苹果公司全方位介绍 英文

苹果公司全方位介绍英文苹果公司全方位介绍英文苹果公司全方位介绍英文xxx公司苹果公司全方位介绍英文文件编号：文件日期：修订次数：第1.0次更改批准审核制定方案设计，管理制度IntroductionofAppleInc.1.CompanyprofileAppleInc.(formerlyAppleComputer,Inc.)isanAmericanmultinationalcorporationthatdesignsandsellsconsumerelectronics,computersoftware,andpersonalcomputers.Thecompany'sbest-knownhardwareproductsaretheMacintoshlineofcomputers,theiPod,theiPhoneandtheiPad(ApplecallsitscomputersMacintoshesorMacs,anditcallsitslaptopsMacBooks.TheirpopularlineofmobilemusicplayersarecallediPodsandasmartphonetheyhavereleasediscalledtheiPhone.).ItssoftwareincludestheOSXandiOSoperatingsystem;theiTunesmediabrowser;andtheiLifeandiWorkcreativityandproductionsuites.Appleistheworld'sthird-largestmobilephonemakerafterSamsungandNokia.EstablishedonApril1,1976inCupertino,CaliforniaAsofJuly2011,Applehas364retailstoresinthirteencountriesaswellastheonlineAppleStoreandiTunesStore.Itisthelargestpublicly-tradedcorporationintheworldbymarketcapitalization,withanestimatedvalueofUS$626billionasofSeptember2012.TheApplemarketcapislargerthanthatofGoogleandMicrosoftcombined.AsofSeptember24,2011,thecompanyhad60,400permanentfull-timeemployeesand2,900temporaryfull-timeemployeesworldwide;itsworldwideannualrevenuein2010totaled$65billion,growingto$108billionin2011.FortunemagazinenamedApplethemostadmiredcompanyintheUnitedStatesin2008,andintheworldfrom2008to2012.However,thecompanyhasreceivedwidespreadcriticismforitscontractors'laborpractices,andforApple'sownenvironmentalandbusinesspractices.AppletoppedlistoftheWorld'sMostPowerfulBrandsonOctober2,2012.2.CurrentproductsiPadOnJanuary27,2010,Appleintroducedtheirmuch-anticipatedmedia\o"Tabletcomputer"tablet,the\o"IPad"iPadrunningamodifiedversionofiOS.Itoffersmulti-touchinteractionwithmultimediaformatsincludingnewspapers,magazines,ebooks,textbooks,photos,movies,TVshowsvideos,music,wordprocessingdocuments,spreadsheets,videogames,andmostexistingiPhoneapps.Italsoincludesamobileversionof\o"Safari(webbrowser)"Safariforwebbrowsing,aswellasaccesstotheAppStore,\o"ITunes"iTunesLibrary,\o"IBooks"iBookstore,contacts,andnotepad.Contentisdownloadablevia\o"Wi-Fi"Wi-Fiandoptional\o"3G"3Gserviceorsyncedthroughtheuser'scomputer.\o"AT&T"AT&TwasinitiallythesoleUSproviderof3GwirelessaccessfortheiPad.OnMarch2,2011,AppleintroducedanupdatediPadmodelwhichhadafasterprocessorandtwocamerasonthefrontandbackrespectively.TheiPad2alsoaddedsupportforoptional3Gserviceprovidedby\o"Verizon"VerizoninadditiontotheexistingofferingbyAT&T.However,theavailabilityoftheiPad2hasbeenlimitedasaresultofthedevastatingearthquakeandensuing\o"Tsunami"tsunamiinJapaninMarch2011.OnMarch7,2012,AppleintroducedthethirdgenerationiPad(dubbed"thenewiPad"byApple).Thethird-generationiPadadded\o"3GPPLongTermEvolution"LTEservicefrom\o"AT&T"AT&Tor\o"Verizon"Verizonandanupgradedprocessor,the\o"A5X"A5X.ItalsoaddedtheRetinadisplay(2048by1536resolution),originallyimplementedontheiPhone4andiPhone4S.Thedimensionsandformfactorremainedrelativelyunchanged,withthenewiPadbeingafractionthickerandheavierthanthepreviousversion,andminorpositioningchanges.Sincethetabletlaunchedin2010,iPadusershavedownloaded3billionapps,whilethetotalAppStoredownloadsisuptoover25billiondownloads.iPodThecurrentiPodfamily,featuringthe\o"IPodShuffle"iPodShuffle,\o"IPodNano"iPodNano,\o"IPodClassic"iPodClassic,and\o"IPodTouch"iPodTouchOnOctober23,2001,Appleintroducedthe\o"IPod"iPoddigitalmusicplayer.Ithasevolvedtoincludevariousmodelstargetingthewantsofdifferentusers.TheiPodisthemarketleaderinportablemusicplayersbyasignificantmargin,withmorethan220millionunitsshippedasofSeptember2009[update].Applehaspartneredwith\o"Nike,Inc."Niketoofferthe\o"Nike+iPod"Nike+iPodSportsKitenablingrunnerstosynchronizeandmonitortheirrunswithiTunesandtheNike+website.ApplecurrentlysellsfourvariantsoftheiPod.iPodShuffle,ultraportabledigitalaudioplayerfirstintroducedin2005,currentlyavailableina2

GBmodel.iPodNano,portablemediaplayerfirstintroducedin2005,currentlyavailablein8and16

GBmodels.Thelatestgenerationhasa\o"FMradio"FMradio,a\o"Pedometer"pedometer,andanew\o"Multi-touch"multi-touchinterfacethatreplacedthetraditional\o"IPodclickwheel"iPodclickwheel.iPodClassic(previouslynamediPodfrom2001to2007),\o"Portablemediaplayer"portablemediaplayerfirstintroducedin2001,currentlyavailableina160

GBmodel.iPodTouch,portablemediaplayerthatrunsiOS,firstintroducedinSeptember2007afterthe\o"IPhone"iPhonewentonsale.Currentlyavailablein8,32,and64

GBmodels.Thelatestgenerationfeaturesthe\o"AppleA4"AppleA4processor,aRetinaDisplay,anddualcamerasonthefrontandback.ThebackcameraallowsforHD\o"Videorecording"videorecordingat\o"720p"720p.iPhoneOnOctober4,2011,Appleunveiledthe\o"IPhone4S"iPhone4S,whichwasreleasedintheUnitedStates,Canada,Australia,UnitedKingdom,France,Germany,andJapanonOctober14,2011,withothercountriessettofollowlaterintheyear.ThiswasthefirstiPhonemodeltofeaturethe\o"AppleA5"AppleA5chip,aswellasthefirstofferedonthe\o"SprintNextel"Sprintnetwork(joining\o"AT&TMobility"AT&Tand\o"VerizonWireless"VerizonWirelessastheUnitedStatescarriersofferingiPhonemodels).OnOctober19,2011,Appleannouncedanagreementwith\o"CSpireWireless"CSpireWirelesstoselltheiPhone4Swiththatcarrierinthenearfuture,markingthefirsttimetheiPhonewasofficiallysupportedonaregionalcarrier'snetwork.AnothernotablefeatureoftheiPhone4Swas\o"Siri(software)"Sirivoiceassistanttechnology,whichApplehadacquiredin2010,aswellasotherfeatures,includinganupdated8megapixelcamerawithnewoptics.Applesold4millioniPhone4Sphonesinthefirstthreedaysafteritsrelease,whichmadeitnotonlythebestiPhonelaunchinApple'shistory,butthemostsuccessfullaunchofanymobilephoneever.OnWednesdaySeptember12,2012,Apple'ssixtheditioniPhone,theiPhone5wasannounced.Itfeaturedabiggerscreen,4GLTEconnectivity,andanewAppleA6chipamongmanyotherimprovements.ApplesoldtwomillioniPhone'sinthefirsttwentyfourhoursofpreordering.AppleTVAtthe2007Macworldconference,Jobsdemonstratedthe\o"AppleTV"AppleTV,(previouslyknownastheiTV),aset-topvideodeviceintendedtobridgethesaleofcontentfromiTuneswithhigh-definitiontelevisions.Thedevicelinksuptoauser'sTVandsyncs,eitherviaWi-Fiorawirednetwork,withonecomputer'siTuneslibraryandstreamsfromanadditionalfour.TheAppleTVoriginallyincorporateda40

GBharddriveforstorage,includesoutputsfor\o"HDMI"HDMIand\o"Componentvideo"componentvideo,andplaysvideoatamaximumresolutionof\o"720p"720p.OnMay31,2007a160GBdrivewasreleasedalongsidetheexisting40

GBmodelandonJanuary15,2008asoftwareupdatewasreleased,whichallowedmediatobepurchaseddirectlyfromtheAppleTV.InSeptember2009,Applediscontinuedtheoriginal40GBAppleTVandnowcontinuestoproduceandsellthe160GBAppleTV.OnSeptember1,2010,alongsidethereleaseofthenewlineofiPoddevicesfortheyear,ApplereleasedacompletelyredesignedAppleTV.Thenewdeviceis1/4thesize,runsquieter,andreplacestheneedforaharddrivewithmediastreamingfromanyiTuneslibraryonthenetworkalongwith8GBof\o"Flashmemory"flashmemoryto\o"Cache(computing)"cachemediadownloaded.ApplewiththeAppleTVhasaddedanotherdevicetoitsportfoliothatrunsonitsA4processoralongwiththeiPadandtheiPhone.Thememoryincludedinthedeviceisthehalfofthe\o"IPhone4"iPhone4at256MB;thesameastheiPad,iPhone3GS,\o"IPodtouch"iPodtouch3G,andiPodtouch4G.IthasHDMIoutastheonlyvideooutsource.FeaturesincludeaccesstotheiTunesStoretorentmoviesandTVshows(purchasinghasbeendiscontinued),streamingfrominternetvideosources,includingYouTubeandNetflix,andmediastreamingfromaniTuneslibrary.Applealsoreducedthepriceofthedeviceto$99.AthirdgenerationofthedevicewasintroducedatanAppleeventonMarch7,2012,withnewfeaturessuchashigherresolution(1080p)andanewuserinterface.3.MarketingAppleaficionadoswaitinlinearoundanAppleretailstoreinanticipationofanewproduct.ThisbranchislocatedonFifthAvenueinNewYorkCity,withaglasscubehousingacylindricalelevatorandaspiralstaircasethatleadintothesubterraneanstore.Apple'\o"Brand"brandand\o"Brandcommunity"brandcommunity.Apple'sbrand'sloyaltyisconsideredunusualforanyproduct.Atonetime,\o"Appleevangelist"Appleevangelistswereactivelyengagedbythecompany,butthiswasafterthephenomenonwasalreadyfirmlyestablished.Appleevangelist\o"GuyKawasaki"GuyKawasakihascalledthebrandfanaticism“somethingthatwasstumbledupon”.Applehas,however,supportedthecontinuingexistenceofanetworkof\o"MacintoshUserGroup"MacUserGroupsinmostmajorandmanyminorcentersofpopulationwhereMaccomputersareavailable.MacuserswouldmeetattheEuropean\o"AppleExpo"AppleExpoandtheSanFrancisco\o"MacworldConference&Expo"MacworldConference&ExpotradeshowswhereAppletraditionallyintroducednewproductseachyeartotheindustryandpublicuntilApplepulledoutofbothevents.Whiletheconferencescontinue,Appledoesnothaveofficialrepresentationthere.Macdevelopers,inturn,continuetogatherattheannualApple\o"WorldwideDevelopersConference"WorldwideDevelopersConference.\o"AppleStore"AppleStoreopeningscandrawcrowdsofthousands,withsomewaitinginlineasmuchasadaybeforetheopeningorflyinginfromothercountriesfortheevent.TheNewYorkCity\o"FifthAvenue"FifthAvenue“Cube”storehadalineaslongashalfamile;afewMacfanstooktheopportunityofthesettingtoproposemarriage.The\o"Ginza"GinzaopeninginTokyowasestimatedinthethousandswithalineexceedingeightcityblocks.JohnSculleytold\o"TheGuardian"TheGuardiannewspaperin1997:“Peopletalkabouttechnology,butApplewasamarketingcompany.Itwasthemarketingcompanyofthedecade.”Researchin2002by\o"NielsenOnline"NetRatingsindicatesthattheaverageAppleconsumerwasusuallymoreaffluentandbettereducatedthanotherPCcompanyconsumers.TheresearchindicatedthatthiscorrelationcouldstemfromthefactthatonaverageAppleIductsaremoreexpensivethanotherPCproducts.NameAccordingtoSteveJobs,ApplewassonamedbecauseJobswascomingbackfromanapplefarm,andhewasona\o"Fruitarian"fruitariandiet.Hethoughtthenamewas“fun,spiritedandnotintimidating”.LogosTheoriginallogowithIsaacNewtonunderanappletreeTherainbow“bitten”logo,usedfromlate1976to1998Themonochromelogo,usedsince1998Apple'sfirstlogo,designedbyRonWayne,depicts\o"SirIsaacNewton"SirIsaacNewtonsittingunderanappletree.Almostimmediately,though,thiswasreplacedby\o"RobJanoff"RobJanoff's“rainbowApple”,thenow-familiarrainbow-coloredsilhouetteofanapplewithabitetakenoutofit.JanoffpresentedJobswithseveraldifferentmonochromaticthemesforthe“bitten”logo,andJobsimmediatelytookalikingtoit.WhileJobslikedthelogo,heinsisteditbeincolortohumanizethecompany.TheApplelogowasdesignedwithabitesothatitwouldnotberecognizedasanotherfruit.Thecoloredstripeswereconceivedtomakethelogomoreaccessible,andtorepresentthefacttheAppleIIcouldgenerategraphicsincolor.Thislogoisoftenerroneouslyreferredtoasatributeto\o"AlanTuring"AlanTuring,withthebitemarkareferencetohismethodofsuicide.BoththedesignerofthelogoandthecompanydenythatthereisanyhomagetoTuringinthedesignofthelogo.In1998,withtheroll-outofthenewiMac,Applediscontinuedtherainbowthemeandbegantousemonochromaticthemes,nearlyidenticalinshapetoitspreviousrainbowincarnation,onvariousproducts,packagingandadvertising.An\o"Aqua(userinterface)"Aqua-themedversionofthemonochromelogowasusedfrom2001–2003,andaGlass-themedversionhasbeenusedsince2003.SteveJobsandSteveWozniakwere\o"TheBeatles"Beatlesfans,butAppleInc.hadtrademarkissueswith\o"AppleCorps"AppleCorpsLtd.,amultimediacompanystartedbyTheBeatlesin1967,involvingtheirnameandlogo.Thisresultedina\o"AppleCorpsvAppleComputer"seriesoflawsuitsandtensionbetweenthetwocompanies.Theseissuesendedwithsettlingoftheirmostrecentlawsuitin2007.SlogansApple'sfirstslogan,“\o"Byte"ByteintoanApple”,wascoinedinthelate1970s.From1997–2002,Appleusedtheslogan“\o"ThinkDifferent"ThinkDifferent”inadvertisingcampaigns.Althoughthesloganhasbeenretired,itisstillcloselyassociatedwithApple.Applealsohasslogansforspecificproductlines

—forexample,“iThink,thereforeiMac”wasusedin1998topromotetheiMac,and“SayhellotoiPhone”hasbeenusediniPhoneadvertisements.“Hello”wasalsousedtointroducetheoriginalMacintosh,\o"Newton(platform)"Newton,iMac(“hello(again)”),andiPod.AdvertisingSincetheintroductionoftheMacintoshin1984withthe\o"1984(televisioncommercial)"1984SuperBowlcommercialtothemoremodern'\o"GetaMac"GetaMac'adverts,Applehasbeenrecognizedinthepastforitseffortstowardseffectiveadvertisingandmarketingforitsproducts,thoughits\o"AppleInc.advertising"advertisinghasbeencriticizedfortheclaimsofsomemorerecentcampaigns,particularly2005PowerMacadsandiPhoneadsinBritain.Apple'sproductcommercialsgainedfameforlaunchingmusiciansintostardomasaresultoftheireye-poppinggraphicsandcatchytunes.First,thecompanypopularizedCanadiansinger\o"Feist(singer)"Feist's“\o"1234(song)"1234”songinitsadcampaign.Later,Appleusedthesong“\o"NewSoul"NewSoul“byFrench-Israelisinger-songwriter\o"YaelNaim"YaelNaïmtopromotethe\o"MacBookAir"MacBookdebutsingleshottothetopofthechartsandsoldhundredsofthousandsofcopiesinaspanofweeks.4.CorporateaffairsDuringtheMac'searlyhistoryApplegenerallyrefusedtoadoptprevailingindustrystandardsforhardware,insteadcreatingtheirown.Thistrendwaslargelyreversedinthelate1990sbeginningwithApple'sadoptionofthe\o"PeripheralComponentInterconnect"PCIbusinthe\o"PowerMacintosh7500"7500/\o"PowerMacintosh8500"8500/\o"PowerMacintosh9500"9500\o"PowerMacintosh"PowerMacs.Applehassinceadopted\o"USB"USB,\o"AGP"AGP,\o"HyperTransport"HyperTransport,\o"Wi-Fi"Wi-Fi,andotherindustrystandardsinitscomputersandwasinsomecasesaleaderintheadoptionofstandardssuchasUSB.\o"FireWire"FireWireisanApple-originatedstandardthathasseenwidespreadindustryadoptionafteritwasstandardizedas\o"IEEE1394"IEEE1394.EversincethefirstAppleStoreopened,Applehassoldthirdpartyaccessories.Forinstance,atonepoint\o"Nikon"Nikonand\o"Canon(company)"Canondigitalcamerasweresoldinsidethestore.\o"AdobeSoftware"Adobe,oneofApple'soldestsoftwarepartners,alsosellsitsMac-compatiblesoftware,asdoesMicrosoft,whosellsMicrosoftOfficefortheMac.Booksfrom\o"JohnWiley&Sons"JohnWiley&Sons,whopublishesthe\o"ForDummies"ForDummiesseriesofinstructionalbooks,areanotableexception,however.Thepublisher'slineofbookswerebannedfromAppleStoresin2005becauseSteveJobsdisagreedwiththeirdecisiontopublishanunauthorizedJobsbiography,\o"ICon"thelaunchofthe\o"IBooks"iBookstore,Applestoppedsellingphysicalbooks,bothonlineandattheAppleRetailStores.HeadquartersAppleInc.'sworldcorporateheadquartersarelocatedinthemiddleof\o"SiliconValley"SiliconValley,at1–6\o"InfiniteLoop(street)"InfiniteLoop,\o"Cupertino,California"Cupertino,California.ThisApplecampushassixbuildingsthattotal850,000squarefeet(79,000

m2)andwasbuiltin1993bySobratoDevelopmentCos.Applecreatedsubsidiariesinlow-taxplacessuchas\o"Ireland"Ireland,the\o"Netherlands"Netherlands,\o"Luxembourg"Luxembourgandthe\o"BritishVirginIslands"BritishVirginIslandstocutthetaxesitpaysaroundtheworld.AccordingtotheNewYorkTimes,Applewasamongthefirsttechcompaniestodesignateoverseassalespeopleinhigh-taxcountriesinamannerthatallowedthecompanytosellonbehalfoflow-taxsubsidiariesonothercontinents,sidesteppingincometaxes.Applewasapioneerofanaccountingtechniqueknownasthe“DoubleIrishWithaDutchSandwich,”whichreducestaxesbyroutingprofitsthroughIrishsubsidiariesandtheNetherlandsandthentotheCaribbean.In2006,Appleannounceditsintentiontobuildasecondcampuson50acres(200,000

m2)assembledfromvariouscontiguousplots(eastofNWolfeRoadbetweenPruneridgeAvenueandVallcoParkway).Lateracquisitionsincreasedthisto175acres.Thenewcampus,alsoinCupertino,willbeabout1mile

km)eastofthecurrentcampus.Thenewcampusbuildingwillbedesignedby\o"NormanFoster"NormanFoster.OnJune7,2011,SteveJobsgaveapresentationtoCupertinoCityCouncil,detailingthearchitecturaldesignofthenewbuildinganditsenvirons.Thenewcampusisplannedtohouseupto13,000employeesinonecentralfour-storiedcircularbuilding(withacaféfor3,000sittingpeopleintegrated)surroundedbyextensivelandscape(withparkingmainlyundergroundandtherestcentralizedinaparkingstructure).Therewillbeadditionalbuildingssuchasanauditorium,R&Dfacilities,afitnesscenterandadedicatedgeneratingplantasprimarysourceofelectricity(poweredbynaturalgasandothermoreenvironmentallysoundmeans).CorporatecultureApplewasoneofseveralhighlysuccessfulcompaniesfoundedinthe1970sthatbuckedthetraditionalnotionsofwhata\o"Corporateculture"corporatecultureshouldlooklikeinorganizationalhierarchy(flatversustall,casualversusformalattire,etc.).Otherhighlysuccessfulfirmswithsimilarculturalaspectsfromthesameperiodinclude\o"SouthwestAirlines"SouthwestAirlinesand\o"Microsoft"Microsoft.Originally,thecompanystoodinoppositiontostaidcompetitorslike\o"IBM"IBMbydefault,thankstotheinfluenceofitsfounders;SteveJobsoftenwalkedaroundtheofficebarefootevenafterApplewasa\o"Fortune500"Fortune500company.Bythetimeofthe\o"1984(televisioncommercial)"“1984”TVad,thistraithadbecomeakeywaythecompanyattemptedtodifferentiateitselffromitscompetitors.Asthecompanyhasgrownandbeenledbyaseriesofchiefexecutives,eachwithhisownideaofwhatAppleshouldbe,someofitsoriginalcharacterhasarguablybeenlost,butApplestillhasareputationforfosteringindividualityandexcellencethatreliablydrawstalentedpeopleintoitsemploy,especiallyafterJobs'return.Torecognizethebestofitsemployees,ApplecreatedtheAppleFellowsprogram,awardingindividualswhomadeextraordinarytechnicalorleadershipcontributionsto\o"Personalcomputing"personalcomputingwhileatthecompany.TheAppleFellowshiphassofarbeenawardedtoafewindividualsincluding\o"BillAtkinson"BillAtkinson,\o"SteveCapps"SteveCapps,RodHolt,\o"AlanKay"AlanKay,\o"GuyKawasaki"GuyKawasaki,\o"AlAlcorn"AlAlcorn,\o"DonNorman"DonNorman,\o"RichPage"RichPage,and\o"SteveWozniak"SteveWozniak.NumerousemployeesofApplehavecitedthatprojectswithoutJobs'involvementoftentakelongerthanprojectswithhisinvolvement.AnotherpresentstheimageofJobs“wanderingthehallwitha\o"Flamethrower"flamethrowerinhand,askingrandompeople'doyouworkon\o"MobileMe"MobileMe'”.AtApple,employeesarespecialistswhoarenotexposedtofunctionsoutsidetheirareaofexpertise.Jobssawthisasameansofhavingbest-in-classemployeesineveryrole.Forinstance,\o"RonJohnson(businessman)"RonJohnsonwhow