Apple Inc Case Study

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2. Overview of Apple Inc.
Apple Inc. was founded in 1976 by Steve Jobs, Ronald Wayne and Steve Wozniak. The tech giant is an American multinational corporation headquartered in Cupertino, California. Apple designs, develops, and sells consumer electronics, computer software and personal computers. Apple’s product range includes the Mac line of computers, the iPod music player, the iPhone smartphone, and the iPad tablet computer (Portable IT UK, n.d.).
2.1 The iPad
The world market for tablet computers is expanding rapidly. According to Gartner, “end users reached 195.4 million units in 2013, a 68 percent increase compared to 2012” (Gartner, 2014). Apple Inc. was the first mover within the tablet pc industry and therefore had an instant competitive advantage within the tablet industry. In April 2010, Apple first iPad became an instant success and sold 3.27 million iPads within the first three months (Statista, 2012). According to Steve Jobs, “the iPad is Apple’s most advanced technology in a magical and revolutionary device at an unbelievable price” (Apple Inc, 2014). Before Apple’s rivals could develop a tablet PC, Apple released the improved iPad 2 in March 2011. So far the tech giant has released 7 iPad versions, including the newest, very successful versions iPad Air and iPad Mini with Retina display. The fast cycle consumer electronics market is defined by disruptive technologies and first mover advantages. After having such a successful start within the tablet PC industry, Apple is rather focusing on product up- dates and improvements than focusing on complete new innovations.

3. Internal Environment
3.1 Intangible Resources
The company experienced an immense development over the last year which is due to great sales and ...

... middle of paper ...

...the company to stay the market leader within technology industry.
9. Conclusion
A large opportunity for Apple in the future is the growing tablet market, with high customer demands. At the same time this could also be a threat to Apple’s iPad, as Android tablets are following Apple in a very fast pace and could outstrip the iPad soon. The technological industry is highly competitive industry but Apple is able to maintain their leadership position within the tablet market as long as they maintain their loyal customers and constantly improve their sustainable coordinated ecosystem. Furthermore, their well- established brand image is based on constant innovations with high customer satisfaction. In the long- run Apple will stay the market leader, as long as they aim their highest performance, focusing on their core competencies technology, design and service quality.

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