Apple Computer manufactures proprietary microcomputers, software and peripherals. Apple machines use Motorola microprocessors while the company's primary competition, IBM and IBM clones, use the Intel family of microprocessors. In addition, while IBM did not use a proprietary operating system (the program which users use to interface with the computer), but instead used Microsoft's DOS operating system, Apple's operating system is proprietary. Apple gained notoriety in the mid-1980s when it introduced its Macintosh computer, which was easy to use, and which Apple hoped would bring an entire generation of users to the Apple family. The company has also been successful at targeting educational institutions as part of its marketing program, with the result that it has developed a high level of brand awareness among even very young users.
However, the company's creative marketing has not prevented it from difficult times in recent years, and Apple now finds itself struggling, and facing the first year of losses since its beginning. This research considers the current state of the company from a financial standpoint, and examines the future direction of this once dynamic and innovative company.
The Macintosh product family, which is the core product family for the company, includes a wide range of personal computer offerings. The Macintosh LC line is targeted at education and business markets while Macintosh Performas are targeted at first-time personal computer users. The Power Macintosh family (developed in conjunction with IBM and Motorola), uses RISC-based microprocessors and is considered the company's most advanced computer line. The PowerBook, Apple's line of notebook computers, is designed for mobile computing needs. In January 1995, the company introduced the third generation of its Newton personal digital assistant (PDA) product. Apple also offers a complete line of computer peripherals, including printers, disc dr...