Abstract

From being one of the top PC manufacturers during the 1980s and early 1990s, Apple Computer has been reduced to a niche player. The company now holds less than 3% (based on units shipped) of the $190 billion world PC market behind Dell Computer (15.2%), HP-Compaq (13.8%), IBM (5.9%), Fujitsu Siemens (4.3%) and NEC (3.3%). Since early 2002, CEO Steve Jobs has been visualising a future where Apple products can function as an integrating platform for a range of digital products like cameras, camcorders, music appliances, TV set-boxes, etc. This case chronicles Apple's product development efforts since 1976.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Apple Computer, Computer industry, Personal computers, Corporate strategy at Apple, Competitive advantage at Apple, Product development at Apple, Industry analysis, Technology, Strategic planning, Steve Jobs, Apple Macintosh, IMac, Mac operating system, Mac server, IDVD