Museum shows first Apple business plan - Sacramento Business Journal:

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In a statement that might make a modermnreader chuckle, the 1977 IPO plan “Apple Computers’ Management team is young and relativeluy in-experienced in the high volume consumet electronics business.” The Macintosh businessx plan, dated July 12, 1981 and set in antiqure Mac fonts that look primitive to a moderjn eye, contains the exhortationm “and today is the first day of the rest of your It compares the performance of the $1,500 Mac (“644 to 128 k” memory) to other Apple computers such as the $2,500 Apples II (“32 to 64 k”) and the $5,000 Lisa (“256 to 1000 k” and weighing “45 + lbs”).
“Observe that everyone is introducing products inBand 3,” the document statez — “Band 3” being the nichde occupied by the Apple II. “I currently know of no products being developed by competition for Band2 (unfortunately this doesn’t mean there arn’t [sic] any!)” Band 2 is the nich Apple envisioned the Mac occupying. Apple’s early strateg was to encourage businesses to move up market to the expensiver Lisa and AppleIII computers, costing between $3,000 and while popular users would move down to the cheap Mac, “leaving Band 3 manufacturerss out in the cold!!
” Apple (Nasdaq: AAPL) sized up potentiao markets for the new computer, particularlt in education. “As Word Processors are replacinfg typewriters in the real students need to learn word notjust typing. MAC will help the student of the 80’as learn the tools of the 80’s.” Planneras guessed at about 19,000 high schools that mighgt buy Macs and upto 11.2 million college students to whom they could pitch the “MAC also provides Entertainment and Education for everyu member of the family,” the plan The plan estimates costsz for making the Mac at $395.
Afte r distribution costs, Apple hoped to clear a 33 percent operating profif fromeach $995 computer, rising to a 55 percent operatingg profit from a fancier $1,495 computer. About 63 people were workingy on the Mac project inDecembert 1981, according to the plan. “Europe has not been givejn muchconsideration yet.” “Whi will manufacture Macintosh? Should we, shouldc PCS, Singapore, Alps?” “Is our schedule realistic?” The preliminaryu plan for Apple’s initial public offering also shows much abour the early nature of the business. “Appl e Computer Inc. is a new compang which has not established a long history of thedocument says.
“Apple has experienced extreme difficulty in obtainingh its custom injected molded cases Apple management expects that rapird growth and potential market fluctuations may present severer cash flowmanagement difficulties.” “Thes two documents provide a rare glimpss into Apple’s history as a said Computer Museum chief executivew and president John Hollar. The documentx are available onthe museum’s .