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Apple Computer: Evolution of Product Line

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTA066 Electronic Format: Rs. 300;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


Case Length : 13 Pages
Period : 1976 - 2003
Organization : Apple Computer
Pub Date : 2003
Teaching Note : Not Available
Countries : Global
Industry : Computer, PC


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.


Vertical integration strategy of Apple

Premium pricing strategies

The future of Apple with regard to digital technologies


  Page No.
Introduction 1
Background Note 1
Product Line Evolution 3
Betting on digital technology 5
Exhibits -


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

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