Source: (Apple, Investor Relations, 2011)
There is a tendency on the part of many industry and financial analysis to attribute this exceptional growth to a superior hardware platform alone, with nearly a "halo effect' occurring over the iPhone and newly introduced iPad Series (McNeill, 2011). As an analysis of the company's previous experiences in hardware platforms, ranging from the very successful Apple II to the ill-fated Lisa, the one highly reliance predictor of success or failure is the ability to attract developers to write software to make the most use of these systems (Mitchell, 2010).
Differentiation today and in the future for Apple will be entirely dependent on their ability to continually attract and motivate independent software vendors (ISVs) to fully support the core features of their platforms and also participate in the process of helping define new software-based features (Mitchell, 2010). For Apple, they really have no choice but to concentrate on this strategy going forward. They must find differentiation at the platform and more specifically, operating system level if they are to succeed as they have already attracted competitors imitating their hardware platforms including the Google Android operating system (Proffitt, 2011). Analysis of their standard costs based on their released financial