Group discussion english for specific purposes 1 topic company’s history, operation and structure

Apple was founded as Apple Computer Company on April 1, 1976, by Steve Wozniak,Steve Jobs and Ronald Wayne to develop and sell Wozniak's Apple I personalcomputer.. It was incorporated by

THUONGMAI UNIVERSITY FACULTY OF ECONOMIC INFORMATION SYSTEM

AND E-COMMERCE

- -GROUP DISCUSSION English for Specific Purposes 1

Topic: Company’s history, operation and structure

Group: 02 Class code section: 23100ENTI1011 Teacher: Vu Thi Thu Trang

List of group members

7 Hoàng Thị Minh Giang Member History

8 Nguyễn Thị Hà Member Swot analysis &conclusion

9 Đỗ Thị Mỹ Hảo Leader Operations Management

10 Nguyễn Thị Hiên Member History

11 Bùi Thị Hồng Hoa Member Operations Management

13 Nguyễn Thị Mỹ Huyền Member Structure

Table of Content

I, Introduction 1

1 An introduction 1

2.Vision and mission 2

2.1 Vision 2

2.2 Mission 3

3 Logo and name 3

3.1.Name 3

3.2.Logo 4

4.Products and services 10

4.1.Products 10

4.2.Services 11

II, History of Apple Inc 11

III, Structure 15

1 Apple Inc.’s Corporate Structure 15

2 Apple Inc.’s Corporate Structure – Advantages and Disadvantages 16

2.1 Advantages 16

2.2 Disadvantages 16

IV, Operations management at Apple Inc 16

1.Marketing strategy 17

2.Supply Chain Management 20

3.Inventory Management 21

V, Apple Inc SWOT analysis 23

1 Apple’s Strengths: 23

2 Apple’s Weaknesses 23

3 Apple’s Opportunities: 24

4 Apple’s Threats: 25

VI, Conclusion 26

I, Introduction

1  An introduction

Apple Inc is an American multinational technology company headquartered inCupertino, California, United States Apple is the largest technology company byrevenue (totaling US$365.8 billion in 2021) and, as of June 2022, is the world'sbiggest company by market capitalization, the fourth-largest personal computer vendor

by unit sales and second-largest mobile phone manufacturer It is one of the Big FiveAmerican information technology companies, alongside Alphabet (Google), Amazon,Meta (Facebook), and Microsoft

Apple was founded as Apple Computer Company on April 1, 1976, by Steve Wozniak,Steve Jobs and Ronald Wayne to develop and sell Wozniak's Apple I personalcomputer It was incorporated by Jobs and Wozniak as Apple Computer, Inc in 1977and the company's next computer, the Apple II, became a best seller and one of thefirst mass-produced microcomputers Apple went public in 1980 to instant financialsuccess The company developed computers featuring innovative graphical userinterfaces, including the 1984 original Macintosh, announced that year in a criticallyacclaimed advertisement By 1985, the high cost of its products and power strugglesbetween executives caused problems Wozniak stepped back from Apple amicably andpursued other ventures, while Jobs resigned bitterly and founded NeXT, taking someApple employees with him

As the market for personal computers expanded and evolved throughout the 1990s,Apple lost considerable market share to the lower-priced duopoly of the MicrosoftWindows operating system on Intel-powered PC clones (also known as "Wintel") In

1997, weeks away from bankruptcy, the company bought NeXT to resolve Apple'sunsuccessful operating system strategy and entice Jobs back to the company Over thenext decade, Jobs guided Apple back to profitability through a number of tacticsincluding introducing the iMac, iPod, iPhone and iPad to critical acclaim, launching

"Think different" and other memorable advertising campaigns, opening the AppleStore retail chain, and acquiring numerous companies to broaden the company'sproduct portfolio When Jobs resigned in 2011 for health reasons, and died two monthslater, he was succeeded as CEO by Tim Cook

Apple became the first publicly traded U.S company to be valued at over $1 trillion inAugust 2018, then $2 trillion in August 2020, and $3 trillion in January 2022 As ofJanuary 2023, it was valued at around $2.2 trillion The company receives criticismregarding the labor practices of its contractors, its environmental practices, and itsbusiness ethics, including anti-competitive practices and materials sourcing.Nevertheless, the company has a large following and enjoys a high level of brandloyalty It is ranked as one of the world's most valuable brands.

2 Vision and mission

2.1 Vision

Apple’s mission statement is:

“To bringing the best user experience to customers through innovative hardware, software, and services.”

This mission statement highlights Apple’s commitment to offering the best productsand services to meet each of its customer’s unique needs It guides the companytowards its long-term goals, which has contributed to its success Apple’s missionstatement consists of three core components:

Best User Experience Whether it is iPhone, iPad, or wearable, Apple designs all itsproducts to be user-friendly The company does not compromise when it comes to userexperience Apple’s products come with innovative and user-friendly features,delivering the best experience for the end-user In 2020, Apple introduced robustlocation and Bluetooth permissions in iOS 13 In 2021, it unveiled an opt-in ad-tracking feature for iOS 14 These user-friendly privacy features can help protect thepersonal data of iPhone users and improve their experiences

Innovative Products Apple designs products that address the unique needs of itscustomers Since its founding, Apple has pushed the standard in product design,usability, and functionality Apple’s hardware and software solutions cater to variousmarket segments, including education, business, and healthcare In the past few years,Apple has increased its healthcare presence with innovative products like Apple Watchfor detecting heart irregularities Its Apple Health Records feature for iPhone allowspatients to access their medical data via their mobile devices In Q1 2020, Applereported $91.8 billion in quarterly revenues with record-high earnings from itshealthcare products and services

Quality Service Delivery From its App Store, Apple Care, and tech support, Apple isobsessed with customer service It oversees everything, from design to development,sales, and repairs This hands-on approach gives Apple an edge over its competitors A

2020 investigative research awarded Apple 51/60 for online support and 34/40 forphone support with an overall tech support score of 85/100 This score is impressivegiven that most companies offer poor customer service

2.2 Mission

Apple’s vision statement is:

“To make the best products on earth and to leave the world better than we found it.”

Apple’s vision statement guides the company’s decision-making processes, strategicmanagement, and operations It ensures each decision takes the company closer torealizing its mission and goals The statement consists of two components:

Leadership in Product Design: From iPhones, iPads, iPods, Macs, microchips, and

more, Apple delivers high-quality products to the market The company seeks toprotect its leadership in product design and development by pushing for novelinnovations In April 2021, Apple introduced the new iPad Pro with an industry-leading M1 chip and ultra-fast 5G Apple-designed M1 chips push the limits of iPadPro’s performance, making it the fastest device of its kind The new iPad Pro is 5G-enabled and can reach speeds up to 4Gbps 5G is the future So, Apple can rely on thisnext-gen iPad to protect its global leadership position for many years to come

Carbon Neutral: Apple’s vision is to attain zero net climate impact across all its

operations In 2020, the company unveiled a plan highlighting its commitment toensuring all Apple devices are carbon neutral by 2030 According to Apple’s 2020Environmental Progress Report, the company plans to reduce emissions by 75% anddevelop innovative carbon removal solutions for the remaining 25% of its footprint by

2030 “With our commitment to carbon neutrality, we hope to be a ripple in the pondthat creates a much larger change,” said Tim Cook, Apple’s CEO

3 Logo and name

 The story of Nymphus gaining immortality by eating a golden apple.

 Alan Turing, the father of modern computing, died after eating a poisonedapple

 From the famous saying: “an apple a day keeps the doctor away.”

 Some claim that the three founders wanted a more casual name

 Steve Jobs and Steve Wozniak wanted the Apple brand name to appear beforeAtari in phone books

But in reality, Steve Jobs named the company Apple because he liked the fruit SteveJobs followed a fruitarian diet and suggested the name Apple to Wozniak after Jobsvisited an apple orchard

As textbooks say, an apple fell on Sir Issac Newton’s head! This life-changing eventbecame Apple’s first logo design, with Newton sitting under an Apple tree

The illustration was in black and white with the words Apple Computer Co As clever

as this idea may be, it wasn’t appealing to the audience and was later changed

Despite representing the name Apple, the company’s first logo did not show ordescribe the physical shape of an apple.

Ronald Wayne, one of Apple’s co-founders, created the first logo He wanted thecompany’s symbol to represent the law of gravity, inspired by the falling apple

Its first symbol incorporated the photo of Isaac Newton, who revolutionized science bydiscovering gravity Do you still remember your science lessons on how he found outabout gravity?

As textbooks say, an apple fell on Sir Issac Newton’s head! This life-changing eventbecame Apple’s first logo design, with Newton sitting under an Apple tree

The illustration was in black and white with the words Apple Computer Co As clever

as this idea may be, it wasn’t appealing to the audience and was later changed

Forced out of the company in 1986, Steve Jobs left due to conflict with companyexecutives But he later returned in 1997 since the company was going to declarebankruptcy

Job’s biggest challenge was revamping the company, starting with its logo Heremoved the rainbow effect and used a translucent sky blue color to fit the first iMac

However, he immediately changed it into a solid black in 1998 to complement theirsilver computer models and to establish Apple as a luxury brand.

Forced out of the company in 1986, Steve Jobs left due to conflict with companyexecutives But he later returned in 1997 since the company was going to declarebankruptcy

Job’s biggest challenge was revamping the company, starting with its logo Heremoved the rainbow effect and used a translucent sky blue color to fit the first iMac However, he immediately changed it into a solid black in 1998 to complement theirsilver computer models and to establish Apple as a luxury brand

Apple shifted its focus toward renewable, energy-efficient building construction Thecompany decided it was about time to give the brand a new look that would betterreflect its branding towards renewability

The company used the chrome version until 20015, and up until now, it’s still instilled

in Apple fans that this version is one of the most sophisticated logo designs

 2015-Present

As the years go by, minimalistic logos using a flat design have been a worldwidetrend To keep up with the latest trends, it’s no wonder Apple changed its glassy,metallic chrome look to a flat design

Today, Apple uses a minimal logo in three colors: white, silver, and black, depending

on the medium it’s placed

According to color psychology, black exudes power and prestige to give the brand atouch of sophistication White reflects simplicity, minimalism, and purity, which is theperfect way to showcase Apple’s design

Meanwhile, metallic colors like silver express prosperity and wealth, giving the logo asimple yet luxurious vibe

3.2.2 Other Apple Logos

If you’re a massive fan of Apple, you already know that this company is more thanjust its top-quality devices In addition to its products, it elevated its branding byoffering services to its fans, such as Apple Music, Apple Watch, Apple pay, Apple

TV, and many more

The company uses different colors for these products Join us as we take a peek atApple’s other product logos

 Apple Music Logo

We all love listening to music; it helps us relax and process emotions Appleintroduced a treat to its customers by introducing Apple Music in 2015, a mediastreaming service that delivers high-quality sound.

The Apple Music logo consists of the apple, and the word Music is in San FranciscoCompact typeface design on the right side But the app has a beamed eighth note inwhite with a pink background

The app's color exudes fun and has an eye-catching color palette that is identifiedquickly among the many applications on a user’s phone

 Apple Tv Logo

The Apple tv logo is another example of minimalistic design, where the designersutilized a monochrome design With the black background, the word “Tv+” next tothe apple logo is in bold San Francisco Compact font with clean lines and symmetry.Also, notice that glow to the plus sign; it’s a great way to show the wonder and content

a viewer would see in the database Or the television when coming to life uponpressing that ON button You decide the meaning

 Apple Pay Logo

With the introduction of online payments and electronic wallet service, Appleintroduced its own Apple Pay system in 2014 This method allows clients to makepayments through their iPhone application or web facilities without holding real cash.The Apple Pay logo is in saturated black and white colors and exists in three versions:black apple image and the Pay is in wordmark design in pale blue and whitebackground

4 Products and services

4.1 Products

Macintosh Personal computers are designed, manufactured by Apple.

iPod Portable media players manfactured by Apple

iPhone Smartphones are designed and manufactured by

watchOS Mobile operating system created and developed by

Apple (For Apple smartwatches)tvOS Operating system created and designed for Apple TViLife Software suite for macOS and iOS developed by

Apple

iWork Office suite of applications created by Apple for its

macOS and iOS operating systems

Final Cut Pro Video editing software progams

Logic Pro Digital audio workstation and MIDI sequencer

software application for the macOS.

Garageband Digital audio workstations for macOS and iOS,

which let users create music or podcasts

4.2 Services

Apple Pay A payment and digital wallet service that allows

users to make payments in person, in iOS apps, and

on the web

Apple Store Multi stores owned by Apple that sell Apple

products to the public

iTunes Store An online digital media store operated by Apple.App Store (iOS) A digital distributuon platform, which was developed

and maintened by Apple

Mac App Store A distribution platform specifically for the macOS

apps, created by Apple

iBooks Store An ebook application for its iOs and macOS

operating systems and devices

iCloud Coud storage and cloud computing service by Apple.Apple Mucsic A streaming service developed and managed by

Apple

II, History of Apple Inc

 1976 – 1984: Establishment of the company

Apple Computer Company was founded on April 1, 1976, in Los Altos, California.The company's founders were Steve Jobs, Steve Wozniak, and Ronald Wayne.However, Ronald Wayne decided to leave the company only a couple of weeks after it

was founded Wayne then took a cheque of $800 which would have been worth almost

$72 billion 40 years later. 

Apple Computer's first official workplace was Steve Jobs' parents' garage. 

Apple Inc's first product was the first-generation Apple computer, which consisted of amotherboard with CPU, RAM, and basic textual-video chips Users must buy with acase with a keyboard, a separate screen depending on their needs The price for thiscomputer is… $666.66. 

One thing not everyone knows, Steve Wozniak was the "father" of all designs of Applecomputers before leaving the company Steve Jobs, on the other hand, was responsiblefor managing essential business issues, persuading investors to keep an eye on Apple

In the end, millionaire Mike Markkula was the first to realize Apple's potential andinvested $250,000 in supporting Apple during its infancy Markkula owned one-third

of Apple's stock at the time It was also Markkula who put Apple into operation when

he made Michael Scott the first chairman and CEO of Apple Inc in 1977, citing thatboth Steves were too young to be CEO at the time

1977 also saw the introduction of the second-generation Apple Computer, a personalcomputer that was predicted to "take over the world" at the time Not long after, thatprediction quickly became a reality

It wasn't until 1978 that Apple had its own office, staff, and production lines for thesecond generation of Apple computers

In 1980, Apple launched the Apple III computer specifically for business customers, as

a direct response to the rapid rise of rivals IBM and Microsoft The Apple III,however, was unlikely to satisfy an ambitious Steve Jobs At this point, anotherdirection appeared in his mind, with the advent of the Lisa computer. 

After being "enlightened" by Xerox PARC, Steve Jobs decided to make a "greatrevolution" for Apple products, with the appearance of GUI - user interactioninterface, similar to what is appearing on the current generation of computers Theresult was the Lisa computer in 1983 Unfortunately, Lisa's sales were disastrouslylow, largely due to the high price at the time while not optimizing the supportingsoftware. 

 1984–1991: Success with the Macintosh

Steve Jobs initiated a second major project with the introduction of the AppleMacintosh computer, which marked a turning point for Apple when it was recognized

as the most user-friendly computer In addition, the Macintosh was also favored by