Abstract

US-based technology giant Apple Inc, since its inception in the late 1960, had established itself as a very successful brand. It had earned a reputation for its innovative products such as the iPhone, the iPod line of portable digital music players, Apple TV, and the iPad. Apple’s success was also attributed to its customer focused operations. Apple had topped the list of top supply chains for three consecutive years from 2008. Experts opined that Apple had achieved this through its focus on reverse logistics and returns management. The case takes a look at the history and evolution of Apple over the years, and elucidates its returns management strategies that led to the success of its supply chain.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the concepts of reverse logistics and returns management and their importance in supply chain management.
• To discuss the process of returns management
• To understand how Apple has been effectively practicing returns management to reduce the costs involved it.
• To explain how returns management helps Apple to provide better customer service.
• To discuss and debate whether returns management adds to Apple’s costs or reduces its total costs.

Keywords

Returns Management Practices, Reverse Logistics, Supply Chain, Supply Chain Management (SCM), Customer Service, Operations, Genius Bar, Store Layout, Innovation, Technology, Cost Reduction, Apple