APPLE

1. History
Year Events
Steve Wozniak and Steve Job were introduced with each other by a friend
of them and had the chance to cooperate when Wozniak constructed “blue
boxes” that are able to make long-distance phone calls at no cost. Jobs
managed to sell 200 blue boxes for $150 each, and split the profit with
Wozniak.
1976
After that, they sold their possessions of 1 van and 2 calculators and
generated 1300$. Apple company was founded using this money in April
1st.
At the same time, Wozniak was working on Apple I and the product made
its debut on July 1976 at 666.66$.
Apple II, the second-generation device, was launched at a computer fair.
1977 Later models were among the first devices to take advantage of the floppy
disk drive as a mean of storage.
1980 Apple was converted to public ownership.
Apple became the first personal computer company to reach $1 billion in
1982
annual sales.
1984 Steve Jobs launched his latest Apple project – the Macintosh.
After a strong start, Macintosh sales dropped. After Jobs reportedly plotted
a coup to remove the chief executive John Sculley, the Apple board sided
1985
with Sculley and caused the departure of Jobs and several other Apple
executives. He resigned and immediately created NeXT.
1991 PowerBook line of notebook computers was released.
1993 Sculley was removed as chief executive and replaced by Michael Spindler.
1994 Power Macintosh line was released.
Michael Spindler was replaced by Gil Amelio in 1996, who cut costs and
1996 staff. Amelio eventually decided to buy NeXT for its operating system,
which returned Jobs to Apple.
1997 Steve Jobs became chief executive of Apple.
Apple’s major product launch was the all-in-one iMac. It was a success
1998
and created an era of new innovation at the firm.
Jobs had his position firmly in command as Apple’s CEO and oversaw a
2000
leaner, more tightly focused Apple.
the first iPod was announced, which enabled users to have “1,000 songs in
2001 their pocket”. At the same time, Apple opened its first retail store in
Virginia.
2003 The iTunes Store was released, starting a digital download era. Apple also
 opened its first store in Japan.
Video iPod - the fifth generation of the device was released and pushed
2005
total iPod unit sales to 30 million.
The company changed its name from Apple Computer to Apple Inc. Jobs
2007
revealed the company’s first smart mobile device, the iPhone.
The iPad was released. Despite being initially questioned as a needless
2010 device, the tablet market soon exploded, with most of Apple’s rivals
launching tablets of their own.
In January, the iCloud was unveiled, which marked the last appearance of
2011
Steve Jobs. He then resigned and passed away of cancer in October 5th.
The re-designed iPhone 6 and larger 6 Plus was launched, with Apple
2014 selling 10 million in three days. The company also announced its first
wearable – the Apple Watch.
Apple reported quarterly profits of £12.4 billion, breaking the global
2015 quarterly profit record for any public company. The Apple Watch went on-
sale.
2016-2019 Apple innovates its product and keeps its high position in the market field.

2. Demography
a. Target Market

Demography
Product
Age Gender Life-cycle stage Income Occupation
Bachelor Stage
Newly Married
Males Couples Professionals,
Devices: iPhone, High
20 – 45 & managers and
iPad, Mac, iPod Full Nest I earners
Females executives
Full Nest II
Services: iTunes & Bachelor Stage Students
Males
the iTunes Store, Newly Married High Professionals,
18 – 30 &
Mac App Store, earners
Females Couples managers
iCloud, Apple Pay
Operating system & Males Bachelor Stage Professionals,
software: iOS, 20 – 35 & Newly Married High managers and
earners
OSX, iLife, iWork Females Couples executives
Accessories: Apple Males Bachelor Stage
TV, Apple Watch & 20 – 45 & Newly Married High Professionals,
earners managers
related accessories Females Couples
 Full Nest I
Full Nest II

b. Financial Reports
- Income Statement:

Source: https://www.macrotrends.net/stocks/charts/AAPL/apple/income-statement

- Balance Sheet:
 Source: https://www.macrotrends.net/stocks/charts/AAPL/apple/balance-sheet

- Cash Flow Statement:

Source: https://www.macrotrends.net/stocks/charts/AAPL/apple/cash-flow-statement