Case | HBS Case Collection | April 2010 (Revised July 2014)

Apple Inc. in 2010

by David B. Yoffie and Renee Kim


On April 4, 2010, Apple Inc. launched the iPad, the company's third major innovation released over the last decade under its iconic CEO Steve Jobs. Apple's strategy of shifting its business into non-PC products had thrived so far, driven by the smashing success of the iPod and the iPhone. Yet challenges abounded. Macintosh sales in the worldwide PC market still languished below 5%. Growth in iPod sales was slowing down. iPhone faced increasing competition in the smartphone industry. And would Apple's latest creation, the iPad, take the company to the next level?

Keywords: Technological Innovation; Product Launch; Product Positioning; Competition; Corporate Strategy; Computer Industry; Electronics Industry;


Yoffie, David B., and Renee Kim. "Apple Inc. in 2010." Harvard Business School Case 710-467, April 2010. (Revised July 2014.)