Apple Inc. - Case File Analysis
Transcript of Apple Inc. - Case File Analysis
“Innovation distinguishes between a leader and a follower”
Steve Jobs
The power struggle between Jobs and Sculley and Jobs’ resignation
Founding. Macintosh. Decline
Brief History
Acquisitions. Resurgence. Mobile DevicesJobs is back at Apple
STEVE JOBSAmerican businessman, inventor, and industrial designer. (February 24, 1955 – October 5, 2011)
Co-founder and ex-Chairman and CEO, Apple Inc.
New Market Offerings Timeline.New-Product Options | Challenges | Organizational Arrangement | Managing and Development Process
New-Product Options
iMac (1998)
iPod (2001)
iPhone (2007)
iPad (2010)
I think the only reason you visit an Apple store is because you wonder what life is like on another planet.
Lewis Black
Make / Buy
AirPods“Simplicity and technology, together like never
before. The result is completely magical.”
The Revolutionary iPhone
The iPhone 7 Plus, although critically acclaimed, continued the trend of ‘innovation imperative’
Apple’s next largest product launch afterthe iPod was the iPhone, its 2007 entry tothe cell phone industry.
t implemented new features like touch-screen pad, virtual keyboard, and internetand email capabilities
I
Challenges in Development
CONCEPT DEVELOPMENT BUG FIXING OPTIMIZATION MARKET RESEARCH MONITORING
Organizational Arrangements
CROWDSOURCING and CROSS-FUNCTIONAL TEAMS
through
Budgeting StagesIdea Screening
Concept TestingProduct Development
Test MarketingNational Launch
Managing the Development Process
Interacting. Studying Competitors. Adopting Creativity.
MacBook Pro
Marketing StrategyWhy Apple is Apple
Apple Inc. - advertising over the years
Think Different (1991-2000)
Get A Mac(2001-present)
Switch (2001-present)
MUSICNever Stop Playing
I don't stream or buy CDs... pretty much everything I buy, I do it on iTunes.
Mark Hoppus
Acquisition of Beats ElectronicsA whopping deal of US $3,000,000,000
Pricing Strategy
“We never had an objective to sell a low-cost phone. Ourprimary objective is to sell a great phone and provide agreat experience”
The hardware and user interface aredesigned to provide a lot of value for theprice, which keeps profits high.
Connecting with Customers
The sequence of the Buying process:Problem Recognition. Information Search. Alternatives Evaluation. Purchase Decision. Postpurchase Behavior
Creating and Delivering Value
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
Fierce Market Competition
Indian Smartphone Market
Dwindling Innovative FeaturesApple appears stymied by not wanting to take big risks — andwhile it’s failing to do so, it’s being outshone in certain areas bycompetitors like Amazon and Microsoft, who are creatinghardware like the innovative Amazon Echo and the jaw-droppingly gorgeous Surface Studio which, though not perfect,are far more exciting than many things Apple is working on.
SummaryAny story about disappointments on Apple’s part must acknowledge that this is a company thatmanaged one of the biggest turnarounds in history after critics wrote it off. Apple remains tight-lipped about upcoming products, so there’s every chance that the new future could address some(or even all) of these concerns.