Chances are you would see multiple devices with the iconic Apple logo if you venture in to a university classroom, company boardroom, or even just walking down a New York city street. The Apple brand has become synonymous with innovation, prestige, and performance since its inception in 1976. But what is Apple Inc. all about today? Their focus has shifted from strictly computing to creating and selling all forms of consumer electronics and online services. Gone are the days of the late Steve Jobs era, and with new management come new opportunity in the consumer electronics industry today.
Brief History of Apple
Apple Computing, founded in 1976 by college dropouts Steve Jobs and Steve Wozniak, started with a vision to change the way people viewed the computer. Starting with their first ever product, the Apple I computer, the pair developed and sold the device from Jobs’ garage in California. This was unlike the computers we know today, without a case, keyboard, or monitor. Building only 200, the Apple I is considered a collectors item, and a piece of computer industry history today.
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| Steve Jobs and Steve Wozniak in 1977 |
After Quickly revolutionizing the industry with the Apple I computer, the pair sought to design its predecessor. With the first every color graphics, Jobs and Wozniak sold over $117 million in sales of the innovative Apple II in 1980 when they decided to take Apple public.
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| Pictured, an Apple II computer costing $1,300 in 1978 |
Apple had designed a computer that embodied what we came to expect of desktop machines through the 1980s, 1990s and the first few years of this century - before “Apple turned things on its head again and moved increasingly towards sealed boxes without the option for internal expansion.”
Years later and after a failed attempt at a lower-end market computer, Apple launched the Macintosh in 1984, the machine we now know largely guaranteed the company’s future. Not only was the Macintosh specifications unparalleled for the time period, but it also looked good and was portable.
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| The Macintosh |
To this day, the “1984” advertisement Apple used to market their hit computer is still being talked about. Pitting themselves directly against computer giant IBM was a risky move, but it paid off for Apple, starting a line of computers that we are very familiar with today, although in a very different form factor.
Apple in the 1990’s
After Jobs decided to leave the company in 1984 because of a position change to a more ceremonial role compared to hands-on, Apple started to go downhill. By the early 1990’s, Apple had a lot of products and a lot of stock, but not enough customers. Apple was exploring into many different consumer electronics categories without a way to link them all together in an ecosystem. Co-founder Steve Jobs returned to Apple in 1996, and things began to turn around as he revitalized the company. Apple started to release a flurry of products that lifted their market share from record lows. The iMac in 1998, which became their best selling Mac, iTunes and the iPod in 2001, along with physical retail stores, and of course, a touchscreen iPhone in 2007 that would revolutionize the cellphone market forever, selling over 6 million units.
Now the company has a mass of products that all seamlessly interconnect through their cloud based file service. Under CEO Tim Cook, who took over for Jobs after his passing in 2011, the company has expanded, releasing a new generation of iPhones, iPads, iMacs, and MacBooks, along with new products such as the Apple Watch and the HomePod. In 2018, the tech Gian Apple became the first U.S. firm to be valued at over $1 trillion.
And it shows. Apple has continuously increased their brand value in an upward trend over the last 10+ years, with no signs of slowing down. Of course their intangible brand value allows them to overcome the $1 trillion mark, but it is their exceptional customer centered vision that leads them to unparalleled success in the consumer electronics market.
And it shows. Apple has continuously increased their brand value in an upward trend over the last 10+ years, with no signs of slowing down. Of course their intangible brand value allows them to overcome the $1 trillion mark, but it is their exceptional customer centered vision that leads them to unparalleled success in the consumer electronics market.
A Customer Driven Focus
When thinking about a tech giant such as Apple, you may think that their mission and vision will be all about innovation and differentiation. But its traditional mission found on their corporate website is much different.
“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.”
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Apple Park, Cupertino California |
Although this mission statement seems more like a list of outdated products and services they provide, it does not have a direct correlation to their performance.
Looking at the salutations on their press releases gives us more of a value driven mission statement that greater encompasses and defines what Apple is all about. "Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”
I believe, most importantly, that Apple’s current leadership promotes a corporate culture that gives all employees the chance to thrive. CEO Tim Cook is quoted saying, "Apple has always been different. A different kind of company with a different view of the world. It's a special place where we have the opportunity to create the best products on earth - products that change lives and help shape the future. It's a privilege we hold dear.”
These words from Tim Cook are infinitely more inspiring than the corporate mission statement Apple has on its website. Apple over the years has continued to innovate, producing new products and delivered powerful tools that millions of consumers use worldwide. From their humble beginning in a garage in California, to a company worth 1 trillion dollars, Apple is now one of the most successful firms in the world. No doubt Apple fans will continue to support a business that has done so much good for the technology industry within the past 40 years.
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Comments
Adam
Adam
I've always been amazed with the success stories such as Apple and how they rise from the humblest beginnings to become the corporate juggernauts that they are today. It was funny that as a kid I always thought about potentially being that person with a brilliant idea who turns it into a multi million dollar enterprise in the future. Back then I never quite understood the kind of effort and time that was required to succeed in creating a business of your own. I often wonder what separates a man like Steve Jobs, the creative genius that he was, from a normal 9-5 employee who never has that type of economic success. Do you think it has more to do with circumstance and luck, or is it all about the person and their drive to succeed? or maybe a combination? Let me know your thoughts!
Adam
Adam