Sales have more than doubled between 2005 and 2009 domestically and more than tripled internationally. The company has adequate income to fund R&D, but could reduce cost of sales considerably and funnel those funds into future projects and/or advertising. Solutions for their issues may be broken down into four general areas: Reduction of COG through outsourcing, Improving Market Share by boosting iPhone line, and Soft Push Advertising Campaign to Improve Global Image, and Improving Strategic Partnerships: Reduction of COG - When Jobs was still at the helm, Apple said that American workers were no longer "flexible" enough to assemble their products at a cost-effective rate. Switching to a Chinese manufacturing base could save millions; instead of spending money on new domestic factories, use lower wages, government (Chinese) incentives and tax breaks to build iPhone, iPad and other Apple products at 1/3 the cost of domestic production, even after shipping is included.

Improving Market Share -- the Macintosh platform continues to grow internationally, and the way to grow Apple brand demand is through the iPhone. Focusing on the ability to have a phone, pad, and computer device that are all interconnected and can handle any conceivable business situation is paramount. Further, updating the iPhone and continually pushing the envelope with new editions keeps the market price elastic, competitive, and ensures continued sales and new customers. Rumors abound about Apple introducing a new, compatible HD Television platform, which would certainly increase visibility and market share.

Advertising -- Apple has traditional focused on innovation and design as their primary advertising message. However, they must improve their image as a globally responsible and sustainable corporation that thinks globally, not just locally. They need to push their proprietary system as something special that deserves protection, and come out looking like the hero rather than the villain. Finally, Apple needs to push towards its strengths.

Strategic Partnerships - Finally, Apple needs to push towards its strengths. Apple is not, nor has never wanted to become, a manufacturing company. Instead, Apple is an innovator of electronic devices, and they wish to retain that expertise. Partnering with other organizations that are more focused on manufacturing allows Apple to retain its core knowledge, its proprietary technology.

Implementation Plan

Portion of Plan

A toned down Mac for school children, etc.).
Focus on partnerships with companies that could include docking stations and/or compatibility products (e.g. The automotive and automotive aftermarket industry).

Partner with large textbook companies to bundle a Mac and a course load for colleges and universities, paid for through financial aid. (e.g. Software packages come preloaded or downloadable on Mac platform for all majors.)

Partner with television manufacturer to bring the Apple experience through television; Partner with HBO or Showtime to deliver content only available on an Apple (e.g. Apple sponsors a new HBO series).

Sources:

Krimly, N. (2012). Mac vs. PC: Myth-Busting for Consumers. Hongkiat.com. Retrieved from: http://www.hongkiat.com/blog/mac-vs.-pc-myth-busting-consumer-guide/

Marino, L. And Gamble, J. (2010). Apple Computer Case Study.

McCracken, H. (2010, February 27). PC vs. Mac: The Straight Scoop. Retrieved from Technologizer: http://technologizer.com/2010/02/27/pc-or-mac/

Schaefer, S. (2012). Steve Jobs, Michael Jordan and Superstar Mythology. Forbes.com. Retrieved from: http://www.forbes.com/sites/steveschaefer/2012/01/13/steve-jobs-michael-jordan-and-superstar-mythology/