Marketing Apple: The iPhone "Phenomenon"

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This is a 14 page document which contains Company description, Strategic focus and plan, SWOT analysis, Marketing program, Financial data and projections, Implementation plan and Marketing Mix strategies.

Apple (AAPL) was founded in Cupertino, California on April 1, 1976. It was incorporated on January 3, 1977 as Apple Computer Inc. Initially it began with a focus solely on personal computing. Today it’s known more as a diverse company that is engaged in the development, marketing, and design of personal computers, software, peripherals, servers, portable digital music players, network solutions, and related accessories. Steven Jobs and Steven Wozniak were the two primary founders of Apple. They met almost purely by chance. Steve Jobs called the head of Hewlett Packard to ask for computer parts for a high school project. William Hewlett was so impressed that he offered him an internship at HP. There, he met Steve Wozniak, who he started Apple with. The first products Apple put out were its personal computers. Being one of the pioneers of the field, Apple computer systems were some of the first into the market. Apple’s specialty was not simply in hardware itself, but the entire software package as well.