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  • May 2015 (Revised October 2015)
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Apple Inc. in 2015

By: David B. Yoffie and Eric Baldwin
  • Format:Print
  • | Language:English
  • | Pages:30
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Abstract

At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the challenges facing the company in 2015. With iPod sales continuing their freefall, tablet sales in decline, and the Macintosh's market share remaining small, Apple was increasingly dependent on the iPhone to drive its growth. Could Cook continue Apple's dominance in the smartphone market in the face of growing competition? Could he revitalize the iPad business, become a leader in payments, with Apple Pay, and replicate Apple's success in other device categories, such as the Apple Watch, the first new product the company had released since 2010?

Keywords

Competition; Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategy; Strategic Positioning; Technology; Information Technology; Strategic Planning; Product Positioning; Leadership; Communication; Competitive Advantage; Product; Innovation and Invention; Computer Industry; Electronics Industry

Citation

Yoffie, David B., and Eric Baldwin. "Apple Inc. in 2015." Harvard Business School Case 715-456, May 2015. (Revised October 2015.)
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About The Author

David B. Yoffie

Strategy
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Related Work

    • June 2015
    • Faculty Research

    Apple Inc. in 2015

    By: David B. Yoffie
    • May 2015 (Revised October 2015)
    • Faculty Research

    Apple Inc. in 2015

    By: David B. Yoffie and Eric Baldwin
Related Work
  • Apple Inc. in 2015 By: David B. Yoffie
  • Apple Inc. in 2015 By: David B. Yoffie and Eric Baldwin
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