SECTION I. THE BUSINESS
Apple, Inc. is one of top electronic companies in the world. In 1976, Steven Wozniak and Steve Jobs gave light to the first Apple computer, and the following year, Apple was incorporated. In the past 36 years, Apple has brought to life many amazing products such as the Mac, iPod, iPhone, and iPad. The iPod was first introduced in October of 2001. The iPod, a small digital music player, has changed the way people listen to music. With the introduction of iTunes, single songs could be bought and store. It was no longer necessary to buy and carry CDs. This marketing plan is to present a new idea that will enhance the iPod and make it more durable.
While it is said that Apple’s first mission statement was a famous quote by Steve Jobs, the current mission statement reads, “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.”
According to the Review Bin’s Top 12 Famous Company Slogans in the World, Apple has had several different slogans throughout the last 37 years, but their current and most clearly associated slogan is “Think Different”. Apple’s many values are stated in the Apple Employee Handbook as thus:
Apple Values are the qualities, customs, standards, and principles that the company believes will help it and its employees succeed. They are the basis for what we do and how we do it. Taken together, they identify Apple as a unique company.
These are the values that govern our business conduct:
Empathy for Customers/Users
We offer superior products that fill real needs and provide lasting value. We deal fairly with competitors and meet customers and vendors...