, Content
What are the sources of Apple‘s and Microsoft‘s What risks does this company face that might
competitive advantage? affect its future operations?
1.1 Historical Background
3.1 PESTEL-Analysis
1.2 Brand Equity
3.2 SWOT-Analysis
1.3 Customer Loyalty
1.4 Product Range
1.5 Leadership Do you recommend to buy shares from this
company?
1.6 Innovation
1.7 Global Presence 4.1 Charts & EPS development
4.2 Fundamental Analysis
How have the companies’ profitability changed
relative to its respective competitors in recent
years? If you were a bank credit manager, will you give
loans to this company?
2.1 Profitability Ratios
2.2 Cross Selection 5.1 Short-term Risk
2.3 Peer Group 5.2 Long-term Risk
, Historical Background
Mission Vision
„to bringing the best user experience to its customers through its “We believe that we are on the face of the earth to make gr
innovative hardware, software and services […]. [It‘s ensured by products and that’s not changing; we are constantly focusin
apple‘s] unique ability to design and develop its own operating innovating.“ By focusing on:
systems, hardware, application software and services to provide its - Simplicity
customers products and solutions with innovative design, superior - Indepencance / controll
ease-of-use and seamless integration.“ - Focus
- Don‘t settling for less than excellence
1976 1985 05/2010
2011-
- - 09/2007 -
2020
1985 1997 03/2011
Founding and John Sculley‘s CEO Rename + introduction of Apple surpasses Tim Cook and new Recent
development period period the iPhone Microsoft product lines
• introdu
• Apple Computers Inc. was • Invention of ceveral new • iOS + the touchscreen • 2010 Apples stock market • Tim Cook becomes CEO chip M
founded product lines like the controlled iPhone value and revenues overtook • Improvement of the iPad line • enterin
• Invention of a high-performance MesagePad revolutionized the way mobile Microsoft • Introduction of products like the applica
Computer system à low performing and reputation phones are used • 2011 Apple‘s profits surpassed Apple Watch, the HomePod, Apple
• First effective use of the damaging • Using finger instead of a pen Microsoft‘s ones the AirTag or the acqusition of • signific
computer mouse • 1 billion $ loss in 1997 brought • Several new applications • It‘s a historical event, that Beats by Dre • resear
• Implementation of unknown apple near bankrupcy customized for the device was unconciderable some electri
beautiful graphics (calligraphy) à the board returned Steve Jobs • Proved Apples’ ability to create years ago
• Invention of the MacOS with a as CEO unforeseen and unknown
graphic window interface à great restructuring under his innovations hitting the
• Apple became the only serious lead customers interests precisely
competitor for IBM à resulted into saving
concentration on the original
policy
à fewer products but
perfectionized quality and user-
experience
What are the sources of Apple‘s and Microsoft‘s What risks does this company face that might
competitive advantage? affect its future operations?
1.1 Historical Background
3.1 PESTEL-Analysis
1.2 Brand Equity
3.2 SWOT-Analysis
1.3 Customer Loyalty
1.4 Product Range
1.5 Leadership Do you recommend to buy shares from this
company?
1.6 Innovation
1.7 Global Presence 4.1 Charts & EPS development
4.2 Fundamental Analysis
How have the companies’ profitability changed
relative to its respective competitors in recent
years? If you were a bank credit manager, will you give
loans to this company?
2.1 Profitability Ratios
2.2 Cross Selection 5.1 Short-term Risk
2.3 Peer Group 5.2 Long-term Risk
, Historical Background
Mission Vision
„to bringing the best user experience to its customers through its “We believe that we are on the face of the earth to make gr
innovative hardware, software and services […]. [It‘s ensured by products and that’s not changing; we are constantly focusin
apple‘s] unique ability to design and develop its own operating innovating.“ By focusing on:
systems, hardware, application software and services to provide its - Simplicity
customers products and solutions with innovative design, superior - Indepencance / controll
ease-of-use and seamless integration.“ - Focus
- Don‘t settling for less than excellence
1976 1985 05/2010
2011-
- - 09/2007 -
2020
1985 1997 03/2011
Founding and John Sculley‘s CEO Rename + introduction of Apple surpasses Tim Cook and new Recent
development period period the iPhone Microsoft product lines
• introdu
• Apple Computers Inc. was • Invention of ceveral new • iOS + the touchscreen • 2010 Apples stock market • Tim Cook becomes CEO chip M
founded product lines like the controlled iPhone value and revenues overtook • Improvement of the iPad line • enterin
• Invention of a high-performance MesagePad revolutionized the way mobile Microsoft • Introduction of products like the applica
Computer system à low performing and reputation phones are used • 2011 Apple‘s profits surpassed Apple Watch, the HomePod, Apple
• First effective use of the damaging • Using finger instead of a pen Microsoft‘s ones the AirTag or the acqusition of • signific
computer mouse • 1 billion $ loss in 1997 brought • Several new applications • It‘s a historical event, that Beats by Dre • resear
• Implementation of unknown apple near bankrupcy customized for the device was unconciderable some electri
beautiful graphics (calligraphy) à the board returned Steve Jobs • Proved Apples’ ability to create years ago
• Invention of the MacOS with a as CEO unforeseen and unknown
graphic window interface à great restructuring under his innovations hitting the
• Apple became the only serious lead customers interests precisely
competitor for IBM à resulted into saving
concentration on the original
policy
à fewer products but
perfectionized quality and user-
experience
