苹果公司全方位介绍英文.pdf
.Introduction of Apple Inc.1.Company pro Inc.(formerly Apple Computer,Inc.)is an American multinational corporation that designs and sells consumer electronics,computer software,and personal computers.The companys best-known hardware products are the Macintosh line of computers,the iPod,the iPhone and the iPad(Apple calls its computers Macintoshes or Macs,and it calls its laptops MacBooks.Their popular line of mobile music players are called iPods and a smart phone they have released is called the iPhone.).Its software includes the OS X and iOS operating system;the iTunes media browser;and the iLife and iWork creativity and production suites.Apple is the worlds third-largest mobile phone maker after Samsung and Nokia.Established on April 1,1976 in Cupertino,California,and incorporated January 3,1977,the company was named Apple Computer,Inc.for its first 30 years.The word Computer was removed from its name on January 9,2007,as its traditional focus on personal computers shifted towards consumer electronics.As of July 2011,Apple has 364 retail stores in thirteen countries as well as the online Apple Store and iTunes Store.It is the largest publicly-traded corporation in the world by market capitalization,with an estimated value of US$626 billion as of September 2012.The Apple market cap is larger than that of Google and Microsoft combined.As of September 24,2011,the company had 60,400 permanent full-time employees and 2,900 temporary full-time employees worldwide;its worldwide annual revenue in 2010 totaled$65 billion,growing to$108 billion in 2011.Fortune magazine named Apple the most admired company in the United States in 2008,and in the world from 2008 to 2012.However,the company has received widespread criticism for its contractors labor practices,and for Apples own environmental and business practices.Apple topped list of the Worlds Most Powerful Brands on October 2,2012.2.Current products 2.1 iPad On January 27,2010,Apple introduced their much-anticipated media tablet,the iPad running a modified version of iOS.It offers multi-touch interaction with multimedia formats including newspapers,magazines,ebooks,textbooks,photos,movies,TV shows videos,music,word processing documents,spreadsheets,video games,and most existing iPhone apps.It also includes a mobile version of Safari for web browsing,as well as access to the App Store,iTunes Library,iBookstore,contacts,and notepad.Content is downloadable via Wi-Fi and optional 3G service or.synced through the users computer.AT&T was initially the sole US provider of 3G wireless access for the iPad.On March 2,2011,Apple introduced an updated iPad model which had a faster processor and two cameras on the front and back respectively.The iPad 2 also added support for optional 3G service provided by Verizon in addition to the existing offering by AT&T.However,the availability of the iPad 2 has been limited as a result of the devastating earthquake and ensuing tsunami in Japan in March 2011.On March 7,2012,Apple introduced the third generation iPad(dubbed the new iPad by Apple).The third-generation iPad added LTE service from AT&T or Verizon and an upgraded processor,the A5X.It also added the Retina display(2048 by 1536 resolution),originally implemented on the iPhone 4 and iPhone 4S.The dimensions and form factor remained relatively unchanged,with the new iPad being a fraction thicker and heavier than the previous version,and minor positioning changes.Since the tablet launched in 2010,iPad users have downloaded 3 billion apps,while the total App Store downloads is up to over 25 billion downloads.2.2 iPod The current iPod family,featuring the iPod Shuffle,iPod Nano,iPod Classic,and iPod Touch On October 23,2001,Apple introduced the iPod digital music player.It has evolved to include various models targeting the wants of different users.The iPod is the market leader in portable music players by a significant margin,with more than 220 million units shipped as of September 2009update.Apple has partnered with Nike to offer the Nike+iPod Sports Kit enabling runners to synchronize and monitor their runs with iTunes and the Nike+website.Apple currently sells four variants of the iPod.iPod Shuffle,ultraportable digital audio player first introduced in 2005,currently available in a 2 GB model.iPod Nano,portable media player first introduced in 2005,currently available in 8 and 16 GB models.The latest generation has a FM radio,a pedometer,and a new multi-touch interface that replaced the traditional iPod click wheel.iPod Classic(previously named iPod from 2001 to 2007),portable media player first introduced in 2001,currently available in a 160 GB model.iPod Touch,portable media player that runs iOS,first introduced in September 2007 after the iPhone went on sale.Currently available in 8,32,and 64 GB models.The latest generation features the Apple A4 processor,a Retina Display,and dual cameras on the front and back.The back camera allows for HD video recording at 720p.2.3 iPhone On October 4,2011,Apple unveiled the iPhone 4S,which was released in the United States,Canada,Australia,United Kingdom,France,Germany,and Japan on October 14,2011,with other countries set to follow later in the year.This was the first iPhone model to feature the Apple A5 chip,as well as the first offered on the Sprint network(joining AT&T and Verizon Wireless as the United States carriers offering iPhone models).On October 19,2011,Apple announced an agreement with C Spire Wireless to sell the iPhone 4S with that carrier in the near future,marking the first time the iPhone was officially supported on a regional carriers network.Another notable feature of the iPhone 4S was Siri voice assistant technology,which Apple had acquired in 2010,as well as other features,including an updated 8 megapixel camera with new optics.Apple sold 4 million iPhone 4S phones in the first three days after its release,which made it not only the best iPhone launch in Apples history,but the most successful launch of any mobile phone ever.On Wednesday September 12,2012,Apples sixth edition iPhone,the iPhone 5 was announced.It featured a bigger screen,4G LTE connectivity,and a new Apple A6 chip among many other improvements.Apple sold two million iPhones in the first twenty four hours of pre ordering.2.4 Apple TV At the 2007 Macworld conference,Jobs demonstrated the Apple TV,(previously known as the iTV),a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions.The device links up to a users TV and syncs,either via Wi-Fi or a wired network,with one computers iTunes library and streams from an additional four.The Apple TV originally incorporated a 40 GB hard drive for storage,includes outputs for HDMI and component video,and plays video at a maximum resolution of 720p.On May 31,2007 a 160 GB drive was released alongside the existing 40 GB model and on January 15,2008 a software update was released,which allowed media to be purchased directly from the Apple TV.In September 2009,Apple discontinued the original 40 GB Apple TV and now continues to produce and sell the 160 GB Apple TV.On September 1,2010,alongside the release of the new line of iPod devices for the year,Apple released a completely redesigned Apple TV.The new device is 1/4 the size,runs quieter,and replaces the need for a hard drive with media streaming from any iTunes library on the network along with 8 GB of flash memory to cache media downloaded.Apple with the Apple TV has added another device to its portfolio that runs on its A4 processor along with the iPad and the iPhone.The memory included in the device is the half of the iPhone 4 at 256 MB;the same as the iPad,iPhone 3GS,iPod touch 3G,and iPod touch 4G.It has HDMI out as the only video out source.Features include access to the iTunes Store to rent movies and TV shows(purchasing has been discontinued),streaming.from internet video sources,including YouTube and Netflix,and media streaming from an iTunes library.Apple also reduced the price of the device to$99.A third generation of the device was introduced at an Apple event on March 7,2012,with new features such as higher resolution(1080p)and a new user interface.3.Marketing Apple aficionados wait in line around an Apple retail store in anticipation of a new product.This branch is located on Fifth Avenue in New York City,with a glass cube housing a cylindrical elevator and a spiral staircase that lead into the subterranean store.Apple brand and brand community.Apples brands loyalty is considered unusual for any product.At one time,Apple evangelists were actively engaged by the company,but this was after the phenomenon was already firmly established.Apple evangelist Guy Kawasaki has called the brand fanaticism“something that was stumbled upon”.Apple has,however,supported the continuing existence of a network of Mac User Groups in most major and many minor centers of population where Mac computers are available.Mac users would meet at the European Apple Expo and the San Francisco Macworld Conference&Expo trade shows where Apple traditionally introduced new products each year to the industry and public until Apple pulled out of both events.While the conferences continue,Apple does not have official representation there.Mac developers,in turn,continue to gather at the annual Apple Worldwide Developers Conference.Apple Store openings can draw crowds of thousands,with some waiting in line as much as a day before the opening or flying in from other countries for the event.The New York City Fifth Avenue“Cube”store had a line as long as half a mile;a few Mac fans took the opportunity of the setting to propose marriage.The Ginza opening in Tokyo was estimated in the thousands with a line exceeding eight city blocks.John Sculley told The Guardian newspaper in 1997:“People talk about technology,but Apple was a marketing company.It was the marketing company of the decade.”Research in 2002 by NetRatings indicates that the average Apple consumer was usually more affluent and better educated than other PC company consumers.The research indicated that this correlation could stem from the fact that on average Apple Inc.products are more expensive than other PC products.3.1 Name.According to Steve Jobs,Apple was so named because Jobs was coming back from an apple farm,and he was on a fruitarian diet.He thought the name was“fun,spirited and not intimidating”.3.2 Logos The original logo with Isaac Newton under an apple tree The rainbow“bitten”logo,used from late 1976 to 1998 The monochrome logo,used since 1998 Apples first logo,designed by Ron Wayne,depicts Sir Isaac Newton sitting under an apple tree.Almost immediately,though,this was replaced by Rob Janoffs“rainbow Apple”,the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.Janoff presented Jobs with several different monochromatic themes for the“bitten”logo,and Jobs immediately took a liking to it.While Jobs liked the logo,he insisted it be in color to humanize the company.The Apple logo was designed with a bite so that it would not be recognized as another fruit.The colored stripes were conceived to make the logo more accessible,and to represent the fact the Apple II could generate graphics in color.This logo is often erroneously referred to as a tribute to Alan Turing,with the bite mark a reference to his method of suicide.Both the designer of the logo and the company deny that there is any homage to Turing in the design of the logo.In 1998,with the roll-out of the new iMac,Apple discontinued the rainbow theme and began to use monochromatic themes,nearly identical in shape to its previous rainbow incarnation,on various products,packaging and advertising.An Aqua-themed version of the monochrome logo was used from 20012003,and a Glass-themed version has been used since 2003.Steve Jobs and Steve Wozniak were Beatles fans,but Apple Inc.had trademark issues with Apple Corps Ltd.,a multimedia company started by The Beatles in 1967,involving their name and logo.This resulted in a series of lawsuits and tension between the two companies.These issues ended with settling of their most recent lawsuit in 2007.3.3 Slogans Apples first slogan,“Byte into an Apple”,was coined in the late 1970s.From 19972002,Apple used the slogan“Think Different”in advertising campaigns.Although the slogan has been retired,it is still closely associated with Apple.Apple also has slogans for specific product lines for example,“iThink,therefore iMac”was used in 1998 to promote the iMac,and“Say hello to iPhone”has been used in iPhone advertisements.“Hello”was also used to introduce the original Macintosh,Newton,iMac(“hello(again)”),and iPod.3.4 Advertising Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial to the more modern Get a Mac adverts,Apple has been recognized in the past for its efforts towards effective advertising and marketing for its products,though its advertising has been criticized for the claims of some more recent campaigns,particularly 2005 Power Mac ads and iPhone ads in Britain.Apples product commercials gained fame for launching musicians into stardom as a result of their eye-popping graphics and catchy tunes.First,the company popularized Canadian singer Feists“1234”song in its ad campaign.Later,Apple used the song“New Soul“by French-Israeli singer-songwriter Yael Nam to promote the MacBook Air.The debut single shot to the top of the charts and sold hundreds of thousands of copies in a span of weeks.4.Corporate affairs During the Macs early history Apple generally refused to adopt prevailing industry standards for hardware,instead creating their own.This trend was largely.reversed in the late 1990s beginning with Apples adoption of the PCI bus in the 7500/8500/9500 Power Macs.Apple has since adopted USB,AGP,HyperTransport,Wi-Fi,and other industry standards in its computers and was in some cases a leader in the adoption of standards such as USB.FireWire is an Apple-originated standard that has seen widespread industry adoption after it was standardized as IEEE 1394.Ever since the first Apple Store opened,Apple has sold third party accessories.For instance,at one point Nikon and Canon digital cameras were sold inside the store.Adobe,one of Apples oldest software partners,also sells its Mac-compatible software,as does Microsoft,who sells Microsoft Office for the Mac.Books from John Wiley&Sons,who publishes the For Dummies series of instructional books,are a notable exception,however.The publishers line of books were banned from Apple Stores in 2005 because Steve Jobs disagreed with their decision to publish an unauthorized Jobs biography,iCon.After the launch of the iBookstore,Apple stopped selling physical books,both online and at the Apple Retail Stores.4.1 Headquarters Apple Inc.s world corporate headquarters are located in the middle of Silicon Valley,at 16 Infinite Loop,Cupertino,California.This Apple campus has six buildings that total 850
