Publications

25 Jul 2007
Lessons from the Classroom

The Evolution of Apple

In the context of the computer industry at large, professor David Yoffie explores the ups and downs of a company that's always been a bit different in "Apple Computer, 2006." The case poses this question: Given its 2 percent computer market share that year,... View Details

Keywords: by Julia Hanna; Computer; Technology

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

September 1991 (Revised December 1991)
Case

Apple Computer (D): Epilogue

By: Michael Beer and Michael J. Gibbs

Brings students up to date on events at Apple Computer as of August 1991. Outlines resolutions of, or attempts to deal with, problems outlined. Illustrates what Apple had done to address problems, shows progress to date, and alludes to further issues to be addressed.... View Details

Keywords: Strategic Planning; Problems and Challenges; Corporate Strategy; Computer Industry

16 Sep 2014
Research & Ideas

Has Apple Reinvented the Watch?

Watch out. Apple hopes to claim a new frontier on your wrist. The company announced its new Apple Watch on Tuesday, sending journalists and a bevy of other observers, online and off, into a flurry of... View Details

Keywords: Re: Ryan L. Raffaelli; Electronics; Retail; Health

January 1995 (Revised March 1995)
Supplement

Apple Computer 1995 (A)

By: David B. Yoffie and Takia Mahmood

Updates Apple Computer--1992. Summarizes the key strategic actions from 1992 to 1995 regarding PCs, the PowerMac, multimedia, OS licensing, and alliances with IBM. View Details

Keywords: Competitive Strategy; Information Infrastructure; Alliances; Rights; Computer 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

15 Oct 2014
Research & Ideas

Apple Pay’s Technology Adoption Problem

When Apple introduced the iPod, it had a simple but compelling tag line for music fans: "1,000 thousand songs in your pocket." The company sold 300 million of them. On the eve of debuting its digital payment system, View Details

Keywords: by Dina Gerdeman; Technology; Retail

May 1998
Teaching Note

Apple Computer 1996, Apple Computer 1997, and Apple Computer 1998 TN

By: David B. Yoffie

Teaching Note for (9-796-126), (9-797-098), and (9-798-099). View Details

Keywords: Computer Industry

15 Sep 2014
News

What the Apple Watch Says About Apple

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

September 1992 (Revised January 1994)
Case

Reshaping Apple Computer's Destiny 1992

By: David B. Yoffie and Johanna M. Hurstak

Examines John Sculley's approach toward transforming Apple Computer. Focuses on Sculley's management style, his creation of a new management team, and his efforts to create a professional management system inside Apple. View Details

Keywords: Management Style; Transformation; Management Teams; Management Systems; Computer Industry; California

Find at Harvard

January 2009 (Revised June 2024)
Case

Design Thinking and Innovation at Apple

By: Stefan Thomke and Barbara Feinberg

Describes Apple's approach to innovation, management, and design thinking. For several years, Apple has been ranked as the most innovative company in the world, but how it has achieved such success remains mysterious because of the company's obsession with secrecy.... View Details

Keywords: Design; Corporate Entrepreneurship; Innovation and Management; Product Design; Product Development; Research and Development; Creativity; Technology Industry

May 2002 (Revised February 2005)
Teaching Note

Apple Computer 2002 and Apple Computer 2005 (TN)

By: David B. Yoffie

Teaching Note for (9-702-469). View Details

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

01 Apr 2011
News

35 Year Old Apple Company

10 Dec 2012
News

Will Apple Spark a U.S. Manufacturing Renaissance?

06 Oct 2011
News

Steve Jobs's Career, Vision for Apple

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