Apple Computer

Introduction

California based Apple, one of Silicon Valley’s most visible symbols is best known for its Macintosh personal computer. Under the leadership of founder CEO, Steve Jobs, Apple became one of the lynch pins of the computer industry. Subsequently, it ran into problems owing to undisciplined product development and wrong marketing strategies. Apple’s policy of using proprietary systems turned out to be a major mistake. Consequently, it found its market share declining rapidly, leading to Jobs’ resignation. Jobs has recently returned to Apple and is trying to revive the company’s fortunes. His efforts have only been partially successful.

Case objectives

To give a broad overview of the personal computer industry.
To understand the critical successful factors in an emerging industry.
To appreciate the importance of product development in a technology driven industry.
To gain insights into advertising and promotion strategies for technologically sophisticated products.
To understand the role of pricing in a highly competitive industry.
To appreciate corporate governance concepts such as division of powers between the chairman and CEO.

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