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Apple, Inc. Public Relations Plan

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Current Corporate Situation

Apple, Inc. was founded in 1976, formerly known as Apple Computer, Inc., the company changed its name to Apple Inc. in January 2007. The company is headquartered in Cupertino, California. Apple, Inc. and its subsidiaries participate in the design, manufacture, and marketing of personal computers and related software, services, peripherals, and networking solutions worldwide. Apple also provides a line of portable digital music players, as well as related accessories and services, including online sale of third-party audio and video products. The company's products and services make up the Macintosh line of desktop and laptop computers, the OS X operating system, the iPod line of portable digital music and video players, the iTunes Store, a collection of peripherals that support and enhance the Macintosh and iPod product lines, a suite of consumer and professional software applications, and the Xserve and Xserve RAID server and storage products. In addition, Apple, Inc. offers various third-party Macintosh and iPod compatible products, such as application software, printers, storage devices, speakers, headphones, and other accessories and supplies. The newest addition to the Apple product line is the iPhone. The company provides an online service to distribute third-party music, audio books, music videos, short films, television shows, movies, and iPod games. Further, Apple offers products and services for the educational industry, which include iMac and the MacBook, video creation and editing solutions, wireless networking, professional development solutions, and one-to-one learning solutions. Apple, Inc. markets its products to the educators, students, consumers, creative professionals, businesses, and government customers through its online and retail stores, as well as through its direct sales force, third-party wholesalers, resellers, and value-added resellers. As of March 9, 2007, the company had 173 retail stores in the United States, Canada, Japan, and the United Kingdom.

Agenda, Goals and Objectives

On June 28, 2007, the Public Relations department of Apple, Inc. published a press release explaining how Apple started the personal computer revolution in the 1970's with the Apple II and in the 1980's reinvented the personal computer again with the Macintosh. Today, Apple's public relations department is focused on leading the industry in innovation with its award-winning computers, operating systems and all their professional applications. In addition to personal computers, Apple is also leading the digital media revolution with its assortment of iPod portable music and video players and iTunes online store. This is not all for Apple; the company has also launched into the mobile phone market this year with its revolutionary iPhone.

Apple's vision is to continue with their cutting-edge innovation in a complete multimedia connection capacity. The solutions will include real-time communication, entertainment, and information on demand. Apple's goal is to bring all aspect of your life to one place. This will be accomplished by debut of "generation i" which includes new products and the total integration of existing product lines into an all-in-one information, entertainment and communication connection.

Debut of "generation i"

Innovation, inspiration and ideas are all behind the "generation i" concept. Apple's iPhones, desktop and laptop personal computers and software suites will all sync via Bluetooth and other wireless technology and ensure security via biometric and voice recognition identification abilities. These features will allow users to transport all of their current information and communication abilities with them wherever they go without having to type or use passwords. Whether someone wants to call, email, instant message, update a file, use navigation, view, send or take pictures or video, listen, send or record audio, he or she will be able to do so instantly from any Apple device. In addition, redundancy will be automatic with only a single-step biometric verification of identification required. With "generation i" technology, Apple's goal is to innovate, enhance and enrich customers' lives.

Expanding Global Presence

In addition to total application integration and accessibility, Apple is aiming to expand its presence internationally by expanding manufacturing plants, retail stores and engineering facilities worldwide. This will allow Apple to expand its language base and aid in the recruitment of the best employees available, as well as gain market share and create new products that appeal to different cultures. Global access to content via the Internet will allow customers to purchase and share media in a real-time format. Apple will also amalgamate its iLife software package for portable accessibility, allowing customers to access iDisk, iWeb, iPhoto, iMovie, iDVD, iMovieHD, Address Book, Mail and all Apple software instantly from anywhere in the world. Apple's media launch of "generation i", its global expansion and environmental agenda will all be part of its current Public Relations plan moving forward.

Investors Message

With the excitement of Apple's vision of "generation i," there are several promising things to report for Apple investors. Not only is this a new age for the common world's computing and entertainment needs, this is a new age for Apple investors with encouraging upward trends. Investors need to know that Apple plans to continue to revolutionize the home and personal entertainment industry. It is Apple's goal to provide everything a consumer would need for computing, music and video entertainment while merging everyday use of phone and business needs.

Apple will continue to focus on two main divisions of business: Macintosh computer production and iPhone music products and services. It is Apple's ultimate goal to make these two main divisions provide everything a consumer would need and desire for their entertainment and computing needs. Currently Mac computer production accounts for 60% of total revenue while iPod music products make up the remaining 40%. It is already foreseen with high sales with iPhone, it is estimated these two main business divisions of Apple will be more even at 50/50.

Apple will continue to recognize future effects to our earth's environment. Going forward all Macintosh Computers will be manufactured with LED displays -- free from lead and mercury. This step will illustrate to investors that Apple is serious about the environment



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