苹果公司介绍

IntroductionofAppleInc.

yprofile

AppleInc.(formerlyAppleComputer,Inc.)isanAmericanmultinational

corporationthatdesignsandllsconsumerelectronics,computersoftware,and

pany'sbest-knownhardwareproductsaretheMacintosh

lineofcomputers,theiPod,theiPhoneandtheiPad(Applecallsitscomputers

MacintoshesorMacs,opularlineofmobile

musicplayersarecallediPodsandasmartphonetheyhavereleadiscalledthe

iPhone.).ItssoftwareincludestheOSXandiOSoperatingsystem;theiTunesmedia

browr;sthe

world'ishedon

April1,1976inCu踏春作文 pertino,California,andincorporatedJanuary3,1977,the

companywasnamedAppleComputer,d

"Computer"wasremovedfromitsnameonJanuary9,2007,asitstraditionalfocuson

personalcomputersshiftedtowardsconsumerelectronics.

AsofJuly2011,Applehas364retailstoresinthirteencountriesaswellasthe

elargestpublicly-tradedcorporationin

theworldbymarketcapitalization,withanestimatedvalueofUS$626billionasof

lemarketcapislargerthanthatofGoogleandMicrosoft

ptember24,2011,thecompanyhad60,400permanentfull-time

employeesand2,900temporaryfull-timeemployeesworldwide;itsworldwideannual

revenuein2010totaled$65billion,growingto$108billionin2011.

FortunemagazinenamedApplethemostadmiredcompanyintheUnitedStates

in2008,r,thecompanyhasreceived

widespreadcriticismforitscontractors'laborpractices,andforApple'sown

oppedlistoftheWorld'sMostPowerful

BrandsonOctober2,2012.

tproducts

2.1iPad

OnJanuary27,2010,Appleintroducedtheirmuch-anticipatedmediatablet,the

rsmulti-touchinteractionwith

multimediaformatsincludingnewspapers,magazines,ebooks,textbooks,photos,

movies,TVshowsvideos,music,wordprocessingdocuments,spreadsheets,video

games,includesamobileversionofSafarifor

webbrowsing,aswellasaccesstotheAppStore,iTunesLibrary,iBookstore,

contacts,tisdownloadableviaWi-Fiandoptional3Grviceor

syncedthroughtheur'&TwasinitiallythesoleUSproviderof3G

wirelessaccessfortheiPad.

OnMarch2,2011,AppleintroducedanupdatediPadmodelwhichhadafaster

d2alsoadded

supportforoptional3GrviceprovidedbyVerizoninadditiontotheexisting

offeringbyAT&r,theavailabilityoftheiPad2hasbeenlimitedasaresult

ofthedevastatingearthquakeandensuingtsunamiinJapaninMarch2011.

OnMarch7,2012,AppleintroducedthethirdgenerationiPad(dubbed"thenew

iPad"byApple).Thethird-generationiPadaddedLTErvicefromAT&Tor

Verizonandanupgradedprocessor,addedtheRetinadisplay(2048

by1536resolution),

dimensionsandformfactorremainedrelativelyunchanged,withthenewiPadbeinga

fractionthickerandheavierthanthepreviousversion,andminorpositioningchanges.

Sincethetabletlaunchedin2010,iPadurshavedownloaded3billionapps,

whilethetotalAppStoredownloadsisuptoover25billiondownloads.

2.2iPod

ThecurrentiPodfamily,featuringtheiPodShuffle,iPodNano,iPodClassic,and

iPodTouch

OnOctober23,2001,

dis

themarketleaderinportablemusicplayersbyasignificantmargin,withmorethan

220millionunitsshippedasofSeptember精油品牌 2009[update].Applehaspartneredwith

NiketooffertheNike+iPodSportsKitenablingrunnerstosynchronizeandmonitor

theirrunswithiTunesandtheNike+urrentlyllsfourvariantsof

theiPod.

•iPodShuffle,ultraportabledigitalaudioplayerfirstintroducedin2005,

currentlyavailableina2GBmodel.

•iPodNano,portablemediaplayerfirstintroducedin2005,currentlyavailable

estgenerationhasaFMradio,apedometer,

andanewmulti-touchinterfacethatreplacedthetraditionaliPodclickwheel.

•iPodClassic(previouslynamediPodfrom2001to2007),portablemedia

playerfirstintroducedin2001,currentlyavailableina160GBmodel.

•iPodTouch,portablemediaplayerthatrunsiOS,firstintroducedinSeptember

tlyavailablein8,32,and64GB

estgenerationfeaturestheAppleA4processor,aRetina

Display,kcameraallowsfor

HDvideorecordingat720p.

2.3iPhone

OnOctober4,2011,AppleunveiledtheiPhone4S,whichwasreleadinthe

UnitedStates,Canada,Auoveras stralia,UnitedKingdom,France,Germany,andJapanon

October14,2011,sthe

firstiPhonemodeltofeaturetheAppleA5chip,aswellasthefirstofferedonthe

Sprintnetwork(joiningAT&TandVerizonWirelessastheUnitedStatescarriers

offeringiPhonemodels).OnOctober19,2011,Appleannouncedanagreementwith

CSpireWirelesstolltheiPhone4Swiththatcarrierinthenearfuture,markingthe

firsttimetheiPhonewasofficiallysupportedonaregionalcarrier'snetwork.

AnothernotablefeatureoftheiPhone4SwasSirivoiceassistanttechnology,

whichApplehadacquiredin2010,aswellasotherfeatures,includinganupdated8

old4millioniPhone4Sphonesinthefirst

threedaysafteritsrelea,whichmadeitnotonlythebestiPhonelaunchinApple's

history,esday

September12,2012香辣虾尾 ,Apple'ssixtheditioniPhone,

featuredabiggerscreen,4GLTEconnectivity,andanewAppleA6chipamong

oldtwomillioniPhone'sinthefirsttwentyfour

hoursofpreordering.

2.4AppleTV

Atthe2007Macworldconference,JobsdemonstratedtheAppleTV,(previously

knownastheiTV),at-topvideodeviceintendedtobridgethesaleofcontentfrom

icelinksuptoaur'sTVandsyncs,

eitherviaWi-Fiorawirednetwork,withonecomputer'siTuneslibraryandstreams

leTVoriginallyincorporateda40GBharddrivefor

storage,includesoutputsforHDMIandcomponentvideo,andplaysvideoata

31,2007a160GBdrivewasrelead

alongsidetheexisting40GBmodelandonJanuary15,2008asoftwareupdatewas

relead,

September2009,Applediscontinuedtheoriginal40GBAppleTVandnowcontinues

ember1,2010,alongsidethe

releaofthenewlineofiPoddevicesfortheyear,Applereleadacompletely

deviceis1/4thesize,runsquieter,andreplacesthe

needforaharddrivewithmediastreamingfromanyiTuneslibraryonthenetwork

iththeApple

TVhasaddedanotherdevicetoitsportfoliothatrunsonitsA4processoralongwith

oryincludedinthedeviceisthehalfoftheiPhone

4at256MB;thesameastheiPad,iPhone3GS,iPodtouch3G,

esincludeaccesstotheiTunes

StoretorentmoviesandTVshows(purchasinghasbeendiscontinued),streaming

frominternetvideosources,includingYouTubeandNetflix,andmediastreaming

lsoreducedthepriceofthedeviceto$

generationofthedevicewasintroducedatanAppleeventonMarch7,2012,with

newfeaturessuchashigherresolution(1080p)andanewurinterface.

ing

AppleaficionadoswaitinlinearoundanAppleretailstoreinanticipationofa

anchislocatedonFifthAvenueinNewYorkCity,withaglass

cubehousingacylindricalelevatorandaspiralstaircathatleadintothe

subterraneanstore.

Apple''sbrand'sloyaltyisconsidered

ime,Appleevangelistswereactivelyengagedbythe

company,

evangelistGuyKawasakihascalledthebrandfanaticism“somethingthatwas

stumbledupon”.Applehas,however,supportedthecontinuingexistenceofanetwork

ofMacUrGroupsinmostmajorandmanyminorcentersofpopulationwhereMac

computersareavailable.

MacurswouldmeetattheEuropeanAppleExpoandtheSanFrancisco

MacworldConference&ExpotradeshowswhereAppletraditionallyintroducednew

productachyeartotheindustryandpublicuntilApplepulledoutofbothevents.

Whiletheconferencescontinue,Appledoesnothaveofficialreprentationthere.

Macdevelopers,inturn,continuetogatherattheannualAppleWorldwide

DevelopersConference.

AppleStoreopeningscandrawcrowdsofthousands,withsomewaitinginline

asmuchasadaybeforetheopeningorflyinginfromothercountriesfortheevent.

TheNewYorkCityFifthAvenue“Cube”storehadalineaslongashalfamile;afew

zaopening

inTokyowastimatedinthethousandswithalineexceedingeightcityblocks.

JohnSculleytoldTheGuardiannewspaperin1997:“Peopletalkabout

technology,hemarketingcompanyof

thedecade.”

Rearchin2002byNetRatingsindicatesthattheaverageAppleconsumerwas

rearchindicatedthatthiscorrelationcouldstemfromthefactthatonaverageApple

tsaremoreexpensivethanotherPCproducts.

3.1Name

Accord爱国青年 ingtoSteveJobs,ApplewassonamedbecauJobswascomingback

fromanapplefarm,ghtthenamewas“fun,

spiritedandnotintimidating”.

3.2Logos

TheoriginallogowithIsaacNewtonunderanappletree

Therainbow“bitten”logo,udfromlate1976to1998

Themonochromelogo,udsince1998

Apple'sfirstlogo,designedbyRonWayne,depictsSirIsaacNewtonsitting

underanappletree.

Almostimmediately,though,thiswasreplacedbyRobJanoff's“rainbowApple”,

thenow-familiarrainbow-coloredsilhouetteofanapplewithabitetakenoutofit.

JanoffprentedJobswithveraldifferentmonochromaticthemesforthe“bitten”

logo,obslikedthelogo,heinsistedit

lelogowasdesignedwithabitesothat

oredstripeswereconceivedto

makethelogomoreaccessible,andtoreprentthefacttheAppleIIcouldgenerate

graphicsincolor.

ThislogoisoftenerroneouslyreferredtoasatributetoAlanTuring,withthe

edesignerofthelogoandthe

companydenythatthereisanyhomagetoTuringinthedesignofthelogo.

In1998,withtheroll-outofthenewiMac,Applediscontinuedtherainbow

themeandbegantoumonochromaticthemes,nearlyidenticalinshapetoits

previousrainbowincarnation,onvariousproducts,

Aqua-themedversionofthemonochromelogowasudfrom2001–2003,anda

Glass-themedversionhasbeenudsince2003.

SteveJobsandSteveWozniakwereBeatlesfans,demark

issueswithAppleCorpsLtd.,amultimediacompanystartedbyTheBeatlesin1967,

sultedinariesoflawsuitsandtension

ssuendedwithttlingoftheirmostrecent

lawsuitin2007.

3.3Slogans

Apple'sfirstslogan,“ByteintoanApple”,

1997–2002,Appleudtheslogan“ThinkDifferent”inadvertisingcampaigns.

Althoughthesloganhasbeenretired,

alsohasslogansforspecificproductlines—forexample,“iThink,thereforeiMac”

wasudin1998topromotetheiMac,and“SayhellotoiPhone”hasbeenudin

iPhoneadvertiments.“Hello”wasalsoudtointroducetheoriginalMacintosh,

Newton,iMac(“hello(again)”),andiPod.

3.4Advertising

SincetheintroductionoftheMacintoshin1984withthe1984SuperBowl

commercialtothemoremodern'GetaMac'adverts,Applehasbeenrecognizedinthe

pastforitffortstowardffectiveadvertisingandmarketingforitsproducts,though

itsadvertisinghasbeencriticizedfortheclaimsofsomemorerecentcampaigns,

particularly2005PowerMacadsandiPhoneadsinBritain.

Apple'sproductcommercialsgainedfameforlaunchingmusiciansintostardom

,thecompany

popularizedCanadiansingerFeist's“1234”,Apple

udthesong“NewSoul“byFrench-Israelisinger-songwriterYaelNamtopromote

utsingleshottothetopofthechartsandsoldhundredsof

thousandsofcopiesinaspanofweeks.

ateaffairs

DuringtheMac'arlyhistoryApplegenerallyrefudtoadoptprevailing

industrystandardsforhardware,endwaslargely

reverdinthelate1990sbeginningwithApple'sadoptionofthePCIbusinthe

7500/8500/assinceadoptedUSB,AGP,

HyperTransport,Wi-Fi,andotherindustrystandardsinitscomputersandwasinsome

reisan

Apple-originatedstandardthathanwidespreadindustryadoptionafteritwas

standardizedasIEEE1394.

EversincethefirstAppleStoreopened,Applehassoldthirdpartyaccessories.

Forinstance,atonepointNikonandCanondigitalcamerasweresoldinsidethestore.

Adobe,oneofApple'soldestsoftwarepartners,alsollsitsMac-compatiblesoftware,

asdoesMicrosoft,romJohnWiley&

Sons,whopublishestheForDummiesriesofinstructionalbooks,areanotable

exception,lisher'slineofbookswerebannedfromAppleStoresin

2005becauSteveJobsdisagreedwiththeirdecisiontopublishanunauthorizedJobs

biography,helaunchoftheiBookstore,Applestoppedllingphysical

books,bothonlineandattheAppleRetailStores.

4.1Headquarters

AppleInc.'sworldcorporateheadquartersarelocatedinthemiddleofSilicon

Valley,at1–6InfiniteLoop,Cupertino,plecampushassix

buildingsthattotal850,000squarefeet(79,000m2)andwasbuiltin1993bySobrato

DevelopmentCos.

Applecreatedsubsidiariesinlow-taxplacessuchasIreland,theNetherlands,

LuxembourgandtheBritishVirginIslandstocutthetaxesitpaysaroundtheworld.

AccordingtotheNewYorkTimes,Applewasamongthefirsttechcompaniesto

designateoverassalespeopleinhigh-taxcountriesinamannerthatallowedthe

companytollonbehalfoflow-taxsubsidiariesonothercontinents,sidestepping

asapioneerofanaccountingtechniqueknownasthe“Double

IrishWithaDutchSandwich,”whichreducestaxesbyroutingprofitsthroughIrish

subsidiariesandtheNetherlandsandthentotheCaribbean.

In2006,Appleannounceditsintentiontobuildacondcampuson50acres

(200,000m2)asmbledfromvariouscontiguousplots(eastofNWolfeRoad

betweenPruneridgeAvenueandVallcoParkway).Lateracquisitionsincreadthisto

campus,alsoinCupertino,willbeabout1mile(1.6km)eastof

campusbuildingwillbedesignedbyNormanFoster.

OnJune7,2011,SteveJobsgaveaprentationtoCupertinoCityCouncil,

campusisplannedtohouupto13,000employeesinonecentralfour-storied

circularbuilding(withacaffor3,000sittingpeopleintegrated)surroundedby

extensivelandscape(withparkingmainlyundergroundandtherestcentralizedina

parkingstructure).Therewillbeadditionalbuildingssuchasanauditorium,R&D

facilities,afitnesscenterandadedicatedgeneratingplantasprimarysourceof

electricity(poweredbynaturalgasandothermoreenvironmentallysoundmeans).

4.2Corporateculture

Applewasoneofveralhighlysuccessfulcompaniesfoundedinthe1970sthat

buckedthetraditionalnotionsofwhatacorporatecultureshouldlooklikein

organizationalhierarchy(flatversustall,casualversusformalattire,etc.).Other

highlysuccessfulfirmswithsimilarculturalaspectsfromthesameperiodinclude

ally,thecompanystoodinoppositionto

staidcompetitorslikeIBMbydefault,thankstotheinfluenceofitsfounders;Steve

JobsoftenwalkedaroundtheofficebarefootevenafterApplewasaFortune500

imeofthe“1984”TVad,thistraithadbecomeakeywaythe

companyattemptedtodifferentiateitlffromitscompetitors.

Asthecompanyhasgrownandbeenledbyariesofchiefexecutives,each

withhisownideaofwhatAppleshouldbe,someofitsoriginalcharacterhas

arguablybeenlost,butApplestillhasareputationforfosteringindividualityand

excellencethatreliablydrawstalentedp漂浮的反义词 eopleintoitmploy,especiallyafterJobs'

gnizethebestofitmployees,ApplecreatedtheAppleFellows

program,awardingindividualswhomadeextraordinarytechnicalorleadership

leFellowshiphas

sofarbeenawardedtoafewindividualsincludingBillAtkinson,SteveCapps,Rod

Holt,AlanKay,GuyKawasaki,AlAlcorn,DonNorman,RichPage,andSteve

Wozniak.

NumeroumployeesofApplehavecited护理综述论文 th河阳之北 atprojectswithoutJobs'

rprents

theimageofJobs“wanderingthehallwithaflamethrowerinhand,askingrandom

people'doyouworkonMobileMe?'”.

AtApple,employeesarespecialistswhoarenotexpodtofunctionsoutside

wthisasameansofhavingbest-in-clasmployeesin

tance,RonJohnsonwhowasSeniorVicePresidentofRetail

OperationsuntilNovember1,2011,wasresponsibleforsitelection,in-storervice,

andstorelayout,y关于腊八的古诗 ethehadnocontroloftheinventoryinhisstores(whichisdone

companywidebythen-COOandnowCEOTimCookwhohasabackgroundin

supply-chainmanagement).ThisistheoppositeofGeneralElectric'scorporate

culturewhichhascreatedwell-roundedmanagers.

UndertheleadershipofTimCookwhojoinedthecompanyin1998and

ascendedtohisprentpositionasCEO,Applehasdevelopedanextremelyefficient

andeffectivesupplychainwhichhasbeenrankedastheworld'sbestforthefour

years2007–pany'smanufacturing,procurementandlogisticnablesit

toexecutemassiveproductlauncheswithouthavingtomaintainlarge,profit-sapping

inventories;Apple'sprofitmarginshavebeen40percentcomparedwith10–20

'scatchphratodescrib儿童诗歌朗诵 e

hisfocusonthecompany'soperationaledgeis“Nobodywantstobuysourmilk”.The

companypreviouslyadvertiditsproductsasbeingmadeinAmericauptothelate

1990s,howeverasaresultofoutsourcinginitiativesinthe2000salmostallofits

ingtoareportbytheNewYorkTimes,

Appleinsiders“believethevastscaleofoverasfactoriesaswellastheflexibility,

diligenceandindustrialskillsofforeignworkershavesooutpacedtheirAmerican

counterpartsthat“MadeintheU.S.A.”isnolongeraviableoptionformostApple

products”.

4.3Finance

InitsfiscalyearendinginSeptember2011,heights

financiallywith$108billioninrevenues(increadsignificantlyfrom$65billionin

2010)andnearly$chievedtheresultswhile

losingmarketshareincertainproductcategories.

OnMarch19,2012,Appleannouncedplansfora$2.65persharedividend

beginninginfourthquarterof2012,perapprovalbytheirboardofdirectors.

OnAugust20,2012Appleclodatarecordsharepriceof$

936,596,000outstandingshares(asofJune30,2012),ithadamarketcapitalizationof

$thehighestnominalmarketcapitalizationeverreachedbya

publiclytradedcompanyandsurpassarecordtbyMicrosoftin1999.