Case Study: Apple: Point of Difference and Point of Parity

Apple Inc., one of the most renowned companies in the world for computer technology, ranked 17th in the Fortune 500 in 2012. Apple Inc., with its focus on design and manufacture of consumer electronics, earned revenues of $108,249.00 million and made profit of $25,922.00 million in 2012. Apple products include Apple TV, iPod, iMac & iPad. These products have earned a reputation for being highly priced as also of high quality. APPLE: AN INTRODUCTION: Apple was founded in April 1976 by Steve Wozniak, then 26 years old, and Steve Jobs, 21, both college dropouts. Steve jobs and Steve Wozniak were friends and both interested in electronics. Wozniak had been dabbling in computer-design for some time when, in 1976, he designed what would become the Apple I. Jobs, who had an eye for the future, insisted that he and Wozniak try to sell the machine, and on April 1, 1976 Apple computer was born. Apple was established by Steve Jobs, Steve Wozniak, and Ronald Wayne to sell the Apple I personal

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computer kit. Wayne sold his portion of the company to Jobs and Wozniak early in the history of the company. The company began to really take off in 1977 when the Apple II was introduced, the first personal computer to come in a plastic case and include color graphics. The Apple II was an impressive machine at its time. This set Apple apart from its competitors. The company has been innovative and set industry standards for personal computers from the beginning. Later with the introduction of PowerBooks they began to set standards for laptop computers. Today with their computers, laptops, and other incredibly successful devices such as the iPod, iPhone, and iPad they are a force to be reckoned with.

POINTS OF PARITY AND POINTS OF DIFFERENCE Apple has generating a lot of talk with the new MacBook Air and as might be expected there's a lot market buzz as well. I think the best way to tell is to compare this computer with the other Apple laptop computers of similar size. Since Apple's last offering is the MacBook Pro I'll use this as the comparator. To discuss points of parity and points of difference I would like to take two of Apples great products the MacBook pro and the MacBook Air. I've heard it said that the MacBook Air is just a designer laptop for trendy types to show off with. I don't think this is quite fair. The MacBook Air specifications quite plainly demonstrate, this is a serious laptop. A better description might be that this is a business laptop without the fancy graphics or sound. A machine designed for travel not merely to impress.

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Size and Weight: This is likely one of the most important considerations. You have to haul this thing around with you everywhere you go. A few pounds here or there can add up quickly. The MacBook Pro weighs 5.4 pounds The MacBook Air weighs 3 pounds

Weight Summary: The MacBook Air weighs 2.4 pounds less than the MacBook Pro. Thickness: The two MacBooks differ in thickness by a quarter inch (1/4) and this could also affect how well it travels. The MacBook Pro is one (1) inch thick The Macbook Air is slightly less than three-quarter (3/4) inch thick

Size Summary: The MacBook Air is one quarter inch thinner than the MacBook Pro. Processing Power: Both Macbooks use the Intel Core 2 Duo processor, however they differ in processor speed. The MacBook Pro actually has

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three options when it comes to processor speed to the Air's two. Both machines have an L2 4MegaByte cache. MacBook Pro Intel Core 2 Duo at 2.2, 2.4, and 2.6 GigaHertz MacBook Air Intel Core 2 Duo at 1.6 and 1.8 GigaHertz

Processor Summary: A higher number here is better. Video Processor(s): The MacBooks differ in this area. This must be one of the areas Apple chose to save size (thickness) and weight (a difference of over two pounds). The MacBook Air uses the embedded Intel GMA X3100 graphics subsystem. Embedded meaning it's part of the motherboard. Connected to an external monitor via the micro-DVi port, the max-res in extended desktop mode is 1,280 by 800 pixels (60Hz). Thie highest resolution available is 1,920 x 1200 through the MicroDVI port to an external monitor. The MacBook Pro uses a separate NVIDIA GeForce 8600M GT graphics processor that's connected to the dual-link DVI connector. In the extended desktop mode, the maximum resolution for the external display is 2,048 by 1,536 pixels (60Hz or 75Hz); mirrored mode, the maximum size is 1,680 x 1,050. Video Summary: The MacBook Pro has better video both in the machine and connected to an external monitor. So if superior graphics are required the Pro might be the better choice. Since the MicroDVI is also expected to support the external optical device using the two simultaneously may be problematic.

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Sound: Sound quality for the two machines is about equal but the actual externalization of the sound e.g. how you the user hear it is something else. MacBook Pro: Has stereo speakers built in to the case. You can also connect external speakers or headphones via the headphone jack or via a bluetooth device. MacBook Air: Has mono output to its speakers. For stereo output you will need to attach speakers or headphones to the headphone jack or a bluetooth device. Sound Summary: If sound quality to a group of users is important the MacBook Pro might be the better choice. Storage: This is another area Apple changed to save size and weight. In order to keep the Air under one inch thick Apple resorted to a smaller thinner disk drive. MacBook Air: Uses a 1.8-inch PATA (parallel ATA) drive off of a standard PATA bus. This means the drive, though smaller, is slower. MacBook Pro: Uses the larger, faster SATA (serial ATA) drives off of a 1.5Gbps SATA bus. Storage Summary: This means that if writing to and reading from your disk storage is important the MacBook Pro is likely the better choice.

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COMPARISON BETWEEN APPLE IPHONE 4S & SAMSUNG GALAXY S2: Apple iPhone 4s History: One of Apple Inc innovative invention is iPhone 4s. The iPhone 4S is a touch screen slate Smartphone developed by Apple Inc. It is the fifth generation of the iPhone, a device that combines the 3.5-inch (89 mm) iPod Touch with mobile phone capability. It retains the exterior design of its predecessor, the iPhone 4, but is host to a range of improved hardware specifications and software updates. Integrated software and hardware changes support the introduction of new user interface and functions by Apple, including the voice recognizing and talking assistant called Siri, personal computer independence, cloud-sourced data (iCloud) and an improved camera system. A selection of the device's functions may be voice-controlled. Samsung Galaxy S2 History: The Samsung Galaxy S II or also known as GT-I9100 is a Smartphone running under the Android operating system that was announced by Samsung on February 13, 2011 at the Mobile World Congress. It is the successor to the Samsung Galaxy S, with a different appearance and significantly improved hardware. The phone is also the predecessor of the yet-to-be announced Samsung Galaxy S III. The Samsung Galaxy S II was one of the slimmest and thinnest smartphones of the time, mostly

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8.49 mm thick, except for two small bulges which take the total thickness of the phone to 9.91 mm. Brand Image (brand associations): iPhone 4s has a strong brand associations that were considered as strong, unique and favorable , specific ease of use, innovativeness, and technologically sophisticated gadget. For instance, iPhone users find the affordability more desirable, and current users state that breadth of applications and style would be the iPhones points of differentiation and the iPhones superb touch-screen. Samsung Galaxy S2 consists of a strong brand association that was considered as technologically sophisticated, unique in design and Galaxy S2 is a breakthrough over the old image of Samsung. Now Samsung brand has associated with new invention along with new and unique design. For example, Samsung users prefer it because it is uniquely designed, its touch- screen which is huge and currently it is the most sophisticated mobile in the world. Brand Awareness (brand recognition and brand recall): iPhone 4s Consumers were very familiar with the functions and capabilities of the iPhone, thus possessed top of the mind awareness in a variety of purchase situations, and is associated with various consumption possibilities, indicating the broad awareness consumers have of the iPhone. Samsung Galaxy S2 Consumers were very familiar with the design and functionality of Samsung Galaxy S2. Samsung Galaxy S2, the phone creates brand awareness through the design which is currently the

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worlds thinnest smartphone and functionality of the phon e creates a huge impact to the users. Brand Elements: Slogan: Apple Inc uses a new slogan for iPhone 4s which sounds This Changes Everything. Again. Typically it is to create a message that says this new phone will change everything for once again. Samsung uses a very short yet powerful word to describe the galaxy S2 phone. It sounds simple and it is easy to recall of the brand. The slogan they used is Vivid. Fast. Slim. Color: iPhone 4s uses silver color to symbolize high end gadget, it is technologically sophisticated and to symbolize status. Samsung is written in silver color on the phone to represent stability, reliability and warmth.

Brand Positioning (points of parity and points of difference) iPhone 4s is positioned as creative, innovative and luxurious product. It is also symbolize ones status. It is uniquely designed and trendy to match the current trend. Points of Parity (from Apple point of view): The iPhone 4s attributes found to be points of parity are product quality, web-browsing capabilities and simple functionality, and the phone attributes were

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compared to other phone brands on the market rival phones. One exception to the rule would be size, smaller than Samsung Galaxy S2 Points of Parity (from Samsung point of view): The Samsung Galaxy S2 features and attributes found to be points of parity are basic product functionality, same as other smartphones however there are upgraded software and new technology used in this phone.

Points of Differentiation (from Apple point of view): The main point of differentiation would be the iPhones touch-screen, with style and breadth of applications .Thus; it has different attitudes to the same attributes have led to different perceptions. Apples brand personality is more to lifestyle, imagination, liberty regained, innovation, passion, hopes, dreams and aspirations, and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives, people-driven product

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design, and about being a really humanistic company with a heartfelt connection with its customers.

Points of Differentiation (from Samsung point of view): Samsung Galaxy S2s point of differentiation is the phone is designed uniquely. This phone is the worlds thinnest Smartphone. Moreover, this phone also has different attitudes towards the same attributes and design. Samsung brand personality is more to sophisticated technology, stability, reliability and innovation which aspires new inventions through technology. Samsung Galaxy S2 uses improved hardware and dual core operating system. It is the inventor and pioneer in inventing new technology. It is also viewed as simple and user friendly yet unique in design.

APPLE IPOD vs. SONY WALKMAN Prior to the iPod, Apple was a niche computer company, targeting the high-end graphics design industry, and with barely a slight prayer to achieve 3% market share. Apple sneaked in under the noses of the hardware giants of corporate IT and introduced the little unassuming iPod. Through the universal appeal of music, Apple was able to introduce the world to its intuitive and delightful user experience and its elegant tactile hip designs. Once Apple created iTunes and extended the ease of using the device to the ease of buying, organizing and sharing ones music, Apple dominated the MP3 player category, and does to this day, nine years after the iTunes came on the scene.

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APPLE IPOD VS SONY WALKMAN

Apple wasnt the first to the portable music player market; remember the Sony Walkman? The difference was Apples focus on the user experience and interface, and the application of that to obtaining, organizing, listening to and sharing music. By leveraging digital distribution and the speed of broadband, Apple let music lovers browse and download a song or album in a fraction of the time it had previously taken to record music onto a tape, with the convenience of portable compact storage. Everything related to your music collection could be in your pocket. THE ROAD AHEAD Apple stock is up 75 percent since Jobss death, driving its market capitalization past $600 billion and making it the most valuable company on the planet. Revenue, earnings, and margins have all expanded as well, and the company continues to hit its product release dates with the consistency of a metronome. Much about the companys direction and even its products still reflects Jobss decisions and design preferencesthe iPhone 5 was the last model to receive detailed input from Jobs, say two people familiar with its development. The company has yet to release any product Jobs didnt personally bless. But Cook has executed Jobss plan even better than expected. Tim has seemingly pulled off what many people doubted he could, which is to

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sustain and add to Apples incredible momentum, says Michael Useem, director of the Center for Leadership and Change Management at the Wharton School. Interviews with more than two dozen current and former Apple executives, employees, and partners reveal an internal mood largely characterized by a singular focus on proving to the world that Apple can still execute. Theres also more office politics and some concern that Jobss departure and the arrival of thousands of new employees will dilute the culture. Nevertheless, the company is happier and even somewhat more transparent than it was during Jobss tenure, these insiders say. There are fewer frantic calls at midnight, and theres less implicit pressure on engineers to cut short or cancel vacations in the heat of product development cycles. No one would say the post-Steve Jobs Apple is better off. But to a surprising degree, its doing fine without him. On the day Jobs died, employees numbly walked outside to watch an American flag lowered to half-mastand then returned to work. Partners who were in town to meet with the company were astonished to learn that appointments would take place as scheduled. Thats what Steve would have wanted, an Apple manager explained to Chuck Goldman, the founder of software developer Apperian, who was there that day. Two weeks later, Cook organized a memorial for employees on Apples Cupertino (Calif.) campus. Coldplay and Norah Jones among Jobss favorite artistsperformed before two-story-high banners portraying the founder. In a speech, Cook told employees that Jobss passing was the saddest moment in his life. He also said that Jobs had instructed the company not to be burdened worrying about

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how he would have handled particular decisions. That line has become almost a mantra inside Apple, according to several employees.

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