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Apple Case Study

In: Business and Management

Submitted By rhondaellis
Words 1549
Pages 7
Apple Case Study Paper
Rhonda Ellis-Thomas
MKT 571
November 27, 2012
Professor Linda Kulka

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Apple Case Study Paper
Apple, Inc. was started by Steve Jobs, Steve Wozniak, and Ronald Wayne; Apple has stretched from computers to consumer electronics over the last 30 years, officially changing their name from Apple Computer, Inc. to Apple, Inc. in January 2007 (CrunchBase, 2012). Among the main contributions from Apple’s product line are: Pro line laptops (MacBook Pro) and desktops (Mac Pro), consumer line laptops (MacBook Air) and desktops (iMac), servers (Xserve), Apple TV, the Mac OS X and Mac OS X Server operating systems, the iPod, the iPhone (now available for sale in over 90 countries), and the iPad. The purpose of this paper is to consider both the environmental and internal pressures contributing to the changing market dynamics facing Apple, Inc., and use a problem-solving model, identify and define one specific problem Apple will need to address and apply a robust problem-solving process.
The problem, according to the Forbes article “Will Apple Repeat The Most Dangerous Strategic Mistake Leaders of Fast Growing Corporation Can Make?” by Panos Mourdoukoutas, seems to involve the fact that Apple, Inc. may be taking their customers for granted. Is it a result of pressure from the competitors? Is it the economy? Could it possibly be from a mix of internal and external issues? Research will so what may be causing this problem throughout this document. In order to answer these questions, let’s take a look at the industry, the products, what’s going on in the economy, what the market place looks like, and Apple’s competitors.
The industry that Apple is an amalgamation of telecommunication, both landline and wireless equipment manufacturing, wireless telephone handset manufacturing (primary), all types of computers and computer

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