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Apple Computer Project

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Apple Computer, Inc. is largely responsible for the enormous growth of the personal computer industry in the 20th century. The introduction of the Macintosh line of personal computers in 1984 established the company as an innovator in industrial design whose products became renowned for their intuitive ease of use. Though battered by bad decision-making during the 1990s, Apple continues to exude the same enviable characteristics in the 21st century that catapulted the company toward fame during the 1980s. The company designs, manufactures, and markets personal computers, software, and peripherals, concentrating on lower-cost, uniquely designed computers such as iMAC and Power Macintosh models (Apple, NA). In 2010 revenues at Apple Inc. totaled $65.2B, while annual earnings equaled $15.15 per share. There quarterly earnings reported 2nd quarter 2011 earnings of $6.40 per share on 04/20/2011. Apple Inc. had 2nd quarter 2011 revenues of $24.7B. This bettered the $23.3B consensus of the 38 analysts covering the company. This was -7.8% below the prior year's 2nd quarter results. Apple Inc. had revenues for the full year 2010 of $65.2B. This was 78.5% above the prior year's results (Apple Inc, 2011). The Company posted record second quarter revenue of $24.67 billion and record second quarter net profit of $5.99 billion, or $6.40 per diluted share. These results compare to revenue of $13.50 billion and net quarterly profit of $3.07 billion, or $3.33 per diluted share, in the year-ago quarter. Gross margin was 41.4 percent compared to 41.7 percent in the year-ago quarter. International sales accounted for 59 percent of the quarter’s revenue (Apple Reports, 2011). Apple sold 3.76 million Macs during the quarter, a 28 percent unit increase over the year-ago quarter. The Company sold 18.65 million iPhones in the quarter, representing 113 percent unit growth…...

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