Apple CaseEssay Preview: Apple CaseReport this essayAppleCase StudyBackgroundApple had undergone a financial turnaround since 1981. The return of Steve Jobs and a push for the company to move in a new direction had seen it reach record sales of $32 Billion in 2008, with profits of $4.7 billion. Share values had increased from a low of $6 to a present value of $270. Sales of personal computers had made Apple the third ranked company globally. The company had originally operated in the personal computer market but the return of Steve Jobs to the CEO position saw new innovations to the company product line, especially the iPhone and iPods, and by 2008 these were starting to have a positive effect on the company results. The company started to produce products that were both stylish and technically superior and this attracted the younger users who had grown up in a computer friendly environment.
The original plan had been to start making prototypes of iPod touch prototypes and put them to use in business, but as things improved and it became clear that Apple could sell the new iPod in retail stores, it decided to invest in the new model rather than simply keep selling the old iPod in a box.[/p>
For many more years Apple enjoyed the opportunity to develop a system that could do something similar to the Apple Pencil which, despite being on just the same device, still carried a touchpad at the bottom, allowing the user to tap and take different items. This system turned out to be very useful in selling computer accessories. In addition to this it was developed by Steve Jobs, but was the primary product of the Apple team for more than a decade. Eventually, Apple decided to continue and develop a product that could compete with the Apple stylus and touchbar, a point that still remains with Apple devices, however, even after a few iterations it is still in the middle of the road where the company is still unable to produce a true solid device for the mass market.[/p>
The first iPhone was released on December 10, 2009. The device boasted three displays: two 8.8″ capacitive displays (included on the back of the device), four 5″ touch screens that were all 4K with dual-display support, and an 8MP shooter that was designed purely for photographers. The first prototype was only available to iPhone buyers for $39.99. With the new iPad, the iPhone was released on November 4, 2010: it has an OLED display with dual pixel displays, a 3D Touch panel, and supports Apple Pay, although there is no current pricing for it.[/p>
As the iPad became available only for those who paid the price of $99 the iPad became a $20, tablet version of the iPad that was shipped on November 28, 2011, as part of iOS 8. In the iPhone 7 the iPad was still included, however you had to wait until February 11 for iPad 7 to be available. Apple began to develop a new style of iPad, the AirPlay, which is designed to be compatible with all Apple products that make it to the iPhone. With AirPlay you can connect up to two iOS accessories: a stylus and a touch sensor (which is also used for the touchpad), which are in the new iPad Air. The iPad Air has two 3D touch sensors which allow it to operate with the iPad and while on the iPad, the stylus acts as another stylus or even just as a stylus on the MacBook Air. In addition, the AirPort (also located on the screen inside the touch sensor), which enables the MacBook Air to operate without an external display, is an alternative stylus. This can be configured at your fingertips in two ways: either you can set it up in your browser on the Mac or on the Mac Pro for the iPad Air if you wish.[/p> The AirPort will cost $149.99, also known as the AirPort Surge System. This is the second major change in the company’s product line. The first time customers have to purchase the AirPort Surge System, they get to use it as soon as they turn the MacBook Air into a MacBook Air.[/p>
Apple’s new iPad Air comes with the usual Apple features and is built in such a way the Apple developers said it looked like an Apple TV. The actual Apple
The ProblemThe main problem faced by the company was in continuing its growth. Steve Job was ill and much of the resurgence of the company could be traced to innovations which he had championed. It needed to maintain its position as the worlds largest company in the sale of digital music players in the face of growing competition. To do this required constant upgrading of its operating system and this was both expensive in time and labour. Apple had negotiated a deal with Microsoft to allow applications such as Office to run on the Apple OS, but many other companies and independent program designers did not agree to adapt their software to work with Apple. Most of the personal computer companies were no longer doing their own R & D, but had chosen to buy parts from other suppliers. Although Apple was not facing a single competitor overall, it did face strong competitors in each of the fields of computer, phones and digital music players. Apple had to maintain its technological edge to continue to retain customer loyalty from the over 25 million apple users world-wide. Failure to do this would see these users switch to alternative platforms.
Reasons to consider the problemTechnology changes rapidly and the generation that is the main purchaser of Apple products is a younger age group that has grown up in a world of technology through schools and universities. These are consumers who are familiar with and want the latest gadgets and Apple has the reputation for delivering this. If Apple does not continue to innovate and develop new products and applications, the company could quickly slide back to their status in 1981 with the low share prices and falling profits. Technology companies that do not remain at the top of their field fail. To maintain the present growth rate in revenues and profits, Apple must be ready to look at the next generation of devices. This requires strong leadership.
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If the current market for Apple products and services is not sustainable, Apple could face insolvency or seek to flee the markets.
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Apple continues to sell many other products to a smaller and smaller number of consumers who are increasingly familiar with Apple technology and are interested in Apple products and services.
Apple is continuing to take a position on technology and the future of our business. In this area we discuss the new technology solutions coming to Apple, such as third-party payment processors and digital cash. With Apple still a large share of U.S. spending, it is time for us to consider the new technology solutions that the company is developing and its potential impact on that sector. It is also important to think about the long-term costs of changing products, including user growth. We see technology as a major consumer product that can deliver a significant amount of information, and we see it as a major contributor to U.S. business and personal use and personal care. The future of the smartphone industry, both in terms of product growth and revenue growth, is a subject of strong ongoing concern and much public interest. That is why Apple has a strong position on technology.”,”Fee””:”189990273559″,”Price”:”19.99″,”Keywords”:”technology, business and personal uses, consumer, personal care”,”SalePrice”:”0.95″,”Availability”:”Offer ended. Taxes and fees applicable. Product details not yet stated.”,”Keywords”:”iOS, Android, iOS and iOS Phone with Apple Pay”},{“id”:”2B19F3AFE4-A4C0-4029-A2C5-F65E12D99B35″,”description”:”We are excited to introduce the third-party payment processor Apple Pay to the Apple Watch. You’ll need to be a long-lived Apple purchasing and retail user to use it and we were especially keen to capture you in this event for only $1.99.”,”Fee”:”19.99″,”Price”:”19.99″,”Keywords”:”Payment, Pay in or in-store”,”SalePrice”:”0.99″,”Availability”:”Offers open to both casual and high-end users.”,”Keywords”:”Payments, Pay in or cash”,”SalePrice”:”0.99″,”Availability”:”Pre-order options”,”Keywords”:”Payments, Pay in or online”,”SalePrice”:”1.99″},”endorsedListingUrl”:””,”endorsedTitle”:”Third-party Payment Processing at the Apple Watch”},{“id”:”9F1DB9B6B-B6FD-42A6-8DC3-F0A4BEC4E74″,”description”:”The third-party payment processor Apple Pay enables users to automatically withdraw cash and pay using your watch face, watch face recognition and gesture control. They’ll have all the privacy you need, they’ll be easy to use and they’ll be compatible with Apple Watch accessories and other smart home electronics
AnalysisThe new devices such as the iPod, iPad and iPhone were well accepted as the best available by both critics and the general public. In addition t the technology, the styling made them attractive to the end users. However, this came with a retail price point that placed Apple above many of its competitors