Apple 2010 Annual Report Download - page 9

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Table of Contents
word processing and page layout, Keynote ’09 for presentations, and Numbers ’
09 for spreadsheets. In January 2010, the Company also
introduced a new version of iWork for iPad, a productivity suite including versions of Pages, Keynote and Numbers designed specifically for
Multi-Touch.
Other Application Software
The Company also sells various other application software, including Final Cut Studio , Final Cut Express, Final Cut
Server, Logic Studio
, Logic Express 9, Logic Studio Pro, and its FileMaker Pro database software.
Internet Software and Services
The Company is focused on delivering seamless integration with and access to the Internet throughout the Company’
s products and services. The
Company’s Internet solutions adhere to many industry standards to provide an optimized user experience. Safari 5
is the latest version of the
Company’s web browser that is compatible with Macs and Windows-based computers. MobileMe is an annual subscription-
based suite of
Internet services that delivers email, contacts and calendars to and from native applications on iPhone, iPad, iPod touch, Macs, and Windows-
based computers.
Product Support and Services
AppleCare offers a range of support options for the Company’
s customers. These options include assistance that is built into software products,
printed and electronic product manuals, online support including comprehensive product information as well as technical assistance, and the
AppleCare Protection Plan (“APP”). APP is a fee-
based service that typically includes two to three years of phone support and hardware repairs,
dedicated web-based support resources, and user diagnostic tools.
Markets and Distribution
The Company’
s customers are primarily in the consumer, SMB, education, enterprise, government and creative markets. The Company utilizes a
variety of direct and indirect distribution channels, such as its retail stores, online stores, and direct sales force, and third-
party cellular network
carriers, wholesalers, retailers, and value-
added resellers. The Company believes that sales of its innovative and differentiated products are
enhanced by knowledgeable salespersons who can convey the value of the hardware, software, and peripheral integration, demonstrate the
unique digital lifestyle solutions that are available on its products, and demonstrate the compatibility of the Mac with the Windows platform and
networks. The Company further believes providing direct contact with its targeted customers is an effective way to demonstrate the advantages
of its products over those of its competitors and providing a high-quality sales and after-
sales support experience is critical to attracting new and
retaining existing customers. To ensure a high-
quality buying experience for its products in which service and education are emphasized, the
Company continues to expand and improve its distribution capabilities by expanding the number of its own retail stores worldwide. Additionally,
the Company has invested in programs to enhance reseller sales by placing high quality Apple fixtures, merchandising materials and other
resources within selected third-party reseller locations. Through the Apple Premium Reseller Program, certain third-
party resellers focus on the
Apple platform by providing a high level of integration and support services, and product expertise.
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