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AppleBrandIntroductionEnglishCourseware目录•CompanyHistory•ProductLineOverview•Brandphilosophyanddesignphilosophy•Socialresponsibilityandenvironmentalcommitment•Marketpositionandcompetitors•FutureOutlookCompanyHistory01Applewasfoundedin1976bySteveJobs,SteveWozniak,andRonaldWayneThiswastheinitialstageofthecompany,wheretheyweredesignedandsoldpersonalcomputerstohobbyistsDuringthisperiod,Applereleaseditsfirstproduct,theAppleI,whichwasamotherboardthatrequiresthebuyertoprovidetheirowncase,powersupply,andmonitorTheAppleIsoldfor$666.66SummaryDetails19761980:InitialstageInthisperiod,Applereleaseditsfirstsuccessfulproduct,theMacintosh,whichwasthefirstmassmarketpersonalcomputertofeatureagraphicaluserinterfaceSummaryTheMacintoshwasintroducedin1984attheSuperBowlwithafancommercialdirectedbyRidleyScottItwasinitiallypricedat$2500Details19811990:MacintoshperiodSummaryDuringthisperiod,ApplestartedusingthePowerPCchipsetandreleasedaseriesofproductsincludingtheNewtonMessagePadDetailsTheNewtonMessagePadwasApple'sattackatcreatingapersonaldigitalassistant(PDA)thatneverreallyTookoff.Itwaspricedat$700andhadacutfollowing1991-2000:PowerPCandNewtonEraThisperiodmarkedApple'sentryintothedigitalmediaplayerandsmartphonemarketswiththeiPodandiPhoneTheiPadwasalsoreleasedduringthistimeSummaryTheiPodrevolutionizedthemusicindustrybyallowinguserstostorethoughtsofsongsonaportabledeviceTheiPhoneintroducedtheconceptofatouchscreensmartphoneandchangedthemobilephoneindustryforeverTheiPadintroducedtheconceptofatabletcomputerDetails2001-2010:iPod,iPhone&iPaderaSummarySince2011,ApplehasexpandeditsproductlinetoincludetheAppleWatch,ApplePay,andSiriDetailsTheAppleWatchisasmartwatchthatcanperformmanyofthesamefunctionsastheiPhoneApplePayisamobilepaymentsystemthatallowsuserstomakepaymentsusingtheiriPhoneorAppleWatchSiriisApple'svoiceactivatedpersonalassistantthatcanperformtasks,answerquestions,andprovideinformationbasedonuserrequests2011presentation:AppleWatch,ApplePay,&SiriperiodProductLineOverview02MacBookAirLightweightandthinlaptopwithlongbatterylife,perfectforstudentsandfrequenttravelersMacBookProPowerfullaptopwithhighendspecifications,idealforprofessionalsandpowerusersIMacAllinonedesktopcomputerwithlargedisplayandadvancedperformance,suitableforhomeandofficeuseMacProHighenddesktopcomputerforprofessionaluse,featurecuttingedgetechnologyandexpandabilityMacseriesIPhone12/13/14seriesFlagshipphoneswithadvancedtechnology,including5Gconnectivity,highendcameras,andmoreIPhoneSECompactphonewithpowerfulperformanceandclassicdesign,suitableforuserswhoprefersmallphonesIPhoneseriesThinandlightweighttabletwithpowerfulperformanceandTouchID,suitablefordailyuseandproductivitytasksHighendtabletwithadvancedtechnology,includingFaceID,powerfulprocessors,andmoreIPadAirIPadProIPadseriesAppleWatchSEAffordablesmartwatchwithessentialfeatures,includingheartratemonitoringandfitnesstrackingAppleWatchSeries7/8/9Flagshipsmartwatcheswithadvancedtechnology,includingbloodoxygensaturationmonitoring,ECGfunctionality,andmoreAppleWatchseriesAirPodsseriesAirPodsProWirelessearbudswithactivenoisecancellationandSiriintegration,perfectforcommerceandtravelAirPodsMaxPremiumoverearheadphoneswithadvancedaudioqualityandSiriintegration,suitableformusicloversandpodcastlistenersCompactsmartspeakerwithSiriintegrationandexcellentsoundquality,suitableforsmallspacesandbu...