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    • All HBS Web  (72)
      • Faculty Publications  (18)

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      • January 2022
      • Supplement

      Apple Inc. in 2020 – Select Market Data

      By: David B. Yoffie
      Supplment to HBS Case Apple Inc. in 2020.  View Details
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      Yoffie, David B. "Apple Inc. in 2020 – Select Market Data." Harvard Business School Supplement 722-387, January 2022.
      • December 2020
      • Teaching Note

      Apple Inc. in 2020

      By: David B. Yoffie
      Teaching Note for HBS Case #720-454.  View Details
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      Yoffie, David B. "Apple Inc. in 2020." Harvard Business School Teaching Note 721-427, December 2020.
      • April 2020
      • Case

      Apple Inc. in 2020

      By: 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 Macs were flat or down. However, Apple's new...  View Details
      Keywords: Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategic Positioning; Strategy; Information Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Product Positioning; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry
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      Yoffie, David B., and Daniel Fisher. "Apple Inc. in 2020." Harvard Business School Case 720-454, April 2020.
      • June 2018 (Revised January 2020)
      • Teaching Note

      Apple Inc. in 2018

      By: David B. Yoffie
      Teaching Note for HBS No. 718-439.  View Details
      Keywords: Strategy; Competitive Advantage; Telecommunications Industry; Computer Industry
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      Yoffie, David B. "Apple Inc. in 2018." Harvard Business School Teaching Note 718-516, June 2018. (Revised January 2020.)
      • May 2018 (Revised December 2019)
      • Case

      Apple Inc. in 2018

      By: 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...  View Details
      Keywords: Strategy; Information Technology; Competitive Strategy; Corporate Strategy; Technological Innovation; Competitive Advantage; Computer Industry; Telecommunications Industry; Technology Industry
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      Yoffie, David B., and Eric Baldwin. "Apple Inc. in 2018." Harvard Business School Case 718-439, May 2018. (Revised December 2019.)
      • February 2018
      • Case

      Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home

      By: Rajiv Lal and Scott Johnson
      Amazon, Google, and Apple all offer their own smart speaker. The devices represent each firm's entry point into the connected home market. All three companies come into the space with their own strengths and weaknesses. Who will win?  View Details
      Keywords: Apple; Apple Inc.; Google; Amazon; Amazon.com; Google Home; Homepod; Echo; Smart Home; Connected Home; Voice; Artificial Intelligence; Machine Learning; Internet Of Things; Smart Speaker; Connected Speaker; Intelligent Assistants; Virtual Assistants; Voice Assistants; Alexa; Google Assistant; Siri; Technological Innovation; Disruptive Innovation; Competitive Strategy; Business Strategy; Adoption; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Technology Adoption; Digital Platforms; Household; AI and Machine Learning; Electronics Industry; Technology Industry; United States
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      Lal, Rajiv, and Scott Johnson. "Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home." Harvard Business School Case 518-035, February 2018.
      • December 2016 (Revised January 2017)
      • Supplement

      Accounting for the iPhone Upgrade Program (B)

      By: Jonas Heese, Krishna G. Palepu, H. David Sherman and Monica Baraldi
      In October 2016, Apple Inc. announced the financial results for its fiscal year 2016. CEO Tim Cook commented on a very successful fiscal year 2016 and focused on all the positive financial results. However, Apple’s 2016 annual report was also telling another story....  View Details
      Keywords: Apple Inc.; iPhone 6s; Accounting; Revenue Recognition; California; United States
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      Heese, Jonas, Krishna G. Palepu, H. David Sherman, and Monica Baraldi. "Accounting for the iPhone Upgrade Program (B)." Harvard Business School Supplement 117-039, December 2016. (Revised January 2017.)
      • August 2016 (Revised January 2017)
      • Case

      Accounting for the iPhone Upgrade Program (A)

      By: Jonas Heese, Krishna G. Palepu, H. David Sherman and Monica Baraldi
      On September 9, 2015, Apple Inc. announced the “iPhone Upgrade Program,” a new way to purchase iPhone models 6s and 6s Plus in Apple’s retail stores throughout the U.S. Next to the strategic implications of the Upgrade Program, financial analysts tried to understand...  View Details
      Keywords: Accounting; Apple Inc.; iPhone 6s; International Accounting; Electronics Industry; California; United States
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      Heese, Jonas, Krishna G. Palepu, H. David Sherman, and Monica Baraldi. "Accounting for the iPhone Upgrade Program (A)." Harvard Business School Case 117-020, August 2016. (Revised January 2017.)
      • June 2015
      • Teaching Note

      Apple Inc. in 2015

      By: David B. Yoffie
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      Yoffie, David B. "Apple Inc. in 2015." Harvard Business School Teaching Note 715-468, June 2015.
      • May 2015 (Revised October 2015)
      • Case

      Apple Inc. in 2015

      By: David B. Yoffie and Eric Baldwin
      At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the...  View Details
      Keywords: Competition; Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategy; Strategic Positioning; Technology; Information Technology; Strategic Planning; Product Positioning; Leadership; Communication; Competitive Advantage; Product; Innovation and Invention; Computer Industry; Electronics Industry
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      Yoffie, David B., and Eric Baldwin. "Apple Inc. in 2015." Harvard Business School Case 715-456, May 2015. (Revised October 2015.)
      • August 2013
      • Teaching Note

      Apple Inc. and the iPhone 4 Antenna Issue

      By: Francois Brochet and Krishna G. Palepu
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      Brochet, Francois, and Krishna G. Palepu. "Apple Inc. and the iPhone 4 Antenna Issue." Harvard Business School Teaching Note 114-018, July 2013.
      • January 2013
      • Case

      Apple Inc. and the iPhone 4 Antenna Issue

      By: Francois Brochet, Krishna G. Palepu and Lauren Barley
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      Brochet, Francois, Krishna G. Palepu, and Lauren Barley. "Apple Inc. and the iPhone 4 Antenna Issue." Harvard Business School Case 113-088, January 2013.
      • June 2012
      • Teaching Note

      Apple Inc. in 2012 (TN)

      By: David B. Yoffie
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      Yoffie, David B. "Apple Inc. in 2012 (TN)." Harvard Business School Teaching Note 712-497, June 2012.
      • May 2012 (Revised August 2012)
      • Case

      Apple Inc. in 2012

      By: David B. Yoffie and Penelope Rossano
      On October 5, 2011, Steve Jobs tragically died of cancer. The recently retired CEO of Apple Inc. was a legend: he had changed Apple from a company near bankruptcy to one of the largest and most profitable companies in the world. Moreover, he had revolutionized several...  View Details
      Keywords: Competition; Market Positioning; Strategic Planning; Technology; Computer Industry; Strategy Implementation; Consumer Electronics; Telecommunications; Information Infrastructure; Innovation and Invention; Competitive Strategy; Leadership; Product Positioning; Telecommunications Industry; Consumer Products Industry; Electronics Industry
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      Yoffie, David B., and Penelope Rossano. "Apple Inc. in 2012." Harvard Business School Case 712-490, May 2012. (Revised August 2012.)
      • September 2010 (Revised September 2013)
      • Case

      Accounting for the iPhone at Apple Inc.

      By: Francois Brochet, Krishna G. Palepu and Lauren Barley
      Apple initially recognized revenue associated with its iPhone product using subscription accounting. However, in 2008, the company started providing non-GAAP supplemental numbers where substantially all of the revenue was recognized upfront. Market participants'...  View Details
      Keywords: Corporate Disclosure; Revenue Recognition; Standards; Technology Industry; United States
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      Brochet, Francois, Krishna G. Palepu, and Lauren Barley. "Accounting for the iPhone at Apple Inc." Harvard Business School Case 111-003, September 2010. (Revised September 2013.)
      • June 2010
      • Teaching Note

      Apple Inc. in 2010 (TN)

      By: David B. Yoffie
      Teaching Note for 710467.  View Details
      Keywords: Innovation and Invention; Business Strategy; Success; Sales; Growth and Development; Competition; Product Launch; Electronics Industry; Computer Industry
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      Yoffie, David B. "Apple Inc. in 2010 (TN)." Harvard Business School Teaching Note 710-484, June 2010.
      • April 2010 (Revised July 2014)
      • Case

      Apple Inc. in 2010

      By: David B. Yoffie and Renee Kim
      On April 4, 2010, Apple Inc. launched the iPad, the company's third major innovation released over the last decade under its iconic CEO Steve Jobs. Apple's strategy of shifting its business into non-PC products had thrived so far, driven by the smashing success of the...  View Details
      Keywords: Technological Innovation; Product Launch; Product Positioning; Competition; Corporate Strategy; Computer Industry; Electronics Industry
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      Yoffie, David B., and Renee Kim. "Apple Inc. in 2010." Harvard Business School Case 710-467, April 2010. (Revised July 2014.)
      • February 2008 (Revised September 2008)
      • Case

      Apple Inc., 2008

      By: David B. Yoffie and Michael Slind
      In January 2007, three decades after its incorporation, Apple Computer shed the second word in its name and became Apple Inc. With that move, the company signaled a fundamental shift away from its historic status as a vendor of the Macintosh personal computer (PC)...  View Details
      Keywords: Business Model; Leadership; Industry Growth; Corporate Strategy; Information Infrastructure; Internet and the Web; Consumer Products Industry; Electronics Industry; Technology Industry
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      Yoffie, David B., and Michael Slind. "Apple Inc., 2008." Harvard Business School Case 708-480, February 2008. (Revised September 2008.)
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