TIỂU LUẬN CUỐI kì TIẾNG ANH THƯƠNG mại đề tài apple inc

The three founders of Apple are Steve Wozniak, Steve Jobs, and Ronald Wayne.. In 1998, Steve Jobs invited Tim Cook to work for Apple to expand the scope of the company's activities aroun

BỘ CÔNG THƯƠNG TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THỰC PHẨM TP.HỒ CHÍ

MINH KHOA NGOẠI NGỮ

4 Nguyễn Duy Tú Nghi 2029205079

5 Phạm Trương Thanh Ngân 2029200163

6 Nguyễn Thị Ngọc Lan 2029200099

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Lớp: 11DHAV5

Thành phố Hồ Chí Minh, tháng 10 năm 2021

BỘ CÔNG THƯƠNG TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THỰC PHẨM TP.HỒ CHÍ

MINH KHOA NGOẠI NGỮ

4 Nguyễn Duy Tú Nghi 2029205079

5 Phạm Trương Thanh Ngân 2029200163

6 Nguyễn Thị Ngọc Lan 2029200099

7 Nguyễn Thúy Vy 2029200210

8 Dương Thiên Lạc 2029205106

Thành phố Hồ Chí Minh, tháng 10 năm 2021

Lời cảm ơn

Chúng em cũng xin cảm ơn sự hướng dẫn tận tình của thầy Nguyễn Văn Đạt, cả về chuyên môn cũng như định hướng Vì kiến thức còn hạn hẹp nên trong quá trình thực hiện đề tài không thể tránh khỏi thiếu sót Vì vậy rất mong nhận được sự góp ý của thầy để đề tài có thể hoàn thiện hơn.

TP Hồ Chí Minh, ngày 10 tháng 12 năm 2021

BẢNG ĐÁNH GIÁ MỨC ĐỘ HOÀN THÀNH CÔNG VIỆC CỦA

CÁC THÀNH VIÊN TRONG NHÓM

PHỤ TRÁCH

MỨC ĐỘ HOÀN THÀNH

XÁC NHẬN

1 Nguyễn Hồng Phấn 2029200201 Introduction 100% Đã xác nhận

2 Nguyễn Hoài Nhựt 2029202143 Future plans 100% Đã xác nhận

3 Lê Thị Lan 2029200123 Products/Services 100% Đã xác nhận

NHẬN XÉT CỦA GIẢNG VIÊN HƯỚNG DẪN

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TPHCM, ngày … tháng … năm 2021

(Ký và ghi rõ họ tên)

Mục Lục

1 Introduction: 1

1.1 What is Apple? 1

1.2 Who is the CEO of Apple? 1

1.3 History of the Apple Corporation: 1

2 MISSION: 2

2.1 Strengths 4

2.2 Weaknesses 4

2.3 Opportunities 4

3 Vision 5

3.1 Apple's business strategy goals 5

3.2 Notable strengths: 5

3.2.1 High-value brand 5

3.2.2 Innovative products, unique design 5

3.2.3 Developing a genuine operating system 5

4 Developments/Achievements/Key points 6

4.1 Developments 6

4.2 Achievements 6

4.3 Key points 7

5 Products/ Services 9

5.1 Products 9

5.2 Services 11

6 Apple’s plans for future 13

6.1 Apple’s plans for future apps 14

6.1.1 The project for children 14

6.1.2 Platforms on platforms 14

6.2 Apple’s plans for future technologies 15

6.2.1 Augmented and virtual reality 15

6.2.2 The plans for the advent of new products 15

7 Conclusion: 18 Tài liệu tham khảo: 19

1 Introduction:

1.1 What is Apple?

Apple or Apple Inc is an American technology corporation with headquarters in

Cupertino, California The business was incorporated on April 1, 1976, as Apple

Computer, Inc., later renamed Apple Inc in early 2007

The company's first product, the Apple I, was priced at $666.66 It's a motherboard withthe same processor and memory Up to now, the company has added many new and modern technology products to meet the needs of consumers

1.2 Who is the CEO of Apple?

The three founders of Apple are Steve Wozniak, Steve Jobs, and Ronald Wayne In its more than 40 years of existence, the company has a total of 7 CEOs But only two CEOs who left many impressions with outstanding achievements are Steve Jobs and Tim Cook They are the people with great merit to bring Apple to the position it is today in the market

Steve Jobs became Apple's CEO in 1997 after he persuaded the board to fire incumbent CEO Amelio In 1998, Steve Jobs invited Tim Cook to work for Apple to expand the scope of the company's activities around the world In 2007, Steve Jobs introduced a phone that changed the world – the iPhone

August 24, 2011 Tim Cook officially replaced Steve Jobs as CEO of Apple After only

4 years at the helm, Tim Cook has brought "huge" profits to the business, bringing Apple to the goal of a trillion-dollar technology company

1.3 History of the Apple Corporation:

April 1, 1976: Apple was founded by three people, Steve Wozniak, Steve Jobs, and Ronald Wayne

July 1976: The first Apple I product was marketed for $666.66

1980: Steve Jobs leaves Apple and John Sculley becomes the company's CEO

1990: Macintosh notebook products, PowerBook are produced

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1998: Apple changes the design of the iMac and simultaneously develops the Mac OS

X product line

October 2001: The company introduces the portable iPod music player

2002: Apple signs agreements with record labels to sell music rights on the iTunes Music Store

January 9, 2007: Introduced the first iPhone with a 3.5-inch touch screen

June 9, 2008: Launch of iPhone 3G, a smartphone running on the 3G band

January 27, 2010: Launched a new breakthrough product line with features to serve entertainment needs like Ipad

October 4, 2011: Launched iPhone 4s series with dual-core A5 chip and 8MP camera.2014: iPhone 6 model with breakthrough design and amazing thinness is released

In 2016, Apple announced the iPhone 7 and iPhone 7 Plus, which were Apple's first iPhones with dual rear cameras that helped capture photos with professional bokeh

In 2017, Apple caused a fever when it launched the iPhone X, alongside the iPhone 8 and 8 Plus

In 2018, Apple launched the iPhone Xs and Xs Max with features like Face ID and the full-screen design that have appeared on all new iPhone models

The trio of iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max launched in 2019 is the camera cluster with the equipped wide-angle lens

April 2020 with the introduction of the new iPhone SE

The iPhone 12 and iPhone 12 Mini duo launched in October 2020

In 2021 iPhone 13 will be released

2 MISSION:

The mission that we can give the company the apple that all the way too many benefits and that is also to maximize our design and development capabilities Apple, on the

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other hand, has a one-of-a-kind global platform from which to express opinions on topics as diverse as human rights "We are continually focusing on innovation," We value simplicity over complexity We think that we must own and control the core technologies that underpin the goods we create, and that we should only operate in markets where we can make a meaningful impact.”

Apple companies is a well-known firm that sells a wide range of electrical devices The iPhone, iPod, iPad, and Mac computers are just a handful of these well-known items

"Apple designs Macs, the best personal computers in the world, together with OS X, iLife, iWork, and professional software," reads Apple's current mission statement Because Apple is targeting technology-loving customers, it has to extend the market with a variety of customer objects by expanding the ways in which features fit a variety

of occupations on devices, which will help the firm attract more users Apple is

confronted with a slew of trade policy challenges, as well as national protection hurdles

As a result, Apple should form partnerships with enterprises in the countries where it wishes to expand Apple should take advantage of its potential to improve brand

marketing and boost its ability to grow its distribution system To get the correct supply,Apple must first analyze market demand

The technological company must make sure that its mission statement contains

suggestions about how to stay competitive Apple's vision statement must drive the company's efforts toward a future of global leadership

Apple's corporate mission statement: "To deliver the greatest personal computing

devices and support to students, educators, designers, scientists, engineers,

businesspeople, and consumers in over 140 countries across the world," according to Apple's company purpose This mission statement takes into account the changing business environment, which has an impact on Apple Inc.'s capabilities The company, for example, is aware of consumer electronics market trends and changes as well as the industry's environment This business objective is mentioned in Apple's press releases and public statements as a manner of addressing current market

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Apple's corporate mission statement indicates that the company's target customers are practically everyone Apple's designs products that address the needs and preferences ofcustomers in various market segments The mission statement's focus on computing products partly determines Apple Inc.'s marketing mix or 4Ps.

2.1 Strengths

The following are some of Apple's advantages:

• iOS device is more secure than its competitors from nasty bugs and malware attacks

• Apple maintains a strong brand image

• Apple's profit margins are still very high

• Innovative concepts continue in the footsteps of Jobs

2.2 Weaknesses

Apple is not shareholder-friendly and suffers from the following issues:

• Losing focus lately (no new Apple product is immune to flaws or issues; Apple

is not having more new products in the pipeline)

• High selling prices

• Sales limited mainly to high-end market

• Apple still has a problem with diversity in the workforce

2.3 Opportunities

Apple may want to start looking to innovate again It should consider strengthening strategic relationships with other industries (such as strengthening cooperation with IBM on AI) We should be strong to get Apple to expand its diversity (increasing diversity of leadership; hiring more female engineers) Apple should think about

expanding its distribution network and meeting the growing demand for tablets and smartphones But above all, Apple should focus on developing new product lines

Consumers benefit from Apple's success: Apple is on its path to become the world's

largest retailer The advanced software systems and gadgets developed by Apple are

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simple to use and deploy They equip a highly mobile staff with the resources they need

to optimize retail procedures, deliver exceptional customer service, and distinguish the customer experience With industry-leading security, a vast network of enterprise partners, on-device machine learning, and augmented reality, Apple is building the basis for the future of retail

3 Vision

3.1 Apple's business strategy goals.

For Apple's business strategic goals, Apple focuses on the following three main goals:

 Always improve the customer experience

 Responsible commitment to social activities

 Always at the forefront of creativity

"brand value" at $408.6 billion — up 26 percent from last year ($323 billion)

3.2.2 Innovative products, unique design.

Apple has made its products different from its competitors by designing products differently The company's iPod, iPhone, and iPad technology products don't have new features and stand out from the early days of launch that mainly comes from the design

of the product

3.2.3 Developing a genuine operating system.

Instead of using the Windows operating system like other computer companies, Apple uses the Mac operating system for its MacBooks This operating system is used by

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many users to become a loyal supporter of the product because of its elegance along with high security, ease of use, and stability

This is also exploited by Apple in iPhone, iPad with the iOS operating system The iOS operating system with high-capacity RAM makes Apple's phones and tablets work better than its Android competitors

Understanding the importance of providing a positive customer experience, Apple has planned for free Apple product experience programs to collect feedback and reviews from customers Such programs are attended by a large number of customers and contributed useful ideas to help this "big man" in the technology industry have a better orientation for product development

4 Developments/Achievements/Key points

4.1 Developments

Apple Computer Company was founded on April 1, 1976, by Steve Jobs, Steve

Wozniak, and Ronald Wayne as business associates The company's first product was the Apple I, a computer designed and built entirely by hand by Wozniak

After nearly 40 years since its founding, Apple has now become a household name However, not many people know, before becoming the most valuable global brand as it

is today, Apple was just a company of 3 young men in a garage in California

The three founders of Apple are Steve Wozniak, Steve Jobs and Ronald Wayne Before becoming a co-founder of the Apple computer company, Steve Wozniak was an

electrical engineer In 1975, he started attending the Homebrew Computer Club event, launching his own computer product with 2 associates for the first time

4.2 Achievements

When we look at the success of Apple Inc., it is inevitable not to notice its success in the computer industry It took computers and music players and software to a higher level than before The company has achieved this through the quality products on the market from the company One of the factors behind the success of the organization is a

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complete understanding of the customer's needs and working hard to achieve them The success of the organization can also be attributed to the hard work and skill of its

founder Steve Jobs The institution has also made a great contribution in providing new graduates with a platform to develop their skills in the technology stream From founderSteve Jobs' humble beginnings; it gives new people employees in the organization the urge to work hard to achieve better achievements in one's career Despite the death of the founder, the organization is continuing to operate in the market That's thanks to Steve's effective leadership style

Apple's two basic product groups include: Mac computers with their own

software and iPods.

Mac computers based on the Mac Os operating system have brought many

conveniences to users in graphic design Users appreciate such a simple and intuitive system This operating system uses the platform - Unix with high security and anti-viruscapabilities In the field of computers Apple focuses on two groups of customers: domestic consumers and professionals

The basic components in the domestic computer field are iMac and Macbook desktop

computers While the iMac is like a piece of jewelry in the computer world,

manufactured from the finest materials such as glass and aluminum, the Macbook is a versatile laptop, the Macbook is one of the best sellers Apple's Domestic computers include the Mac mini, which acts as a bridge to Mac OS X

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The Mac Pro desktop is one of the most used computers in the world, with over 25

million to choose from About configuration Therefore, it is very suitable for

professionals to give them the opportunity to create a computer that suits their

preferences The Mac Pro represents a dedicated laptop with a 15- or 17-inch screen These products are designed for demanding customers in creative industries or office applications

All new Apple computer products are shipped with the innovative iLife suite of

applications, which includes five apps for digital photography, music, video, DVDs, web, and data, from each with can be transferred to other applications So users can easily create websites, DVD movies and other documents with amazing effects

5.2 Services

Apple Music had a record year as people around the world spent more time discovering

and engaging with music The service released its biggest product update ever with features like Listen Now, an all-new Search, personal radio stations, and Autoplay Nearly 90 percent of iOS 14 listeners have used these new features, and engagement with Apple Music’s industry-leading lyrics feature has doubled since 2020

Apple Music offers more than 70 million songs, all curated by world-class experts and tastemakers, thousands of curated playlists, and more than 25,000 exclusive radio episodes and other original content New Apple Music radio stations including Apple Music Hits and Apple Music Country, coupled with Apple Music 1, delivered a diverse,global radio experience to tens of millions of listeners with all-new, original shows from the most beloved artists and well-respected hosts in the business

In 2020, the Apple TV app launched on select LG, Sony, and VIZIO smart TVs, and

PlayStation and Xbox consoles, adding to its extensive reach that already includes Apple devices, Samsung smart TVs, Roku players, and Amazon Fire TV Now

available on over 1 billion screens in over 100 countries and regions, the Apple TV app brings together the different ways to discover and watch shows, movies, and more in one app

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