1.2 Performance Evaluation Strategic initiatives taken by Apple Incorporation in the ambit of innovation and creativity earned success during the 2003 period owing to the process of opening of the music store to help the customers download iTunes. The opening up of the iTunes store helped in generating awareness for the iTunes product offering by Apple mingling content, creativity and innovation on a common platform. Similarly the 2004 period also spelt success for the company owing to its gaining of around 82 percent market share in the market for hard drives. Sales of Apple in the respective category amounted to 2 million surpassing its competitors during the winter quarter.
Thus market expansion drives of Apple in the category of hard drive audio players gained potential success during 2004. Further Apple Incorporation nearly doubled the sales of hard drives from the period ranging from 2002-03. The company continued with its strategy related to innovation and product development owing to the introduction of enhanced capacity flash-based products and new generation of iPods having large memory capacity during 2005. Product development activities continued during 2007 with the introduction of the iPod Touch gadget that helped the company target a larger market segment based on a variety of product and price offerings.
Apple’s digital foray further continued in 2007 transforming the iPod into iPhone through mobile and internet enhancements. Down the line during 2008 and 2009 value additions were rendered in iPhones through the incorporation of 3G networking model and adding facilities like gaming and videos. Apple during 2009 featured profits of around $7.5 billion gained through sales of $36.5 billion in terms of iPods and iPhones produced and marketed (Ashcroft, 2010, p. 677-680).
The following chart would depict the profit and sales trends for Apple Incorporation along the periods ranging from 2006 to 2010. Figure 1 (ifoapplestore. com, 2011) Further charts rendered below would also reflect on the Revenue and Profit trends along the period ranging from 2001 to 2012. Figure 2 (ifoapplestore. com, 2011) 1.3 SAFe Analysis SAFe Parameters Business Strategies Corporate Strategies Suitability Apple focuses on designing its own Operating Systems, Hardware and other Software Applications. The products are developed through the enhancement of ease of use and stylishness rendered to attract potential customers.
Research and Development along with marketing and promotional ventures are pursued to gain a larger market share (Apple Inc, 2011, p. 1; Zott and Amit, 2009, p. 1-3).
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