A Critical Assessment
Table of Contents
A. Company History, Overview of Primary Business
Operations, and Its Fortune 500 Ranking 3
B. Assessment of Apple Inc.ï¿½s Vision, Mission and
Strategic Goals/Objectives 5
C. SWOT Analysis and Assessment of Apple Inc. 7
D. Value Chain Analysis of Appleï¿½s iPhone 10
E. BGC Matrix for the Macintosh Computer and iTunes 12
F. Overview Analysis of Apple Inc. and Investment
G. References 18
A. Company History, Overview of Primary Business Operations, and Its Fortune 500 Ranking
Apple Computer Inc. was founded in April 1, ...view middle of the document...
During the mid-1990ï¿½s, to stay competitive in the market, Apple branched out to consumer electronics with the introduction of the Apple ï¿½Quick Takeï¿½ digital camera, and the Personal Digital Assistant (PDA). During 1997, Steve Jobs returned as the interim CEO, leading to the restructuring of Appleï¿½s product lines, and soon after, Apple partnered with Microsoft to release a new version of Microsoft Office for the Macintosh. In late 1997, the Appleï¿½s online retail store opened, and by the end of 1998, Apple earned its first highest profitability with the introduction and sale of the iMac. Apple then branched out in to the digital video editing market with the purchase of numerous digital production software products, and with their own video products, the ï¿½iMovieï¿½ and the ï¿½Final Cut Proï¿½. 
In 2001, Apple opened its first retail stores in Virginia and California, and in 2003, Apple opened the iTunes store. By 2008, iTunes quickly became the market leader in the online music service, with over four billion downloads. 
For the third year in a row, Apple has continued a slow escalation up the ranks of Fortune's Global 500, a list that ranks the world's biggest 500 corporations in terms of revenues and profits. In the 2008 list, Apple is rated at 337th, up from 2007, where Apple took 367th place, while in 2006 its rank was 492nd. In 2008, the Fortune 500 ranked Apple at 103 up from its 2007 previous rank of 121, noting that Apple currently has over 22,650 workers, $25 billion in assets, and $14.5 billion in stockholders' equity.  With Apple Inc. scheduled to release its fiscal Q2 earnings report on April 22, 2009, many analysts are taking another look at the stock ï¿½ and most seem to like what they see. 
B. Assessment of Apple Inc.ï¿½s Vision, Mission and Strategic Goals/Objectives
Apple Computerï¿½s original 1984 vision statement was: ï¿½To make a contribution to the world by making tools for the mind that advance humankind.ï¿½ But in 2009, after researching Appleï¿½s website, speaking with an Apple store employee, and by participating in a recent ï¿½Mac Forum blog,ï¿½ no newer vision statement could be found. The co-founder of Apple, Steve Jobsï¿½ vision was and still is, ï¿½an Apple computer on every desk.ï¿½ 
In 1984, the original Apple Mission statement was: "To produce high-quality, low cost, easy to use products that incorporate high technology for the individual. We are proving that high technology does not have to be intimidating for noncomputer experts."
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has...