Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • May 2018 (Revised December 2019)
  • Case
  • HBS Case Collection

Apple Inc. in 2018

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

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; Information 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.)
  • Educators
  • Purchase

About The Author

David B. Yoffie

Strategy
→More Publications

Related Work

    • June 2018 (Revised January 2020)
    • Faculty Research

    Apple Inc. in 2018

    By: David B. Yoffie
    • May 2018 (Revised December 2019)
    • Faculty Research

    Apple Inc. in 2018

    By: David B. Yoffie and Eric Baldwin
    • April 2020
    • Faculty Research

    Apple Inc. in 2020

    By: David B. Yoffie and Daniel Fisher
Related Work
  • Apple Inc. in 2018 By: David B. Yoffie
  • Apple Inc. in 2018 By: David B. Yoffie and Eric Baldwin
  • Apple Inc. in 2020 By: David B. Yoffie and Daniel Fisher
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.