Apple Inc. will unveil Wednesday a new version of its computer operating software, a development that comes as the consumer-electronics giant makes a more aggressive move to expand in a market that has historically eluded it: corporate customers.
The Cupertino, Calif.-based company will hold an event dubbed "Back to the Mac," a reference to its line of laptop and desktop computers. The event, which comes just two days after Apple's planned fourth-quarter earnings release, will feature new bells and whistles in the software that powers Macs and possibly new computer models.
The event comes amid Apple's rapid transformation. Once known for computers popular with students and graphic designers, the company morphed into a mobile-device giant as its iPod, iPhone and iPad products took off with consumers. Now, those devices are proving popular with business executives, driving Apple to aggressively move into the corporate market.
As executives started buying the iPhone, they asked their companies to support the device alongside Research in Motion Ltd.'s BlackBerry. Gradual acceptance of the iPhone paved the way for many companies to support the iPad, a tablet computer that was released in April.
Earlier this year, Apple said half of Fortune 100 companies currently support or are testing iPads, which are popping up in boardrooms across the country. Even more companies are letting their employees use iPhones, which now can talk with Microsoft Corp.'s business email tools.
Monday's earnings will likely provide evidence that Apple is making headway in the corporate market. Analysts surveyed by Thomson Reuters expect Apple to post a whopping 47% jump in earnings per share to $4.08 on revenue of $18.9 billion, though the company often surprises with stronger-than-forecast results.
Getting Macs into offices is Apple's next challenge. The company's desktop and laptop computers are priced similarly to high-end PCs, but many companies are reluctant to make the switch because Apple doesn't offer cheaper products that cost-conscious businesses are looking for.
Also, the Mac operating system has historically lagged behind the needs of corporate customers, even though the company quickly added business-friendly technologies to its mobile devices.
Apple is using its chain of nearly 300 sleek retail stores to appeal to corporate customers, creating sales teams dedicated to small and medium businesses. It's also expanded sales staff and created specialized positions to offer more support for business customers. Since these programs began, some stores have seen revenue more than double, according to an Apple employee familiar with the strategy.
The company has also started using partners to reach the corporate market. Last week, AT&T Inc. said it would begin selling the iPad directly to businesses, along with discounted service plans.
Apple's operating-system update may well be the next prong in the strategy. Apple has already signaled it wants the software that powers its machines to be more popular with companies and rolled in new features, like support for corporate email, calendars and encrypted communication in its previous update.