research publically available material on Apple Inc and its competitors to provide comprehensive answers to the following questions
1. Consider the post 2000 period for Apple. What do you think were the driving forces that led to Apple’s phenomenal success to become the world’s largest company by market capitalisation? How did Apple identify and capitalise on market trends? How did they achieve global success? Which companies lost market share? Which market segments grew as a result of Apple’s strategies?
2. Describe Steve Jobs’ management style. What was it like working for Jobs? How would describe the culture at Apple? How would you rate Apple in terms of social responsibility and managerial ethics? Has Tim Cook adopted a different style?
3. Provide an overview of Apple’s current market position. Why has it declined from its pinnacle of market leadership in the smartphone and tablet segments? Is Apple losing its ‘cool’? Why did Apple fail to adequately defend its market position? Will Android expand its dominance of smart phone operating systems? What about Xiaomi, Huawei and OnePlus, will they effectively compete globally against Apple? Apple had a first mover’s advantage, market leadership in its major segments and a massive cash flow to fund investment. What went wrong?
4. Apple continues to innovate its product line with the Apple Watch and the latest upgrades to iPhone with the 6S and 6S Plus, iPad with the Pro, iTunes Radio and a new Apple TV set-top box. Why did Apple choose these directions? Is Apple playing catch up? If you were the CEO, how would you steer new product development at Apple? The Board and shareholders would certainly like to see Apple regain its reputation as the market innovative, not follower. Is this possible or is Apple’s decline going to continue? Considering the large technology companies, which one would be your first choice for employment? Why?
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