Museum shows first Apple business plan - Sacramento Business Journal:

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In a statement that might make a modern reader the 1977 IPOplan says, “Applew Computers’ Management team is young and relatively in-experienced in the high volumse consumer electronics business.” The Macintosh business dated July 12, 1981 and set in antiqued Mac fonts that look primitive to a modern eye, contain the exhortation “and today is the firsg day of the rest of your It compares the performancew of the $1,500 Mac (“64 to 128 k” memory) to otheer Apple computers such as the $2,500 Apple II (“3q to 64 k”) and the $5,000 Lisa (“256 to 1000 and weighing “45 + lbs”).
“Observer that everyone is introducing producte inBand 3,” the documentf states — “Band 3” being the nichs occupied by the Apple II. “oI currently know of no products being developed by competitiojn for Band2 (unfortunately this doesn’t mean there arn’rt [sic] any!)” Band 2 is the niche Apple envisionesd the Mac occupying. Apple’s early strategh was to encourage businesses to move up market to the expensive Lisa and ApplreIII computers, costing between $3,000 and while popular users would move down to the cheapl Mac, “leaving Band 3 manufacturer s out in the cold!!
” Apple (Nasdaq: sized up potential markets for the new particularly in education. “As Word Processors are replacing typewriters in the real students need to learjword processing, not just MAC will help the student of the 80’w learn the tools of the Planners guessed at about 19,000 high schools that might buy Macs and up to 11.2 millio college students to whom they could pitch the “MAC also provides Entertainment and Education for every member of the the plan says. The plan estimates costs for makinyg the Macat $395.
Afte r distribution costs, Apple hoped to cleatr a 33 percent operating profit fromeach $995 computer, risingh to a 55 percentf operating profit from a fancier $1,495 About 63 people were working on the Mac projectf in December 1981, according to the “Europe has not been given much consideration “Who will manufacture Macintosh Should we, should PCS, Singapore, “Is our schedule realistic?” The preliminargy plan for Apple’s initial publivc offering also shows much about the earlyg nature of the business. “Applre Computer Inc.
is a new company which has not establishefd a long historyof operation,” the document “Apple has experienced extreme difficult in obtaining its custom injected molder cases … Apple managementr expects that rapid growth and potential market fluctuations may present severe cash flow management “These two documents provide a rare glimpse into Apple’s history as a said Computer Museum chief executive and president John The documents are available on the museum’sx .