Apple 2009 Annual Report Download - page 4

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Table of Contents
The Business section and other parts of this Annual Report on Form 10-K (“Form 10-K”) contain forward-
looking statements that involve risks
and uncertainties. Many of the forward-looking statements are located in “Management’
s Discussion and Analysis of Financial Condition and
Results of Operations.
” Forward-
looking statements provide current expectations of future events based on certain assumptions and include any
statement that does not directly relate to any historical or current fact. Forward-
looking statements can also be identified by words such as
“anticipates,” “believes,” “estimates,” “expects,” “intends,” “plans,” “predicts,” and similar terms. Forward-
looking statements are not
guarantees of future performance and the Company
’s actual results may differ significantly from the results discussed in the forward-
looking
statements. Factors that might cause such differences include, but are not limited to, those discussed in the subsection entitled “Risk Factors”
under Part I, Item 1A of this Form 10-
K, which are incorporated herein by reference. The Company assumes no obligation to revise or update
any forward-looking statements for any reason, except as required by law.
PART I
Company Background
Apple Inc. and its wholly-owned subsidiaries (collectively “Apple” or the “Company”)
design, manufacture, and market personal computers,
mobile communication devices, and portable digital music and video players and sell a variety of related software, services, peripherals, and
networking solutions. The Company sells its products worldwide through its online stores, its retail stores, its direct sales force, and third-
party
wholesalers, resellers, and value-added resellers. In addition, the Company sells a variety of third-party Macintosh (“Mac”), iPhone
and iPod
compatible products, including application software, printers, storage devices, speakers, headphones, and various other accessories and
peripherals through its online and retail stores, and digital content and applications through the iTunes Store .
The Company sells to consumer,
small and mid-sized business (“SMB”), education, enterprise, government and creative customers. The Company’s fiscal year is the 52 or 53-
week period that ends on the last Saturday of September. Unless otherwise stated, all information presented in this Form 10-
K is based on the
Company’s fiscal calendar. The Company is a California corporation founded in 1977.
Business Strategy
The Company is committed to bringing the best personal computing, mobile communication and portable digital music and video experience to
consumers, students, educators, businesses, and government agencies through its innovative hardware, software, peripherals, services, and
Internet offerings. The Company’
s business strategy leverages its unique ability to design and develop its own operating system, hardware,
application software, and services to provide its customers new products and solutions with superior ease-of-
use, seamless integration, and
innovative industrial design. The Company believes continual investment in research and development is critical to the development and
enhancement of innovative products and technologies. In addition to evolving its personal computers and related solutions, the Company
continues to capitalize on the convergence of the personal computer, mobile communications and digital consumer electronics by creating and
refining innovations, such as iPhone, iPod and the iTunes Store. The Company desires to support a community for the development of third-
party products that complement the Company’s offerings through its developer programs. The Company offers various third-
party software
applications and hardware accessories for Mac
computers, iPhones and iPods through its retail and online stores, as well as software
applications for the iPhone and iPod touch platforms through its App Store™. The Company’
s strategy also includes expanding its distribution
network to effectively reach more of its targeted customers and provide them with a high-quality sales and post-sales support experience.
Consumer and Small and Mid-Sized Business
The Company believes a high-quality buying experience with knowledgeable salespersons who can convey the value of the Company’
s products
and services greatly enhances its ability to attract and retain customers. The Company sells many of its products and resells certain third-
party
products in most of its major markets directly
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Item 1.
Business
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