Apple Computer, Inc. is headquartered in Cupertino, California is a leader in the PC field for home, business and education markets. Their products include the Macintosh line of desktop and notebook computers, the Mac operating system, the iPod digital music player. The manufacturing facilities are located in Sacramento, California and Cork, Ireland. Apple produces their own keyboards and “Mouse” input devices. Apple’s operating segments include the Americas, Europe, and Japan. They sell their products through online stores, direct sales force, third-party wholesalers and resellers, and its own retail stores. As of September 2003, Apple and its subsidiaries worldwide had 11,000 employees and over 2,500 temporary employees.
Apple Computers has experienced both good and bad times since it began its garage operation in 1976. Although it has been a leader in computer technology in the past, it has struggled lately with keeping pace in the rapidly developing computer industry. In this extremely competitive industry, the developing technology and evolving computer applications have contributed to this type of business environment. Over the last two decades, the popularity of personal computers has made the computer market attractive to consumers worldwide. As mentioned before, Apple developed as a major player in the computer industry in its early years. Apple grew to a publicly traded company by 1980. Apple continued to experience early success in the industry being the first computer company to reach one billion dollars in annual sales in 1982.
Apple Computers faces a highly competitive industry with competition including companies such as Dell, Gateway, IBM, Hewlett-Packard, Fujitsu, and NEC. Apple’s main strategy in this growing industry focuses on innovation. Steve Jobs, Apple’s chief executive officer, said: “We would like to see our market share grow. Our strategy