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Apple Inc. in 2020

By: David B. Yoffie, Daniel Fisher

After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of…

  • Length: 31 page(s)
  • Publication Date: Apr 6, 2020
  • Discipline: Strategy
  • Product #: 720454-PDF-ENG

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After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new hardware-Apple Watch and Airpods-as well as services were growing rapidly. This case explores Apple's history and Cook's strategic options for driving new hardware and services into Apple's mainstream in the next decade.

Learning Objectives

This case can be used for several purposes, including industry analysis, introduction of complementary assets, sustaining competitive advantage and expanding corporate scope.

Apr 6, 2020

Discipline:

Harvard Business School

720454-PDF-ENG

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hbs apple case study

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Harvard Business Case Study: Apple Inc.

Profile image of Dennis  Stovall

This business analysis focuses on the commercial enterprising activities of a world leading consumer electronics company, i.e. Apple Inc. and how, through its technologically advanced creativity and electronics expertise, it succeeded in introduced the world to a radically new era of multimedia innovation. Apple Inc. opened up an entirely new method in which microchip technology was to be developed and used for industrial, institutional and commercial use. It is due in large part through the amazing talent of Steve Jobs that this esoteric technology managed to achieve stellar proportions with regards to the open market.

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Apple Inc. in 2015 Harvard Case Solution & Analysis

Home >> Finance Case Studies Analysis >> Apple Inc. in 2015

hbs apple case study

Question 01: What is the company’s major problem (e.g., what decisions must be made? what choices must be faced?)?

The major problem that has been faced by Apple Inc. as per the case “Apple Inc. in 2015” is that in spite of the fact that the company achieved record sales for the year ending 2014, the market capitalization topped to be $700 billion. The major challenges or the problems that are faced in the year 2015 are that the sales for iPod have been declining quite considerably.

The sales of iPad have also been in decline, where the market for the sales of Macintosh has been quite small.Therefore, the company has been solely dependent upon the iPhone as the major source of generating revenues for the firm. The over dependency on iPhone has been an alarming situation as the market for smartphones has been highly competitive with the advent of high technology, and android based smart phones.

The case depicts whether, Cook, the CEO would be able to dominate the Smartphone market. Along with this, can he actually revitalize the iPad business and become a market leader in the Apple Pay and also replicate the success of other devices such as the Apple Watch, which has been the first innovation by Apple Inc. since 2010.

Question 02: What is the company’s current overall objective(s)?

The major objective of Apple Inc. since the takeover by Cook, the CEO, who has replaced Steve Jobs three years back has been still the same. The company has the overall objective of sustaining the market by staying ahead of the competition through innovation. Since the start Apple has been a firm, which believes in innovation. The management has been bringing in new products, improved features; technology to sustain and compete in the market.The major strategy of the firm has been to achieve the first mover advantage rather than being the followers.

The belief of Steve Jobs is to create a product that the customer thinks of, rather than developing a product, which already exists. This has been the major objective of the company since the beginning. Cook has been an inspiration himself, as he has actually lived up to the expectations of the brand loyal customers where he launched iPhone 6, which has been the most successful iPhone until now.

Question 03: What are the current strategies to help the organization achieve its current objective(s)?

The current strategies of Apple Inc. are directed towards achieving the success through innovation. The company has been planning to launch new products and technology, which can remove the current dependency of Apple Inc. upon the sales of iPhone in the future. In order to sustain and to successfully run the company, Cook has been planned to launch a new product Apple Watch and Apple Pay.

The two concepts are the latest innovation, where the management plans to become successful and innovation accordingly. Basically the current strategy of Apple Inc. is to compete in the market by following the differentiation strategy. As the case states, Cook has been planning to launch Apple cars and Apple internet in the future.  

Question 04: What would you see as the greatest advantages? Biggest strategic concerns?

            The major advantage for Apple Inc. has to be the leadership of the company that has been dedicated and committed to invent and innovate new technologies. This has been the major success factor and the greatest advantage of Apple Inc. where it has been able to satisfy the needs of the customers through constant innovation and breakthrough technologies.

            However, the biggest strategic concern for the company is that in spite of being one of the most innovative firms; it has been unable to launch anything substantial since 2010. The last major innovation for Apple Inc. was iPad. Since then all the products that have been initiated by the company have not been able to live up to the expectations of the customers. Moreover, the over dependency on iPhone has also been a strategic concern for the management as it depends heavily on the sales of iPhone.

Question 05: Conduct a SWOT/ Porter’s 5 Forces Analysis (internal and industry analyses) Note: Opportunities and Threats are for all companies in the industry not just Apple.

Strategic Management

SWOT analysis

The SWOT analysis for Apple has been conducted to analyze internal & external factors and threats associated with the company..........................

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How Machine Learning Will Transform Supply Chain Management

  • Narendra Agrawal,
  • Morris A. Cohen,
  • Rohan Deshpande,
  • Vinayak Deshpande

hbs apple case study

Businesses need better planning to make their supply chains more agile and resilient. After explaining the shortcomings of traditional planning systems, the authors describe their new approach, optimal machine learning (OML), which has proved effective in a range of industries. A central feature is its decision-support engine that can process a vast amount of historical and current supply-and-demand data, take into account a company’s priorities, and rapidly produce recommendations for ideal production quantities, shipping arrangements, and so on. The authors explain the underpinnings of OML and provide concrete examples of how two large companies implemented it and improved their supply chains’ performance.

It does a better job of using data and forecasts to make decisions.

Idea in Brief

The problem.

Flawed planning methods make it extremely difficult for companies to protect themselves against supply chain disruptions.

A new approach, called optimal machine learning (OML), can enable better decisions, without the mystery surrounding the planning recommendations produced by current machine-learning models.

The Elements

OML relies on a decision-support engine that connects input data directly to supply chain decisions and takes into account a firm’s performance priorities. Other features are a “digital twin” representation of the entire supply chain and a data storage system that integrates information throughout the supply chain and allows for quick data access and updating.

The Covid-19 pandemic, the Russia-Ukraine conflict, trade wars, and other events in recent years have disrupted supply chains and highlighted the critical need for businesses to improve planning in order to be more agile and resilient. Yet companies struggle with this challenge. One major cause is flawed forecasting, which results in delivery delays, inventory levels that are woefully out of sync with demand, and disappointing financial performance. Those consequences are hardly surprising. After all, how can inventory and production decisions be made effectively when demand forecasts are widely off?

  • Narendra Agrawal is the Benjamin and Mae Swig Professor of Information Systems and Analytics at Santa Clara University’s Leavey School of Business.
  • Morris A. Cohen is the Panasonic Professor Emeritus of Manufacturing & Logistics at the University of Pennsylvania’s Wharton School. He is also the founder of AD3 Analytics, a start-up that developed the OML methodology for supply chain management.
  • Rohan Deshpande is a machine learning scientist at Cerebras Systems and a former chief technology officer at AD3 Analytics.
  • Vinayak Deshpande is the Mann Family Distinguished Professor of Operations at the University of North Carolina’s Kenan-Flagler Business School.

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Do you feel like you should be a better Christian by now? Is it hard for you to admit when you're wrong? Do you wish you would sin less? In today's episode, Jensen provides a case for coming clean about your sin. Find encouragement in Psalm 38. Read the Bible with us in 2024! This year, we’re tackling a group of Old Testament books traditionally known as “The Writings”— Psalms, Chronicles, Proverbs, Daniel, Ruth and more! Download your reading plan now. Your support makes TMBT possible. Ten Minute Bible Talks is a crowd-funded project. Join the TMBTeam to reach more people with the Bible. Give now. Like this content? Make sure to leave us a rating and share it so that others can find it, too. Use #asktmbt to connect with us, ask questions, and suggest topics. We'd love to hear from you! To learn more, visit our website and follow us on Instagram, Facebook, and Twitter@TenMinuteBibleTalks. Don't forget to subscribe to the TMBT Newsletter here. Passages: Psalm 38

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COMMENTS

  1. Apple Inc. in 2020

    Case HBS Case Collection Apple Inc. in 2020 By: David B. Yoffie and Daniel Fisher Format: Print | Language: English | Pages: 31 Email Print Share Abstract After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing.

  2. Apple Inc. in 2023

    HBS Case Collection Apple Inc. in 2023 By: David B. Yoffie and Sarah von Bargen Format: Print | Language: English | Pages: 26 Email Print Abstract Under CEO Tim Cook, Apple became the first trillion dollar market cap company, the first two trillion dollar company, and the first three trillion dollar company.

  3. Apple Inc. in 2018

    Apple Inc. in 2018 - Case - Faculty & Research - Harvard Business School Harvard Business School → Faculty & Research Publications May 2018 (Revised December 2019) Case HBS Case Collection Apple Inc. in 2018 By: David B. Yoffie and Eric Baldwin Format: Print | Language: English | Pages: 30 Email Print Share Abstract

  4. Apple Inc. in 2020

    After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new hardware-Apple Watch and Airpods-as well as services were growing rapidly. This case explores Apple's history and Cook's strategic ...

  5. Apple Inc. in 2020

    HBS Case Collection Apple Inc. in 2020 By: David B. Yoffie Format: Print | Language: English | Pages: 11 Email Print Share Abstract Teaching Note for HBS Case #720-454. Citation Yoffie, David B. "Apple Inc. in 2020." Harvard Business School Teaching Note 721-427, December 2020. Purchase

  6. How Apple Is Organized for Innovation

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    Overview Included Materials Related At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the challenges facing the company in 2015.

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  14. Apple vs. Feds: Is iPhone Privacy a Basic Human Right?

    A case study by Nien-hê Hsieh and Henry McGee examines how Apple CEO Tim Cook turned calls for data access into a rallying cry for privacy, and the complexities that followed. Leaders today must be ready to take a stand on thorny social and political issues.

  15. Harvard Business Case Study: Apple Inc.

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    The cost to produce hydrogen could approach the $1-per-kilogram target set by US regulators by 2030, helping this cleaner energy source compete with fossil fuels, says research by Gunther Glenk and colleagues. But planned global investments in hydrogen production would need to come to fruition to reach full potential.

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  19. Apple in 2010

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  22. Apple Inc. in 2015 Case Solution And Analysis, HBR Case Study Solution

    Question 01: What is the company's major problem (e.g., what decisions must be made? what choices must be faced?)? The major problem that has been faced by Apple Inc. as per the case "Apple Inc. in 2015" is that in spite of the fact that the company achieved record sales for the year ending 2014, the market capitalization topped to be $700 billion.

  23. How Machine Learning Will Transform Supply Chain Management

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  24. Apple Case Study Hbs 730

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  26. The Case for Confession

    Do you feel like you should be a better Christian by now? Is it hard for you to admit when you're wrong? Do you wish you would sin less? In today's episode, Jensen provides a case for coming clean about your sin. Find encouragement in Psalm 38. Read the Bible with us in 2024! This year, we're tackli…