Reports

Apple Computers: Company Overview & SWOT Analysis Report

by Ravi Magazine · Published 2nd October 2015 · Updated 17th October 2015

Apple Computers: Company Overview & SWOT Analysis Report

INTRODUCTION

APPLE COMPUTERS INC. is one of the largest computer manufacturing companies in the world. They are the second largest manufacturers of personal computers in the world, behind only the mighty IBM. Apple Computers Inc. develops, manufactures, and markets personal computer, server, and personal interactive electronic systems for use in business, education, government and home. Their product line includes printers, scanners, visual display units, audio display units, CPU’s and a host of other devices. Other than that they also produce softwares exclusively for Apple machines by the name of CLARIS CORPORATION.

The position of Apple Computers Inc. in the personal computer market is truly a unique one. Today almost all the manufacturers of personal computers are making their computers on the basis of the microchips made by the company INTEL. These computers run on the Disk Operating System (DOS) developed by MICROSOFT. Apple computers, on the other hand, are based upon the microchips developed exclusively for them by MOTOROLA and are run on Apple’s own operating system. This makes the computing environment of Apple computers absolutely different from other computers.

Apple Computers Inc. is a public limited company with its stock traded on all international markets. Its common stock is traded on the over-the-counter market and is quoted on the NASDAQ National Market System under the symbol AAPL, on the Tokyo Stock Exchange under the symbol APPLE, and on the Frankfurt Stock Exchange under the symbol APCD. Options are traded on the Chicago Board Options Exchange and the American Stock Exchange.

The headquarters of Apple are located in Cupertino, California. The annual meeting of the shareholders is held on a regular basis, the last being held on January 26, 1995 in the headquarters of the company.

Elected Executive Officers of Apple Computers

President and CEO Michael H. Spindler

Exec. Vice President and CFO Joseph A. Graziano

Exec. vice President and

GM, PC Division Ian W. Diery

Senior Vice Presidents Daniel L. Eilers

Frederick Forsyth

David C. Nagel

Soren Olsson

Kevin J. Sullivan

Vice Presidents Gaston

Bastiaens

John Floisand

Robert Lauridsen

Jeanne Seeley

Edward B. Stead

Morris Taradalsky

Board of Director A.C. Markkula, Jr.

Peter O. Crisp

Bernard Goldstein

Joseph A. Graziano

Michael H. Spindler

Independent Auditors Ernst & Young

San Jose, California

Transfer Agent and Registrar The First National Bank Boston, Massachusetts

Corporate Data

Apple Computers Inc. was formed in 1983. The company was ranked the world’s 67th largest company in the Fortune 500 list. The company has a total number of 11,963 regular employees. the number of temporary and contractors is 2,975. Other financial data for the company is given below. All the figures are of the year 1993.

Results of Operations

Total net sales $ 7,976,954

Costs and expenses $ 7,866,616

Net income $ 86,589

Earnings per share $ 0.73

Total out standing shares 119,125

Financial Position

Cash, cash equivalents, and

short-term investments $ 892,303

Accounts receivable, net $ 1,381,946

Inventories $ 1,506,638

Net property, plant, and equipment $ 659,546

Total assets $ 5,171,412

Current liabilities $ 2,515,202

Deferred income taxes $ 629,832

Shareholders’ equity $ 2,206,378 Cash dividends declared per share 0.48

BUSINESS PROFILE

The Apple company’s computer manufacturing division produces two lines of computers. The first is the range of Desk Top computers known as MACINTOSH. The other is the range of Lap Top computers called POWERBOOK. Apple produces a large number of computers in both these ranges to cater to the different types of consumer and business markets.

Macintosh Macintosh line of computers is the back bone of Apple company. For most of the people Macintosh and Apple are synonymous. Actually Macintosh is the name of the Apple’s line of DeskTop personal computers. Since the introduction of the first revolutionary Macintosh in 1984, Apple has brought out a wide range of “Macs”, as the Macintoshs are named commonly, to cater to the different needs of the market and to face the new challenges from the competitors. After the introduction of the first Macintosh to the computing world, computing was never the same again. In the famous words of Apple’s pioneer Steve Jobbs, which were heard in his emotionally charged speech at the curtain raising ceremony of Macintosh, “Macintosh is the computer for the rest of us”. The whole world got fascinated by a computer which did not threaten a person in a way most of the computers do even today. The cute little computer with a nine inch visual display attached with the CPU captured the imagination of computer users world wide. For the first time the world was presented a computer that was so simple to use that even a one year old child could use it.

After the introduction of the first Mac, the computer which revolutionized the computer market was the Macintosh SE. This has been the most popular Mac ever. Even today many people regard the SE as the most “loved” of all the Macs, an expression that would be hard to find for other brands of computers and which, by a large extent, explains why Apple is so different from other computer companies. After the SE the next computer introduced by Apple was the SE/30, a faster version of the old Mac SE.

After the SE range of computers came the Macintosh II series of computers. These were Macintosh’s higher end modular personal computers. This series included computers such as Macintosh IIcx, Macintosh IIci, IIfx and IIsi. This series came out with a more traditional exterior design, that is, separate CPU and display. Although lacking the uniqueness of an SE, it provided more flexibility in the choice of a monitor.

1990 proved to be one of the more important years in Apple’s history. In October of that year Apple introduced two of its most popular Macs, the Macintosh LC and the Macintosh Classic. The purpose for introducing these computers was to deliver the power of the old Macs in the least expensive manner. The Classic replaced SE as the small sized and low cost Macintosh while LC at that time was termed as the lowest-priced color Macintosh.

Macintosh Classic was followed by the Classic II which was a faster version of Classic (equivalent of SE/30).Later came the Color Classic, the small sized single unit computer with a color monitor

The Macintosh LC was followed by a series of different models of LC which included LCII, LCIII, LC475, LC575 and LC630 being the latest. All the proceeding LCs were better in power and performance. LC475 was a unique model as it is the only computer in the LC line which has the monitor and mother board as a single unit. The latest LCs are provided with the built-in CD-ROM, stereo audio output, and built-in microphone.

In 1991 Macintosh Quadra was introduced, the most powerful and fastest Mac at that time. It was followed by many models of Quadra which included Quadra 605, 610, 650, 660AV, and 840AV. Also in 1991, the Lap Top Macintosh was introduced with name of PowerBook. It was the first Lap Top with a built in Track Ball, a variation of a Mouse. Later different versions of PowerBook were introduced including PowerBook 165c, 185c and PowerBook Duo 270c, which were the color versions of the Mac Lap Top.

Another line of Desk Top computers introduced by Apple is the Centris series of computers. This is the top of the line series which has Apple’s latest AV technology. The computers in this line include Centris600, Centris 660AV, and Centris 800AV. Recently the Macintosh Centris line has been consolidated with the Quadra line.

The latest line of computers launched by Apple is the Performa series which constitute of the computers such as Macintosh Performa 450, 460, 470, and Macintosh Performa 550.

PowerMac All of the above mentioned computers are based on the Motorola 68000 family of microprocessors. However, Apple, with the collaboration of Motorola and IBM has developed a revolutionary new line of microprocessors called PowerPC microprocessors. Apple brought out the computer based on this new processor named Power Mac 601. Since then Apple has introduced many other models of Power Mac such as Power Mac 6100/60, 7100/66, 8100/80 and 8100/110. All these computers are based on Motorola’s PowerPC 601 microprocessor chip. The Power Macs provide the power and speed to personal computer users never seen before. They have the clock speed of up to 110 Mega Hertz. The fastest personal computer cannot reach a clock speed above 66 MHz. The Power Macs’ architecture is based on IBM’s Reduced Instruction Set Computing (RISC) technology. Apple computers based on the PowerPC microprocessor are designed to provide developers with a mainstream platform for building advanced software solutions in two ways. First, developers are creating new versions of their current applications, including popular publishing, word processing, spread sheet, and database programs for computers equipped with PowerPC chip. These new versions run much faster than those presently available. Second developers take advantage of the PowerPC chip’s high performance to create next generation applications that will bring new capabilities to the personal computers.

In addition to running new types of applications, Macintosh systems based on PowerPC are designed to be compatible to the thousands of existing Macintosh applications. And Apple is implementing an extensive upgrade program to give the current users of mid range and high end Macintosh systems a smooth transition to PowerPC technology, allowing them to protect their Macintosh investment.

Scanners Apple offers a wide range of scanners to its customers. These include Apple OneScanner for Windows, Apple OneScanner, and Apple Color OneScanner. All the Apple’s scanners come with Apple’s ColorSync software which keeps the shades and colors of the images consistent from scanner to monitor to the printer. Also Apple’s Ofoto 2.0 software makes the scanners extremely easy to use and allows background scanning, which means you continue scanning while using other applications on the computer. They also support the image compression and decompression features of Apple’s QuickTime software.

Displays Apple has always supplemented its computers with high quality Visual Display Units. Apple’s VDUs support the technology of Sony’s TrinitronTM displays. Apple offers a variety of displays ranging from monochrome and color display of various sizes (12”, 14”, 16”, and 21”) to highly specialized displays for Computer Aided Designing and DeskTop publishing (Portrait Displays).

Printers Apple pioneered in the BubbleJet technology of printers in collaboration with Cannon. It introduced the first BubbleJet printer, Apple StyleWriter which was followed by StyleWriterII. Apple also offers a range of dot-matrix printers named ImageWriters. Apple’s line of Laser printers include easy to use and affordable small range printers (Apple Personal LaserWriter) as well as highly sophisticated and advance professional quality models such as Apple LaserWriter Pro 630 and Pro 600. In fact, in a recent study by coveted J.D. Power and Associates ranked the Apple Laser Printers highest in overall consumer satisfaction.

AppleSoft Recognizing the significant business potential of Apple’s software development efforts, Apple established in 1993 a division focused on creating, developing, and marketing Apple software. In addition to enhancing the Macintosh system software, AppleSoft aims at becoming the premier supplier of user-centered software and services for Macintosh and other computer environments.

Under the banner of AppleSoft, Apple developed its System7 Pro which allows the user to benefit from advance multimedia technology. System7 Pro industry leading technologies__such as PowerTalkTM and AppleScriptTM software__that are not available on other platforms. PowerTalk software, based on Apple Open Collaboration Environment, improves communication among users by building electronic messaging into the system software, making it available to all applications rather than just specialized Electronic-mail programs. AppleScript allows users to develop custom capabilities for their

Macintosh by writing short scripts that automate routine tasks, even if those tasks involve multiple applications.

Another venture of AppleSoft is the OpenDocTM software. OpenDoc allows users to create and edit all forms of information__numbers, text, images, and sounds__in a single document.

OpenDoc sets the standard for document interchange, and it is available for the Windows, OS/2, Macintosh and UNIX operating systems. OpenDoc has the support of industry leaders such as IBM, Novell, Oracle Taligent, WordPerfect, and Xerox.

Claris Corporation Claris Corporation is Apple’s wholly owned software subsidiary. During the recent years, Claris’ operations and market share has increased considerably. For example, in 1993 its revenues increased by 40 percent. Claris ranks among the top ten personal computer business application software worldwide. Also it is the market leader in key software categories such as end-user databases and integrated productivity applications. the success of Claris can also be judged from the fact that only in 1993, it brought ten award winning products on Macintosh and Windows platform.

Apple Business Systems Apple Business Systems is the division of Apple company producing hardware and software server products. The Apple Workgroup Server products include high-performance, expandable servers, as well as innovative server softwares such as AppleSearchTM. AppleSearch allows people to easily locate information in documents stored on server.

The introduction of a family of server products greatly expands the company’s ability to offer solutions to people who work in groups, such as in offices and classrooms. In 1994, Apple Business Systems also introduced servers based on PowerPC architecture.

Personal Interactive Electronic For years Apple was developing its highly acclaimed Newton IntelligenceTM technology. In 1993, it delivered its first product based on that technology. The NewtonTM MessegePadTM, a hand-held communications assistant, allows people to share information with ease and spontaneity.

The industry responded to the Newton in an extremely encouraging way. It was judged the product of the year in 1993. The Newton has proved to be a milestone in the technological development of the computers. A number of companies are now licensing and supporting the Newton technology. To date the roster includes Sharp, Siemens, Motorola, US West, Ameritech, BellSouth, Cirrus Logic, LSI Logic, Matsushita Electronics, Alcatel, British Telecom, Deutsche Telekom, GEC, and Sony.

The division’s business model, licensing the technology to create a broad industry standard, represents a new direction for Apple, in which Apple was previously afraid to go.

As we all know, Apple computers have a very significant and unique place in the computer market. Now we will analyze in depth what are the factors which make Apple the choice of so many customers.

The Macintosh Advantage

Macintosh is easier to use than other personal computers.

In 1993, Apple sold more personal computers than any other vendor in the United States. That’s because Macintosh is the only computer designed from the chips up with the user in mind. It’s exceptionally easy to use. It lets you concentrate on getting your work done, instead of on figuring out how to get your computer to work you’ll see that from the minute you open the box.

Macintosh hardware and software have been designed from the start to work together, unlike in the PC world where Microsoft develops DOS and Windows, and many different Manufacturers make the hardware systems.

System7 software provides a built-in intuitive user interface, while Windows tries to compensate for the underlying limitations of MS-DOS. For example, Macintosh lets you use descriptive names for files (up to thirty-one characters), but both DOS and Windows limit you to only eight characters, with a three-character extension.

Not only are Windows users restricted by the limitations of DOS, they also have to understand the two programs that make up Windows: {Program Manager and File Manager.

Because it’s easier to use, people who use Macintosh get more done a fact supported by multiple independent studies.

Macintosh offers you more and better applications.

There are more than 5,000 intuitive graphics based programs that run on Macintosh, for virtually and take you have to do from word processing to spreadsheets, statistical analysis to three dimensional modeling., desktop publishing to database management. There are more applications available for Macintosh than for Windows.

With the introduction of the RISC-based power PC processor, hundreds of popular applications are being updated to take advantage of the high-performance capabilities provided by this new technology on Power Macintosh computers. To date, nearly 100 software developers have redesigned existing applications or created new applications that run two to four times faster than their counterparts on 680×0 based Macintosh computers and some computation-intensive applications and tasks offer much higher performance than that.

Macintosh applications work in a single, consistent way once you’ve learned the basics of one program, you can apply that knowledge to thousands more.

Macintosh applications require less disk space. For example, WordPerfect for Windows requires a minimum of 11 megabytes of hard disk space, while WordPerfect for Macintosh requires a minimum of 2.6 megabytes. Windows users who run a variety of application may run out of disk space and have to add a hard disk. Not only is this an added expense, it can also be very time consuming.

Macintosh applications are easier to install and remove than Windows applications. For example, removing applications from the Macintosh is simple your simply drag the application and its supporting files into the trash can. In contrast, removing an application from the PC is a many step process that usually requires the use of three different programs: File Manager, to delete the application icon and the program group; and a text editor, to delete all references to that application from the WIN.INI configuration file.

On Macintosh, double clicking on a document automatically opens the application that created it. You don’t have to be concerned about where the application resides. With Windows, it’s not that simple sometimes clicking on a document opens the application that created it., and sometimes it doesn’t.

Macintosh applications are faster. Because Macintosh isn’t a graphical shell grafted on top of a character based system, it doesn’t expend a lot of computing power trying to do something it wasn’t designed for. For example, in recent performance benchmarks, the Macintosh Quadra 650 with a 33-megahertz 68040 processor outperformed a Windows-based computer with an Intel 80486DX/2 processor running at 50 megahertz.

Macintosh has lower costs of ownership.

The cost of buying a computer is not the same as the cost of owning it. When you factor in training time and other ownership expenses, independent researchers say Macintosh is less expensive to own than a PC running Windows. For example, the Gartner Group has researched how much a personal computer costs an organization over the course of five years. These costs include the initial hardware and software costs, training and supports costs, the cost for the time the user spends trying to learn new software applications, and more. Gartner determined cost figures for Macintosh, DOS Windows, and OS/2 system.

According to Gartner, The five year cost of the Macintosh in the United States is $24,824, and the five year cost of a Windows machine is $29,453 making Macintosh computers 19 percent cheaper to own than Windows based systems. and cost savings over OS/2 and DOS system were even greater.

Macintosh makes it easier to enhance your system.

Macintosh is designed to grow as your needs change. There are thousands of Apple and third party products that add capabilities to your Macintosh, And it’s easy to add these capabilities, because Macintosh recognizes what types of expansion cards, printers, and other peripherals are connected.

In contrast, adding capabilities to personal computers running Windows typically requires complex steps, such as configuring jumpers or DIP switches on a card, editing DOS and Windows files, and running installation programs.

Macintosh lets you connect easily to a wide variety of networks.

Every Macintosh comes with built-in Apple Talk networking capabilities, which means you can connect a Macintosh to a network simply by plugging in an inexpensive Local Talk cable. Then you’ll be able to use the network’s printers, exchange electronic mail, and share files with other Macintosh users.

Macintosh lets you connect to a wide variety of network environments. You can easily integrate a Macintosh into networks of PCs, minicomputers, and mainframes. And Macintosh not only lets you easily access information stored on those systems, it also provides a consistent, easy-to-understand interface.

Macintosh supports Apple Talk, DEC, IBM, OSI, TAP/IP, Token Ring, and Novell networks.

Most Macintosh models come standard with an Apple SuperDrive floppy disk drive, which lets you read from and write to IBM-compatible disks.

Macintosh users are more satisfied and productive than Windows users.

Ten years after the introduction of the Macintosh, in January 1994, Arthur D. Little a leading international consulting firm conducted a study that clearly demonstrates that Macintosh users are more productive than the users of Windows based systems for a broad range of business computing tasks. Specifically, Macintosh users completed a set of business computing tasks in 44 percent less time with up to 50 percent greater accuracy than users performing the same tasks on Window based computers.

The superiority of Macintosh is not only proved by the long list of advantages it offers it’s also borne out by the millions of satisfied Macintosh customers. When Macintosh and Windows users were surveyed by The Roper Organization, Macintosh scored highest on overall satisfaction.

Evans Research surveyed people who use both Macintosh and Windows systems. Macintosh was preferred by nearly two out of three people. A wide variety of people were surveyed MIS managers, users in small and large businesses, and home users. In every category, people preferred Macintosh by margin of almost two to one. In addition, when asked on which system they feel the accomplish more for the time and effort spent, a clear majority of people said Macintosh.

Macintosh computers outperform comparable personal computers running Windows 3.1

At the heart of any Macintosh computer is the powerful Motorola 680×0 processor. The following is a summary of how specific configurations of the Motorola processor outperform Intel 80×86 based computers running Windows 3.1.

The Macintosh Quadra 605, LC 475, and Performa 475, which have a Motorola 68LC040 processor running at 25 megahertz, outperformed a personal computer based on the 80386SX processor running at 25 megahertz.

The Macintosh Quadra 610 and 660AV, which have a Motorola 68040 processor running at 25 megahertz, outperformed a personal computer based on the 80486DX processor running at 33 megahertz.

A Macintosh Quadra 650 with a Motorola 68040 processor running at 33 megahertz outperform a personal computer based on the 80486DX/2 processor running at 50 megahertz.

A Macintosh Quadra 840VA with a 40 megahertz 68040 Motorola processor topped the performance of a personal computer based on the Intel 80486DX processor running at 50 megahertz and based on an Intel 80486DX/2 running at 66 megahertz.

Apple’s AV Technologies lay the foundation for the future of computing.

AV Technologies are providing Macintosh users with revolutionary tools for all the ways they communicate. All of the Power Macintosh models are available n AV configurations, and AV Technologies come built into the Macintosh Quadra 660AV and 840AV computers. The technologies include the following:

Integrated telecommunications. The GeoPort hardware and software architecture lets you connect your Macintosh to telephone line to gain access to information services (such as electronic mail), send and receiver faxes through your Macintosh, and take advantage of voice telephony.

Video in. By connecting a video source to your Macintosh such as a VCR, camcorder, or videodisk player you can view video on your Macintosh display, import video frames from a VCR or camcorder, or capture Quick Time movies and integrate them into your work.

Video out. You can connect your Macintosh to a television to display your work to an audience, or you can connect it to a VCR and record everything on your Macintosh screen onto videotape.

Apple’s PlainTalk software enables speech recognition and text to speech capabilities. It allows you to issue voice commands to your Macintosh to navigate through files or create speech macros for common tasks. Text to speech capability will make proofreading documents even simpler, and, with the help of third party software, you’ll be able to access files from remote locations and ask your Macintosh to read then to your over the phone.

16 Bit audio capability allows you to play and record CD-quality sound at your Macintosh.

The Power Macintosh Advantage

The PowerPC alliance created a new microprocessor standard.

In 1991, Apple, IBM, and Motorola joined forces on a number of projects designed to enhance the computing experience. Perhaps the most significant of these initiatives was the development of PowerPC, a new RISC-based microprocessor standard for personal computers.

With the introduction of the PowerPC 601 processor in Macintosh computers, Apple has created the Power Macintosh series, the first personal computers to integrate the PowerPC processor with an industry standard operating system.

PowerPC processors are based on RISC technology.

Apple’s decision to bring RISC technology to Macintosh computers indicates our investment in the future of personal computer technology. In the mid 1980s, RISC processors were typically used only in high performance workstation, because many of their processes require significant memory and advanced compiler technology. Now that memory is no longer as expensive as it was then, and advanced compilers are common, RISC processors make sense for personal computers.

Most personal computers are built on CISC (complex instruction set computing) microprocessors. But an examination of performance improvements of successive CISC processors shows that performance is leveling off, while RISC performance continues to grow. This is why Apple decided to invest in RISC-based PowerPC as the processor for future generations of computers, beginning with the power Macintosh series.

PowerPC processors outshine Pentium processors

Apple’s foremost competition in the area of advanced processor technology is Intel’s Pentium line of processors. But an evaluation of the two shows distinct advantages of PowerPC over Pentium.

-Performance. The PowerPC 601 processor outperforms Pentium in floating-point calculations for computation intensive tasks by more than 30 percent. And it offers equal or superior performance when running identical applications.

-Price/Performance. The PowerPC 601 processor is smaller and has fewer transistors than the Pentium chip, so it’s less expensive to manufacture. And because it’s based on RISC technology, the PowerPC 601 chip provides higher performance than the CISC based Pentium chip. With a Power Macintosh computer, you’ll get faster performance than you would from a comparably priced personal computer with a Pentium chip.

PowerPC processors enable new technologies for personal computing.

The power of RISC increases computing performance levels, which invites exciting innovations in user-interface design, communications, and applications.

The integration of telecommunications, video, and speech technologies in Apple AV Technologies will continue to expand as PowerPC processors power the Macintosh to perform even more complicated processes.

Advances in user interface design will significantly increase your productivity by improving the way you gain access to information and use it in your work. The PowerPC processor paves the way to enabling new modes of interacting with your computer.

Power Macintosh computers maintain ease of use.

Power Macintosh computers are the first Apple computers to use the PowerPC processor. But even though Power Macintosh computers have a different processor than other Macintosh computers, they’re still part of the Macintosh family. They combine Macintosh ease of use with workstation performance.

Power Macintosh computers use System7, taking full advantage of the industry leading graphical user interface that has made the Macintosh so popular.

Power Macintosh computers come with all the standard Macintosh hardware advantages, such as SCSI ports, networking capability, and built-in video support. In addition, they can take advantage of the innovations provided by Apple AV Technologies such as advanced telecommunications, video and speech capabilities.

Power Macintosh computers can run hundreds of applications at an exceptionally fast rate.

Software developers are redesigning applications and creating new ones to take advantage of the performance capabilities of the PowerPC processor, resulting in the largest library of main stream application designed specifically for a RISC platform. These applications can run two to four times faster than the applications you use on today’s fastest Macintosh computes.

Computation intensive applications and tasks, such as three dimensional modeling and scientific visualization, offer much higher performance sometimes up to 10 times the performance of their CISC based counterparts.

The high performance of the PowerPC processor also enables developers to add new features to these applications. In this way, PowerPC technology helps advance the boundaries of software capabilities and opens the doors to innovation.

Power Macintosh computers are compatible with Macintosh and Windows based systems.

Power Macintosh computers are the most compatible systems on the market. In addition to running System7, they run virtually all you existing Macintosh software with no modification whatsoever. and Power Macintosh computer are compatible with most existing Macintosh cards, cables, systems softwares extensions, and networking hardware and software.
Through SofWindows software (included with certain Power Macintosh configurations and available separately), Power Macintosh computers an run DOS and windows applications at speeds that are significantly faster than past DOS and Windows performance rates on Macintosh in fact. for many applications, they offers performance comparable to that of a computer based on a 25 megahertz 80486SX processor.
Apple has implemented an affordable, comprehensive upgrade path to PowerPC for existing Macintosh and PowerBook computers so you can still buy and support Macintosh computers based on the Motorola 68000 family of microprocessors without missing out on the advantages of PowerPC technology.

The PowerBook Advantage

The PowerBook advantage: Truly portable computing.

Apple understands the difference between portable computing and desktop computing. That’s why Apple PowerBook and PowerBook Duo computers are not just miniature desktop computers they were designed to fit the specific life-style and usage patterns of a notebook computer user. Although PowerBook computer systems use the same system software as the Macintosh desktop systems providing a familiar, easy to use graphical user interface for all of your computing tasks their unique design and carefully selected feature set make the PowerBook and PowerBook Duo computers very personal machines, designed to be part of your life.

In designing the PowerBook computer, Apple provided a range of capabilities to fit he specific needs of mobile professionals. Since you’ll probably use your PowerBook when you’re away from your desk, all of the features you’ll need are built in there are no snap on components or extra pieces. We offer the capability to connect to your world through the fax/modem technology available in all PowerBook Models, and through Apple Remote Access software. Both PowerBook and PowerBook Duo computers are available in both gray scale and color models. And they also comply with the Environmental Protection Agency’s Energy Star guidelines for energy conservation, utilizing special powersaving features to enable you to work where you want to, when you want to.

PowerBook computers equal success

The success of PowerBook is evident in the number of units sold in November 1993, Apple announced that 1 million PowerBook computers had been sold to date, making it one of the top notebook computers on the market.

PowerBook systems bring success to both first time computer owners and seasoned professionals. They have become a popular work tool and symbol of success in business.

Praise from the industry has been phenomenal. PowerBook and PowerBook Duo computes have won numerous awards. Including “Breakthrough Product of the Year” for the PowerBook Duo (MacUser, March 1993) and “Best product of the year” for the PowerBook (Business Week, Time, and Fortune magazines, 1992). PowerBook is consistently listed as one of the top two notebook computers on the market.

In February 1994, the PowerBook Duo was ranked the best selling subnotebook computer in the US and Europe, according to Dataquest, leading worldwide market research firm.

All in one PowerBook computers All the features you need, with you all the time.

The original PowerBook computers provide a range of built in features which is one of the major factors behind their success. The newest PowerBook computers, the 500 series, show particular strength in a few key areas.

With the power of a Macintosh Quadra, PowerBook 500 computers offer exceptional performance through their Motorola 68040 processor, as well as providing an upgrade path to the PowerPC processor. They even come with built in Internet capability for connection to high speed networks And some are available with active matrix displays.

An award wining product design is one of our strongest advantages. Some of our competitors manage to shrink the features of their desktop computers into notebook size by offering a clip on mouse or leaving out a palm rest. All PowerBook computers have an integrated palm rest, keyboard, and pointing device, so you don’t have to sacrifice comfort or deal with additional components. the PowerBook 500 series computers have a fill size keyboard with function keys and built in Apple trackpad instead of a trackball, for maximum comfort and cursor control. In addition, their multimedia capabilities include two speakers and built in microphone housed in the display, giving you a convenient way to present your work in 16 bit stereo sound and with excellent image quality. And an intelligent battery system helps ensure that you won’t run out of power when you’re on the road new battery charging technology and power management software let you monitor and adjust your battery usage no matter where you are.

The PowerBook 500 computers have a variety of expansion options, so you can be sure your investment is protected. They have three expansion slots one for a modem, one for RAM, and one processor direct slot that can accommodate PCMCIA card (requires adapter). And the PowerBook 520, 520c, and 540 can be upgraded to active matrix color screen technology should your display needs change. All PowerBook computers come with a variety of expansion ports, including sound, SCSI, and built in Apple SuperDrive.

PowerBook Mobility Bundle. As mobile computing becomes a business standard, the PowerBook is and excellent tool to help you stay connected to your world. The PowerBook Mobility Bundle software (pre installed in all PowerBook 500 and PowerBook Duo 280 computers) provides the communications software you need, as well as software for file-format compatibility, power management, and information management.

PowerBook Duo Computers. The leading Full featured subnotebook computers.

For users who value exceptionally small size and weight in a portable computer, the PowerBook Duo subnotebook computers are an excellent choice, providing a range of features in a product that weighs just over 4 pounds. The new PowerBook Duo 280 and 280c computers show particular strength in a few key areas:

High performance in a lightweight design. PowerBook Duo users don’t have to compromise power or ease of use to benefit from the convenient design of a subnotebook computer. All PowerBook Duo models have plenty of memory and hard disk expansion options, and are built around a powerful Motorola processor. The PowerBook Duo 280 and 280c have a high performance Motorola 68040 processor and are designed to accommodate a future version of the PowerPC processor. They also use active matrix screen technology, for excellent display quality.

Easy to use, mobile computing solution. PowerBook Duo systems have even more features that make them excellent systems for when you’re away from the office. Long battery life and battery management software, as well as built in modem slots and serial ports. make them ideal systems for mobile computing. The PowerBook Duo 280 and 280c come with the PowerBook Mobility Bundle software installed, which provides communications software such as Apple Remote Access, So you can have access to the information you need no matter where you are compatibility software such as Macintosh PC Exchange and a variety of translation options, so you can work with files that are in DOS or Windows formats; and power and information management software, such as the PowerBook Control strip and Launcher, so you can use your PowerBook Duo in the most efficient way possible.

PowerBook Duo computers can also be used with a variety of docking products from Apple, which give you access to the services and peripheral devices provided by a traditional desktop system.

SWOT Analysis

STRENGTHS

1) The biggest strength of Apple computers is its highly advanced technology. By far the technology of Apple in personal computing is way ahead of its competitors. The main competing machines of Apple are supported by the technology of Intel. Whereas the Apple computer are supported by the Motorola chip.

2) Another Strength of Apple is its capacity of upgrading. Almost all model of Macintosh line of computers are upgradable to a very large extent. The upgrading capability of Apple computers his unmatched by the computers of any other company.

3) A very important strength of Apple is its great ability of networking the process of networking in Apple computers is extremely simple and useful. This is specially upgrade strength for medium size business organizations. The ability of networking makes Macintosh the first choice of these organizations.

4) Apple computers’ users friendliness as always been a great strength of the company. From the day one this has been the man strength of the Apple computers specially from the point of view of a common home user.

WEAKNESSES

1) The first weakness of Apple computers is the relatively higher prices of its products. The Apple products have always been priced above higher compared to its competitors like IBM, COMPAQ, and AST etc. Because of this the customers have always been reluctant while buying Apple computers as they require higher capital investment although it is proven that the running cost of Apple computers is much lower.

2) Another weakness of Apple computers is the problem of compatibility with other computers. The operating system of Macintosh computers is completely different from DOS, the operating system on which the majority of personal computers run. This difference in operating system creates a problem of compatibility for the Apple users. The compatibility problem arises while using Apple computers not only in software but also in hardware. The hardware accessories manufactured by third parties

for Apple Computers.

OPPORTUNITIES

1) One of the basic strengths of Apple computers, that is its user friendliness, leads to its first opportunity. Apple computers can be a great success in the field of education. Its users friendliness and simple architecture gives the teachers and students an ideal interface to conduct their educational activities. Education is already one of the biggest markets for Apple. Still Apple can go a long way if it focuses on this field. The unique technologies of Apple such as AT EASE, a desktop environment for children, and touch Windows, A technology by which the children can work on computer by touching the screen of the computers can give Apple enormous opportunities in this field.

2) Another field in which Apple has great opportunity is the field of DeskTop Publishing. Apples hardware and software give an excellent platform for extremely high quality DeskTop Publishing.

3) Apple has great opportunity in the field of Advertising. The excellent graphics of Apple and the fine quality of output makes Apple the premier choice of Advertising Agencies. Moreover the Advertising firms can also afford the higher investment cost which is necessary for buying an Apple computing system.

4) Perhaps the greatest opportunity which Apple can cease in near future is the PowerPC technology. Already this technology has revolutionized the computing world. The collaboration of Apple, IBM and Motorola has given birth to a new era of computing. The Power Macintosh line of computers has the capability to capture a great market share in an industry in which it is already a leading company.

THREATS

1) The first threat that Apple its facing today is from the worlds largest computer chip manufacturers, Intel. Intel’s Pentium chip is competing directly with the PowerPC chip. Even though it is highly controversial that which of these two revolutionary technologies is better and superior in performance, but still it is not debatable that both are in direct competition with each other.

2) Another threats Apples is facing is the price or that is prevailing in the computing world today. Apple itself has drastically reduced its prices in last two years. Other leading computer manufacturing companies are also continually reducing their prices. In this competition COMPAQ is the leader whose new line of PCs Prolinea has created a sensation with its amazingly low prices. Hence from nowhere it has come to the top of the industry along with the two personal computing giants, IBM and Apple.