Apple Evaluation Case Essay

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As Apple surpassed all major competitors and had spectacular success in 2010, it left CEO Steve Jobs wondering if there was anything that could overturn the drive. “Apple Inc. in 2010”, is an evaluation case. This case will be further discussed using the state-and-prove order using the following five elements: 1. Bottom-line evaluation (position statement) 2. Evaluation criteria 3. Proof of the evaluation 4. Qualifications 5. Action plan

Position Statement Apple’s hits have been executed through first mover advantages, technological advances, and innovative strategies. Based on Apple’s current product positions, their success can continue into the next decade; however, it will be much harder for Apple
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While other MP3 players held only about an hour of music, the first iPod had the capacity to store up to 1,000 songs. According to Yoffie & Kim, Apple was continuously innovating their iPod for the next five years (2010). Apple allegedly held more than 70% of the MP3 market in the United States by 2010. With the monumental success of the iPod, Apple expanded in this industry by becoming one of the largest purchasers of flash memory in the world. There was also the development of complementary products lines such as headphones, docking stations, cases, etc. Though Apple was already superior to competitors, nothing gave them a bigger advantage than the creation of Apple’s iTunes store. After its launch in 2003, sales shot up to 733,000 units and continued to explode (Yoffie & Kim, 2010). Customers thoroughly enjoyed the ease of use as well as music selection allowing iTunes to sell 10 billion songs and become world’s largest music catalog. Given that iPods represent the product category with the most unit sales in 2009, 54,132 units, iPods have very high sustainability. As previously mentioned, Apple is constantly improving each iPod and if they continue to even make the smallest alterations, consumers will be racing out the door to go purchase the newest, “must-have” iPod. iPods themselves are very high quality, durable products but while consumers may have the same iPod for years, there are always the purchases of
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