Apple Case Study

Derek Holden

September 11, 2013

Professor Ricco

MGT 495 02

Apple in 2008 Business Case

Apple’s brand has become imprinted in the minds of electronics consumers the world over. From notebooks to phones, it’s nearly impossible to find a retailer that doesn’t bear the familiar fruit logo. But getting to the top wasn’t exactly a cakewalk for Apple. There were several times when going under seemed like a distinct possibility for the tech giant. But through these trials and tribulations, Apple seems to have found a recipe for success that shot them right back up to the head of the pack.

From the humble beginnings of Steve Jobs’ garage, it’s a wonder how the small startup comprised of only two men gained the attention of ambitious investors, and eventually computer titans like IBM. But if you look closely at the competitive advantages Wozniak and Jobs had in their arsenal, it’s much easier to imagine. Starting with the Apple II, Jobs made sure that he wanted a new type of machine, one that appealed to more than just hobbyist nerds. His vision of an integrated computer that conveyed simplicity over complex processes was the brainchild for Apple’s multi-decade foray into the personal computer industry. But that was just the start. The wheels really began turning in 1984 with the release of the Macintosh. The easy to use graphical user interface that included application icons and a mouse weren’t seen on any personal computer at the time. This offered a brand new array of functions and possibilities that competitors hadn’t even dreamed of yet, creating a distinct advantage. And although the Macintosh had its shortcomings, (no hard disk drive, low memory, and difficulty developing applications) the fact that it created an entirely new customer base in casual computer users was revolutionary. Another thing Apple had going for it, and still strives toward to this day, was an attractive design that caught the customers’ eye and conveyed the superiority of the machine. As...