Apple Computer, Inc. Profile

BASIC INFORMATION:

Address: Apple Computer, Inc. Phone: (408) 996-0275

                 1 Infinite Loop                     FAX: (408) 996-0275
                 Cupertino, CA 95019             EMAIL: investor_relations@apple.com

    Online Map

    Mission Statement:
          Apple is committed to bringing the best personal computing experience to students,         educators, creative professionals and consumers around the world through its                 innovative hardware, software and Internet offerings. Mission Statement

PROFILE:

Activities, Products and Services:

"Apple Computer, Inc. designs, manufactures and markets personal computers (PC's) and related personal-computing solutions for sale primarily to education, creative, consumer and business customers. The Company's personal-computing products include desktop and notebook PCs, related devices and peripherals, networking and connectivity products, as well as various third-party hardware products. Apple software products and computer technologies include operating systems; professional application software; consumer-, education- and             business-oriented application software; Internet products and technologies, and                 wireless connectivity and networking products. The Company also has its own retail             stores. As of September 28, 2002, Apple opened 51 retail stores in the United States.         In addition to its own hardware and software products, its retail stores carry in                 inventory a variety of third-party hardware and software products." Yahoo! Finance

    Globalization:
       Apple Computer, Inc. does show evident evidence of globalization. Apple allows               consumers from 42 different countries to purchase their products. Some of
         the countries include; Australia, Brazil, Germany and Taiwan.

    Horizontal Integration:
           Apple Computer, Inc. has some evidence of horizontal integration. Apple                          manufactures different types of computer software for specific consumers. For                  example, Apple has created QuickTime, a multimedia player/editor for your PC, for              multimedia and web designers, producers and distributors. Apple has also created            iPod's and iTunes for Mac and Windows users.

    Media Synergy:
          Some examples of Apple Computer, Inc. using media synergy are;             iPod's which is an audio player that can hold up to 10,000 songs and         QuickTime which allows consumers to edit audio and video clips.                 QuickTime is used in many other consumer products including digital         cameras.

FINANCIAL DATA:

    Total Revenue:
        There was a 7% increase in total revenue between 2001 and 2002. The total revenue         at the end of 2002 was $5,742 million. Stocks

Yahoo! Finance
    Number of Employees:
        10, 211
    Ticker Symbol:
        AAPL
    Stock Exchange:
        Nasdaq
    Stock Price, Stock Chart and Current Market Cap:
        Stocks
    SEC 10-K:
        10-K File 1
    Assessment:
        Apple Computer, Inc. seems to have a steady increase in revenue and stock. At the             beginning of Apple's career, it hit a few major lows due to complicated PC's, but now         Apple's computers are more people friendly. Apple computers are hitting higher sales         possibly because of the stores that are located around the US.

HISTORY:

Steven Wozniak and partner.

In 1976, Steven Wozniak, Steve Jobs and Rob Wayne designed the Apple I and it was put on the market, but Apple did not hit high until a year later when the Apple II was introduced. In 1978, Xerox invests $1 million in Apple stocks. It was not until 1980 that Apple went public, the same year the Apple III was introduced. In 1982, Apple aired its famous 60 second commercial introducing Macintosh which was put on the market two days later. In 1985, Steven Jobs Apple Future

resigns from Apple; a year later finds NeXT Software, Inc. and purchases Pixar Animation. In 1991, Apple introduced its first generation of PowerBook's which were an instant success. In 1997, Steven Jobs returns to Apple. Also during July of 1997, Apple releases a new $10,000 computer that has yet to be put on the market. The Apple iMac became the fastest selling computer in 1998 Late 2001, Apple released the, currently popular MP3 player, iPod. Currently, Apple is still coming up with amazing PC's that fit the needs of their consumers.

Apple History

OFFICERS:

OFFICER	PAY	EXERCISED
Steven Jobs, 47 CEO	$ 3.57M	N/A
Fred Anderson, 58 CFO, Exec. VP	$ 667.00K	$ 10.12M
Timothy Cook, 42 Exec. VP, Worldwide Sales and Operations	$ 571.00K	$ 10.71M
Peter Oppenheimer, 40 Sr. VP-Fin., Controller	N/A	N/A
Nancy Heinen, 46 Sr. VP, Gen. Counsel and Sec.	N/A	N/A

                     Yahoo! Finance AAPL

PLANS:

   Apple plans to keep creating and releasing computers that are more user friendly. For         example the new Mac OS X Panther, pictured below. Apple will also keep improving their     big selling PowerBook's and iBook's. I believe Apple will focus on their store openings,         and begin opening more possibly even International Locations. The Apple stores will         help increase sells.

KEY COMPETITORS:

    According to Yahoo! Finance, key competitors of Apple Computer, Inc.
     would include:
              Dell, Inc.                                 Microsoft Corp.
            Hewlett-Packard, Co.                  Industy

    Competitor Comparison

RECENT NEWS STORIES:

    Recent News Stories:
       Apple Swings to Profit

    Interesting Recent News Stories:
       AppleScript Studio at NASA Langley
       Coldplay: Macs in Their Place
       Apple, Pepsi Strike iTunes Marketing Deal

    Recent Press Releases:
       Apple Announces Mac OS X "Panther"
       Apple Reports Fourth Quarter Results
       Apple Updates iPod

OTHER RELEVANT LINKS:
    Executive Officer Profiles

Tina Anne Spears
October 16, 2003