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STRATEGIC MANAGEMENT OF TECHNOLOGY

Case Analysis; Apple Computer

Neslihan ARUC
D03433109
Instructor: Professor FRANK OWARISH

Apple Computer, Inc., is a major manufacturer of personal computers with headquarters in Cupertino, California. Apple designs, produces, and sells personal computer systems for use in business, education, government, and the home. We have known that apple products are sold most of the countries and also apple include personal computers, monitors, software, printers, scanners, and networking products.
Apple was established on April 1 1976 by Steve Jobs, Ronald Wayne and S. Wozniak. Steve Jobs and S. Wozniak had designed and built in Jobs's garage in Los Altos California. They scrapped their plan to sell the board alone when Jobs's first sales call yielded an order for 50 units. They were sold.
Apple has been in the USA and world marketplace long period of time and today it is one of the leaders in technology market in the USA and in the world. Some even say “ Apple is mostly Steven Jobs life rather than a company’s history “
During Apple’s history almost most of the time Steven Jobs name is associated with turning points for Apple. For example in the very beginning Jobs and Wozniak created Apple I in 1975 and the sales were good. Later on Apple II was produced in 1977 and we saw that the company made $3 million. It is clear that Apple since the very beginning has always been working in creating and inventing new things.
We should not think that Apple is always big success, if we look at the year by year we found that Apple created Lisa, which obviously was not a success and finally it came out of the market in 1980 thus Apple lost the market to IBM by 50%.
Apple was optimistic and continued inventing new products and in 1984 Apple Macintosh was put into the market with a price of $2500. It was

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