Apple 2.0

Covering the business that Steve Jobs built

What changed for Apple in fiscal 2008

November 6, 2008: 7:47 AM ET

1 Infinite LoopOf all the reporters who have tried to slog their way through Apple's 100-page Form 10-K for fiscal year 2008, nobody has done a better job digging out nuggets of news than AppleInsider's Prince McLean. (We got bogged down in the page-turning boilerplate of the Risk Factors section.)

What did Mr. McLean discover? Here are his highlights:

  • A shift in business strategy. From "digital lifestyle" products to "high-end hardware solutions" for "enterprise, government and creative" markets.
  • A big push in retail. Apple now has 247 retail stores, up from 197 in 2007, aimed at reaching people who "do not already own the Company's products."
  • A huge investment in R&D. Spending for research and development has nearly doubled in three years, from $535 millionĀ in fiscal 2005 to $1.1 billion in 2008.
  • A lot more air miles for Steve Jobs. Jobs was reimbursed $202,000 for company use of his private jet in 2006, $776,000 in 2007 and $871,000 in 2008. As a rule of thumb, the more time Jobs spends in the air, the more deals with overseas vendors Apple cuts.
  • An increasingly global outlook. The share of Apple sales made in the United States fell from 60% in 2007 to 57% in 2008, reflecting the company's accelerating expansion beyond our borders.
  • A lot of new hires. The headcount of full-time equivalent employees jumped nearly 50%, from 21,600 in 2007 to 32,000 in 2008. Temps grew nearly as fast, from 2,100 to 3,100.
  • A pair of golden handcuffs for Tony Fadell. As he leaves Apple, the man who made the iPod will receive an annual salary of $300,000 to act as a Special Advisor to Steve Jobs, as well as 77,500 shares of restricted Apple (AAPL) stock that vest on March 24, 2010 -- provided Fadell doesn't jump ship before then.

You can download Apple's Form 10-K here. You can read McLean's full summary here.

Posted in: , , ,
Join the Conversation
About This Author
Philip Elmer-Dewitt
Philip Elmer-Dewitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been covering Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

Email | @philiped | RSS
Featured Newsletters

Every morning, discover the companies, deals and trends in tech that are moving markets and making headlines.

Receive Fortune's newsletter on all the deals that matter, from Wall Street to Sand Hill Road. SUBSCRIBE

Covering the digital giants of Silicon Valley and beyond, an in-depth look at enterprise companies, and the startups disrupting them. Emailed twice weekly.

Anne Fisher answers career-related questions and offers helpful advice for business professionals.

Company Price Change % Change
Bank of America Corp... 7.02 0.04 0.57%
JPMorgan Chase and C... 33.49 -0.44 -1.30%
Oracle Corp 25.61 -0.64 -2.44%
General Electric Co 18.95 0.07 0.37%
Citigroup Inc 26.01 -0.40 -1.51%
Data as of May 18
Index Last Change % Change
Dow 12,369.38 -73.11 -0.59%
Nasdaq 2,778.79 -34.90 -1.24%
S&P 500 1,295.22 -9.64 -0.74%
Treasuries 1.70 0.00 0.00%
Data as of 3:02am ET
Most Popular
New York penthouse sells for a record $90 million
 
JPMorgan Chase loss only going to get worse
 
Nasdaq 'embarrassed' over Facebook trading issues - Reports
 
Facebook trading sets record IPO volume
 
Stocks: Storm clouds continue to gather over Greece
 
Powered by WordPress.com VIP.