Case | HBS Case Collection | May 2018 (Revised December 2019)

Apple Inc. in 2018

by David B. Yoffie and Eric Baldwin

Abstract

Many observers worried about what would happen to Apple when Steve Jobs died in 2011. But Apple had performed above everyone's expectations in Cook's six years as CEO. Apple's core business—the iPhone—continued to deliver spectacular results. In addition, Cook was aggressively introducing new products, ranging from Apple Watch to HomePod. Cook also had the world's biggest balance sheet to invest in new technologies and markets. The total number of products in Apple's portfolio had doubled (from roughly 20 to 40) under Tim Cook. The question for Cook in 2018 was no longer, “can Apple thrive without Steve Jobs,” but rather “can Apple move beyond a one-trick pony (iPhone)?”

Keywords: Strategy; Technology; Competitive Strategy; Corporate Strategy; Technological Innovation; Competitive Advantage; Computer Industry; Telecommunications Industry; Technology Industry;

Language: English Format: Print 30 pages EducatorsPurchase

Citation:

Yoffie, David B., and Eric Baldwin. "Apple Inc. in 2018." Harvard Business School Case 718-439, May 2018. (Revised December 2019.)

Related Work

  2. Case | HBS Case Collection | May 2018 (Revised December 2019)

    Apple Inc. in 2018

    David B. Yoffie and Eric Baldwin

    Many observers worried about what would happen to Apple when Steve Jobs died in 2011. But Apple had performed above everyone's expectations in Cook's six years as CEO. Apple's core business—the iPhone—continued to deliver spectacular results. In addition, Cook was aggressively introducing new products, ranging from Apple Watch to HomePod. Cook also had the world's biggest balance sheet to invest in new technologies and markets. The total number of products in Apple's portfolio had doubled (from roughly 20 to 40) under Tim Cook. The question for Cook in 2018 was no longer, “can Apple thrive without Steve Jobs,” but rather “can Apple move beyond a one-trick pony (iPhone)?”

    Keywords: Strategy; Technology; Competitive Strategy; Corporate Strategy; Technological Innovation; Competitive Advantage; Computer Industry; Telecommunications Industry; Technology Industry;

    Citation:

    Yoffie, David B., and Eric Baldwin. "Apple Inc. in 2018." Harvard Business School Case 718-439, May 2018. (Revised December 2019.)  View Details
    CiteView DetailsEducatorsPurchase Related

  3. Case | HBS Case Collection | April 2020

    Apple Inc. in 2020

    David B. Yoffie and Daniel Fisher

    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 Mac 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; Product positioning; Products; strategic positioning; Strategy; Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry;

    Citation:

    Yoffie, David B., and Daniel Fisher. "Apple Inc. in 2020." Harvard Business School Case 720-454, April 2020.  View Details
    CiteView DetailsEducatorsPurchase Related

About the Author

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David B. Yoffie
Max and Doris Starr Professor of International Business Administration
Strategy

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