Apple Inc. in 2018

David B. Yoffie; Eric  Baldwin

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

Apple Inc. in 2018

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;