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Apple Computer Corporate and Business Strategy

APPLE 2002 CASE ANALYSIS

STUDENT NUMBER 899
Executive Summary
Apple began with the mission to “change the world through technology.” More specifically, the company sought out to make the personal computer an accessible and affordable device to the mass market. The proliferation of new software and hardware technology drastically changed the landscape of the industry and Apple adopted a differentiation strategy. Software and hardware integration allowed Apple products to be more “versatile,” reliable, and superior in performance.
Rapidly changing industry dynamics dictated Apple’s competitive strategy. In essence, the intended strategy did not develop into the “realized” strategy. In fact, empirical evidence shows us that realized strategy tends to be about 10-30 percent of intended strategy. What really determines strategy is the “patterns of decisions that emerge from individual managers adapting to changing external circumstances and the ways in which the ...

Posted by: Chad Boger

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