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Apple Today and Tomorrow

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Submitted By kingpin279
Words 1824
Pages 8
Over the past decade, advancements in technology have no doubt changed the way companies do business and consumers have purchased products. Companies used to introduce a product, get feedback from customers and then work on new technology. Today, that new product being released right now will be obsolete within the year. “The cycle time of technology innovations and the rapidity with which they ripple through society have become far faster than the institutions and mechanisms that we’ve traditionally relied on to inform and enforce our choices and values” (Allenby, 2015).
Apple’s Use of Technology
Apple is one of only a handful of companies that has been able to keep up with those technology changes. From a business on the verge of bankruptcy, Apple’s leadership set in motion a culture change at the 1997 Worldwide Developers Conference. In response to a question from the audience, Steve Jobs said, “you gotta start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re gonna try to sell it” (Cane, 2011). Instead of keeping pace with technology, Apple began to cater to the customer. This is something Apple has done well through marketing, advertising and even with the products. The rise in popularity though made them a target along the way with legal issues and challenges from competitors. To continue with their domination and improve on their market share, Apple must continue to take risks and think outside of the box.
Apple’s Strengths and Opportunities
One of Apple’s strengths is their customer base. In return, that base is extremely loyal to their products. Jobs went on to reiterate Apple’s customer strategy at the 1997 WWDS. “As we have tried to come up with a strategy and a vision for Apple, it started with what incredible benefits can we give to the customer,”

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