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Skip to content The HBS Digital Initiative brings together perspectives across disciplines to help people understand how technology is transforming...
- February 2021
- Case
Apple: Privacy vs. Safety (A)
By: Henry McGee, Nien-hê Hsieh and Christian Godwin
In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance...
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Keywords:
Iphone;
Encryption;
Data Privacy;
Customers;
Customer Focus and Relationships;
Decision Making;
Ethics;
Values and Beliefs;
Globalized Firms and Management;
Government and Politics;
National Security;
Law;
Law Enforcement;
Leadership;
Markets;
Safety;
Social Issues;
Corporate Social Responsibility and Impact;
Civil Society or Community;
Mobile Technology;
Technology Industry;
Consumer Products Industry;
Telecommunications Industry;
Electronics Industry;
United States;
China;
Hong Kong
- February 2021
- Supplement
Apple: Privacy vs. Safety (B)
By: Henry McGee, Nien-hê Hsieh and Christian Godwin
In 2020, as the COVID-19 pandemic swept across the globe, Apple and Google partnered to develop a contract tracing application that would collect information about users infected with the disease and notify those who they had been in contact with. While Apple/Google’s...
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Keywords:
Iphone;
Encryption;
Data Privacy;
Customers;
Customer Focus and Relationships;
Decision Making;
Ethics;
Values and Beliefs;
Globalized Firms and Management;
Government and Politics;
Health;
Health Pandemics;
Leadership;
Markets;
Safety;
Social Issues;
Technology;
Telecommunications Industry;
Technology Industry;
Consumer Products Industry;
Electronics Industry;
Health Industry;
United States;
Europe
- September 2020
- Case
Apple Bets on Augmented Reality
By: Rory McDonald, David Lane and Mel Martin
In 2020, augmented reality (AR) was still a nascent technology with blockbuster potential, one which Apple was actively developing as its iPhone franchise waned. But the emergence of AR was uneven, including the disappointing Google Glass and the unexpected viral...
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- 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...
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Keywords:
Innovation;
Market Positioning;
Marketing Implementation;
Planning;
Products;
Strategic Positioning;
Strategy;
Technology;
Competitive Strategy;
Technological Innovation;
Competitive Advantage;
Product Positioning;
Communication;
Competition;
Leadership;
Strategic Planning;
Computer Industry;
Telecommunications Industry;
Technology Industry
- April 2019 (Revised December 2020)
- Case
Wendell Weeks at Corning Inc.: Extending a History of Life-Changing Innovations (A)
By: Ryan Raffaelli, David G. Fubini and Aldo Sesia
This case examines the leadership challenges associated with maintaining a culture of innovation in established organizations. It asks students to step into the shoes of a leader faced with making several tough decisions about when to invest (or to stop investing) in...
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- July 2018 (Revised January 2021)
- Case
RunKeeper
By: Shikhar Ghosh and Shweta Bagai
The case examines the focus of an early stage company and how venture capital can distort a founder’s view. It encompasses issues such as financing, understanding the founders’ definition of success/failure, defining and pivoting a business model, and determining the...
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- 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...
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- February 2018 (Revised September 2018)
- Case
Huawei: How Can We Lead the Way?
By: Elie Ofek, Tian Tao, Eden Yin and Nancy Hua Dai
On September 12, 2017, just as Apple’s Tim Cook was unveiling the iPhone X, Richard Yu, CEO of Huawei’s Consumer Business Group (CBG), and Glory Cheung, his Chief Marketing Officer, were discussing some key strategic issues regarding Huawei’s smartphone business....
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- October 2017
- Article
'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions
By: Silvia Bellezza, Joshua M. Ackerman and Francesca Gino
Consumers are often faced with the opportunity to purchase a new, enhanced product, such as a new phone, even though the product they currently own is still fully functional. We propose that consumers act more recklessly with their current products when in the presence...
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Keywords:
Carelessness;
Product Upgrade;
Ownership;
Justification;
Consumer Behavior;
Attitudes;
Property
- December 2016
- Teaching Note
Accounting for the iPhone Upgrade Program (A) and (B)
By: Jonas Heese, Krishna G. Palepu and H. David Sherman
Teaching Note for HBS Nos. 117-020 and 117-039.
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- 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....
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- September 2016
- Teaching Note
Apple Pay
By: Shelle Santana and Sunil Gupta
- 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...
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- August 2015 (Revised December 2016)
- Case
Apple Pay
By: Sunil Gupta, Shelle Santana and Margaret L. Rodriguez
On September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay. "Our vision is to replace this [wallet] and we are going to start with payments." Cook then invited...
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Keywords:
Technology;
Digital Services And Strategy;
Launch;
Mobile;
Mobile Payments;
Apple;
Payments;
Smartphone;
Apple Pay;
Eddy Cue;
Jennifer Bailey;
Ios;
Iphone;
Marketing;
Product;
Mobile Technology;
Product Launch;
Finance;
Credit Cards;
Wireless Technology;
Technology Industry;
Banking Industry;
United States;
United Kingdom
- 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...
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Keywords:
Competition;
Innovation;
Market Positioning;
Marketing Implementation;
Planning;
Products;
Strategy;
Strategic Positioning;
Technology;
Strategic Planning;
Product Positioning;
Leadership;
Communication;
Competitive Advantage;
Product;
Innovation and Invention;
Computer Industry;
Electronics Industry
- 2015
- Working Paper
'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions
By: Silvia Bellezza, Joshua M. Ackerman and Francesca Gino
Consumers are often faced with the opportunity to purchase a new, enhanced product (e.g., a new phone), even though the device they currently own is still fully functional. We propose that consumers act more recklessly with their current products and are less concerned...
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Keywords:
Carelessness;
Product Upgrade;
Justification;
Loss;
Consumer Behavior;
Attitudes;
Product;
Ownership
- January 2014 (Revised June 2020)
- Case
The Rise and Fall of Nokia
By: Juan Alcacer, Tarun Khanna and Christine Snively
In 2013, Nokia sold its Device and Services business to Microsoft for €5.4 billion. For decades Nokia had led the telecommunications (telecom) industry in handsets and networking. By the late 2000s, however, Nokia's position as market leader in mobile devices was...
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- September 2013
- Case
Advanced Leadership Pathways: Laurent Adamowicz and Bon'App
By: Rosabeth Moss Kanter, Juliane Calingo Schwetz and Patricia Bissett Higgins
After a successful career as Chairman and CEO of Paris-based luxury food company Fauchon, Laurent Adamowicz sought to reduce obesity and improve health outcomes. Adamowicz created a mobile application to provide consumers with more accessible and interpretable...
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Keywords:
Management;
Startup;
Leadership;
Leadership Style;
Leadership Skills;
Nutrition Database;
Nutritionist In Your Pocket;
Nutritional Educational Platform;
Shazam Of Food;
Weight Loss;
Iphone;
Android;
Applications;
App Development;
Nutrition Labeling;
Nutritional Information;
Obesity;
Epidemic;
Software;
Nutrition;
Business Startups;
Health;
Health Care and Treatment;
Information Technology Industry;
Health Industry;
Boston;
Massachusetts
- August 2013
- Teaching Note
Apple Inc. and the iPhone 4 Antenna Issue
By: Francois Brochet and Krishna G. Palepu
- January 2013 (Revised February 2013)
- Case
EverTrue: Mobile Technology Development (A)
By: William R. Kerr and Alexis Brownell
Brent Grinna is evaluating different options for the technology development of his start-up's iPhone app, including hiring local programmers, finding a CTO, or outsourcing. He only has a little over two months before he presents his alumni networking app to Brown...
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