Apple Case Summary

Apple in 2010 is riding high on the success of the iPhone and the iPad. The company is facing decline in some products, while others are at the front end of their life cycle. There is competition in smartphones emerging from Google's Android platform, and this platform could eventually be applied to tablets. There is some concern that the iPad tablet does not have enough features to sustain long-term growth, although Apple should be able to develop those features over time. The company has, however, enjoyed both technological leadership and exceptional performance. This performance has come as Apple has developed a suite of products that attract consumers to buy not just one product but several. Its place in the personal computer industry, however, remains as a niche player, despite the market dominance of some of its other products.

Case Analysis

Apple's overall strategy is to compete as a differentiated player. The company seeks to create technologically...

Its products are compatible with each other, but not externally compatible with other consumer electronics. Apple's differentiation in quality and design will boost its brand power and allow the company to command high mark-ups on its goods. Building brand loyalty and using exceptional marketing have helped Apple to its current position. This strategy is not evolving, however, because it has been so successful. Apple is dominant in personal media players, and seeks to use this dominance to drive business to the company's other products. In smartphones, Apple is currently working to win market share from RIM, but must contend with the threats of Google and Microsoft. Therefore, Apple needs to remain technologically innovation. The company in tablets has first mover advantage, but it must find ways for this product to evolve. In personal computers, Apple remains a niche, differentiated player, and despite some success in growing this business the company's refusal to court…