Apple Case Study Report Essay

1584 Words Mar 26th, 2013 7 Pages
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Assessment 1 - Case Study Report 1 Question 1: 1 Question 2: 3 Question 3: 4 List of References 5

Assessment 1 - Case Study Report |

Case: “The success of the iPod and iPhone raises the licensing question for Apple… Again”(Source: Chap 1, Page 33)

Question 1:
Use the cyclic Innovation Model (Fig1.9, pg. 30) figure to illustrate the innovation process in this case and provide a brief description.

Innovation is not only invented via technical invention, it also consists of economics, social and cultural aspect as well. Many years ago, innovation was only simple one-way pipelines, but now it’s using a new conceptual approach to innovation, which
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Piercy, Cravens & Lane (2010) stated that price cutting is only a short-term pressure relief for a company. For a longer- term relief, managers will need to develop a new business model to reoccupy the position in the market. This can be done by creating a new innovative product.

Innovation makes the business grow quickly and creates higher revenue (Panne, Beers & Kleinknecht 2003). To innovate is not easy, research study shows that one in every five projects fail (Cozijnsen et al. 2000). The current market for iPod is rapidly decreasing because of the new technology introduced by Apple and other similar companies, including smart phones, pads etc.

In my opinion, the iPod served its purpose very well and I believe that its demand will decrease in time as majority of people want an all in one device. Apple has addressed the market transition with the iPhone and iPad effectively. In effect Apple has not lost any market share but merely transferred it from one innovative product to another. Therefore, it seems illogical and counter-productive for Apple to try and make the iPod survive. It should, however, focus more on newer innovative technologies in order to gain the competitive advantage which could incorporate the iPod technologies.

Question 3:
How can Apple influence future technology developments or establish strategic alliances to ensure it is a dominant force in the hand-held

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