Related Work

1. Teaching Note | HBS Case Collection | June 2018 (Revised January 2020)

   Apple Inc. in 2018

   David B. Yoffie

   Teaching Note for HBS No. 718-439.

   Keywords: Strategy; Competitive Advantage; Telecommunications Industry; Computer Industry;

   Citation:

   Yoffie, David B. "Apple Inc. in 2018." Harvard Business School Teaching Note 718-516, June 2018. (Revised January 2020.)  View Details

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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

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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

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