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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

September 2016
Teaching Note

Apple Pay

By: Shelle Santana and Sunil Gupta

September 2018 (Revised January 2020)
Case

Apple Pay and Mobile Payments in Australia (A)

By: Feng Zhu, Susan Athey and David Lane

In summer 2016, four of Australia’s top five banks petitioned regulators for permission to bargain collectively with Apple over the terms under which they would support its digital wallet, Apple Pay. They argued that doing so would force concessions from Apple that... View Details

Keywords: Payment Methods; Mobile Payment; Apple; Banks and Banking; Cooperation; Problems and Challenges; Policy; Digital Platforms; Banking Industry; Australia

04 Jun 2014
News

The Industries Apple Could Disrupt Next

Keywords: disruptive innovation; Apple

April 1992 (Revised August 1994)
Case

Apple Computer--1992

By: David B. Yoffie

In 1992, Apple received the only profitable standard other than IBM/Microsoft/Intel in the PC industry. The case examines Apple's dilemma of how to retain its profitability as the structure of the industry deteriorates. Apple's CEO poses the critical question: Can... View Details

Keywords: Competitive Strategy; Industry Structures; Computer Industry

June 2015 (Revised August 2016)
Case

Apple's Future: Apple Watch, Apple TV, and/or Apple Car?

By: David B. Yoffie and Eric Baldwin

In 2015, Apple CEO Tim Cook knew that Apple, despite its phenomenal success, needed to continue to innovate in new product areas in order to continue its momentum into the future. This case explores three new (actual or potential) product offerings from Apple: the... View Details

Keywords: Strategy; Electronics; Innovation; Technology; Technological Innovation; Competitive Strategy; Corporate Strategy; Emerging Markets; Growth and Development Strategy; Computer Industry; Retail Industry; Electronics Industry

February 1996 (Revised December 1996)
Supplement

Apple Computer 1996

By: David B. Yoffie

Updates Apple Computer--1992. View Details

Keywords: Computer Industry

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

February 1997 (Revised September 1997)
Case

Apple Computer--1997

By: David B. Yoffie

Updates Apple Computer--1992. View Details

Keywords: Computer Industry

March 2002 (Revised May 2010)
Case

Apple Stores

This case reveals the genesis of the Apple Stores, a revolutionary retail concept launched by Ron Johnson, Apple Computer's senior vice president of retail. In January 2002, Apple Computer was at the eve of one of the most stunning commercial successes ever known in... View Details

Keywords: Competitive Advantage; Marketing Channels; Consumer Behavior; Innovation and Invention; Computer Industry; Retail Industry

March 1999 (Revised May 1999)
Case

Apple Computer--1999

By: David B. Yoffie and Mary Kwak

In 1980, Apple was the leader of the PC industry, but by 1999, it had suffered heavy losses at the hands of the Wintel camp. This case examines Apple's efforts to create sustainable competitive advantage as the PC industry evolves. After discussing Apple's history and... View Details

Keywords: Competitive Advantage; Competitive Strategy; Growth and Development Strategy; Technological Innovation; Information Technology; Business or Company Management; Management Practices and Processes; Corporate Strategy; Information Technology Industry

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

September 2018 (Revised January 2020)
Supplement

Apple Pay and Mobile Payments in Australia (B)

By: Feng Zhu, Susan Athey and David Lane

Supplements the (A) case. View Details

Keywords: Payment Methods; Mobile Payment; Apple; Banks and Banking; Cooperation; Problems and Challenges; Policy; Digital Platforms; Banking Industry; Australia

April 1998 (Revised March 1999)
Case

Apple Computer 1998

By: David B. Yoffie

Updates Apple Computer--1992. View Details

Keywords: Computer Industry

April 2006 (Revised May 2007)
Case

Apple Computer, 2006

By: David B. Yoffie and Michael Slind

Apple has reaped the benefits of its innovative music player, the iPod. However, its PC and server business continue to hold small market share relative to the worldwide computer over the past few years. Will the iPod lure new users to the Mac? Will Apple be able to... View Details

Keywords: Technological Innovation; Product Positioning; Performance Evaluation; Information Infrastructure; Music Entertainment; Time Management; Information Technology 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

March 2002 (Revised October 2005)
Case

Apple Computer 2002

By: David B. Yoffie and Yusi Wang

In 1980, Apple was the leader of the personal computer industry, but by 2002 it had suffered heavy losses at the hands of the Wintel camp. This case examines Apple's strategic moves as the PC industry evolves in the 21st century and poses the question: Can Steve Jobs... View Details

Keywords: Growth and Development Strategy; Leadership Style; Information Technology; Supply and Industry; Competitive Advantage; Computer Industry; Retail Industry; California

January 2005 (Revised August 2005)
Case

Apple Computer, 2005

By: David B. Yoffie and Barbara Mack

Apple has reaped the benefits of its innovative music player, the iPod. However, its PC and server business continue to hold small market share relative to the worldwide computer market over the past few years. Will the iPod lure new users to the Mac? Will Apple be... View Details

Keywords: Technological Innovation; Innovation Strategy; Information Infrastructure; Brands and Branding; Computer Industry; Entertainment and Recreation 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

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

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