Apple Inc: Business Paper

This business research paper focuses on Apple Inc, covering its history, impact on business and society, management style, marketing strategies, finances, and future direction.

Apple Inc 1
Business Paper

Apple Inc 2
Table of Contents
Introduction................................................................................................................................3
History of the Business Corporation:.........................................................................................4
Impact of Company on Business, Industry and Society:...........................................................5
Management/ Leadership Style:.................................................................................................5
Marketing:..................................................................................................................................5
Finances:....................................................................................................................................5
Company’s Future Direction:.....................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

Apple Inc 3
Introduction
Main purpose of this report is to design a business research paper on a selected company. The
company chosen for developing business paper is Apple Inc. This report will present the
information about different aspects of the company like history and development of
company, founders of company, products and services of the company and the main business
philosophy of the selected company. Further, the report will evaluate impact of this company
on business, industry and society. In addition to this, the report will facilitate understanding
and knowledge about management or leadership that has contributed to the success of
company. Moreover, the report will demonstrate understanding about marketing strategies of
company and target market. In contrast to this, the report will help to understand financial
position of the selected company. Final section of this report will evaluate the future planning
of company that will contribute to future success of company.

Apple Inc 4
History of the Business Corporation:
Apple Inc is the company that is selected for development of this business paper. Apple
Company is an American consumer electronics organization that deals in manufacturing and
selling of consumer electronic goods, online services and computer software (Apple Inc 1).
Apple Company has a sound brand reputation in the premium electronics market segment.
Apple Inc was originally founded in April 1976. This company was founded and formed at
Cupertino, California, United States. The head quarter of Apple Inc is also situated at
Cupertino, California, USA. The founders of Apple Inc are Ronald Wayne, Steve Wozniak
and Steve Jobs. This company was mainly established for the production and sell of
Wozniak's Apple I personal computers. Further, this company also started to sell Apple II
computers. Gradually, with the passage of time, the products and service portfolio of
company started to grow with the increase in number of staff and number of market segments
served by it. At present, Apple Inc produces and sells different types of products and services.
For example, the Apple Company produces and sells the products like smart phones with
iPhone series, computers, lap tops, iPads, iPods, iMusic services, Apple App store etc (Apple
Inc 1). Apart from these, the other products and services of Apple include iOS operating
system, Mac operating system, Apple’s software, Home Pod smart speakers, Apple watch,
smart TV of apple, etc.
The business philosophy of Apple Inc emphasizes on three points. The first point is empathy.
According to this point, company focuses on understanding feelings and fulfilling the same
through its product offerings. For this purpose, the company and its management say that
"We will truly understand their needs better than any other company." The second point of
philosophy is focus. Through this point, the company emphasizes to do good job for meeting
the needs and expectations of customers. In this aspect, the company emphasizes on

Apple Inc 5
eliminating all unimportant opportunities in its business. The third point of business
philosophy of Apple is impute (Ng 2). According to this point, the company believes that
customers or people develop the thoughts or perception about the products according to the
actual message communicated or conveyed by the company.
Impact of Company on Business, Industry and Society:
Apple Inc is mainly known for the unique quality of products and innovative features. Apple
Inc is mainly known for its premium quality consumer electronic products. Example of
different innovations and inventions at Apple involves First Mac on 24th January 1984,
invention and launching of IMAC on 15th August 1998, launching of Apple Store on 19th may
2001, launching of iPod on 23rd October 2001, launching of iPhone as on 29th June 2007,
launching of App Store on 10th July 2008, launching of iPad on 3 April 2010 and the
launching of Apple Watch on 24th April 2015. These all products have contributed positively
towards the growth and success of company in both short run and long run. Yes, Apple Inc is
involved in environmental improvement practices. For example, Apple is participating in
Smart Way program of US Environmental Protection Agency (Moloney 3). This agency
works to explore the ways or tactics that can be taken into account for reducing air pollution,
green-house gases and for improving transport’s fuel efficiency.
Management/ Leadership Style:
The corporate era of Steve Jobs has given extreme business growth of the company. Steve
Jobs has remained CEO of company from 1997 to 2011. The autocratic leadership of Steve
Jobs has contributed wide range of business operations in the company. The leadership of
Steve Jobs was very powerful. For example, everything in the company has flawed through
him. Tim Cook has also leaded the Apple Inc (Perry 5). Tim Cook is considered as World’s
greatest leaders according to Fortune magazine. Tim Cook has adopted the inspirational
leadership. Tim Cook is the present CEO of this company.

Apple Inc 6
Apple Inc is the largest information technology company of the globe by its revenue. The
revenue of this company was recorded as $265 billion in 2018. The organizational structure
of Apple Inc is divisional. The divisions in this company are developed as per product-based
groupings like MacOS, iOS etc. Apple Inc focuses on hiring of most talented and skilled
candidates for different positions in its business. Apple looks for five types of characteristics
among the job applicants while hiring them such as the candidates with high level of passion,
motivation and with no satisfaction with existing things and the individuals or candidates that
never say that any of the thing is not possible for them (Perry 6). This way, Apple Inc adopts
on selected highly talented and skilled candidates for working at its premises.
Marketing:
There are different marketing strategies of Apple minimizing requirement for advertisements,
non-involvement in price based competition, ensuring the products and services are easy to
understand and learn, talking with the audience, improving experience of consumers/
customers, targeting the actual feelings and expectations of prospects, and developing
community of customers. The target market of Apple Inc is teenagers, youth and youngsters
(Khan et al. 956). It is so because this consumer segment is most dedicated to activities like
listening music, socialization with friends etc.
Finances:
Financial position of Apple Inc is very sound. In addition to this, the financial performance of
Apple Inc is also very good. Total revenue of Apple Inc was recorded as $265 billion in
2018. In contrast to this, the net profit of company was recorded as $59 billion. It is
indicating improvement in financial performance of Apple. The cash position of company is
reported as $25 billion. At the same time, total equity of company is observed as $107 billion
(NASDAQ 1). So, overall, the financial position and financial performance of Apple Inc is
very sound.

Apple Inc 7
Company’s Future Direction:
Future direction of Apple Inc is progressive. It is so because the company is continuously
working on future innovations that will stimulate business growth of company. Example of
some future plans or innovations of Apple includes Apple Car, Project Titan of Apple,
Apple’s AR Glasses etc (Vidrih 2).

Apple Inc 8
Conclusion
On the basis of above analysis, it can be concluded that Apple Inc is a consumer electronic
premium segment company that continuously focus producing and selling unique quality of
products and services. Main focus of company is on understanding emotions of customers
and to fulfil them. Example of some future plans or innovations of Apple includes Apple Car,
Project Titan of Apple, Apple’s AR Glasses etc. I see that Apple Inc will remain highly
successful in the business.

Apple Inc 9
Works Cited
Apple Inc. “Apple Inc: products and Services.” Apple 01 May 2019.
<https://www.apple.com/>.
Farey-Jones, Daniel. “Apple's history in nine innovations.” Campaign Live 30 March 2016.
<https://www.campaignlive.co.uk/article/apples-history-nine-innovations/1356079>.
Khan, Usman Ali, Mohammd Noor Alam, and Shabbir Alam. "A critical analysis of internal
and external environment of Apple Inc." International Journal of Economics, Commerce and
Management 3.6 (2015): 955-961. Print.
Moloney, Claire. “Is Apple a Sustainable Company?.” POPLAR 1 October 2017.
<https://www.poplarnetwork.com/news/apple-sustainable-company>.
NASDAQ. “AAAPL Company Financials.” NASDAQ 01 May 2019.
<https://www.nasdaq.com/symbol/aapl/financials?query=balance-sheet>.
Ng, E. H., et al. "TOTAL QUALITY MANAGEMENT & APPLE SUCCESS." (2018).
Perry, Scott. "Tim Cook, a Case Study on the Effects of Transformational Leadership on
Privacy and IT Security." (2016). Print.
Vidrih, Marko. “Apple’s secret plans to 2025: What comes after the iPhone?.” MEDIUM 16
August 2018. <https://medium.com/@VidrihMarko/apples-secret-plans-to-2025-what-comes-
after-the-iphone-c3525912d289>.