ABE UK/ GSM-Ouaga/M.E.P BUSINESS RELEASE N°………

By KOMOU Adama, Tel: +226 70385186, e-mail: adama_komou@yahoo.fr

27/07/2015, Sources: http://www.reuters.com/finance/stocks/companyProfile?symbol=AAPL.O ; http://www.referenceforbusiness.com/history2/31/Apple-Computer-Inc.html ; http://fr.slideshare.net/mnora001/apple-inc-final-powerpoint

COMPANY PROFILE: Apple Inc

VISION & MISSIONVISION: “Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them.”

MISSION: “Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings.”

PRODUCTS: designs, develops and sells

o Apple TV o Headphoneso Mac o iPodo iPhoneo iPad

SERVICES: Apple offers a variety of goods and support for their productso Apple Storeo Apple Store onlineo Mac App Store

o iOS App Storeo iTunes Storeo iBookso iCloud

CEOTimothy Cook (54 years old, CEO since 2011)Mr. Timothy D. Cook is Chief Executive Officer, Director of Apple Inc. Timothy Cook has been the Company’s Chief Executive Officer since August 2011 and was previously the Company’s Chief Operating Officer since October 2005. Mr. Cook joined the Company in March 1998 and served as Executive Vice President, Worldwide Sales and Operations from 2002 to 2005. In 2004, his responsibilities were expanded to include Macintosh hardware engineering. From 2000 to 2002, Mr. Cook served as Senior Vice President, Worldwide Operations, Sales, Service and Support. From 1998 to 2000, Mr. Cook served as Senior Vice President, Worldwide Operations.

SWOT ANALYSIS (2011)Strengths

Well recognized ,product differentiation unique design, easy to use products 4th largest player in the global mobile phone market Strong brand image, Brand stability ,High brand loyalty Powerfully financial performance Focused R&D driving innovation Holds 5% market share in mobile phone market 18.5% market share of global smartphone market Complete hardware/software package

Weaknesses Patent infringement lawsuit may affect financial condition and operating results Product recalls, defects may harm reputation and as significant warranty and

other expenses 2010, antennae problems in iPhone 4- replacements free of charge

Opportunities Strong growth in smartphone and tablet markets to boost Apple’s revenues Robust outlook for mobile advertising market provides growth opportunity Shipment of smartphones expected to be 850 million by the end of 2013 iPhone business continues to increases Strongest player in mobile apps market (350,000 apps) Mobile advertising market is forecast to reach approximately $25 billion by 2015 Increasing demand of online music and other like cloud based services.

Threats Rising popularity of Google Android may affect its market share 350,000 Android smartphones are activated daily, 150,000 iPhone activated daily Steve Job’s was innovative and a visionary for Apple. His death has started

affecting further developments in Apple Very reliant on specific suppliers and component providers

Intense competition Highly dependent on consumer purchases

PESTEL Analysis (2011)

Political factors are basically to what degree the government intervenes in the economy. Political factors include areas such as tax policy, labour law, environmental law, trade restrictions, tariffs, and political stability.

Economic factors include economic growth, interest rates, exchange rates and the inflation rate. These factors have major impacts on how businesses operate and make decisions. Exchange rates affect the costs of exporting goods and the supply and price of imported goods in an economy.

Social factors include the cultural aspects and include health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety. Trends in social factors affect the demand for a company's products and how that company operates.

Technological factors include technological aspects such as R&D activity, automation, technology incentives and the rate of technological change.

Environmental factors include ecological and environmental aspects such as weather, climate, and climate change, which may especially affect industries such as tourism, farming, and insurance.

Legal factors include discrimination law, consumer law, antitrust law, employment law, and health and safety law. These factors can affect how a company operates, its costs, and the demand for its products.

FINANCIALS (2015)Revenue & earnings per share (* units in Millions of US Dollars)

Revenue* Earnings Per Share

FY 2015

Jun '15 49,605.00 1.849

Mar '15 58,010.00 2.326

Dec 74,599.00 3.064

Profitability ratios Company Industry Sector

Gross Margin (TTM) 39.71 26.50 39.92

Gross Margin - 5 Yr. Avg. 39.93 25.99 40.55

Net Profit Margin (TTM) 22.62 7.44 7.82

Net Profit Margin - 5 Yr. Avg. 23.14 7.93 9.19