Apple, Inc.: Where Is It Going From Here?

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Atul Gupta
Joe Prinzinger


Innovation, Competitive Advantage, Strategic Management, Consumer Electronics


Apple’s central business model has not changed since the company’s emergence in the late 1980s. While being a leader in consumer electronics innovation, Apple has reliably produced proprietary hardware and software, which has provided the company a competitive advantage in gaining a share of any market into which they have ventured. Apple's strategic management decision to include non-PC products in its portfolio has thrived so far, driven by the success of the iPod, iPad, and iPhone. However, iPod sales have slowed. The iPhone is facing increased competition within the smartphone industry. The success or failure of Apple's latest creation, the iPad Mini, remains to be seen. The combination of these events begs the question: Will Apple’s existing and emerging product lines take it to the next level? This paper presents a synopsis of Apple’s current and emerging product lines as a means to predict the future direction of the company.


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