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  • June 2015 (Revised August 2016)
  • Case
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Apple's Future: Apple Watch, Apple TV, and/or Apple Car?

By: David B. Yoffie and Eric Baldwin
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

In 2015, Apple CEO Tim Cook knew that Apple, despite its phenomenal success, needed to continue to innovate in new product areas in order to continue its momentum into the future. This case explores three new (actual or potential) product offerings from Apple: the Apple Watch, Apple TV, and the Apple Car. All three categories represented significant opportunities and challenges. The smartwatch category was new and poised for growth when Apple released its Watch in April 2015, but the use case remained uncertain, and Apple would face a strong challenge from Android-based competitors. The television industry, facing growing dissatisfaction with traditional cable packages and the rise of online streaming, was ripe for disruption, but would Apple be able to build a competitive offering? The automotive industry, with the rise of electric cars and autonomous driving technology, was also on the cusp of significant changes, but the engineering and economic challenges of the industry made any move into that space a risky bet.

Keywords

Strategy; Electronics; Innovation; Technology; Technological Innovation; Competitive Strategy; Corporate Strategy; Emerging Markets; Growth and Development Strategy; Computer Industry; Retail Industry; Electronics Industry

Citation

Yoffie, David B., and Eric Baldwin. "Apple's Future: Apple Watch, Apple TV, and/or Apple Car?" Harvard Business School Case 716-401, June 2015. (Revised August 2016.)
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About The Author

David B. Yoffie

Strategy
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Related Work

    • June 2016
    • Faculty Research

    Apple's Future: Apple Watch, Apple TV, and/or Apple Car?

    By: David B. Yoffie
    • June 2015 (Revised August 2016)
    • Faculty Research

    Apple's Future: Apple Watch, Apple TV, and/or Apple Car?

    By: David B. Yoffie and Eric Baldwin
Related Work
  • Apple's Future: Apple Watch, Apple TV, and/or Apple Car? By: David B. Yoffie
  • Apple's Future: Apple Watch, Apple TV, and/or Apple Car? By: David B. Yoffie and Eric Baldwin
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