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May 2012 (Revised August 2012)
Case

Apple Inc. in 2012

By: David B. Yoffie and Penelope Rossano

On October 5, 2011, Steve Jobs tragically died of cancer. The recently retired CEO of Apple Inc. was a legend: he had changed Apple from a company near bankruptcy to one of the largest and most profitable companies in the world. Moreover, he had revolutionized several... View Details

Keywords: Competition; Market Positioning; Strategic Planning; Technology; Computer Industry; Strategy Implementation; Consumer Electronics; Telecommunications; Information Infrastructure; Innovation and Invention; Competitive Strategy; Leadership; Product Positioning; Telecommunications Industry; Consumer Products Industry; Electronics Industry

May 2015 (Revised October 2015)
Case

Apple Inc. in 2015

By: David B. Yoffie and Eric Baldwin

At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the... View Details

Keywords: Competition; Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategy; Strategic Positioning; Technology; Information Technology; Strategic Planning; Product Positioning; Leadership; Communication; Competitive Advantage; Product; Innovation and Invention; Computer Industry; Electronics Industry

April 2010 (Revised July 2014)
Case

Apple Inc. in 2010

By: David B. Yoffie and Renee Kim

On April 4, 2010, Apple Inc. launched the iPad, the company's third major innovation released over the last decade under its iconic CEO Steve Jobs. Apple's strategy of shifting its business into non-PC products had thrived so far, driven by the smashing success of the... View Details

Keywords: Technological Innovation; Product Launch; Product Positioning; Competition; Corporate Strategy; Computer Industry; Electronics Industry

May 2018 (Revised December 2019)
Case

Apple Inc. in 2018

By: David B. Yoffie and Eric Baldwin

Many observers worried about what would happen to Apple when Steve Jobs died in 2011. But Apple had performed above everyone's expectations in Cook's six years as CEO. Apple's core business—the iPhone—continued to deliver spectacular results. In addition, Cook was... View Details

Keywords: Strategy; Information Technology; Competitive Strategy; Corporate Strategy; Technological Innovation; Competitive Advantage; Computer Industry; Telecommunications Industry; Technology Industry

November 2023
Case

Apple Inc. in 2023

By: David B. Yoffie and Sarah von Bargen

Under CEO Tim Cook, Apple became the first trillion dollar market cap company, the first two trillion dollar company, and the first three trillion dollar company. Since the COVID pandemic, Apple gained over 20% of the world smartphone market and 50% of the U.S. market,... View Details

Keywords: Competitive Advantage; Product Positioning; Emerging Markets; Competitive Strategy; Technological Innovation; Revenue; Technology Industry

February 1986 (Revised June 1988)
Supplement

Donna Dubinsky and Apple Computer, Inc. (B)

May be used with Donna Dubinsky and Apple Computer, Inc. (A), (C), (D), & (E) and Debi Coleman and Apple Computer, Inc. View Details

April 2020
Case

Apple Inc. in 2020

By: David B. Yoffie and Daniel Fisher

After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new... View Details

Keywords: Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategic Positioning; Strategy; Information Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Product Positioning; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry

February 1986 (Revised June 1988)
Supplement

Donna Dubinsky and Apple Computer, Inc. (C)

Dubinsky and her boss' boss reflect on what was learned through this difficult chapter in Apple's history. May be used with Donna Dubinsky and Apple Computer, Inc. (A), (B), (D) and (E). View Details

Keywords: Business History; Problems and Challenges; Computer Industry; United States

February 1986 (Revised September 2011)
Case

Donna Dubinsky and Apple Computer, Inc. (A)

Describes a major conflict within Apple Computer in 1985 over control of product distribution. The founder and chairman, Steve Jobs, proposed a new distribution process which would transfer many responsibilities away from distribution manager, Donna Dubinsky. Dubinsky... View Details

Keywords: Management Teams; Conflict and Resolution; Computer Industry; United States

June 2015
Teaching Note

Apple Inc. in 2015

By: David B. Yoffie

February 1986 (Revised June 1988)
Supplement

Donna Dubinsky and Apple Computer, Inc. (E)

Presents a description of two management style assessment questionnaires that were completed by Donna Dubinsky: the Influence Style Questionnaire and the Leadership Practices Inventory. Dubinsky's results are summarized and presented in two exhibit graphs. This data... View Details

Keywords: Management Style; Computer Industry; United States

January 2024
Teaching Note

Apple Inc. in 2023

By: David B. Yoffie

Teaching Note for HBS Case No. 724-419. View Details

June 2018 (Revised January 2020)
Teaching Note

Apple Inc. in 2018

By: David B. Yoffie

Teaching Note for HBS No. 718-439. View Details

Keywords: Strategy; Competitive Advantage; Telecommunications Industry; Computer Industry

December 2020
Teaching Note

Apple Inc. in 2020

By: David B. Yoffie

Teaching Note for HBS Case #720-454. View Details

March 1988
Case

Debi Coleman and Apple Computer, Inc.

A companion case to Donna Dubinsky and Apple Computer (A) and (B). In a conflict with Dubinsky over the introduction of a new just-in-time distribution system, this case provides Coleman's side of the story. Coleman's perception of the issue is quite different and her... View Details

Keywords: Conflict and Resolution; Management Teams; Computer Industry

September 2010 (Revised September 2013)
Case

Accounting for the iPhone at Apple Inc.

By: Francois Brochet, Krishna G. Palepu and Lauren Barley

Apple initially recognized revenue associated with its iPhone product using subscription accounting. However, in 2008, the company started providing non-GAAP supplemental numbers where substantially all of the revenue was recognized upfront. Market participants'... View Details

Keywords: Corporate Disclosure; Revenue Recognition; Standards; Technology Industry; United States

June 2012
Teaching Note

Apple Inc. in 2012 (TN)

By: David B. Yoffie

March 1987 (Revised June 1988)
Supplement

Donna Dubinsky and Apple Computer, Inc. (D)

Accompanies Donna Dubinsky (A), (B), (C), and (E) but offers a unique additional perspective, that of the "antagonist" in this case, Debi Coleman. Coleman, vice president of manufacturing at Apple, offers her observations on the distribution conflict at Apple and her... View Details

Keywords: Distribution; Computer Industry; United States

June 2010
Teaching Note

Apple Inc. in 2010 (TN)

By: David B. Yoffie

Teaching Note for 710467. View Details

Keywords: Innovation and Invention; Business Strategy; Success; Sales; Growth and Development; Competition; Product Launch; Electronics Industry; Computer Industry

January 2022
Supplement

Apple Inc. in 2020 – Select Market Data

By: David B. Yoffie

Supplement to HBS Case No. 720-454, "Apple Inc. in 2020." View Details

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