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Bastien Essay

354 words - 2 pages

Apple, est une entreprise multinationale américaine qui conçoit et commercialise des produits électroniques grand public, des ordinateurs personnels et des logiciels informatiques. Parmi les produits les plus connus de l'entreprise se trouvent les ordinateurs Macintosh, l'iPod, l'iPhone et l'iPad, le lecteur multimédia iTunes, la suite bureautique iWork, la suite multimédia iLife ou des logiciels à destination des professionnels tels que Final Cut Pro et Logic Pro. En 2011, l'entreprise emploie 60 400 employés3 pour un chiffre d'affaires annuel de 108,25 milliards ...view middle of the document...

En raison de sa philosophie industrielle de l'intégration verticale, de son approche marketing fondée sur l'innovation, l'ergonomie et l'esthétique de ses produits appréciée des consommateurs, de ses campagnes publicitaires originales et des clients qui s'identifient à l'entreprise et à la marque6, Apple s'est forgé une réputation singulière dans l'industrie électronique grand public. Elle fait partie avec Google, Facebook et Amazon des Big Four d'Internet.
Selon un classement du magazine Fortune, Apple est la société la plus admirée dans le monde en 2008, 2009 et 20107. Elle devient aussi, en 2011 et 2012, au gré des fluctuations du marché, la première capitalisation boursière de la planète8 et devient également le 20 août 2012 la plus grande capitalisation boursière de tous les temps, d'un montant de 623,52 milliards de dollars9, sans tenir compte de l'inflation (en 1999 Microsoft était valorisé à 620,58 milliards de dollars constants, soit 856,40 actuels10). Mais la firme reçoit aussi de nombreuses critiques concernant les conditions de travail de ses ouvriers, ses pratiques commerciales et environnementales11, une grande partie de ses produits étant fabriqués dans des pays asiatiques comme l'Inde ou la Chine

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