Apple Case Study

How has Apple Computers, under Steve Jobs' leadership, managed to become a major world company, since 1997 (10 Years)? Steve Jobs is a very smart person and dare to cross boundaries that no other leader in the Apple was willing to cross. Steve Operation's focused on merging Apple's technology with Microsoft by calling out Bill Gates to combine forces and others Corporations (e. g. automobile, airlines, etc. ) This was a success in the Apples vision.

With Apple approach and their Functional and Global Strategy of Operations, Marketing and R&D, are been able to bring to the market products in kind unique, revolutionizing the market of gadgets and electronics. Apple's competitive advantage is their desired to be the best wanted product in the market, with the latest technology, this is known as Differentiation Strategy. Today having an iPhone is considered having the best advance product in the market, leading the way phones communication should or will be. Apple Incorporated is a manufacturing based consumer electronics and related Software Corporation.

Headquarters in Cupertino, California, Apple develops, sells, and supports a series of personal computers, portable media players, computer software, and computer hardware accessories. Apple is also constantly involved in the creation of new technology concepts, such as the iPhone, Apple TV, and many features of its new, upcoming operating system, Mac OSX "Leopard. "Apple operates an online store for hardware and software purchases as well as the iTunes Store, a comprehensive offering of digital downloadable music, audio books, games, music videos, TV shows, and movies.

Traded on the NASDAQ, LSE, and FWB exchanges with the symbols AAPL, ACP, and APC, respectively; Apple Inc. has become a multinational corporation. Apple currently employs over 20,000 people and operates 180 retail establishments in the United States, Japan, United Kingdom, Canada, and Italy. (Apple, 2007) First incorporated in January 1977 as "Apple Computer, Inc. ", Apple Inc. dropped the "computer" from its name to reflect the wider range of electronics made available to the consumer.

At the Mac world Conference & Expo in January 2007, Steve Jobs, co-founder and CEO, revealed the long anticipated iPhone, a convergence of an Internet-enabled smart phone and video iPod. The iPhone combines a 2. 5G quad band GSM and EDGE cellular phone with features found in hand held devices, running a scaled-down version of Apple's Mac OS X, with various applications such as Safari Web browser, email, and navigationWith the iPhone, Apple Inc. has broken ground into the new market of mobile phone handsets with the likes of other corporations like Motorola, Nokia and Samsung.

The name of Apple's latest innovation, the iPhone Ultimate, is the next version of the original iPhone, released in June of 2007. The original iPhone was more than a mobile phone - it was an integration of three extraordinary, high-tech electronic products rolled into one small, lightweight device. The iPhone Ultimate will combine an advanced mobile phone, a wide-screen iPod with touch controls, a progressive Internet communications device, high quality camera, speech recognition technology, and upgrades in both memory and video resolution. Apple Incorporated is a large corporation with many product lines.

One of their major strengths as a company stems from the popularity of one of their products, the iPod. The iPod has put Apple on the map in the MP3 world and has brought their other products to the forefront with it. The major strength that the iPhone Ultimate brings to the table is that it provides many different functions all in one handheld device. By combining several popular features into their new product while feeding off the success of the iPod and the original iPhone, Apple Incorporated has played on their strengths in this industry. The main weakness that Apple Inc.

must overcome with the introduction of the iPhone Ultimate is the fact that they are brand new in the mobile phone industry. This is Apple's first attempt in providing a mobile phone to their consumers and they have not had an opportunity to establish themselves in this market. In addition, the mobile phone business is a very large industry with many options for the consumer to choose from. Although the iPhone Ultimate provides great new features, there are several models from competitors with similar functionality. The opportunity for Apple Inc. with the introduction of the new iPhone Ultimate is a very

interesting venture. With this new product, Apple has entered a whole new market in which they can sell their products. Although the mobile phone market is extremely large, if Apple can keep finding ways to distinguish their products from their competitors they might be able to take over a significant market share. The opportunity here is strong because Apple can now reach consumers who may not have been interested in their current product lines, but with the addition of the mobile phone capabilities, would consider this device for their mobile phone needs.

Consumers will become interested in the speech recognition technology, as the iPhone Ultimate will offer the safety absent in all other phones currently on the market. Drivers will now be able to use their cell phones without distraction from the operation of their motor vehicles. The iPhone Ultimate will offer upgrades in video, audio, and picture quality far above any of the competition. Since the mobile phone market is so vast, the threat for Apple in this capacity is similar to that of every other company offering a similar device. Because Apple is brand new in this industry, they do not have much experience in this realm.

This is an area, which their competitors will look to exploit immediately. The original iPhone is retailing at nearly $500, and theUltimate slightly higher, which is considered expensive for most consumers. Because of the heavy price tag, Apple's competitors will look to offer much less expensive products to the consumer. While these competitive products will not have nearly as many features as the iPhone Ultimate, many consumers will be swayed by a lower cost. In conclusion, there is not stopping to Apple, their differentiation strategy, their global strategy, their partnership, has definitely revolutionize the communication history.

Their computers, iPods, and iPhone are definitely one of their most wanted by the consumers, for those who are willing to pay for the premium of quality and service. The strategy used by Steve Jobs was the correct one, Apple could not exist in its own world, it need to bend their pride and recognize that others competitors where taking over the market. I applaud Steve for job well done, we as customers, give thanks for technology solutions. References: TUIS, Background information, MGT 499, case 4. Burrows, P. , Hesseldahl, A. , & Crocket, R. (2007). WELCOME TO PLANET APPLE; how the high tech maverick became a global trendsetter.

Business Week. July 09. 2007, Issue 4042, page 88Burrows, P. , Crocket, R. , Edwards, C. , Wildstrom, S. H. (2007). TURNING CELL PHONES ON THEIR EAR. Business Week. New York; January 22, 2007; Issue 4018; pg. 40Hamel, Gary (1996) Strategy as Revolution. Harvard Business Review, 74 (4) 69Porter, M. E. (1996) What is Strategy? Harvard Business Review 74 (6) 6Greene, J. (2004). Whistling a Different iTune. Business Week. New York: Nov 8, 2004. Issue 3907; pg. 148Dr. Robert Comeford and Dr. Dennis Callaghan. Jeanne M Liedtka (1998). Linking strategic thinking with strategic planning. Strategy & Leadership; Sep/Oct 1998;