This case explores this profitable but risky strategy. Note that this case explores in before Nokia had major problems with smartphones — see Case 9. Founded inApple built its early reputation on innovative personal computers that were par-ticularly easy for customers to use and as a result were priced higher than those of competitors. The inspiration for this strategy came from a visit by the founders of the company — Steven Jobs and Steven Wozniack — to the Palo Alto research laboratories of the Xerox company in
He was so inspired that he immediately set to work on what would become the Apple I computer. Then, Steve Jobs suggested that they design and sell a single etched and silkscreened circuit board—just the bare board, no electronic parts—that people could use to build the computers.
To fund this small venture, their first company, Jobs sold his van and Wozniak sold his HP calculator. All one needed was a keyboard and a television set. Competing machines such as the Altair generally were programmed with front-mounted toggle switches and used indicator lights red LEDsmost commonly for output, and had to be extended with separate hardware to allow connection to a computer terminal or a teletypewriter machine.
This made the Apple I an innovative machine for its day. Only six have been verified to be in working condition. The Apple-1 Registry lists all known Apple-1 computer. Including a list of all auctions since The high price was likely due to the rare documents and packaging offered in the sale in addition to the computer, including the original packaging with the return label showing Steve Jobs' parents' address, the original Apple Computer Inc 'headquarters' being their garagea personally typed and signed letter from Jobs answering technical questions about the computerand the original invoice showing 'Steven' as the salesman.
Following the Christie's auction, the board was restored to working condition by computer historian Corey Cohen.
This particular unit has Wozniak's signature. An old business transaction letter from Jobs also was included, as well as the original owner's manual. Iconic Technology From the Twentieth Century.
This board was marked "," matching the numbering placed on other units sold to the Byte Shop and included the original operation manuals, software cassettes, and shipping box autographed by Steve Wozniak. The board also bears Wozniak's signature.
The sale included the keyboard, monitor, cassette decks and a manual. The auction was run by Bonhams. The sale included a keyboard, custom case, original manual and a check labeled "Purchased July from Steve Jobs in his parents' garage in Los Altos ".
The machine was described as, "in near perfect condition. The for-profit internet company that raises funds for nonprofit organizations declared that ten percent of the proceeds will go to the Leukemia and Lymphoma Society, based in New York. This previously unknown unit was purchased from Hutmacher's heirs for an undisclosed amount.
A batch of boards is known to have numbers hand-written in black permanent marker on the back; these usually appear as " " and anecdotal evidence suggests they are inventory control numbers added by the Byte Shop to the batch Apple sold them. These Byte Shop numbers have often erroneously been described as serial numbers by auction houses and in related press coverage.
Museums displaying an original Apple 1 Computer[ edit ].Access to case studies expires six months after purchase date. Publication Date: May 28, At the end of , Apple Inc. recorded the . Online homework and grading tools for instructors and students that reinforce student learning through practice and instant feedback.
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Case study Apple's profitable but risky strategy When Apple's Chief Executive – Steven Jobs – launched the Apple iPod in and the iPhone in , he made a. Strategic Management Case plus Case Answer – Apple’s Profitable but Risky Strategy. Case study. Case questions.
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