Essay Apple Case

1023 Words Jun 10th, 2013 5 Pages
Qian Li




Apple Inc. (Apple) was established by Steve Jobs and Steve Wozniak in 1976. The company’s mission to make modernizing and promotion of personal computers, portable digital music players, mobile communication and media devices. Apple’s product was designed to cutting edge, designed beautifully, and easy use. The company product desktops and convenient personal computers ,associated devices, hardware and software.

Apple has already developed the core devices that fusion with the personal computer and mobile device. IPHONE and IPAD make customers more flexible in their business activities. The power of these new processors-Intel Core i5 and i7 that run 60 precent faster
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Approximately 40% increase of Mac users over nine months from the release of OS X Lion. This is the proof of Apple’s customer-base.

The next was flexibility to change, most of company took the measures to maintain stability, sensitive to the success. But “What happens when success has dwindled?” the answer is implement an approach that allows the company the ability to adjust to changing times. The approach is ecolving strategy. The emergent strategy is a strategy that allows for flexibility, innovation and operational excellence. Apple's best embodies this strategy's ability to maintain its competitive position by the use of its iTunes - App Store model, a cohesive system that supports a variety of devices, thus increasing the marketing and financial growth. For this reason, Apple continues to adhere to the progressive business structure ready for any and all of the changes in the standard

To assess Apples competitive position in Smart phones, firstly we have to analysis the threats of Apple. The global smart phone market is highly competitive. On Q1 2013, Smartphone shipments grew 47.9% year-over-year in Q1 to 216.3 million units with Android devices accounting for 75.6% of all shipments. Samsung dominated all other vendors once again, growing its volume by 64.3% year-over-year, and giving it a market share above 32%. However, Apple only have annual growth of 6.7%, the lowest since the launch of the original iPhone. So the threats from Android

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