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  • Apple Inc1

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    Apple Corp.

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    Apple Corp.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
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    19 vizualizări1 pagină

    Apple Inc1

    Încărcat de

    Dissasekara
    Apple Corp.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 1

    AfterJobs'departure,theMacintoshproductlineunderwentasteadychangeoffocustohigherpricepoints,thesocalled

    "highrightpolicy"namedforthepositiononachartofpricevs.profits.Jobshadarguedthecompanyshouldproduce
    productsaimedattheconsumermarketandaimedfora$1000pricefortheMacintosh,whichtheywereunabletomeet.
    Newermodelssellingathigherpricepointsofferedhigherprofitmargin,andappearedtohavenoeffectontotalsalesas
    poweruserssnappedupeveryincreaseinpower.Althoughsomeworriedaboutpricingthemselvesoutofthemarket,the
    highrightpolicywasinfullforcebythemid1980s,notablyduetoJeanLouisGasse'smantraof"fiftyfiveordie",
    referringtothe55%profitmarginsoftheMacintoshII.[56]

    ThispolicybegantobackfireinthelastyearsofthedecadeasnewdesktoppublishingprogramsappearedonPCclones
    thatofferedsomeormuchofthesamefunctionalityoftheMacintoshbutatfarlowerpricepoints.Thecompanylostits
    monopolyinthismarket,andhadalreadyestrangedmanyofitsoriginalconsumercustomerbasewhocouldnolonger
    TheMacintoshPortable,releasedin
    affordtheirhighpricedproducts.TheChristmasseasonof1989wasthefirstinthecompany'shistorythatsawdeclining
    1989,wasApple'sfirstbattery
    poweredportableMacintoshpersonal sales,andledtoa20%dropinApple'sstockprice.[57]Gasse'sobjectionswereoverruled,andhewasforcedfromthe
    computer. companyin1990.Laterthatyear,Appleintroducedthreelowercostmodels,theMacintoshClassic,MacintoshLCand
    MacintoshIIsi,allofwhichsawsignificantsalesduetopentupdemand.

    In1991,AppleintroducedthePowerBook,replacingthe"luggable"MacintoshPortablewithadesignthatsetthecurrentshapeforalmostallmodernlaptops.The
    sameyear,AppleintroducedSystem7,amajorupgradetotheoperatingsystemwhichaddedcolortotheinterfaceandintroducednewnetworkingcapabilities.It
    remainedthearchitecturalbasisfortheClassicMacOS.ThesuccessofthePowerBookandotherproductsbroughtincreasingrevenue.[54]Forsometime,Apple
    wasdoingincrediblywell,introducingfreshnewproductsandgeneratingincreasingprofitsintheprocess.ThemagazineMacAddictnamedtheperiodbetween
    1989and1991asthe"firstgoldenage"oftheMacintosh.[58]

    ApplebelievedtheAppleIIserieswastooexpensivetoproduceandtookawaysalesfromthelowendMacintosh.[59]In1990,ApplereleasedtheMacintoshLC,
    whichfeaturedasingleexpansionslotfortheAppleIIeCardtohelpmigrateAppleIIuserstotheMacintoshplatform[59]theAppleIIewasdiscontinuedin1993.

    199197:Declineandrestructuring

    ThesuccessofApple'slowercostconsumermodels,especiallytheLC,alsoledtocannibalizationoftheirhigherpricedmachines.Toaddressthis,management
    introducedseveralnewbrands,sellinglargelyidenticalmachinesatdifferentpricepointsaimedatdifferentmarkets.ThesewerethehighendQuadra,themid
    rangeCentrisline,andtheillfatedPerformaseries.Thisledtosignificantmarketconfusion,ascustomersdidnotunderstandthedifferencebetweenmodels.[61]

    Applealsoexperimentedwithanumberofotherunsuccessfulconsumertargetedproductsduringthe1990s,includingdigitalcameras,portableCDaudioplayers,
    speakers,videoconsoles,theeWorldonlineservice,andTVappliances.EnormousresourceswerealsoinvestedintheproblemplaguedNewtondivisionbasedon
    JohnSculley'sunrealisticmarketforecasts.Ultimately,noneoftheseproductshelpedandApple'smarketshareandstockpricescontinuedtoslide.

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