Publications

March 2023 (Revised June 2023)
Case

Metaverse Wars

By: Andy Wu, David B. Yoffie and Matt Higgins

In 2023, the term metaverse — a combination of “meta” and “universe” — had become a catch-all for a diverse set of expectations about online virtual worlds and the future of the internet. To some, the metaverse conjured images of a massive participatory videogame... View Details

Keywords: Metaverse; Technology; Virtual Reality; Facebook; Social Media; Technological Innovation; Internet and the Web; Technology Adoption

February 2021
Case

Apple: Privacy vs. Safety (A)

By: Henry McGee, Nien-hê Hsieh, Sarah McAra and Christian Godwin

In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance... View Details

Winter 2020
Article

The Sky above and the Mud below: Two Books about Steve Jobs

By: Richard S. Tedlow

Steve Jobs was the most charismatic businessperson in the modern era. When he died, on October 5, 2011, Apple was inundated with condolence messages from all over the United States and from around the world. These notes were sent not only to Apple headquarters in... View Details

Keywords: Steve Jobs; Impact

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October 2020 (Revised August 2022)
Case

Epic Games: Nineteen Eighty-Fortnite

By: Andy Wu, Miaomiao Zhang and Christopher Zhang

In the midst of intensifying public and political attention towards the market power of big technology, Epic Games in 2020 challenged the status quo that has existed for years in the Apple iOS and Google Android mobile application marketplaces and payment systems.... View Details

Keywords: Mobile Platforms; Mobile App Industry; Mobile Payment Systems; Antitrust; Games, Gaming, and Gambling; Mobile and Wireless Technology; Lawsuits and Litigation; Entrepreneurship; Competitive Strategy; Digital Platforms; United States

August 2016 (Revised January 2017)
Case

Accounting for the iPhone Upgrade Program (A)

By: Jonas Heese, Krishna G. Palepu, H. David Sherman and Monica Baraldi

On September 9, 2015, Apple Inc. announced the “iPhone Upgrade Program,” a new way to purchase iPhone models 6s and 6s Plus in Apple’s retail stores throughout the U.S. Next to the strategic implications of the Upgrade Program, financial analysts tried to understand... View Details

Keywords: Accounting; Apple Inc.; iPhone 6s; International Accounting; Electronics Industry; California; United States

August 2015 (Revised December 2016)
Case

Apple Pay

By: Sunil Gupta, Shelle Santana and Margaret L. Rodriguez

On September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay. "Our vision is to replace this [wallet] and we are going to start with payments." Cook then invited... View Details

October 2013 (Revised January 2016)
Case

J.C. Penney's 'Fair and Square' Strategy (Abridged)

By: Elie Ofek and Jill Avery

As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details

Keywords: Business Model; Change Management; Marketing Strategy; Price; Consumer Behavior; Decision Making; Management Teams; Brands and Branding; Retail Industry; United States

November 2012 (Revised May 2013)
Case

ASUSTeK and the Google Nexus 7 Tablet

By: Willy C. Shih and Jyun-Cheng Wang

Days after Jerry Shen introduced a new tablet computer at the Consumer Electronics Show, a Google meeting convinced him to go with a lower price point and co-branding as the Nexus 7. While his company would have a premier position at launch, companies like Samsung... View Details

September 2012 (Revised January 2013)
Case

J.C. Penney's 'Fair and Square' Pricing Strategy

By: Elie Ofek and Jill Avery

As a he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details

Keywords: Change Management; Consumer Behavior; Management Teams; Business Model; Marketing Strategy; Price; Brands and Branding; Decision Making; Retail Industry; United States

February 2008 (Revised September 2008)
Case

Apple Inc., 2008

By: David B. Yoffie and Michael Slind

In January 2007, three decades after its incorporation, Apple Computer shed the second word in its name and became Apple Inc. With that move, the company signaled a fundamental shift away from its historic status as a vendor of the Macintosh personal computer (PC)... View Details

Keywords: Business Model; Leadership; Industry Growth; Corporate Strategy; Information Infrastructure; Internet and the Web; Consumer Products Industry; Electronics Industry; Technology Industry