THE NUMBERS: The iPhone had a 13% share of the worldwide smartphone market midway through 2009, up from 2.8% a year before, according to Gartner, and Apple says more than 500 million iPhone apps have been downloaded. Mr. Jobs and company celebrated record earnings last quarter. The Mac's share of the personal computer market is also creeping up. In measured-media terms, Apple spent $323 million in 2008, according to TNS. Over the first six months of 2009, spending dropped by almost 27%.
THE KEY LIEUTENANTS: Phil Schiller, senior VP-marketing, reports directly to Mr. Jobs and is responsible for product marketing and developer relationships, among other responsibilities. Jonathan Ive is the resident -- and publicity shy -- design genius.
THE CHALLENGE: Music sales are slowing, and Apple is forced to play up the iPod's alternate features -- which it's done to great success given record sales for the product last quarter. The iPhone is soon to be rolled out in China, no automatic slam dunk but key to snatching international share from Nokia and Research in Motion. The health of Mr. Jobs, who received a liver transplant this year, is always a concern, and Apple would do well to articulate a succession plan for the 54-year-old executive.
THE AGENCIES: Omnicom's OMD handles media and Apple hands out small assignments to independents Eleven and Mono. But the key relationship is with TBWA's Media Arts Lab.