BACKGROUND INFORMATION
The company sells primarily portable and home hardware (such as ipads, iphones,
macbooks…). The company was established April 1st, 1976, by college dropouts Steve Jobs
and Steve Wozniak. The duo’s vision was to change the way people viewed computers at
that time, and also to make them small enough to fit people’s offices and homes.
Wozniak and Jobs started building the Apple I, the company’s first ever product inside of
Job’s garage. The Apple I(s) didn’t come with a keyboard or a monitor. Those items were
added later in 1977.
Wozniak later left the company due to lack of interest in managing day-to-day sales and
work in the Apple company.
COMPANY COMPETITORS
Apple is a well known consumer technology company founded by Steve Jobs and Steve Wozniak.
They're famous for producing and designing products such as the Iphone, the ipad, the apple watch
and the macintosh computer in addition to accessory services. Apple has key competitors across all
of their products. In direct competition with their iphone, are smartphones designed and
manufactured by Samsung and marketed by Google. The strongest runner ups to Apple's Macintosh
computer are Microsoft, Dell and Hewlett Packard. The biggest competitors for Apple's watches
would be Samsung (its newest Galaxy Watch Ultra), Google (Pixel Watch 3), Garmin, Withings, and
Amazfit. A lot of these companies manufacture and design the same or similar products to Apple’s
making them the company’s competitors.
Apple's accessory products consist of their own music Apple and streaming services. The streaming
services Netflix and Prime are two of the most used streaming services around the world (apart from
apple tv) making them a key competitor for Apple tv.
If we explore the use of mobile phones in Australia as of November 19th 2024, data revealed 97% of
Australians between the age of 16 and 64 have a mobile phone. Data shows that in 2024 Apple was
the highest reaching smartphone brand, selling 58.2% of the market share. This is twice as much as
the next highest selling company, Samsung, who had sold 27% of the market share. Australia’s laptop
ownership data shows that 31% of laptop owners use a macbook (apple) the next key competitor is
HP (Hewlett Packard) with a close 23% of sellers. The final 46% computer ownership consisted of 13
other companies. These statistics show that Apple is a strong performer in their design and
marketing of consumer technology.
CORPORATE CULTURE
The company offers a lot of different positions in terms of careers. There are a wide range
of roles involving retail, marketing, hardware, software development (etc.). Apple stated
that it is an “equal opportunity employer that is committed to inclusion and diversity” on its
website, and that it would pay all employees equally, regardless of their ethnicity, gender or
age. They offer multiple employee
benefits, like education for employees in university, immediate access to healthcare, as
stated on th
REVEIWS
Apple's large market share across all products suggests that they would have good reviews by their
consumers. The UK Guardian newspaper in february 2025 reviewed the base model of the iphone 16
and and listed multiple outstanding features such as familiar design, AI tools, long life battery, large
storage space, interfaced with chat GPT and is considered a good phone for its price of $1300.
There were a plethora of reviews on the internet from employees who have worked for Apple.
Glassdoor.com.au reported employees in Australia have given Apple a rating of 4.1 out of 5 thus
suggesting excellence to work for due to good benefits and great discounts on products.
From an environmental perspective, Apple encourages high levels of unnecessary consumerism
often based on want not need. For example Apple is always in high competition with other
technology consumer companies causing a rise in demand for their products. For example they
release a new iPhone model twice a year driving their consumers to purchase updated versions,
resulting in discarding phones that still work but are considered dated. This can result in unnecessary
landfill of “outdated” phones and packaging and secondary products like cases and chords.
CORPORATE SOCIAL RESPONSIBILITY
