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David Gelernter, Yale professor of computer science, says above all things Steve Job was designer-in-chief. At his Stanford commencement address in 2004, Jobs recounts his experience in a calligraphy course at Reed College as one of the singularly important experiences of his life, and something he carried over to the the revolution in portable devices- portable Macs, iPod, IPhone and iPad. The search for and building of elegant, easy to work, fun to use devices. Job was able to grasp the potential of such devices, says Gelertner, from his very first visit to the Xerox research labs in Palo Alto in 1979. In doing this he gives credit for long forgotten pioneers of the personal computer, who were just as important perhaps even more so, Douglas Engelbart and Alan Kay. At Xerox, Kay built on the earlier innovations of Engelbart. Engelbart was first to develop the mouse, onscreen window, and the concept of computers doing more than just computing, such as controlling machinery, doing everyday stuff, and doing things with pictures. Xerox's corporate executives failed to grasp the significance of the developments in their labs. Jobs grasped this rightaway and put all his efforts into developing the Apple Macintosh in 1984 incorporating these ideas. A decade later Gates copied the Mac's eay to use features and created economies of scale, creating the personal computer that we know today. The internet was a parallel development during that decade after the pioneering work of Tim Berners-Lee on the worldwide web. Jobs took the experience one step further and created new devices like the iPhone and the iPad that brought mobility, ease, and refinement to the internet experience....

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Apple provides about 40% of Taiwanese company Pegatron revenues. Starting with older iPhone models, the company now supplies the new model iPhone 5C. Revenue in the 4th quarter 2013 for iPhones and tablets increased 20%, as sales from televisions and PC's declined. Operating margins increased slightly to 1.9% in the 4th quarter 2014 from the prior year quarter 1.6%.

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Steve Jobs, the co-founder of Apple and its CEO, passed away on September 5, 2011. He helped create the Macintosh, the iPod, iTunes, the iPhone and the iPad, changing the way people work, listen to music, or work and communicate with portable handheld devices. He made significant contributions through the devices he helped create by making them easy to use, look and feel good. By making as he said "the whole widget," both the software, hardware and other design, and a relentless focus on how the products worked in the hands of consumers, Jobs was able to come up with unique products like the Mac, iPod, iphone, and the iPad. The pioneering work of Jobs began early, in 1977 with the first Macintosh computer, and continued through 2010 with the introduction of the iPad. Jobs first first period at Apple lasted from 1976 to 1985, closing when Jobs left the company after differences with then CEO John Sculley. He rejoined the company in 1996 when Apple acquired Next, the company founded by Jobs in the intervening period. The first period saw the emergence of Microsoft in the personal computer world. In 1997 Apple accepted an investment of $150 million from Microsoft and told Mac fans that "we want to let go off this notion that for Apple to win, Microsoft has to loose." Microsofts Office software could be used on Mac computers by this arrangement and helped Apple survive this period. Later in a 2005 address at Stanford University, Jobs told students about the first period: "The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life." Jobs personal story is of being college dropout from Reed College, Oregon, where he dropped out after one semester in 1972, because of financial issues. He then worked parttime at Atari, and in 1975 associated with the Homebrew Computer Club where he met Apple co-founder Wozniak. He was the son of unwed parents, University of Wisoconsin grad student Joanne Carole Schieble and a Syrian exchange student Abdulfattah Jandali. He was adopted by Paul and Clara Jobs shortly after birth. ...

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Nokia slips into seventh place in the smartphone market in Nov. 2012, as Apple and Samsung take the lead with combined 46.5% market share, and HTC, RIM overtake Nokia. Nokia has only 4.3% of the smartphone sales worldwide. Smartphones now account for about 40% of all mobile phone sales worldwide according to Gartner Inc., and sales are growing fast with a 47% increase in global smartphone sales in the third quarter according to Gartner Inc. Worldwide 169.2 million smartphones were sold in the third quarter of 2012. Microsoft operating system and Nokia's Symbian system account for only 5% of the operating systems on smartphones in the third quarter 2012, says Gartner. By comparison Google's open end Android platform accounts for 72.4% of smartphones, increasing from 52.5% the prior year.

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The marketing of the iPhone 6 in the U.S., China and global markets helps Apple widen its lead over competitors in 2015. Apple sales were 47.5 million iPhones in the 2nd quarter 2015, increasing by 35% over the prior year quarter. Apple is also gaining sales from buyers switching from Android phones. Apple's iPhone sales now make up 63% of its sales, compared with 53% in the same quarter in 2014. Sales of iPhones increased 59% to $31.37 billion as the average selling price went up by $100 to $662.42. Apple remained above the fray, and actually increased average selling price to $662, as Xiaomi sold quality Android phones at near cost in China hitting Samsung sales and margins hard, and leaving unsold inventory for Samsung in China. Rarely has a company dominated its business in this manner from the standpoint of profits with only about 20% of the market in smartphones. Apple profits in the 2nd quarter were $10.7 billion, increasing from $7.74 billion in the prior year quarter. The iPad unit sales declined by 18% for the 2nd quarter 2015, the sixth quarter of such declines and fewer customers upgrading. The iPad has also not taken off in the workplace. Mac unit sales were up 9%, even though the PC market declined in units by 9.5% globally for the quarter. Apple shares up 39% in 2015, fell by 6.7% over concerns about slowing China sales....

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In India 70% of smartphones sold in 2015 cost less than $150. Apple's market share in India is really small at about 2%. Apple iPhone sales were up 56% in the 1st quarter of 2016 over the same quarter in 2015, according to CEO Tim Cook. iPhones cost about $300-$1000 without a data plan in India reducing the size of the market. In May 2016 Apple applied for approval from the Indian government to sell refurbished or certified iPhones at lower cost. In India the best selling iPhone is the older 5S which costs about $300. It makes up 50% of iPhone sales in India for 1st quarter in 2016, according to Counterpoint. Apple has no model at the low end, as the SE model will cost even more at $500. The Indian market is growing at 26% in 2016 over prior year, making it the next largest market after China. Another approach Apple is taking is seeking approval to open its own retail stores and sell online. A waiver has been given by the government for using locally made parts. Apple's high prices and margins remain a significant barrier in opening up the Indian market, when lower priced Korean and Chinese smartphone models offer attractive options to price conscious Indian buyers....

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Google's 2 for 1 stock split in March 2012, and special voting shares that give Sergey Brin, Larry Page and Eric Schmidt more control over the company. The two founders and Schmidt now control about 68% of super-voting shares.