苹果公司以及其产品介绍.

APPLE INC.
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• Apple Inc. is an American multinational corporation headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, online services, and personal computers. Its best-known hardware products are the Mac line of computers, the iPod media player, the iPhone smartphone, and the iPad tablet computer
at $666.66
• The Apple II, also invented by Wozniak, was introduced on April 16, 1977, at the first West Coast Computer Faire
1.2 1981–89: Success with Macintosh
我以前说如果在苹果公司做CEO不再有趣， 我就会辞职。但现在我改变主意了，如果 不再有趣，我就会开除员工直到再次变得 有趣起来。”
1981年到1983年 – 麦克·马库拉（Mike Markkula）
当上CEO后，马库拉帮助了苹果公司 的头两款电脑上市，提供信贷以及风 险资本。
1993年到1996年 – 迈克尔·斯平德勒（Michael Spindler
• Apple was incorporated January 3, 1977, without Wayne, who sold his share of the company back to Jobs and Wozniak for $800.Multimillionaire Mike Markkula provided essential business expertise and funding of $250,000 during the incorporation of Apple.
迈克尔·斯考特（Michael Scott 麦克·马库拉（Mike Markkula）
约翰·斯卡利（John Sculley 迈克尔·斯平德勒（Michael Spindler
吉尔·阿米里奥（Gil Amelio） 史蒂夫·乔布斯（Steve Jobs） 蒂姆·库克（Tim Cook）
1977年到1981年 – 迈克尔·斯考特（Michael Scott
• 1979年12月他们带乔布斯前往施乐帕罗奥多研究中心，在参观了他们的概念机Alto之 后乔布斯决定将图形集中、图标友善这种思想贯彻在苹果的两个下一代电脑项目：Lisa 和Macintosh（麦金塔）上。
• Lisa是一款具有划时代意义的电脑，在Mac的开发早期，很多系统软件都是在Lisa上设 计的。它具有16位元的CPU、鼠标、硬盘，以及支持图形用户界面和多任务的操作系 统，并且随机捆绑了7个商用软件。
• During the first five years of operations, revenues doubled every four months, an average growth rate of 700%.
• The Apple I was sold as a motherboard (with CPU, RAM, and basic textual-video chips), which is less than what is today considered a complete personal computer. The Apple I went on sale in July 1976 and was market-priced
• Apple is thelargest publicly traded corporation in the world by market capitalization, with an estimated market capitalization of $446 billion by January 2014.As of September 29, 2012, the company had 72,800 permanent full-time employees and 3,300 temporary full-time employees worldwide. Its worldwide annual revenue in 2013 totaled $170 billion. As of Q1 2014, Apple's five-year growth average is 39% for top line growth and 45% for bottom line growth.
• 乔布斯离开苹果电脑后，公司的开发主管一职落 入让-路易·加西手上，他之前是法国分公司主管。
加西将产品线推向两个方向，即更“开放”和更
• Contents • CEO • 1 History
– 1.1 1976–80: Founding and incorporation – 1.2 1981–89: Success with Macintosh – 1.3 1990–99: Decline and restructuring – 1.4 2000–06: Return to profitability – 1.5 2007–10: Success with mobile devices – 1.6 2011–12: Steve Jobs's death – 1.7 2013–present: Acquisitions and expansion
• Macintosh的推出 • Lisa计划从乔布斯控制的发展计划中中途被取消。但乔布斯立刻推出了Macintosh
• In 1984, Apple launched the Macintosh.
• The Macintosh initially sold well, but follow-up sales were not strong due to its high price and limited range of software titles. The Macintosh was the first personal computer to be sold without a programming language at all.
• 2 Products
– 2.1 Mac – 2.2 iPad – 2.3 iPod – 2.4 iPhone – 2.5 Apple TV – 2.6 Apple Watch – 2.7 Software
• 3 Corporate identity
– 3.1 Logo – 3.2 Brand loyalty
Introduction
• Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to develop and sellpersonal computers. It was incorporated as Apple Computer, Inc. on January 3, 1977, and was renamed as Apple Inc. on January 9, 2007, to reflect its shifted focus towards consumer electronics.
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1983年到1993年 – 约翰·斯卡利（John Sculley
1996年到1997年 – 吉尔·阿米里奥（Gil Amelio）
2011年起 – 蒂姆·库克（Tim Cook
他是一个处事冷静的人， 这一点和他的前任乔布斯 的活跃风格反差很大。不 过他对工作的热情很高， 外界把他描述为“工作
1990–99: Decline and restructuring
• During this time Apple experimented with a number of other failed consumer targeted products including digital cameras, portable CD audio players,speakers, video consoles, and TV appliances. Enormous resources were also invested in the problem-plagued Newton division based on John Sculley's unrealistic market forecasts.[citation needed] Ultimately, none of these products helped, as Apple's market share and stock prices continued to slide.
• Apple is the world's second-largest informaБайду номын сангаасion technology company by revenue after Samsung Electronics, and the world's third-largest mobile phone maker after Samsung and Nokia.
• Apple was established on April 1, 1976, by Steve Jobs, Steve Wozniak and Ronald Wayne to sell the Apple Ipersonal computer kit. The Apple I kits were a computer single handedly designed and hand-built by Wozniak and first shown to the public at the Homebrew Computer Club.
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1997年到2011年 – 史蒂夫·乔布斯（Steve Jobs）
成立苹果公司
共 同 发 展 公 司 独立出苹果公司
回归苹果-受命于危难
宣布离职
Products
• Mac • Ipad • Ipod • Iphone • Apple Tv
• Apple Watch • Software
1.1 1976–80: Founding and incorporation
• Lisa在1983年1月以9,995美元的身价初次露面。苹果再次推出了一款超越它所处时代 的产品，但过于昂贵的价格和缺少软件开发商的支持，使苹果再次失去获得企业市场 份额的机会。Lisa在1986年被终止，余货被埋在犹他州的垃圾堆填区。
• Lisa是以乔布斯的女儿的名字“丽萨”（Lisa）来命名的。苹果对此的官方解释是“本 地集成系统架构”（Local Integrated Systems Architecture）的缩写，而工程师们则私 下解释为“Lisa:编造的愚蠢缩写”（Lisa:Invented Stupid Acronym）。在《乔布斯传》 作者沃尔特·艾萨克森问起这件事时，乔布斯坦率承认Lisa是以他女儿的名字命名的。 而当初给Lisa电脑定名的时候，是乔布斯提出了Lisa这个名字，让工程师们倒推出一个 全称的。[