided an incremental update to the device,
including faster internal components, support for faster 3G speeds, video recording
capability, and voice control.

At WWDC on June 7, 2010, Apple announced the redesigned iPhone 4. It features a

960x640 display, the Apple A4 processor also used in the iPad, a gyroscope for enhanced
gaming, 5MP camera with LED flash, front-facing VGA camera and FaceTime video
calling. Shortly after its release, reception issues were discovered by consumers, due to the
stainless steel band around the edge of the device, which also serves as the phone's

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 cellular signal and Wi-Fi antenna. The issue was corrected by a "Bumper Case" distributed
by Apple for free to all owners for a few months. In June 2011, Apple overtook Nokia to
become the world's biggest smartphone maker by volume.

On October 4, 2011, Apple unveiled the iPhone 4S, which was first released on October
14, 2011. It features the Apple A5 processor, and is the first model offered by Sprint
(joining AT&T and Verizon Wireless as the United States carriers offering iPhone models).
On October 19, 2011, Apple announced an agreement with C Spire Wireless to sell the
iPhone 4S with that carrier in the near future, marking the first time the iPhone was
officially supported on a regional carrier's network. Another notable feature of the iPhone
4S was Siri voice assistant technology, which Apple had acquired in 2010, as well as other
features, including an updated 8MP camera with new optics. Apple sold 4 million iPhone
4S phones in the first three days of availability.

On September 12, 2012, Apple introduced the iPhone 5. It added a 4-inch display, 4G LTE
connectivity, and the upgraded Apple A6 chip, among several other improvements. Two
million iPhones were sold in the first twenty-four hours of pre-ordering and over five
million handsets were sold in the first three days of its launch.

A patent filed in July 2013 revealed the development of a new iPhone battery system that
uses location data in combination with data on the user's habits to moderate the handsets
power settings accordingly. Apple is working towards a power management system that
will provide features such as the ability of the iPhone to estimate the length of time a user
will be away from a power source to modify energy usage and a detection function that
adjusts the charging rate to best suit the type of power source that is being used.

In March 2013, one of the largest cellular phone companies in the United States, T- Mobile,
announced that it would begin selling the iPhone 5 on April 12. The announcement of the
iPhone came with the announcement that the company would begin implementing 4G
cellular service for its users.

Upon the launch of the iPhone 5S and iPhone 5C, Apple sold over nine million devices in
the first three days of its launch, which sets a new record for first-weekend smartphone
sales. This was the first time that Apple has simultaneously launched two models and the
inclusion of China in the list of markets contributed to the record sales result.

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 On October 15, 2013, U.S. Cellular, the United States fifth largest cell phone provider,
announced that it would in fact begin to carry the iPhone. It is the last of the five major
carriers, including AT&T, Verizon, Sprint, and T-Mobile to acquire the phone. The phone
went on sale on November 8 at U.S. Cellular stores around the country. The finalization of
a deal between Apple and China Mobile, the world's largest mobile network, was
announced in late December 2013. The multi-year agreement provides iPhone access to
over 760 million China Mobile subscribers.

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 iPhone 5S

iPhone 5S is a smartphone developed by Apple Inc. It is part of the iPhone line, and
was released on September 20, 2013. Apple held an event to formally introduce the phone, and
its mid-range counterpart, the iPhone 5C, on September 10, 2013.

As with the principle of iPhone 3GS and iPhone 4S, iPhone 5S is a revised version of its
predecessor, iPhone 5. The phone maintains a similar design to its predecessor, aside from the
introduction of a new home button design using a laser-cut sapphire cover surrounded by a
metallic ring, Touch ID, a fingerprint recognition system built directly into the home button
which can be used to unlock the phone and authenticate App Store and iTunes Store purchases,
and an updated camera with a larger aperture and a dual-LED flash optimized for different
color temperatures. It also introduced the A7 dual-core processor, the first 64-bit processor to
be used on a smartphone, accompanied by the M7 "motion co-processor", a dedicated
processor for processing motion data from its
accelerometer and gyroscopes without requiring the attention
of the main processor. It was also the first Apple device to
ship with the newest version of the iOS mobile operating
system, iOS 7, which introduced a revamped visual
appearance and other new features.

Reception towards the device was generally positive, with

some outlets considering it to be the best smartphone
available on the market due to its upgraded hardware, Touch
ID, and other changes introduced by iOS 7. However, others
criticized iPhone 5S for being too similar to its predecessors,
while others showed security concerns about the Touch ID
system. iPhone 5S, along with iPhone 5C, sold nine million
units on their weekend of release, breaking Apple's sales
record for iPhones, and was the best selling phone on all
major US carriers in September 2013.

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 v HISTORY

The iPhone 5S was announced during a keynote at 4 Infinite Loop on September 10, 2013.

Before its official unveiling, media speculation

primarily centered around reports that the next iPhone
would include a fingerprint scanner; including Apple's
July 2012 acquisition of AuthenTec, a developer of
mobile security products, references to a fingerprint
sensor on the home button in the beta release of iOS 7
and leaked packaging for an iPhone 5S showing that
the traditional home button now had a metallic "ring" around it. Similar ring-based imagery
was seen on the official invite to Apple's iPhone press event in September 2013, where the new
device was unveiled. Shortly before its official unveiling, The Wall Street Journal also reported
the rumor.

Apple announced iPhone 5c and iPhone 5s during a media event at its Cupertino headquarters
on September 10, 2013. While iPhone 5C became available for preorder on September 13,
2013, iPhone 5S was not available for preorder, however was released on the same day as the
5C, September 20, 2013. While most of the promotion focused on Touch ID, the 64-bit Apple
A7 was also a highlight during the event:

This is the first-ever 64-bit processor in a phone of any kind. I don‘t think the other guys are
even talking about it yet. Why go through all this? The benefits are huge. The A7 is up to twice
as fast as the previous-generation system at CPU tasks, and up to twice as fast at graphics tasks,
too.

—Phil Schiller, Apple keynote at 4 Infinite Loop on September 10, 2013

Schiller then showed demos of Infinity Blade III to demonstrate the A7's processing power and
the device's camera using untouched photographs. The release of iOS 7 on September 18, 2013,
was also announced during the keynote.

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On September 20, 2013, iPhone 5S was released in the United States, United Kingdom,
Canada, China, France, Germany, Australia, Japan, Hong Kong, and Singapore. It was released
in 25 additional countries on October 25, 2013, and in 12 countries on November 1,
2013.

v FEATURES

Ø Operating System And Hardware

Main articles: iOS and iOS 7

Furt her information: iOS version history, iTunes Radio, and AirDrop

The iPhone 5S features iOS, Apple's mobile operating system. The user interface of
iOS is based on the concept of direct manipulation, using multi-touch gestures. Interface
control elements consist of sliders, switches, and buttons. Interaction with the OS includes
gestures such as swipe, tap, pinch, and reverse pinch, all of which have specific definitions
within the context of the iOS operating system and its multi-touch interface. Internal
accelerometers are used by some applications to respond to shaking the device (one
common result is the undo command) or rotating it vertically (one common result is
switching from portrait to landscape mode).

iPhone 5S is supplied with iOS 7, released on September 20, 2013. Jonathan Ive,
the designer of iOS 7's new elements, described the update as "bringing order to
complexity", highlighting features such as refined typography, new icons, translucency,
layering, physics, and gyroscope-driven parallaxing as some of the major changes to the
design. The design of both iOS 7 and OS X Mavericks (version 10.9) noticeably depart
from skeuomorphic elements such as green felt in Game Center, wood in Newsstand, and
leather in Calendar, in favor of flat, colourful design.

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 The phone can act as a hotspot, sharing its Internet connection over WiFi, Bluetooth,
or USB, and also accesses App Store, an online application distribution platform for iOS
developed and maintained by Apple. The service allows users to browse and download
applications that were developed with Xcode and the iOS SDK and were published through
Apple.

iOS 7 adds AirDrop, an ad-hoc WiFi sharing platform. Users can share files with
the iPhone 5 onwards, the iPod Touch (5th generation), iPad (4th generation), or iPad Mini.
The operating system also adds Control Center, which gives iOS users access to commonly
used controls and apps. By swiping up from any screen–including the Lock screen–users
can do such things as switch to Airplane mode, turn Wi-Fi on or off, adjust the display
brightness and similar basic functions of the device. It also includes a new integrated
flashlight function to operate the reverse camera's flash LED as a flashlight.[26] The iPhone
5S functions as a media player, and includes Apple Maps and Passbook. The mapping
application includes turn-by-turn navigation spoken directions, 3D views in some major
cities and real-time traffic.[27] Users can rotate their device horizontally to landscape mode
to access a collage of album covers.

The 5S includes Siri, an intelligent personal assistant and knowledge navigator. The
application uses a natural language user interface to answer questions, make
recommendations, and perform actions by delegating requests to a set of Web services.
Apple claims that the software adapts to the user's individual preferences over time and
personalizes results. iOS 7 adds new male and female voices, new system setting
functionalities, a redesign to match the rest of the operating system, and integration with
Twitter, Wikipedia, Bing, and Photos. Facebook comes integrated through Apple's native
apps. Facebook features can be directly accessed from within native apps such as Calendar
which can sync Facebook events, or use Facebook's like button from within the Apple App
Store. iTunes Radio, an internet radio service, is also included on iPhone 5S. It is a free,
ad-supported service available to all iTunes users, featuring Siri integration on iOS. Users
are able to skip tracks, customize stations, and purchase the station's songs from iTunes
Store. Users can also search through their history of previous songs.

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 v DESIGN

Ø Design and Hardware of iPhone 5S

• iPhone 5S's home button has been updated with a flat design
to feature Touch ID.

• The camera has a larger aperture (f/2.2) and larger sized

pixels in its image sensor than previous iPhone models and
has dual "True Tone" flashes.

• The "iPhone" wordmark on the back of an iPhone 5S is now set in a thinner version of
the Myriad typeface.

The iPhone has a minimal hardware user interface, featuring five buttons. The only physical
menu button is situated directly below the display, and is called the "Home button" because it
closes the active app, accesses Touch ID, and navigates to the home screen of the interface.

The device maintains a similar design to iPhone 5, with a 4 in (10 cm) LCD touch screen, with
a screen resolution of 640×1136 at 326 ppi. However its home button has been updated with a
new flat design using a laser-cut sapphire cover surrounded by a metallic ring; the button is no
longer concave, nor does it contain the familiar squircle icon seen on previous models. The
phone itself is 0.30 in (7.6 mm) thick and weighs 112 grams (4.0 oz). The phone uses an
aluminum composite frame. The device is available in three color finishes; "space- grey"
(replacing black with slate trim), white with silver trim, and white with gold trim.

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iPhone 5S is powered by the new Apple A7 system-on-chip, which the company claimed was
the first 64-bit processor ever used on a smartphone, with the pre-installed iOS 7 operating
system and its pre-loaded apps being optimized for 64-bit mode, promising increased
performance. Performance may be negligible at release without the developers updating their
apps.[39] The A7 processor is manufactured by Samsung,[40] and is accompanied by a new M7
"motion co-processor", a dedicated processor for processing motion data from its accelerometer
and gyroscopes without requiring the attention of the main processor, which integrates with
iOS 7's new Core Motion APIs. M7 motion coprocessor will help to improve battery life of
iPhone 5S by keeping away motion related task from main CPU.

v TOUCH ID IMPACT

A number of technology writers, including Adrian Kingsley-Hughes and Kevin Roose

of New York believed that the fingerprint scanning functionality of iPhone 5S could help spur
the adoption of the technology as an alternative to passwords by mainstream users (especially
in "bring your own device" scenarios), as fingerprint-based authentication systems have only
enjoyed wider usage in enterprise environments. However, citing research by biometrics
engineer Geppy Parziale, Roose suggested that the CMOS-based sensor could become
inaccurate and wear out over time unless Apple had designed the sensor to prevent this from
occurring. Brent Kennedy, a researcher of the United States Computer Emergency Readiness
Team, recommended that users not immediately rely on the technology, citing the uncertainty
over whether the system could properly reject a spoofed fingerprint.

Following the release of iPhone 5S, the German Chaos Computer Club announced on
September 21, 2013 that they had bypassed Apple's new Touch ID fingerprint sensor by using
"easy everyday means." The group explained that the security system had been defeated by
photographing a fingerprint from a glass surface and using that captured image as verification.
The spokesman for the group stated: "We hope that this finally puts to rest the illusions people
have about fingerprint biometrics. It is plain stupid to use something that you can't change and
that you leave everywhere every day as a security token." However, in 2013, 39% of American
smartphone users used no security measures at all to protect their smartphone.

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 v TIMELINE OF MODEL

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 ANALYSIS

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 1. Market Analysis

ü This pie chart shows market analysis of last five years of Apple Inc. from year 2009
-2013. In 2009 , 2010, 2011,2012 and 2013 marketing of the company is respectively
47%, 52%, 61%, 76% and 83%. In 2013 Apple Inc. had achieved maximum
marketing.

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 2. SWOT ANALYSIS
SWOT Analysis means the analysis of
S è Strength
W è Weakness
O è Opportunity
T è Threat
Strengths
ü Early innovator of computer and non-
computer technology products such as
iPod, iPhone, mac computers, and apple
TV ("MBA Lectures » Blog Archive »
SWOT Analysis of Apple.")
ü Apple is an internationally successful
company ("MBA Lectures » Blog
Archive » SWOT Analysis of Apple.")
ü High level of Brand loyalty among
customers (Goodson)
ü The iTunes store is a big part of Apple's
revenue. People buy music and
applications conveniently for their
Apple devices (Hornshaw)
ü Apple products are reliable, and it is a
well-known company globally.
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Weaknesses
ü Price. Apple products in general are
normally higher priced than their
competitors and consumers that are price
sensitive tend to opt for lower priced or
cheaper alternatives. (Harrer)
ü Some of Apple's products experience
technical problems and consumers
complain that there's a lack of customer
care and having to purchase the
AppleCare package in order to resolve
any problems. (Crook)
ü iTunes purchased content such as
eBooks, movies, TV episodes and some
music work only on apple devices and
computers. This Digital Rights
Management protection prevents users
from moving iTunes content to other
devices that are not apple
devices.(Aimonetti)
 ü Apple is financially solid, no debt, and
$13 billion net income in Dec 2011
ü Users would have to get used to the
quarter.
formatting of their Apple products, and
has a weak integration between windows
software and their apple software.

Opportunities Threats

ü Apple could think about possibly ü Competitors such as Dell, HP, and

expanding its iTunes store into China Lenovo offering cheaper personal

which counts for a major part of its computer alternatives for students on a

revenue. (AP) tight budget (Smith, ―The 5 Cheapest

High-Qualityǁ)

ü Apple's collaboration with Bodhi to

create an exclusive handbag for Apple ü Samsung will be releasing its Samsung

targeted for apple enthusiasts with a galaxy note 2 which is a direct

fashion sense. This will generate extra competitor to the iPhone 5. ("Samsung

revenue/income for the company. Galaxy Note II vs. Apple iPhone 5)

(PRNewswire-iReach)
ü Critics say that Android Jellybean is

ü Apple can think about committing to be a better than iOS 6 overall. Which will

company that uses 100% renewable have consumers opting for android jelly

energy.(Joshua) bean phones. (Smith, ―Android Jellybean

vs. iOS 6ǁ)

ü Increase their advertising through new

ü Windows 7, and Google operating
possible avenues, ex: the fashion
systems.
industry, film industry.

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 FUTURE PLAN

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 FUTURE PLAN

Future Plan of Apple Inc. is to become leading companies in all over the world.

Apple planned to invest 2 billion in 2013 to guarantee component supplies. Consequently,

Samsung's biggest rival, Taiwan Semiconductor Manufacturing Company, announced a 9
billion increase in capital for 2013. These announcements from two of Samsung's greatest rival
are seen to put a toll on Samsung's investment plan this year.

According to Mr Dilger, "Given that Apple's been running the Smartphone race really well
despite harboring that Galaxy S knife over the past three years, it will be interesting to see how
well Samsung does in the 2013 lap as the course heads uphill into even more difficult terrain,
now that it has its knife back and is no longer inextricably bound to the world's fastest consumer
electronics sprinter."

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 CONCLUSION

Apple now has the highest market value of any private company in the world

because of reasons listed below :-

• For any product that Apple creates, the people who create it have to want it

themselves

• The products have to be easy to use

• Keep things simple

• Offer great customer service and in-store experiences

• Apple only makes a product if Apple can do it better

• Apple puts new employees on fake projects to see if they can be trusted.

• Apple has the patent for ‗slide-to-unlock‘.

So, I wish the Company makes more and more profit, fulfill to future plans and

get good global market.

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39 | P a g e
 BIBILIOGRAPHY

ü Birzer, BJ & Schweikart, L 2003, The American west, Wiley,

Hoboken

ü De Pelsmacker, P & Kitchen, PJ 2004, Integrated marketing

communications: a primer, Routledge, New York.

ü Gelernter, D 1997, Machine beauty: elegance and the heart

of technology, Basic Books, New York.

ü Gillooley, D & Varley, R 2001, Retail product management,

buying and merchandising, Routledge, London.

ü Gottinger, HW 2003, Economies of network industries,

Routledge, New York.

ü Hills, G 1994, Marketing and entrepreneurship: research

ideas and opportunities, Quorum Books, Westport, CT.

ü Lewis, BR & Varey, RJ 2000, Internal marketing: directions

of management, Routledge, London.

ü Mills, JH 2003, Making sense of organizational change,

Routledge, New York.

ü Mccall, JB & Stone, MA 2004, International strategic

marketing: A European perspective, Routledge, New York.

ü Proctor, T 2000, Strategic marketing: an introduction,

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 Routledge, London.

ü Reddy, AC (ed.) 1997, The emerging high-tech consumer: a

market profile and marketing strategy implications,

ü Quorum Books, Westport, CT.

ü Ruskin-Brown, I 1999, Mastering marketing: a comprehensive

introduction to the skills of developing and defending your company's revenue,
Thorogood, London.

Web Site :-

§ www.apple.com

§ www.wikipedia.com

§ www.encyclopedia.com

§ www.google.com

§ www.wikianswers.com

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