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Apple Inc. in 2020

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apple case study business studies

David B. Yoffie

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  • December 2020
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Apple Inc. in 2020 – Select Market Data

  • Apple Inc. in 2020  By: David B. Yoffie
  • Apple Inc. in 2020 – Select Market Data  By: David B. Yoffie

Apple Case Study

Executive summary, introduction, measuring capability performance, options, recommendations and implementations, list of references.

Since Apple was established in mid 1970s, its popularity has become immense especially in computer technology industry. Its full potential was realised when it shifted its focus from marketing and promotion of computer products to development of innovative industrial design in modern electronics, unique hardwares, operation system and application softwares and services. It provides customers with new products and solutions that are easy to use and seamless integration.

The relevant competitive models chosen for this assessment includes the Michael Porte’s five forces such as entry of competition, threats to substitutes, bargaining power, power of suppliers and rivalry, SWOT and Industrial analysis as well as micro analysis in order to assess Apple Inc. strategic capabilities and suggest future directions for the business. Apple assessment also analyses the results of a study presented to examine how it utilises customer satisfaction data obtained from formal feedback mechanism.

Company background

Apple was founded in 1970s by Steven Jobs who then became the company CEO. Apple first started as a computer company in 1976 and was fast recognised for its intuitive adaptation approach of graphical user interface that saw the adoption of the first mouse and first onscreen windows.

Steven Job innovative approach focused more on specialised products and by 2001, its full inventions came into play with the introduction of iPod, a product that ranked top in the market leader in music players. Eventually, iPhone came into play in 2008, followed by iMac, iPad and iTunes which have also been widely successful. This meant that electronic products combined with eminent good customer support throughout its product base were slowly becoming the company’s primary objectives.

Summary of Macro Analysis

Macro analysis also known as PESTLE is an analysis of the external macro environment in which a business operates. PESTEL analysis includes factors such as political, economic, social, technological, legal and environmental issues. For a detailed analysis, the following table illustrates the macro environment of Apple Inc:

Apple Case Analysis

Apple ranged top in customer satisfaction with phone-based technical support, feedback, face-to-face communication, email communication, and information exchange in the American Consumer Satisfaction index (ASCI) in the second quarter of 2009. These companies were credited for offering the best technical customer satisfaction service within the Personal Computers category with a base score of 77 on a 100 point scale and earned 83 points in the second quarter of 2006.

Business analysts have argued that the companies’ ability to focus on product innovation and customer satisfaction has won the company loyal customers compared to other PC vendors. Quality of customer service is always the determining factor for success of any company and not its products, and the three companies for this case have gained tremendously from such strategy.

Van Amburg, the managing director of the American Customer Satisfaction Index (ACSI) argues that customers from other service providers were very frustrated with company’s customer service despite the quality of its PC hence loss of loyal customers and the services continued to deteriorate as years went by (Moore & Knight 2010; Keizer 2009).

In ensuring quality satisfaction in information collection, Apple launched Consumer Privacy Policy that ensured the collection, use and disclosure of personal information regarding customer issues are kept at optimum security. The company pledges to safeguard personal information collected when visiting the company’s website, purchase of products and services and when a customer calls the sales team or support associates.

Personal information collected here is aimed at helping the company deliver higher customer service and provide convenient access to company’s products and services. Information collected from customer’s reviews also helps the company implement and post the latest product announcement on special offers, software and events (Apple 2010; Levitan 2004; Prasaad 2009).

Summary of Industry Analysis

Porter’s analysis focuses on the threat of new entrants, bargaining power of suppliers and buyers, power of substitutes and rivals on profitability in an industry.

The following table presents Porter’s five forces analysis of the micro environment of Apple Inc.

The industry analysis of our company in the market displays strong competition in the computer technologies and electronics. Apple maintained its competitive edge by progressively innovating product designs and operational execution.

Its product lines were also diversified and supplied its products to retail stores and eliminated third-party retailers. The company also opened up to 247 stores including 19 internal locations averaging to $29.9 million in sales revenues. The company has numbers of loyal, & the customer base reports the permanent growth (Keizer 2009).

Suppliers have helped Apple diversify their products. Apple entered into a multi year agreement requiring its major key components that included dynamic random access memory DRAM, LCD displays, NAND flash memory and microprocessors that included partners such as Hynix Semi-conductor, Intel Corporation, Samsung, Micron Technology and Toshiba Corporation. It also partnered with other corporations internationally to ensure final assembly of its products are concentrated on quality issues (Keizer 2009).

On market research aspect, Apple was reported to collect personal information on various occasions for market research purposes. This information is aimed at gaining better understanding of customers needs, improve products and determine how best to provide useful information (Apple 2010; Hewlett-Packard Development Company 2010).

Apple partnered with other service vendors such as MobileMe and iTunes stores to help in collection of information by requiring customers to customer’s to create an “phone company ID” before purchase of products.

The ID is strategy is designed to help customers have easier access to web services and saves them time since they don’t have to give their personal information when requesting for services. The procedure requires creation of personal profiles by adding the name, phone number, email address or credit card number together with a suitable password that will be used to access the profile.

Once the signing up procedure is completed, the customer is allocated personal ID and a password that the system generates automatically. Therefore next time the customer enters the website to re-purchases products is welcomed by personal greetings by mentioning his name and is able to access up to date information regarding the product purchased which can be used wherever the client goes (Apple 2010).

In order to survive in the competitive environment, company’s have to device a number strategies to beat their competitors like changing the price of the product-which is in fact a temporary solution, improving product features- key to success, creatively using channels of distribution and exploiting relationship with suppliers. When we look at these examples, brand recognition seemed to cut down costs of advertisements.

On this perspective, Apple diversified to digital consumer electronics such as iPod, iPhone, iMac among others widened its product markets. Apple dominated computer markets introducing itself a premier provider of technology solutions for educators, web designers and graphic artists, to digital entrainment company. The software iPod was later integrated into windows version of iTunes making it easier for everyone one to purchase and use (Keizer 2009).

Apple introduction of feedback system and outreach programs enabled customers to report on defective machines and the company to attend to problems before they occur. For example, one of the Company’s products “iMac” was widely reported for to be giving clients problems and the company responded by giving 15% refund bonuses to all faulty 27 inch iMac in the UK and was also reported to extend $300 apologies to all its aggrieved customers in the US.

In resolving the issue, the company responded quickly by offering free repairs to all the affected machines and launched a support page where it described how minor problems could be resolved and the resulting warranty extension for each affected machine. The company also reimbursed customers who used their own money to repair the faulty machines and advised them take their drives to official Apple repair channels (Moore & Knight 2010; O’Reilly & Anderson 1980).

On bargaining power of suppliers’ aspect, Apple’s primary segments included America, Europe, Africa, Japan and Middle East and other retail divisions Italy, Canada and the United Kingdom. It offered its customers wide range of products and invested heavily on R&D year after year. Apple’s products were distributed all over US retail stores where customers could easily access and report of defective devices (Mank & Nystrom 2000, p.504).

Summary of Internal Analysis

Internal Analysis also known as SWOT analysis determines company’s competitors and develops sales & marketing strategies for the company that allow it to achieve its marketing & strategic objectives.

The SWOT Analysis of the Apple Inc. position in the market is necessary for the development of the marketing plan.

Resources Analysis

Amidst the financial crisis, Apple continued to introduce strongest products lines, with most talented employees and best customers with sales revenue totalling to $10 billion in quarterly revenue of 2009 and $25 billion in cash safety bank with zero debt. Demographic & socio-economical factors like population distribution changes & increase/decrease in income levels of social group also affected the company to a considerable extent (Apple reports 2008; Hesseldahl 2009).

Dynamic Capability Analysis

Dynamic analysis refers to the innovative strategies a firm employs to gain competitive advantage over its competitors. In other words, what Apple is doing different that sets it apart from other companies. For instance, the company has progressively applied technological advancement and business diversification over the years.

Apple continues to diversify its product line from PCs inventions, to iPods, iPhones, iTunes and other peripherals. Also, the 2007 smart phone technology that saw the integration of wireless phone, music player, video player as well as internet browsing demonstrated how the company continues to diversify in our markets (Apple reports 2008).

Strategic Capability Analysis

Apple’s strategy to integrate Intel-based iMac desktop and the MacBook Pro portable softwares increased its company’s market share. Also, the introduction of feedback system and outreach programs that enabled customers to report on defective machines seemed to have gained the company a competitive edge over its competitors. The company also introduced support centre strategically designed to attend to software problems before they occur (Apple reports 2008).

Apple’s recent merger with software developers and leading voice-entry technology providers demonstrated its strong command and reputation in information technology. However, Apple should take adequate time in testing its products before rushing to introduce them to the markets like case for MacBook Air that left many customers disappointed (Apple reports 2008).

Gap analysis and assessment of current strategy

Gap analysis is a methodology that helps a company identify gaps and decide upon marketing strategies and tactics. The company has moved beyond personal computer industry to music, videos, movies, and television. Diversification is in it itself a good marketing strategy, but the company should concentrate on development of quality products to cut down on increased numbers of defective products and recalls.

Apples hiring John Sculley from PepsiCo spearheaded marketing and operations of the company while Steven Job focused on technology that lead to the introduction of more creative products like Macintosh in 1984. The new CEO enabled breakthrough in electronic products in terms of elegant design and easy use. The company should employ the same strategy in future to in employing competent workforce that will turn boost company sales revenues.

How does strategy match the macro environment?

For Apple, there is a large gap between product strategy and socio-economic and demographic changes. Keeping in pace with technology helped the company gain competitive advantage over its competitors and the uniqueness of goods and services offered facilitated the further strengthening of market position. However, its inability to adjust to socio-economic and demographic changes might undermine its market position in future.

How does strategy match the industry environment?

Apple engaged in a head to head competition with Dell in the computer markets with company CEO Steve Jobs claiming that market shares weren’t everything. This statement is in itself contradictory since company’s engage in business activities for profits. Dell was able to dominate the markets due to its efficient supply chain management although Apple outperformed it in inventions and other metrics. Apple should look into fixing sufficient price flexibility and adjustment to socio-economic changes.

Since compatible software were introduced in the markets, IBM prices dropped and Apples costs for R&D were higher industry costs since the company spend a considerable amount of its sales revenue on R&D. Scully innovative efforts were not enough to sustain the company’s poor performance. Apple could have taken time to study its markets demands before heavily investing in unprofitable deals. Since Michael Spindler came into play in 1993 introducing PowerMac, Apple moved to price-performance edge.

The new CEO’s strategy was to let other companies manufacture Mac clones, a strategy that saw many clones stealing 20% of the Macintosh unit sales. For this case, Apple should be seeking a CEO that upholds their key capabilities and strengths, whilst being able to improve in other areas that are deficient (Mank & Nystrom 2000, p.501).

Apple’s current strategy of launching more new products to expand the markets should be sustained. However, the company should also try to promote its products through media advertising and offering products at discounted price to increase the satisfaction level of the customers. Apple never seemed to experience intense competition since it had strong market power and had the ability to introduce new products.

Its strategies to beat the markets severely stretched its budgets that amounted to further losses. For example, when Macintosh was first introduced in the markets quickly became people’s favourite with large graphics but had slow performance and could not be integrated with many softwares in the markets. NeXT Computer introduced after Macintosh proved costly and did not yield the company any profits. For this case, Apple should incorporate through market analysis to avoid sipping in market shares.

Apple., 2010, ‘ Apple Customer Privacy Policy ’. Web.

Apple reports fourth quarter results, 2008. Quarterly results. Web.

Hesseldahl, A., 2009. Apple’s impressive quarterly numbers . BusinessWeek. Web.

Hewlett-Packard Development Company, 2010. Overcoming the no. 1 challenge in data center transformation . Web.

Keizer, G., 2009. Apple still can strive, sans Job. Computer World, 56 (2), pp.1-4.

Levitan, B., 2004. Improving customer loyalty through proactive communication. Consumer Interaction Solution . Web.

Mank, D. & Nystrom, H., 2000. The relationship between R&D spending and shareholder returns in the computer industry. Management of Society Proceeding , 20, pp.501-504.

Moore, C. & Knight, D., 2010. Apple Retains Lead in Customer Satisfaction, iMac Screen Problem Resolved, 64 GB for Mac Pro and More . Web.

O’Reilly, C. & Anderson, J., 1980. Trust and the Communication of Performance Appraisal Information: The Effect of Feedback on Performance and Satisfaction. Human Communication Research , 6, pp.290-298.

Prasaad, S., 2009. Establishing successful customer relationships through effective communication: An Indian perspective. Marketing and Management Communication , 64, pp.1-71.

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IvyPanda. (2022, July 31). Apple Case Study. https://ivypanda.com/essays/apples-case-study/

"Apple Case Study." IvyPanda , 31 July 2022, ivypanda.com/essays/apples-case-study/.

IvyPanda . (2022) 'Apple Case Study'. 31 July.

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1. IvyPanda . "Apple Case Study." July 31, 2022. https://ivypanda.com/essays/apples-case-study/.

Bibliography

IvyPanda . "Apple Case Study." July 31, 2022. https://ivypanda.com/essays/apples-case-study/.

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How Apple Is Organized for Innovation

  • Joel M. Podolny
  • Morten T. Hansen

apple case study business studies

When Steve Jobs returned to Apple, in 1997, it had a conventional structure for a company of its size and scope. It was divided into business units, each with its own P&L responsibilities. Believing that conventional management had stifled innovation, Jobs laid off the general managers of all the business units (in a single day), put the entire company under one P&L, and combined the disparate functional departments of the business units into one functional organization. Although such a structure is common for small entrepreneurial firms, Apple—remarkably—retains it today, even though the company is nearly 40 times as large in terms of revenue and far more complex than it was in 1997. In this article the authors discuss the innovation benefits and leadership challenges of Apple’s distinctive and ever-evolving organizational model in the belief that it may be useful for other companies competing in rapidly changing environments.

It’s about experts leading experts.

Idea in Brief

The challenge.

Major companies competing in many industries struggle to stay abreast of rapidly changing technologies.

One Major Cause

They are typically organized into business units, each with its own set of functions. Thus the key decision makers—the unit leaders—lack a deep understanding of all the domains that answer to them.

The Apple Model

The company is organized around functions, and expertise aligns with decision rights. Leaders are cross-functionally collaborative and deeply knowledgeable about details.

Apple is well-known for its innovations in hardware, software, and services. Thanks to them, it grew from some 8,000 employees and $7 billion in revenue in 1997, the year Steve Jobs returned, to 137,000 employees and $260 billion in revenue in 2019. Much less well-known are the organizational design and the associated leadership model that have played a crucial role in the company’s innovation success.

  • Joel M. Podolny is the dean and vice president of Apple University in Cupertino, California. The former dean of the Yale School of Management, Podolny was a professor at Harvard Business School and the Stanford Graduate School of Business.
  • MH Morten T. Hansen is a professor at the University of California, Berkeley, and a faculty member at Apple University, Apple. He is the author of Great at Work and Collaboration and coauthor of Great by Choice . He was named one of the top management thinkers in the world by the Thinkers50 in 2019. MortentHansen

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Harvard Business Case Study: Apple Inc.

Profile image of Dennis  Stovall

This business analysis focuses on the commercial enterprising activities of a world leading consumer electronics company, i.e. Apple Inc. and how, through its technologically advanced creativity and electronics expertise, it succeeded in introduced the world to a radically new era of multimedia innovation. Apple Inc. opened up an entirely new method in which microchip technology was to be developed and used for industrial, institutional and commercial use. It is due in large part through the amazing talent of Steve Jobs that this esoteric technology managed to achieve stellar proportions with regards to the open market.

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Table of Contents

Apple target audience , marketing strategy of apple, 5 key takeaways from apple marketing strategy, a case study on apple marketing strategy.

A Case Study on Apple Marketing Strategy

Breaking through with several inventions in the world of technology, Apple Inc. has been carving infinite milestones ever since its inception. Even though its innovations speak for themselves, this highly-valued giant corporation has invested heavily in its marketing team to soar high up as a tech maestro. Apple Inc. realized the role of brand marketing in the success of a venture from the start as a crucial way to connect with its target audience. This brand's marketing is so vigorously carried out and well-thought that it is often an inspiration and a place of research for marketing professionals. Here we bring you a well-curated case study on Apple's marketing strategy, the key takeaways to learn from this venture, and how to incorporate the same in your business and marketing strategies. 

Become a Certified Marketing Expert in 8 Months

Become a Certified Marketing Expert in 8 Months

To understand its key strategies for marketing Apple products, let's first understand what Apple's target audience is like. Apple's target audience consists of middle-class and upper-class users who can pay higher for products that provide them with an incredible user experience. This means that these users have a higher disposable income and are willing to pay more for as high-priced products as Apple's. 

Let's take a look at Apple's target audience with this comprehensive analysis sourced from Business Research Methodology's report on Apple Segmentation :

Besides this primary classification, Apple also explicitly targets professionals working in specialized software like music, video, photography and all kinds of design careers. These working professionals prefer Adobe’s Final Cut, Photoshop and related editing software which work well with Macbooks and IPads than other operating systems. 

Even better, business professionals prefer Apple products such as iPods and Macbooks for their day-to-day work. Products like iPads and Macbooks are lighter and portable, so they are often selected by students (upper-class), educational institutions and teaching. 

Now coming to the marketing strategy of Apple, it is a combination of well-designed products with the right user experience, promotional campaigns, distribution, and pricing. Let’s take a look at all these features of Apple marketing strategy in detail:

Focus on Finer User Experience

Apple’s branding strategy is based on its stylish, more straightforward and lush products that focus on providing a user interface that is very simple to use and learn. They are lighter, easy to carry as well as durable. This minimal look and user experience makes it a perfect sell to its target audience, which comes from the middle to upper class.

Suave Yet Simple Advertising

Storytelling is such an essential part of every Apple ad as well as a marketing campaign. Often these ads focus on minimal design as well as high-quality images. They are either blended with music or a simple story. Apple consciously ensures that its advertising and marketing don’t use too much jargon or filler language in its ads. Instead, it shines a light on the product to let it speak for itself without showing what the price is like or using complicated words for its features.

Targeting the Right Markets

Apple is excellent at tapping into its target audiences like a genuine tech witch who knows their aspirations, preferences and pain points! Its market research is always on-point and crystal clear in its products, curation, and features. 

Here are the major critical takeaways from Apple Marketing Strategy:

  • Tapping into your target markets and audience is the key to curating and selling user experiences that value the preferences of its people. 
  • With simplicity and finesse in design, the right products with minimal designs and features can create a perfect impact for your brand.
  • Incorporating emotion in your advertising and marketing can also help you connect with your audience better. 
  • Don’t exaggerate the copy and conceptualizing of your advertising and marketing campaigns and prefer the “less is more” approach. Create shorter yet emotional and empathetic ads to captivate your target audience.
  • When you create an international brand value through quality and minimal, sophisticated design, you don’t need to compete in terms of price. Instead, your price will set you apart for your user experience and design features.
Become a millennial Digital Marketer in just 6 months. Enroll now for our PGP in Digital Marketing course in collaboration with Purdue University!

Thus, we hope we have helped you understand what Apple’s marketing strategy is about! Want to read more case studies about top brands and their marketing strategies? Join Simplilearn’s specialized PGP Digital Marketing certification in collaboration with Meta Blueprint and Harvard Publishing. This certification can help you level up your career in digital marketing through case studies, industry projects, masterclasses from industry experts, ad marketing tools from Facebook, Google, and related marketing tools. 

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Success Stories

Select your industry.

Construction

Transportation

Manufacturing

Brick and mortar, and hardware and software.

From the counter to the corporate office, Apple is transforming the world’s leading retailers. Apple’s devices and powerful app platform are easy to use and simple to deploy. They provide a highly mobile workforce with the tools they need to optimize store processes, offer superior service, and differentiate the customer experience. With industry-leading security, a robust enterprise partner ecosystem, and on-device machine learning and augmented reality, the future of retail is being built on the Apple platform.

Apple in action.

Point of sale.

With iPhone, iPad, and Apple Pay, support checkout from anywhere in the store.

Pick & Pack

iPhone can be a multipurpose device able to scan, look up items, and access the systems of record.

Inventory Management

iPhone and iPad use camera-based scanning and AR technology to count parts and products.

Assisted Sales & Clienteling

Access detailed product information, real-time inventory data, and customer preferences with iPhone and iPad to provide exceptional experiences.

The beauty of iPad is that it has unified physical and digital commerce. We are empowering our store associates with technology that fosters human connection.

View the full Laura Canada story

Other retail stories.

A more super market..

View story about H-E-B

Handmade meets iPhone.

View story about Hastens

iPad is the right size.

View story about Bestseller

For wide-ranging retail, iPhone fits.

We’re here to help you find the best, most cost‑effective solution for your business.

Get started with How to Buy

StartupTalky

Apple - The Development Of iEcosystem

Sarika Anand

Sarika Anand

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Apple.

The Apple logo is very identifiable whether you're walking down a crowded street in a major city or travelling through the highways. Whenever you spot a MacBook, an iPad, or an iPhone, you immediately recognize the logo and know who built it. Apple has accomplished more than just technological domination. The corporation has achieved something that many people strive for: international name recognition and a reputation that will outlast everyone alive today.

The company's tagline from 1997 to 2002, "Think Different," may have contributed to Apple's success. While not always hailed as a triumph, it is the result of foresight in the current competitive market. While many of us possess Apple devices, few are familiar with their history. When did Apple get its start, and how popular was it at its inception? When did Apple become well-known? And why did Apple come so close to going bankrupt? However, such achievement does not happen instantly and is difficult to duplicate. So, what is this mysterious Apple sauce? Let's have a look.

Apple - Company Highlights

About Apple, and How it Works? Apple - Industry Apple - Name, Logo, and Tagline Apple - Founders Apple - Startup Story Apple - Apple without Jobs Apple - The Fall Apple - When Did It Become A Big Name? Apple - Vision, and Mission Apple - Business Model Apple - Investments Apple - Acquisitions Apple - Competitors Apple - Future Plans

About Apple, and How it Works?

Apple Inc. is a global technology company headquartered in Cupertino, California, that specialises in portable electronics, software applications, and internet services. Apple is the fourth-largest personal computer vendor by unit sales, the world's second-most valuable company, the largest information technology company by revenue (totalling US$365.8 billion in 2021) and the second-largest mobile phone manufacturer. Along with Amazon, Alphabet, Microsoft, and Meta, it is one of the five American behemoths in information technology businesses.

Apple Inc. produces, builds, and sells computers and associated computing and communication devices, as well as services, software, networking solutions, and peripherals. Apple distributes its goods through its online shops, retail locations, direct sales representatives, resellers, and third-party wholesalers all around the globe.

The iPhone is Apple's series of cell phones that run on Apple's operating system called iOS. The Mac range of computers is centered also on the business's macOS operating system.

The iPad is a range of multi-purpose tablets from Apple that run on the iPad OS operating system. Apple TV, Air Pods, Apple Watch, Home Pod, Beats products, iPod touch, and other Apple-branded and third-party accessories are included under Home, Wearables, and Accessories.

The Company's wireless headphones that interface with Siri are known as Air Pods. The Apple Watch is the firm's smartwatch series. AppleCare, Advertising, Cloud Services, Digital Content, and Payment Services are among its offerings.

Apple - Industry

The worldwide economy has been severely impacted by the COVID-19 pandemic . Many end-user sectors, including electronics manufacturing, have been impacted. According to data from an IPC study conducted in March 2020, 40% of global electronics manufacturers and suppliers polled anticipate that the COVID-19 outbreak will have the greatest impact on consumer electronics. Another 24% of respondents said that industrial electronics would be the worst hit, with 19% predicting that the automotive electronics category would be the most brutal damage.

Electronic computers, such as mainframes, laptops, pcs, workstations, and software services, as well as computer peripheral devices, are manufactured by companies in this business. Apple, Hewlett Packard Enterprise, Dell, IBM, Lenovo (Hong Kong), ASUS (Taiwan), and Canon (Japan) are the companies that belong to this sector or industry. Annual global unit sales for 2021 hit 340 million units, up 15% from the previous year. With large exports, Europe, Africa, and the Middle East, as well as the Asia Pacific, excluding Japan, led to the rise of this industry. During the projected period, which is 2021-2026, the Electronics Manufacturing Services Market is estimated to grow at a CAGR of 9%.

Apple - Name, Logo, and Tagline

Jobs revealed in his biography written down by Walter Isaacson that he was now on one of his fruitarian diets. He was driving back from an apple farm when he came up with the name for the firm that would transform his life. Steve Wozniak's book, "iWoz: Computer Geek to Cult Icon," confirms this. Wozniak, who drove Jobs home from the airport following that trip, claimed that the firm name came to him during the journey. According to Jobs, the "apple orchard" he mentioned was a commune.

According to Jobs' biography, he believed the name "Apple Computer" sounded "energetic, fun, and not intimidating" - all crucial elements for a firm that intended to transform computing and make it far more approachable. And, that's where the logo came from.

Apple Logo

Apple's tagline says, "Think Different."

Apple - Founders

Steve Jobs, Ronald Wayne, and Steve Wozniak founded Apple Computers Company as a business deal on April 1, 1976.

Founders of Apple - Steve Jobs (left) and Steve Wozniak (right)

Steve Jobs was the co-founder and former CEO of Apple and Pixar Animation Studios. Jobs attended Reed College in Portland, Oregon after graduating from Homestead High School in Cupertino, California in 1972. He dropped out after one semester and went on to study philosophy and other cultures.

Steve Jobs had a keen passion for technology, therefore he went to work for Atari Inc, a major video game producer at the time. He became acquainted with Steve Wozniak, a fellow designer, and attended Homebrew Computer Club meetings with him. On August 24, 2011, Jobs resigned as Apple's CEO and became Chairman of the Board of Directors. Jobs passed away on October 5, 2011.

Ronald Wayne

Ronald G. Wayne is mainly remembered as one of the co-founders of the Apple tech firm, with Steve Jobs and Steve Wozniak, the company's primary drivers. It was a brief journey compared to the years he spent inventing and manufacturing slot machines and other professional gaming devices. He's a skilled innovator with over a dozen US patents under his belt, covering a wide spectrum of essential concepts.

Steve Wozniak

For the past three decades, Steve Wozniak has been a Silicon Valley star and philanthropist. His design of Apple's original line of devices, the Apple I and II, impacted the popular Macintosh.

With Wozniak's Apple I personal computer, Wozniak and Steve Jobs launched Apple Computer Inc. in 1976. He unveiled his Apple II personal computer the next year, which had a central processing unit, a keyboard, colour graphics, and a floppy disc drive.

Wozniak was active in several corporate and humanitarian endeavours after leaving Apple in 1985, concentrating mostly on computer capabilities in schools and emphasising hands-on learning and promoting student creativity.

apple case study business studies

Apple - Startup Story

The garage where Apple-I was developed

Steve Jobs, Steve Wozniak, and Ronald Wayne created Apple in 1976 to sell Wozniak's hand-built PC, the Apple 1. The Apple 1 was supplied as a motherboard that had a Central processing unit, RAM, and some rudimentary textual-video chips. It had no built-in keyboard, monitor, casing, or other Human Interface Devices at the time.

The Apple 1 was released in July 1976 and sold for $666.66. Only a few weeks after the firm was created, Wayne chose to quit. He accepted an $800 check, which was worth about $72 billion forty years later. Wayne was the one who hand-drew the initial Apple logo, which was later replaced with Rob Janoff's bitten apple symbol in 1977.

On January 3rd, 1977, Apple Computer Inc. was founded. Mike Markkula, who was interested in the Apple-1, gave the team the necessary funds and commercial acumen. Mike Markkula, the third employee, owned a third of the firm. He nominated Michael Scott as the company's first president and CEO because he believed Steve was too young and not responsible enough to handle the role.

The Apple II, designed by Wozniak, was released in 1977. The Apple II computers were able to stay on top of market leaders Tandy and Commodore PET thanks to VisiCalc (the world's first 'killer-app'), a revolutionary spreadsheet and computing software. Because of its office compatibility, VisiCalc provided customers with another reason to acquire the Apple II. The Apple II was able to change the computer industry by introducing colour graphics. Apple had a genuine office with many workers by 1978, as well as an Apple II production sector.

Revenues for Apple doubled every four months in the following years. Between September 1977 and September 1980, their annual revenues increased from $775,000 to $118 million (an average annual growth rate of 533 per cent).

On December 12, 1980, Apple came out publicly for $22 per share. Apple's $4.6 million shares sold out very instantly, raising more money than just about any other IPO since Ford Motor Company in 1956. Steve Jobs , the largest shareholder, gained $217 million from the IPO. The company's IPO also made 300 additional people millionaires overnight.

Apple - Apple without Jobs

As tensions between Jobs and John Sculley, the company's third CEO, developed, Jobs sought to depose Sculley through a revolt, which collapsed. Apple's board of directors sided with Sculley and relieved Jobs of his work responsibilities. Jobs subsequently left his position and started NeXT, a firm that makes powerful workstations. Around the same time, Steve Wozniak sold most of his stock, and left the company, claiming that the firm was heading in the wrong way.

With Jobs gone, the board members were willing to decide what type of computers Apple might create. They chose to sell more costly Macs to high-end clients. Because Steve Jobs was resistant to raising prices, this strategy could not be implemented until after he had departed. They concluded that even if lesser units are sold, profitability will be comparable or greater. This approach was known as "55 or die," and Jean-Louis Gassée required that the Macintosh II had to make at least 55% profit per unit. Sculley hired Gassée to take the role of Steve Jobs.

Although Apple computers were more costly than other computers on the market, they offered advantages such as the UI that attracted customers. In 1991, Apple released the PowerBook laptop with the System 7 operating system. System 7 was responsible for providing the Macintosh OS colour, and it was utilised until 2001 when OS X was introduced.

Apple attempted to expand into new areas throughout the 1990s. Gassée was also involved in the creation of innovative products like the eMate and the Newton MessagePad, with the hope that they would propel the business to an unprecedented level.

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Apple - The Fall

When IBM clones became inexpensive and Microsoft's influence grew in the latter part of the decade, Apple's "55 or die" strategy failed. Even while Macs had an extensive software library, they were constrained. On the other hand, Windows 3.0 was on sale for low-cost commodity machines.

Apple intended to re-enter the industry, so they released a new range of devices called the Quadra, Centris, and Performa. Because Apple computers were only accessible by mail or authorised dealers at the time, the Performa was designed to be a stocking item for lifestyle merchants and department stores. Back then, there has been no Apple Stores. Customers, on the other hand, were confused by this since they didn't comprehend the differences among the variants.

Apple has tried portable CD audio players, digital cameras, speakers, TV appliances, and other items, but they all failed. Apple's stock price and market share dropped sharply. To compound the error, Sculley spent a significant amount of time and money porting System 7 to the new IBM/ Motorola PowerPC CPU rather than the Intel processor. Apple had no luck regaining market share since most software was designed on Intel CPUs, which were cheaper.

The Apple board had enough with the very disappointing line of devices and the pricey choice to switch to PowerPC. Sculley was then replaced as CEO by Michael Spindler, a German expatriate who had worked with Apple since the 1980s. Gil Amelio succeeded Spindler as CEO in 1996.

Amelio implemented significant reforms, including mass layoffs and cost reductions. His term was also marred by the shares of Apple hitting a 12-year low. In February 1997, Amelio chose to buy Jobs' NeXT Computer for $429 million, bringing Steve Jobs back to Apple.

Apple - When Did It Become A Big Name?

The iPod, another Apple invention, was introduced in 2001. It was advertised as having thousands of music tracks worth of memory on its 5GB hard drive, which was an astonishing accomplishment for an MP3 player at that very time.

In 2003, Apple launched the iTunes Music Store to augment this. This followed the introduction two years before of iTunes, Apple's digital music software solutions. In 2003, Apple introduced a variant for Windows, and over the next several years, it began moving out to the rest of the globe. The iTunes Music Store was a convenient method for US residents to legally purchase music online; in 2006, it changed its name to the iTunes Store to include video services too. In 2005, Apple computers had Intel chips, allowing them to run Windows. All Apple PC hardware, including iMacs and MacBook Pros, will be Intel-based in the future.

In 2007, Apple Computer Inc. changed its name to Apple Inc. to reflect its expanded product line. 270,000 iPhones were ordered during the first 30 hours after its release, earning it the moniker "Apple's destiny changer."

The debut of the iPhone, iPod Touch, and iPad devices were met with overwhelming success. Apple introduced the App Store in July 2008 to offer third-party iPhone and iPod-Touch software. The App Store sold 60 million apps in a month and generated an average daily income of $1 million. Because of the iPhone's success, Apple became the world's third-largest mobile device provider.

In October 2010, Apple stock achieved an all-time high of $300. On August 24, 2011, Steve Jobs stepped down from his role as CEO owing to health concerns and was succeeded by Tim Cook . Jobs died on October 5, 2011, bringing an end to a great period for Apple and a major shift in the company's history.

Apple, on the other hand, continues to dominate the market with ground-breaking technical marvels.

apple case study business studies

Apple - Vision, and Mission

Apple's mission is “ to bring the best user experience to its customers through its innovative hardware, software, and services .”

Apple - Business Model

Apple's business model is divided into two parts: products and services. In 2021, Apple earned more than $365 billion in revenue, with $191.9 billion coming from iPhone sales, and $38.3 billion from accessories and wearables (AirPods, Apple TV, Apple Watch, Beats products, Home Pod, iPod touch, and accessories),  $35.2 billion from Mac sales, $31.86 billion from iPad sales, and $68.4 billion from services.

  • Products - iPhone, Mac, iPad, as well as wearables, home, and accessory devices, are among the product lines (Air Pods, Apple-Watch and more)
  • Services -  AppleCare+, Digital Content Stores and Streaming Services, and the AppleCare Protection Plan, Apple's Cloud Services, Licensing, and other services like Apple ArcadeTM, Apple News+, Apple CardTM, and Apple Pay, a cashless payment service, are all part of the services business.

Apple - Investments

Apple - acquisitions, apple - competitors.

Microsoft, Samsung, Lenovo, Dell, Sony, HP, Xiaomi, Asus, Huawei, and Oppo are the top competitors of Apple.

Apple - Future Plans

Every year in June, Apple has its global Annual Developers Conference, and in 2022, the keynote will be held on June 6. Apple will use the event to debut its next-generation software, which will be available in the autumn.

Apple is said to be developing a folding iPhone with a screen size of 7.5 to 8 inches and a release date of 2023 at the utmost. Apple is reported to be working on interactive virtual goggles with an inbuilt processor, dedicated high-end displays, and a Reality Operating System. The gadget will combine hand gestures, touch panels, and voice activation for interaction, and it is projected to cost around $3,000. In 2023, the AR/VR headset is projected to be released.

Apple is working on upgraded 14-inch and 16-inch MacBook Pro models with M2 Pro and M2 Max processors. The M2 Max processor will include a 12-core CPU and a 38-core GPU, and the new computers will be available in 2023.

The storyline of Apple's electric vehicle research has undergone numerous plot twists, but reliable Apple analyst Ming-Chi Kuo claims that the company is still targeting a completely autonomous automobile, instead of just a technology offering, with a launch date between 2023 and 2025.

Apple - FAQs

What does apple do.

Apple Inc. is a global software company headquartered in Cupertino, California, that specialises in portable electronics, software applications, and internet services

When was Apple founded?

Which companies do apple compete with.

Microsoft, Samsung, Lenovo, Dell, Sony, HP, Xiaomi, Asus, Huawei, and Oppo are some of the companies Apple competes with.

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Apple case study: How Steve Jobs built Apple around simplicity

Graham Robertson, Founder of Beloved Brands

Graham Robertson, Founder of Beloved Brands

Brand Toolkit

Our Apple case study starts with 𝘁𝗵𝗲 𝗱𝗮𝘆 𝗦𝘁𝗲𝘃𝗲 𝗝𝗼𝗯𝘀 𝗿𝗲𝘁𝘂𝗿𝗻𝗲𝗱 𝘁𝗼 𝗔𝗽𝗽𝗹𝗲. This is the starting point that 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗲𝗱 𝗔𝗽𝗽𝗹𝗲 𝗶𝗻𝘁𝗼 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗼𝗱𝗮𝘆’𝘀 𝗺𝗼𝘀𝘁 𝗮𝗱𝗺𝗶𝗿𝗲𝗱 𝗯𝗿𝗮𝗻𝗱 s . Steve Jobs recognized that consumers were frustrated by how all the other technology brands designed their products in a lab without any thought for the consumer. Steve Jobs made the most significant contribution to the Apple brand strategy by starting with the consumer experience and then working back to the technology. The Apple brand positioning builds everything around the idea that “Apple makes technology so simple that everyone can be part of the future.” 

Moreover, we witnessed the most incredible decade that any company has ever seen, with Apple launching iTunes, iPod, iMac, the MacBook Pro, MacBook Air, iPhone, and the iPad. 

If you are a marketer looking to improve your knowledge by looking at what Apple has done so well, our Apple case study will teach plenty of lessons for using a brand idea to inspire and steer everyone who works on the brand. At every step of the Apple brand strategy, we will provide a link to click on and learn how the process can work on your brand. 

If you are a fan of Apple, click on this link to view their best store locations: Apple Store locations . Or come see some of their best advertising: Apple Advertising . 

How Steve Jobs built the Apple brand strategy around simplicity

Building the Apple brand

Our Apple case study will show how to develop Apple’s brand positioning statement and plan . Then, I will show how Steve Jobs pushed to stretch their “simplicity” brand idea across their company. Everyone who works behind the scenes knows their role in delivering simplicity.

Simplicity drives all Apple advertising. 

In the 1980s, Apple started with “technology for the rest of us” when they took on IBM. And they continued that attack with “I’m a Mac” ads that took on Microsoft. Simplicity drives Apple’s innovation. Steve Jobs pushed for great advertising. 

The beauty of Apple is how they take complex technology and simplify it so consumers can do more with Apple products. 

The Apple brand strategy even drives their retail stores. Their Genius bar helps answer technology questions. They allow consumers to play with their products. Apple salespeople are trained to avoid “geek speak.” 

The return of Steve Jobs

After Steve Jobs returned in 1997, he shifted the focus to rebuilding around the  brand idea of “Apple makes technology so simple that everyone can be part of the future.” Jobs came in with a consumer-first approach in a market dominated by an obsession with gadgets, bits, and bytes. At the heart of our Apple case study is the use of the brand idea of simplicity and its impact on the brand strategy.

Steve Jobs view on simplicity

Undoubtedly, simplicity is one of the values Steve Jobs held very close to his heart. For example, he built simplicity into everything Apple did and everything it stood for. Even over the last decade, Apple is still following the Steve Jobs playbook.

Apple Brand Positioning

The apple brand positioning builds everything behind the “simplicity” brand idea..

We use our consumer benefit ladder to find differentiation. Importantly, turn your brand’s features into consumer benefits. Stop thinking about what your brand does. And, start thinking about what your consumer gets. That’s when the Apple brand positioning statement comes alive.

Functional consumer benefits.

To help brand leaders kickstart their brand positioning work, I have created 12 functional zones that expand to over 50 potential functional benefits. For instance, as you look through the list, gravitate to the functional benefits you think will fit your consumers’ needs and differentiate your brand by looking for words where your brand does it better than competitors. While you might start with our words, try to layer in your own creative language with the specific category or consumer language.

Emotional consumer benefits.

Below is a list of 40 potential emotional benefits that help build an emotional brand positioning statement that differentiates your brand. Importantly, you want to own one emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind.

Functional Benefit Cheatsheet

To illustrate, click on our Consumer Benefit Cheatsheet to build the  Apple brand positioning . 

Choosing the right benefit clusters for Apple

Using our brand positioning process, the Apple brand positioning narrows in on the brand’s potential benefit clusters of the functional and emotional benefits. 

What Apple does: best features

  • Intuitive and easy to use:  Apple allows everyone to do more and get more from their devices.
  • Stylish designs: Fashion-forward designed so that people want to show them off. 
  • Integrated technology: All   devices, software, and services work harmoniously, enhancing user experience.
  • Fresh innovation: Apple   customers always have access to cutting-edge features and advancements.

What Apple consumers get: functional benefits

  • Simplifies your life:  Hassle free, easier to use, integrated.
  • Sensory Appeal: Touch/feel, subconscious, and style. 
  • Experience:  Responsiveness, rituals, and service.

How Apple consumers feel: emotional benefits

  • Feel free:  Alive, excited, exhilarating.
  • Get noticed: Cool, trendy, popular, and playful. 
  • Optimism:  Successful, inspired, and motivated.

Apple Brand Positioning

To illustrate, click on our Consumer Benefit ladder we use   to build the  Apple brand positioning . 

Apple Brand positioning statement

Once everything is settled, the overall Apple brand positioning statement focuses on simplifying technology to help you feel smarter so you can do more with every device.

Brand Positioning Statement example for Steve Jobs

To illustrate, click on the  Apple Brand Positioning Statement . You can zoom in, download it, or share it. 

Beloved Brands Playbook

Old school brand positioning vs new school

When brand positioning began in the 1970s and 80s, the goal was to stay single-minded and focused and even get down to one word. For example, Volvo was about SAFETY. I still believe in that thinking for marketing communications.  If all Volvo does is “safety,” no one would pay $50,000 to $70,000 USD for their cars. The additional benefits earn extra money for the comfortable leather seats, stylish design, and high-quality radio.

However, as brands have matured, the brand positioning should drive product innovation, the purchase moment, and the ideal consumer experience. One word might not be enough.  Now, we can see brands can own a cluster of benefits. 

Below, we can see the cluster of benefits, both functional and emotional, to create a word cloud for Apple. These words can show up as support communications to the ‘simplicity’ idea. Moreover, these words should appear in product design, in-store layout, people management, and consumer experience. These words should drive every part of the Apple brand strategy. 

Cluster of Consumer Benefits that steer the Apple Brand Strategy

To illustrate, click on our Cluster of Consumer Benefits that   we use   to build the  Apple brand positioning . 

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It's time to elevate your marketing team's performance with our Beloved Brands Marketing Training program.

Our marketing training makes your marketers smarter with brand analytics, strategic thinking, brand positioning, brand plans, and marketing execution. 

Building Apple's brand idea

Everyone seems to call the short-form description of a brand by different names; brand DNA, big idea, brand essence or shout from the mountain. I keep it simple by calling it the brand idea. To win in the marketplace, your brand idea must be interesting, simple, unique, inspiring, motivating, and ownable. 

I created a brand idea blueprint with five ideas that surround it.

On the internal brand soul side, describe the products and services and the cultural inspiration, which is the internal rallying cry to everyone who works on the brand. On the external brand reputation side, define the ideal consumer reputation and the reputation among necessary influencers or partners. The brand role acts as a bridge between the internal and external sides.

brand idea for Apple based on brand positioning steve jobs Apple case study

To illustrate, click on the  Apple   Brand Idea  we use   to build upon the  Apple brand positioning . 

The Apple case study uses the brand idea for Apple is “making technology so simple that everyone can be part of the future.” Most importantly, Steve Jobs insisted they take a consumer-first mentality as they transformed leading technology advancements into “consumer-accessible” technology, helping fuel the perception among the mass audience that Apple is an innovative leader. 

Apple brand idea map

To illustrate, click on the  Apple   Brand Idea Map  we use   to build upon the  Apple brand positioning . 

Beloved Brands Mini MBA

Our apple case study is part of our beloved brands mini mba. take a look..

Below is an example video (30 minutes) from our Beloved Brands Mini MBA. We use the Apple case study to demonstrate the Apple brand positioning tools.  

To view the Beloved Brands Mini MBA video , use the   ▶️  button to play.  

Apple's Brand Key Model

A Brand Key model is a tool from consumer marketing that allows marketers to lay out their brand’s unique selling proposition (USP) elements on one page. This article will go through the Brand Key model explained with nine elements that build the USP. And, with each element, we will show you the work you need to do. 

Below is the Brand Key example for the Apple brand. It brings to life Apple’s unique selling proposition of simplicity. To read more on brand key models, click this link: Using a Brand Key Model to Define your Brand’s USP.

Brand Key Example for Apple bringing their unique selling proposition to life under steve jobs

To illustrate, click on the  Apple   Brand Key  we use   to express the  Apple brand positioning . 

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Use Apple's brand idea as a lens to see the problems not delivering

Apple has done a great job taking that simple brand idea and stretching it across its brand story through advertising and its innovation plan (as they have entered many new technology categories). 

They have also used their brand idea to guide how they manage the purchase moment (to make sure their retail outlets are easy for consumers) and how they create happy experiences. And, when they don’t nail the ideal consumer experience, they go out of their way to help. They also have the genius bar and on-site lessons, which help increase consumers’ knowledge.

The other beauty of having a crystal clear brand idea is that everything that goes against that brand idea almost acts like an obvious virus. Below are four examples of where Apple is missing out on “simplicity,” which puts the brand idea at risk. Above all, these should trigger action plans to build into your brand plan. In pointing out these flaws within our Apple case study, I am yet to see Apple take action. 

I wonder what Steve Jobs would think of these flaws.

Apple flaws

To illustrate, click on the  Apple Case Study diagram to show where they go aga inst the Apple brand positioning.  

Apple brand strategy

How the five elements of smart strategic thinking sets up apple's famous turnaround plan:, 1. set a vision of what you want..

To start our Apple case study, their vision is to make it easy for everyone to be part of technology in the future. The main issue was creating brand fans and then mobilizing them to spread the word to the masses.

2. Invest resources in a strategic program.

Next, Apple invested and aligned everything behind the Apple brand positioning and brand idea: “Apple makes technology so simple; everyone can be part of the future.” They use this brand idea at every touchpoint, including the brand positioning, communication, innovation, purchase moment, and experience.

3. Focus on an identified opportunity.

For decades, Apple consistently focused on empathizing with—and taking advantage of—the consumer’s frustration with technology. In the 1980s, they attacked IBM’s personal computers as too complicated. In 2005, they used “I’m a Mac, and I’m a PC” advertising to attack Microsoft. Each time, it used its “consumer-first” mentality to transform leading-edge technology into accessible consumer technology.

4. Leverage a breakthrough market impact.

Above all, the Apple brand strategy takes a fast-follower stance that takes current technology and makes it simple to use. Every platform, including desktops, laptops, phones, watches, tablets, and music streaming, delivers the brand idea of simplicity. They deploy high-profile launch hype to use vocal advocates to spread the word to their friends.

5. Performance result that pays back.

Most importantly, Apple created a consumer bond with its brand fans to enter new categories. On top of that, it is now the most beloved consumer-driven brand, with premium prices, stronger market share, sales, and profits. The Apple brand strategy used brand love to help drive a remarkable 40x revenue growth over ten years, skyrocketing from $5.7 billion in 2005 to $240 billion in 2015. This rapid growth helps cover the high costs of advertising and R&D, giving them very healthy operating margins, up over 35%. All this strategic effort has increased their market capitalization by over $1 trillion.

Apple Strategic Thinking bringing Steve Jobs strategy to life Apple Brand Strategy

To illustrate, click on the  Apple Brand Strategy diagram . You can zoom in, download it, or share it. 

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Apple brand plan

We are going to build out a Brand Strategy Roadmap that can steer the brand for the next three to five years. And, we’ll show a one-page Annual Brand Plan. We’ll show the rough brand plan work you can do. 

Apple Brand Strategy Roadmap Steve Jobs

To illustrate, click on the  Apple Brand Strategy Roadmap . You can zoom in, download it, or share it. 

The rough brand plan for Apple

With the Apple case study, our strategic thinking model sets up the core elements of the Apple brand strategy:

Apple wants everyone in the world to be part of the future.

Continue aggressive sales growth, geographic expansion into China, and launch a major new consumer-friendly technology each year.

Key issues: 

  • How do we convey Mac’s superior user experience versus the traditional PC? 
  • How do we enter the music industry and increase the availability of online music to support our iPod?

Strategies: 

  • Apple will launch a full communications assault to challenge the PC/Microsoft Windows dominant position by finding flaws in the PC to contrast with Mac computers’ simplicity to steal significant market share by enticing frustrated PC consumers to buy a Mac. 
  • Apple will launch a full assault against the entire music industry with a disruptive innovator stance to show how iTunes provides higher quality digital music on your iPod much cheaper, faster, and smarter than CDs to gain an entry point into the music industry.
  • TV advertising to highlight new features and challenge competitors. 
  • Launch innovation each year, including phones, tablets, online music, watches, and personal computers. 
  • Launch specific products for China. Increase retail space around the world. Build out the e-commerce program.

Apple Strategic Plan Apple Brand Strategy

To illustrate, click on the Apple Brand Plan example that brings the Apple brand positioning to life.

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Apple advertising

Advertising has delivered “simplicity” since the 1970s.

Apple’s advertising has been relatively consistent for over 40 years and incredibly connected with consumers. As Steve Jobs was launching Apple, the early print ads of the 1970s talked about how we designed the computer, so you don’t have to worry about the details. 

How Steve Jobs built Apple around simplicity

Steve Jobs pushed for the “1984” TV ad for the Mackintosh launch that spoke about freedom from machines. Although the message was a little ahead of its time, it fit with simplicity. Above all, the brilliance of the side-by-side “I’m a Mac, and I’m a  PC” TV ads epitomized the brand idea by making the PC seem overly complicated and frustrating while setting up the Mac as the simple alternative. These ads really express the Apple brand positioning statement.

Take a look at some of "I'm a Mac" TV ads. Enjoy!

To illustrate, click the ▶️ button to see the  Apple brand advertising that brings the Apple brand positioning to life . 

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Apple innovation

Building product innovation around simplicity.

Apple has taken many failed technology ideas like online music, tablets, or mp3 players and turned them into consumer-friendly platforms such as iTunes, iPads, and iPods. With each new product, Apple uses launch hype to generate excitement to spark the enthusiasm of the early adopters who spread the word. Also, Apple has successfully taken its cherished brand fans into new categories. 

The combination of Johnny Ives and Steve Jobs created many great Apple products. 

Learn how to make innovation decisions.

Apple product Innovation steve jobs and johnny ives

Video on Apple's product innovation philosophy

To view the Apple brand innovation  philosophy  use the   ▶️  button to play.  

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Apple retail

Purchasing apple products is very simple, including its own retail store experience.

Retail stores are a significant part of the Apple Case Study.

Steve Jobs saw a vision for retail to help Apple use simplicity to manage the purchase moment through its retail stores, ensuring the experience is simple and straightforward. All staff carry a credit card machine and complete the transaction very quickly. No lines or cash registers. 

Simplicity shines through the store layout, with the genius bar for one-on-one tech questions and support and the training area to teach classes. The brand also displays every Apple product to allow consumers to take them for a test drive. It’s all about delivering the consumer experience that Steve Jobs loved so much.

apple retail layout at the purchase moment steve jobs

To illustrate, click on the  Apple Store  Layout.  You can zoom in, download it, or share it. 

Even when Apple products are in other stores, the brand has used its power with that retailer to create a distinct store-within-a-store concept, which replicates a similar look and experience from Apple’s retail locations. Look at a few of those beautiful store locations below, or go to our article by clicking this link: Beautiful Apple stores.

Fifth Avenue Apple store in NYC

Apple Fifth Avenue 1

Tower Theater Apple store in LA

Beautiful Apple Store Location

To illustrate, click on the  Apple Store  examples.  You can zoom in, download it, or share it. 

Apple in Singapore

Apple Singapore

Milan Apple store

Apple store location in Milan Italy

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Apple consumer experience

Obsessing about the consumer experience.

As Steve Jobs famously said, “You have to start with the customer experience and work backward to the technology.” Apple even believes opening your Apple products should be like unwrapping a gift. 

Steve Jobs wanted the consumer to be able to use any Apple product right away rather than spending hours loading software or setting up their machine. Regarding product integration, Apple products work together, and they work the same way, which makes it very simple for consumers when they move from one Apple product to another.

Next time you are in a brainstorming session, try to think like Steve Jobs. 

Apple Consumer Experience based on Steve Jobs

To illustrate, click on the  Apple Consumer Experience .  You can zoom in, download it, or share it. 

Apple brand loyalty

How apple's brand love leads to increased power.

As we continue our Apple case study, let’s look at the power and profit Apple generates through brand love. 

As they achieved an extremely tight bond with loyal followers, they used the tight consumer bond to generate brand power that they quietly wield in the market. Apple’s retail network generates twice the sales per square foot of any retailer worldwide, yet it is a very soft-sell environment. 

I was recently on a double-decker bus tour of New York City, and when the bus went past the 5th Avenue Apple flagship store, half the bus stood up to take a photo. And they have such power over the supplier network with an array of engineers following extremely tight procedures. 

Also, they have power over the media, generating over $2 billion worth of free media each year. Moreover, Apple fans often want to work at Apple, giving up lucrative jobs to be part of the brand.

Smartphone loyalty scores

Below, we can see the loyalty scores of the various smartphones. Apple leads the way with over 90% loyalty, moving from one model to the next. Samsung’s loyalty is below 70%. And LG has fallen to 32%. At LG’s level, you constantly need to source new consumers. That’s an extremely expensive way to manage your brand. 

Apple Case Study, brand love brand loyalty steve jobs

To illustrate, click on the  Apple Case Study diagram .  You can zoom in, download it, or share it. 

Whoever says loyalty does not exist has not talked with Apple consumers. Apple significantly outperforms its competitors and uses that loyalty to drive future sales. 

Apple's prices continue to increase

As Apple’s loyalty holds strong, they can increase their prices with each model. Loyal consumers are less price sensitive. This translates the Apple brand strategy into added profits. Steve Jobs used hype marketing to create a very tight bond with consumers. 

Explaining the Apple brand

We can see how Apple uses power over its consumers to increase prices each year. Their iPhones deliver 40% profit margins, 4x higher than their competitor’s profits. 

The power of the Apple brand

How apple's brand power leads to increased profit.

The Apple brand strategy extrapolates the power they generate into profit , with their incredible financial performance over the last 15 years. And they generate significant price premiums, relatively lower cost of goods, and moderate marketing spend ratios. Most importantly, this keeps their margins healthy for a technology firm. 

Furthermore, Apple has entered many new categories over the past 15 years. Each time, their army of loyal fans has followed, moving into laptops, phones, tablets, and the music business. In each segment, they continue to gain market share to drive volumes. 

Finally, the higher margins and volumes make for a beautiful profit statement. 

Apple profitability

Apple profit

We can use our eight ways that a brand can drive profit to see the impact of the magic of the Apple brand on profits. Apple uses price, cost control, entry into new categories, and driving market share in each category.  

Even though Apple gives the perception of an extremely friendly brand that is on the side of the consumer, they are now a huge mass market corporate brand, with a market capitalization of $500-600 billion, which is 2-3 times the value of companies like Coke, Procter & Gamble, Pfizer, and IBM. 

So, if you invested a mere $10,000 in 2005, you would have $240,000 a decade later. The Apple case study is indeed a glorious look at the vision of Steve Jobs.

How Steve Jobs built Apple around simplicity

To conclude our case study, we can see how Apple uses its brand strategy to drive loyalty, revenue, and profitability each year. Their P&L is a thing of beauty. 

Apple turns their brand love into higher power and profits

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Apple Marketing Mix Case Study

From one juggernaut to another, now we will describe Apple’s marketing mix according to product , price , promotion, and place.

Table of Contents

Apple’s product mix is mostly confined to consumer electronics and online services. As is the case with Amazon, however, Apple is expanding into other industries. 

The current product mix consists of:

  • Wearables, Home, and Accessories – such as Apple TV and Apple Watch.
  • Advertising.
  • Digital Content.
  • Payment Services, and 
  • Cloud Services.

Most of these products form part of the Apple ecosystem that supports the company’s competitive advantage and makes each product more attractive to consumers.

In other words, Apple products sync with each other so consumers can easily copy media and other preferences across multiple devices. 

Apple’s pricing strategy relies on product differentiation. With a proven track record of innovation and stable consumer demand, the company has power over its pricing .

New product launches are invariably hyped, which means Apple can focus on selling its products for a premium price instead of increasing unit volume.

The company also designates a minimum advertised price (MAP) to prevent retailers from selling its products below a certain amount.

This protects profits and, to some extent, increases the brand ’s prestige and the desirability.

Apple also utilizes price skimming.

This involves setting a much higher price for new model releases before gradually lowering it over time as each model is superseded.

Apple’s ability to market and promote its products is almost as legendary as its ability to innovate. Its marketing strategies focus on the power of simplicity in product form and function.

Simplicity can also be seen in the way that Apple structures the ads themselves.

They tend to be “to the point” and do not contain irrelevant information while still making an emotional connection with the target audience.

The company also loves to mention its superior user experience, whether that be its immersive product ecosystem or the professional customer service and visual layout of an Apple store.

In terms of building its brand organically, Apple relies on positive review building and subtle product placement in movies.

The company also markets its new products via traditional channels such as television, billboards, and print media.

But in line with its pricing strategy , Apple products are never promoted on sale or as part of a limited-time offer. 

Apple utilizes multiple avenues to reach customers and make its product more visible on the global stage. These include:

  • Apple stores – these stores embody the Apple brand and are placed in strategic locations with high foot traffic. Stores are designed in such a way that consumers can freely interact with demo products and Apple support staff. There are now approximately  518 stores in 25 countries around the world .
  • Online stores – for those who prefer to order their products online or do not have access to an Apple store nearby.
  • Retailers – countless retail businesses are also authorized to sell Apple products and services. These include many consumer electronics retailers, telecommunications companies, and department stores.
  • Authorized enterprise resellers – these entities provide procurement, deployment, app development, and other services that help enterprises incorporate Apple products within their organizations.

Read Next: Marketing Mix , Apple Business Model

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Home » Management Case Studies » Case Study: The Business Strategy of Apple

Case Study: The Business Strategy of Apple

Apple Inc is a multinational American company that design and sells computer software, consumer gadgets and personal computers. It was co-founded by Steve Jobs , Steve Wozniak and Ronald Wayne. Apple Inc is well-known for being innovative as they kept on producing new innovations from the first Apple computer Macintosh to the more recent iPhone and iPad series.

Today Apple Inc. is very well known in the world because of their advanced technology in products such as iPods, iPhone, Macbooks, Apple TV and other professional software. All the high tech products provide consumers with a better living standard in many different ways. Moreover, Apple Inc’s dominant position in the global market has changed the trend of consumer usage of electronic appliances such as in virtual communication. People will never need to carry multiple devices where each one only offers a handful of functions. Furthermore, Apple also created a substantial value in highly competitive market and industry which help them to achieve competitive advantages in an industry with stiff competition. In addition, it resolves the other external factors that present difficulty challenges to Apple Inc. Therefore, now Apple Inc is known as a strong company and the market leader in industry. Now, let us discuss about the current expansion strategy that used by Apple that make the company has greater success in marketplace.

Business Strategy of Apple Case Study

The first strategy that use by Apple Inc for their current expansion strategy is creating innovative idea that slightly different from the competitors that already exists in market and industry. In order to make the company more innovative, Steve Jobs focused innovation on competitive pressure and value proposition by stressing his management style on customer center innovation and customer experience. As CEO in Apple, Steve Jobs carefully evaluated competitive pressure and opportunity in market place by continuously pursuit customer experience innovation. He also focused their business and IT strategy on customer center experience. It means that Apple will be more focused on looking outwards, market and business drivers rather than at the products or services that already exist. Steve Jobs focused on this strategy because the customers can help the company to understand what customers need and scarcity of the people so that he can use the feedbacks as inspiration to deeply investigate and then to create more innovative, creative and highly advanced technological product or services that can fulfill the needs of the customers. Therefore, Apple products design is always attractive and elegant compared to those existing competitors. Apple products like iPods and iPhones are good examples that show the innovation of Apple Company by creating digital lifestyle .

The second strategy applied by Apple is differentiation . Apple is using Macintosh as operating software whereas other personal computer’s producers are using Windows. The differentiation in operating software gives Apple a competitive advantage in the personal computer industry. Macbook users are satisfied with Macintosh performance because it is very energy saving where the processor will automatically “close” those programs which are not in use when it is in standby mode. On the other hand, Windows does not have such technology. Thus, Windows’ users might have to charge the laptop more often due to the battery consumption is higher than Macintosh.

In terms of design, Apple came out with an ultra-thin Macbook Air which is extremely thin compared to those existing laptops. To those consumers who prefer lighter and thinner laptops will definitely be attracted to the Macbook Air. Apple does not produce laptops in various colors like Dell or Hewlett Packard to increase the choices for consumers. However, to those consumers who are concerned about technology and high performance, Apple is still the preferable choice.

In terms of applications and software, Appstore provides a platform for customers to download software and applications according to categories. It is easy to search for any application or software by using Appstore. iTunes allow consumers to categorize and download songs easily . By using iTunes, consumers can choose their preferable album cover for their songs. They can also “synchronize” and update the songs in their iPhone with a laptop. Besides that, iTunes also allow consumers to transfer photos from iPhones to PCs.

As for pricing, Apple is using skimming pricing strategy where they set high selling price for their products. However, there are still a lot of loyal customers who prefer to spend more money on Apple products. This is due to the self esteem where consumers feel good by carrying Apple products because it somehow shows their status as being up-to-date and their taste is better than others. Some customers think that Apple products are not cheap but also not high-priced products because the value of Apple products bring to them is never disappointing.

Other than that, Apple is using specialization strategy where they customized customer’s laptop according to their requirements. Customers are required to add in features into the laptop which can serve them better. Beside this, Apple also emphasizes customizability on the part of entertainment that offer computer-build for high performance such as gaming. Gaming plays important roles to help Apple to customize in features and specification to make the products more attractiveness and creativity.

In a nutshell, the key to Apple’s success is down to creating a unique product with the ability for it to be customized to suit each individual’s needs.

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Apple Case Study: Supply Chain, Design Thinking, & More

The picture provides introductory information about Apple Inc.

Do you know that Apple earns nearly one hundred thousand dollars per minute? This information may not be surprising because Apple is the world’s most valuable company. However, there are numerous challenges the corporation has faced on its way to success. You can learn many business lessons by doing the Apple case study, and we are here to help!

  • 🍏 Apple Inc Facts
  • 👍 Apple Case Study – Best Ideas
  • 📝 Supply Chain
  • 🍀 Sustainability
  • 👩 Human Resource Management
  • 🎨 Design Thinking and Innovation
  • 💻 Crisis Management
  • 🔝 Apple Case Study – 50 Best Examples

🔗References

🍏 6 fun facts about apple inc.

  • There has been a mystery surrounding the brand’s name. However, the word ‘Apple’ simply came from the founder, Steve Jobs’ favorite fruit.
  • Originally Apple had three co-founders: Steve Jobs, Steve Wozniak, and Ronald Wayne. Ronald Wayne left the company only 12 days after its foundation. One of our free business essays discusses Apple and its leadership style.
  • Apple employs more than 154,000 people, which could be a good-sized town population! Millions more people make money from selling Apple products in local shops.
  • Apple’s first company logo was a drawing of the father of physics, Isaac Newton.
  • The creator of the iPod, Tony Fadel, initially offered the device to Real Networks and Philips, but they turned it down.
  • Apple created the digital color camera. The Apple QuickTake was introduced in 1994 and was one of the first consumer digital cameras.

👍 Best Ideas for an Apple Case Study

Numerous internal and external factors influence Apple company’s financial performance. When doing the Apple case study, choose the sphere that interests you the most and think of what can be improved. Here’s a list of topics that may pique your curiosity:

  • The history of Apple company.
  • Corporate values of Apple.
  • Key Apple’s products and services.
  • Importance of technology and innovation in Apple.
  • Apple’s corporate identity.
  • Apple’s online presence and e-marketing.
  • Apple’s supply chain.
  • Labor practices in Apple.
  • Apple’s executive management.
  • Apple’s strategic management.
  • The role of Apple’s board of directors.
  • Apple’s privacy policy.
  • Marketing strategies in Apple.
  • Apple’s financial figures over the years.
  • Apple’s eco-initiatives.
  • Criticism of Apple.
  • Apple’s customer support.
  • HR strategy in Apple.
  • Apple’s crisis management strategy.
  • Apple’s primary competitors.

The picture describes the process of Apple supply chain.

📝 Apple Supply Chain Case

  • How does Apple organize its supply chain operations? Apple buys components and materials from various suppliers worldwide. Then the company gets them shipped to the assembling plant in China. From there, products go directly to retail stores and consumers who buy online.
  • Main advantages of Apple’s inventory management Apple’s strategy is to keep as little inventory on hand as possible. The company can’t afford to keep too many products in stock because a sudden move from a competitor or an innovation can dramatically decrease the value of products in inventory.
  • Apple’s use of multiple suppliers Apple has an extensive network of suppliers in its supply chain in 31 countries worldwide. It allows the company to successfully mitigate disruptions or delays and process large volumes of pre-orders.
  • What can other businesses learn from Apple’s supply chain strategy? The main advantage of Apple’s supply chain is the multiple suppliers strategy. Businesses should be encouraged to use alternative suppliers to reduce single-supplier risks and improve financial performance.

🍀 Sustainability of Apple

  • Apple lowers the use of carbon materials Since the creation of the iPhone in 2007, the company has sold over 1.5 billion units. To make the iPhone design more energy-efficient, the company developed an innovation. They created “Dave,” a recycling robot that recovers rare materials such as earth magnets from old phones.
  • Apple’s use of renewable energy Moving to renewable energy is a crucial component of Apple’s green policies. Apple’s headquarters in California is 100% powered by solar panels. It contributes to a positive effect on pollution globally and locally.
  • Apple is innovative in its materials Apple works closely with two aluminum suppliers to develop the first carbon-free aluminum process. They have already forged highly low-carbon aluminum used for parts and components in MacBook Pro.
  • Apple reduces the use of conflict materials A common source of “conflict minerals” is the Democratic Republic of Congo, an area with ongoing human rights violations. Apple has ceased relationships with mineral providers that fail to be certified as ethical and conflict-free.

Apple's headquarters in California is 100% powered by solar panels.

👩 Apple’s Human Resource Management

  • Apple’s human resources strategies The HR specialists of Apple always seem to hire diverse, independent, and talented employees. Most of the employees are provided with training once they join the company. Apple encourages workers to build self-reliance and practical skills to ensure they are mentally ready to jump from one big project to another.
  • Apple’s cultural values and employees’ growth Apple is one of the biggest job creators in the US, providing positions for designers, marketers, hardware and software engineers, scientists, etc. Apple offers considerable opportunities to its employees to climb the career ladder and develop free-thinking and creativity.
  • Employees’ rewarding system in Apple Apple runs Apple Fellow Program to recognize employees’ significant contributions to the company. Those employees are rewarded and later on designated as team leaders. The company also provides competitive wages, monthly benefits, and periodical grants that serve as a reward to the best employees.

🎨 Design Thinking and Innovation at Apple

  • Apple adopting design thinking Design thinking is a human-oriented approach to innovation that Apple applies. This principle is used to achieve innovation considering the consumer at all the development stages. Apple adopts design thinking by considering the form and function of its products.
  • Apple’s user-friendly products When it comes to understandability, Apple successfully integrated it into its products. Apple designs products that are easy to use so that new users rarely consult manuals or guides. Apple highlights that they build user-friendly products rather than complex, hard-to-use ones.
  • The simplicity behind Apple’s products One of defining characteristics of Apple’s design is simplicity. The company designs its products to look clean, simple, and straightforward. At the same time, Apple products are instantly recognizable at first glance and have now become status symbols.
  • Apple designs for the future When it comes to design, Apple is a pioneer. The company’s design team start working on a new design two years beforehand. So, when Apple introduces a new, cutting-edge design, competitors will not have a chance to copy it.

The picture provides the statistics about Apple's refurbished devices.

💻 Apple Crisis Management Case Study

  • FBI asked Apple for unlimited access to any iPhone user in 2015 After the tragic San Bernardino terrorist attack in 2015, the US government demanded Apple release a new iOS, which would give them access to users’ private information. Apple refused this demand by writing a public letter. In this letter, the company highlighted that they always put the customer first.
  • Apple’s supply chain crisis in 2021 At the beginning of October, most of China shuts down for the Golden Week holidays. Phone and iPad assembly was halted for several days due to supply chain constraints and restrictions on the use of power. Consequently, Apple was forced to scale back its total production goal for 2021. This crisis illustrates how external factors can influence even tech giants like Apple.
  • Apple’s plan to get through the COVID-19 crisis At the beginning of the pandemic, CEO Tim Cook stressed the company’s plan to keep its eyes on the road and its hands on the wheel. The goal was to keep investing in developing future products and services no matter what. For example, Apple has been working on how an Apple Watch can provide any warning of Covid-infections.

🔝 Apple Case Studies – 50 Best Examples

  • HP Company and Apple: financial statement analysis. This essay analyzes two US companies in the computer hardware and software industry, the Hewlett Packard Company and Apple Inc.
  • Financial research report Apple, Inc. The purpose of this economic research report is to evaluate the financial records of Apple for investment purposes.
  • Income statement: Apple and Samsung. Check out this comparative analysis of the two IT giants in five dimensions: net income, net sales, operating expenses, income tax, and selling and administrative expenses.
  • Apple Inc.: the cost accounting. The paper aims to analyze the cost accounting model of Apple Inc. In simple words, cost accounting calculates a company’s total cost of production.
  • Apple’s success in the customer electronics industry. This essay explores Apple’s strategic management and planning that help the company maintain leadership.
  • The sustainability of Apple’s success. Apple’s market presence stretches beyond American borders. This essay will teach you the peculiarities of Apple’s strategic decision-making.
  • The case deal with Apple’s successes. This study explores Apple’s key competitive advantages, such as product differentiation and efficient distribution channels.
  • Apple, Inc. financial performance analysis. This is a financial performance analysis for Apple, which provides insights for creditors and investors on a company’s financial health.
  • Apple company system strategy analysis. This essay investigates Apple’s most important information systems: office automation, enterprise resource planning, and data warehouse systems.
  • A case study in managerial accounting: Apple Inc. Every organization aims to maximize revenue while minimizing costs. This article explores how Apple uses budgeting tools to estimate the total charges in various business processes.
  • Analysis of Apple’s marketing mix. This paper studies the development and significance of each element of Apple’s marketing mix to determine its relevance to the company’s mission.
  • Cash flow management at Apple Inc. The essay analyzes the financial statements of Apple, including non-cash items, to accurately reflect on an organization’s financial health.
  • The human resource plan of Apple Inc. This writing describes the latest cultural change at Apple Inc. and how such an initiative has transformed its performance and profitability.
  • Management accounting at Apple. Learn more about the use of accounting information by Apple’s managers within an organization to guide them in making concrete decisions.
  • Apple iPhone: demand and supply. This paper aims to analyze the law of supply and demand on the example of the Apple iPhone, a product that has changed the technology market.
  • The process of hiring employees at Apple. This essay analyzes recruitment and selection processes, such as job advertisement and interviewing at Apple, Inc.
  • Apple’s performance & customer satisfaction with iPhones. Curren’s study follows how Apple succeeds in the competitive business environment by maintaining a pool of loyal customers by delivering quality products and services.
  • Apple Inc.: smartphone industry. This report focuses on Apple’s primary segment of sales and marketing, which are the iPhones, a globally recognized product and brand.
  • Apple’s competitive positioning. The purpose of this paper is to critically evaluate the company’s existing competitive positioning and suggest how it can be improved.
  • Performance management at Apple Inc. This passage discusses linkages between employee performance, HR practices, and organizational performance at Apple Inc.
  • Apple Inc.’s strategies throughout its history. This essay is dedicated to Apple’s innovative and effective ways of doing business in different company eras.
  • Apple and Dell companies: inventory management. This study focuses on the methods employed by Apple’s managers to maintain the optimum level of stock for the company.
  • Apple’s customers and their behavior. This essay aims to understand the decision-making process of Apple’s buyers, taking into consideration psychological and economic factors.
  • Apple company: innovation action plan. This sample discusses the innovation opportunities and challenges that are facing the company.
  • The financial ratio of Apple and Samsung. For this report, two competitor firms have been selected to review and analyze their financial performance.
  • Analysis of Apple’s website: fundamental aspects.
  • Strategic management at Apple Inc.
  • Apple’s production management.
  • Apple’s music streaming future service strategies.
  • Ipad by Apple Inc.
  • Contemporary developments in business and management of Apple.
  • Apple stores retail mix analysis.
  • Marketing communication used by Apple.
  • Apple iPod product’s marketing audit & management.
  • Apple and Microsoft companies’ marketing approaches.
  • Apple company managing innovation & entrepreneurship.
  • Branding in Apple incorporation.
  • Apple Inc. managing technology and innovation.
  • Apple Inc.’s development since the 1980s.
  • Apple Inc: why it has success?
  • Apple incorporation’s managerial economics.
  • Apple Inc.’s modeling decision-making.
  • Apple Inc.’s analysis and implications for practice.
  • Apple company in the Chinese market.
  • Apple Inc.’s products and customer dissatisfaction.
  • Apple Inc.’s marketing communication scenarios.
  • Apple company’s corporate communications.
  • Apple company communication system strategies.
  • Apple Inc.’s supply chain and recommendations.
  • Apple Inc.’s new steps toward competitiveness.
  • Operations and Supply Chain
  • The Case for Making Multiple Suppliers Part of Your Supply Chain Strategy
  • Environment – Apple – apple
  • Apple’s Supply Chain: The 9 Major Companies
  • Apple and Amazon further climate commitments as sustainability race heats up

Ford Pinto Case Study & Other Analysis Ideas

Mcdonald’s supply chain issues – a case study on supply and demand analysis.

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  1. Apple case study: How Apple builds everything around simplicity

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  2. (DOC) Harvard Business Case Study: Apple Inc.

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VIDEO

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COMMENTS

  1. Apple case study

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    "Apple Inc. in 2020." Harvard Business School Case 720-454, April 2020. Educators Purchase

  3. Apple Case Study

    Introduction Company background Apple was founded in 1970s by Steven Jobs who then became the company CEO. Apple first started as a computer company in 1976 and was fast recognised for its intuitive adaptation approach of graphical user interface that saw the adoption of the first mouse and first onscreen windows.

  4. How Apple Is Organized for Innovation

    Mikael Jansson/Trunk Archive Summary. When Steve Jobs returned to Apple, in 1997, it had a conventional structure for a company of its size and scope. It was divided into business units, each...

  5. Harvard Business Case Study: Apple Inc.

    This business analysis focuses on the commercial enterprising activities of a world leading consumer electronics company, i.e. Apple Inc. and how, through its technologically advanced creativity and electronics expertise, it succeeded in introduced the world to a radically new era of multimedia innovation.

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  8. Organizational Analysis (A Case Study of Apple Inc.)

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  12. Apple Case Study- 12 Business Studies (Operations) Flashcards

    Anna_Kaminska23 strategic role of operations management - cost leadership, good/service differentiation Apple has reduced its cost by forming partnership with manufacturers such as Foxconn in China. Apple has also attempted cost leadership by lowering costs models such as iPhone 5c and continuing models

  13. Case Study on Apple's Business Strategies

    Case Study on Apple's Business Strategies Apple was founded by Steve Jobs and Stephen Wozniak in 1976; Apple Computers revolutionized the personal computer industry. Apple Computers Inc is considered to be one of the innovators in the computer industry.

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  16. Apple Marketing Mix Case Study

    From one juggernaut to another, now we will describe Apple's marketing mix according to product, price, promotion, and place. Product Apple's product mix is mostly confined to consumer electronics and online services. As is the case with Amazon, however, Apple is expanding into other industries. The current product mix consists of: Most of these products … Apple Marketing Mix Case Study ...

  17. Apple, Inc Case Study for Strategic Management

    Strategic Analysis Case Study for Strategic Management for the Spring Semester of 2021 for the 2020-2021 academic year. apple, inc. sources of differentiation. Skip to document ... In reference to Apple's disruptive technology into the car business, Apple CarPlay's functionality has created another feature that assists in the ...

  18. Case Study: The Business Strategy of Apple

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  23. Detailed full HSC Business Studies CASE Studies

    Business Studies - Case Study Notes - Topic 1: Operations Role of operations management Strategic role of operations management - cost leadership, good/service differentiation Cost leadership: Apple reduces its operations costs by forming a partnership with manufacturers such as Foxconn in China. Costs of production such as labour and materials are significantly lower in China than the ...