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While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new hardware—Apple Watch and Airpods—as well as services were growing rapidly.

  • April 2020
  • HBS Case Collection

Hahn Door & Wood Products Inc (1) 9565 C Ave Ste A, Hesperia, CA. Westside Building Material (2) 16620 Yucca St, Hesperia, CA. 10182 I Ave Ste C. As a company that invents and reinvents entire categories and industries, Apple challenges this team with unique and often unexplored aspects of the law. This group provides worldwide support for all our products and business, ensuring compliance with Apple’s high ethical and corporate standards as well as defending our intellectual property.

Abstract

After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new hardware—Apple Watch and Airpods—as well as services were growing rapidly. This case explores Apple's history and Cook's strategic options for driving new hardware and services into Apple's mainstream in the next decade.

Keywords

Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategic Positioning; Strategy; Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Product Positioning; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry
Hardwareapple Inc.

Citation

Yoffie, David B., and Daniel Fisher. 'Apple Inc. in 2020.' Harvard Business School Case 720-454, April 2020.

About The Author

David B. Yoffie

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