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Apple Case - Competitive Advantage

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Table of contents

Apple competitive advantage ……………………………………………………………… p 3

The personal computer industry ………………………………………………………….. p 6

Apple’s competitive advantage in PCs …………………………………………………... p 9

The introduction of IPhone as a blue ocean strategy ……………………………………. p 13

Apple’s competitive position in smartphones …………………………………………… p 19

How does the death of Steve Jobs affect Apple’s overall strategy for the next 5 years …. P

References list …………………………………………………………………………….

I. Apple’s competitive advantage

In order to explain Apple’s competitive advantage, we need to look at Porter’s generic strategies. Porter defines 3 strategies: * Differentiation focus * Cost focus * Cost leadership …show more content…

Nevertheless, Apple is outdistanced by low quality music players, which are cheaper. That is the reason Apple decided to create IPod shuffle, an IPod low cost. In 2005, after music and video, Apple creates an IPod video.
IPod Touch is the most evaluated version of IPods. It has a touch sensitive screen. Consumers can download applications on ITunes store.

In 2007, Apple brings its new innovation on the market: the IPhone. It was one of the first smartphones on the market, and knew a huge success. IPhone is more than a phone. It is also an IPod and allows videos; consumers can download applications on ITunes. It has a touch-sensitive screen.
Apple makes improvements on IPhone, and every year a new version of IPhone is present on the market. In 2011, the new version of IPhone (IPhone 4S) is the most evaluated smartphones on the market.

In 2010, Apple creates IPad. It is a touch sensitive tablet screen. Apple was the first company to offer a tablet. Nowadays, IPad is not alone on the market but it is the most successful one. Such as for IPhone and IPod touch, consumers can download lots of applications on ITunes store such as books, music, movies.

II. Analyze the personal computer industry

First of all, we can say that the personal computer industry is really fast changing. The prove is the growth shows on the global PC market during the Q2 2011, illustrated by Epstein in “Global PC market shows growth in Q2; Lenovo wins globally,

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