Apple, Inc. Public Relations Plan

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,