Apple Watch: A Disruptive Innovation or a Chink in Apple's Armor?
Case Code: BSTR518
Case Length: 19 Pages
Pub Date: 2017
Teaching Note: Available
Organization: Apple Inc.
Industry: Wearable Devices
Countries: US, Global
Themes: Strategic Management, Strategic Marketing
Abstract Case Intro 1 Case Intro 2 Excerpts
Apple was founded by Steve Jobs, Stephen Gary Wozniak (Wozniak), and Ronald Gerald Wayne (Wayne) on April 1, 1976. Initially, Apple was a computer company that competed with much larger companies such as International Business Machines Corporation (IBM). Jobs’s second coming to Apple saw the company entering new categories with products that turned out to be quite disruptive.
In August 1998, Apple unveiled the iMAC, a sleek and colorful computer that personified Apple’s skill in design and functionality. Priced at US$ 1,299, the product was a big success and sold over 278,000 units in the first six weeks. Before this – on November 10, 1997 – Apple launched a website (www.apple.com/store) to sell directly to customers online...
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