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Steve Jobs, the Immediate Case Study

• Nancy Koehn

In all kinds of places this past week — from Twitter feeds to boardrooms — people discussed Steve Jobs’s career at Apple as a kind of informal but very important case study. This is not surprising, given his contributions to technology and the lasting impact he’ll have on the way we communicate. On the other […]

In all kinds of places this past week — from Twitter feeds to boardrooms — people discussed Steve Jobs’s career at Apple as a kind of informal but very important case study. This is not surprising, given his contributions to technology and the lasting impact he’ll have on the way we communicate. On the other hand, given the currency of Jobs and Apple’s achievements, this is quite rare. John Rockefeller, IBM’s Thomas Watson Sr., and many others have been recognized for their skills as strategists and organizational builders, but we didn’t use them as case studies — at business schools or in conversation — until decades and decades after their deaths.

• Nancy Koehn is the James E. Robison Professor of Business Administration at Harvard Business School.

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Apple Inc. in 2020

By: David B. Yoffie, 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…

• Length: 31 page(s)
• Publication Date: Apr 6, 2020
• Discipline: Strategy
• Product #: 720454-PDF-ENG

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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 hardware-Apple Watch and Airpods-as well as services were growing rapidly. This case explores Apple's history and Cook's strategic options for driving new hardware and services into Apple's mainstream in the next decade.

Learning Objectives

This case can be used for several purposes, including industry analysis, introduction of complementary assets, sustaining competitive advantage and expanding corporate scope.

Apr 6, 2020

Discipline:

Harvard Business School

720454-PDF-ENG

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What The Ruling In The Epic Games V. Apple Lawsuit Means For iPhone Users

Bobby Allyn

A federal judge on Friday ordered Apple to loosen some of the rules on its App Store for how payments are processed. Patrick Semansky/AP hide caption

A federal judge on Friday ordered Apple to loosen some of the rules on its App Store for how payments are processed.

A federal judge on Friday issued a long-awaited ruling in Fortnite maker Epic Games' legal battle with Apple over its App Store policies.

Both sides are using the 185-page ruling to double down on their own positions, which is possible because the details are complicated.

If anything, though, Apple and Epic did land small wins, but neither got what it wanted.

U.S. District Judge Yvonne Gonzalez Rogers said Apple is breaking the law by forcing people to pay for apps and in-app items through the App Store, where it usually takes a 30% slice of the payment as commission. Gonzalez Rogers told Apple to ease up and let in other payment options, within 90 days. That will please Apple, but it is far from what Epic sought.

For Apple, Gonzalez Rogers upheld the App Store's overall structure as legal, a major victory for the tech giant. She also said Apple does not have an illegal monopoly over how developers can process payments for mobile games, which Apple applauded.

"It's a split decision," said Mark Lemley, a Stanford Law School professor who studies antitrust issues and technology. "It will improve competition on the edges, but it's not the fundamental change that Epic and advocates of the antitrust case would have hoped for."

OK. But what does this mean for people who buy apps for their iPhones and iPads?

It means that when you pay for, say, a Spotify subscription on your iPhone, or a cool new outfit for your avatar in the mobile version of Roblox, you could get the option to pay through Spotify or Roblox's own systems.

Apple long has banned app developers from offering these alternative payment methods. Gonzalez Rogers ruled that Apple was hiding information from consumers and limiting choice. That's prohibited under California competition laws.

So will this make apps and in-app items cheaper?

It could. When Epic violated Apple's rules and allowed people to buy credits for Fortnite through its own system, it offered a 30% discount, since there was no Apple levy involved.

If developers are no longer forced to use Apple's payment system — and can avoid the 30% commission — they could lower their prices. Or, they could just pocket the savings.

Will there be any visible changes to apps downloaded from the App Store?

Maybe. You might see a new button in some of your favorite apps that lets you buy things through the developer's own payment system, for example. Or, there could be a link inside the app directing customers to complete a payment on a browser. Whatever it looks like, Apple solely controlling what critics call a "toll booth" in the App Store will be no longer.

The appeals process will likely cause delays, so don't expect changes any time soon.

Is Apple's 30% commission going away?

No, but Apple can choose to drop the rate, and for certain developers, it has .

Epic Games considered Apple's take of most purchases "exorbitant" and an abuse of its market power. The judge did not completely buy this.

Yvonne-Gonzalez was skeptical of the 30% fee during the trial, and in the ruling she was suspicious about Apple's justification of the commission, writing that "the 30% is not tied to anything in particular and can be changed," but did not order Apple to do so.

She noted that while Epic chose to target Apple (and Google) over the fee, it seemed odd considering that Nintendo's Switch, Microsoft's Xbox and Sony's PlayStation all charge a similar cut on game sales.

"Antitrust law doesn't let you complain that the prices are too high," Stanford's Lemley said. "You have to show that some sort of conduct is preventing competition."

A separate case Epic filed against Google is scheduled to go to trial this year.

So then, why is this a big blow to Apple?

Apple's App Store, and the commission that critics call the "Apple tax" are just one aspect of the tech giant's empire. But developers' complaints about feeling mistreated and getting a raw deal on the App Store have grown louder in recent years. South Korea recently banned Apple and Google from forcing developers to use its payment system. Congress has introduced legislation to rein in the tech giants' strict App Store policies.

The ruling on Friday from U.S. District Judge Yvonne Gonzalez Rogers could trigger the most consequential changes yet to the multibillion-dollar mobile economy. Although she didn't go as far as Epic Games had hoped, she still put a dent in the all-powerful fortress Apple has built and maintained over how apps are distributed on iPhones and iPads.

"Apple has so far gotten a pass in the Big Tech antitrust scrutiny of the past several years, but this says that is not going to continue," Lemley said. "Apple's control over what goes on the phone and at what price may get hard for Apple to sustain."

Both Apple and Epic Games had wins in the ruling and both are likely to appeal the decision. Huh?

Apple is expected to fight Gonzalez Rogers' determination that it is violating the law by blocking alternative ways to make payments, known as an "anti-steering provision." Ever notice why Netflix makes you visit its website to sign up for a subscription in iPhones and iPads? This is why. It wanted to avoid Apple's commission.

Epic was unhappy with the judge's decision that Apple is not an illegal monopoly because it has competitors in its definition of the "relevant market" — the $100 billion world of digital gaming transactions.

In antitrust cases, the term "relevant market" is important. It's legalese for: what exact part of the economy are we talking about?

Gonzalez Rogers said this fight was not about how digital video games are distributed, as Epic had argued, but how digital video game payments are processed. And in that market, which includes gaming outside of iPhones and iPads, the judge said there's a lot of competition, so Apple is not a monopoly. Epic is expected to try to convince an appeals court that the judge got that wrong.

"An appellate court can look at the market definition and say, 'wait a minute,'" Lemley said. "And if that piece was overturned, Apple could be found to be a monopolist."

The price tag for challenging the App Store's control

When Epic introduced its own payment system for Fortnite, breaking the App Store rules and effectively challenging Apple to kick it out, the judge ruled that it breached its contract with Apple.

During this time, Epic made more than $12 million of revenue. None of it went to Apple. So now, the judge said Epic owes Apple 30% of that amount, per the terms of its contract.

Epic turned Apple's move booting it from the App Store not just into a lawsuit, but a publicity stunt dubbed "Project Liberty" complete with the #FreeFortnite hashtag and a video mocking a famous Apple ad from 1984.

Unless revised by an appeals court, Friday's ruling means the cost of its PR crusade against Apple just got $3.6 million more expensive.

Editor's note: Apple is among NPR's financial supporters.

• competition law
• Yvonne Gonzalez Rogers

Apple v. Samsung patent trial recap: How it all turned out (FAQ)

The tech companies battled in a San Jose, Calif., court over patents. CNET breaks down what happened during the monthlong trial.

The latest round in the Apple v. Samsung patent-infringement battle is finally over -- well at least until it's appealed.

A jury on Friday handed back a mixed verdict in the Apple v. Samsung patent-infringement case, determining that both companies were guilty in some aspects but not guilty in others.

The trial included about 52 hours of testimony, three hours of opening arguments, and four hours of closings. It covered everything from the invention of the technology at issue in the case to what damages should total. Apple argued throughout the trial that its case was about Samsung, not Google, and that Samsung copied Apple out of desperation. Samsung, meanwhile, argued that Apple's suit was about hurting competition and Android.

CNET details what exactly happened:

What was this trial about?

For the latest case, Apple filed suit against Samsung on February 8, 2012, accusing it of infringing several patents. Samsung then filed counterclaims against Apple. In Apple's original suit, the company said Samsung "has systematically copied Apple's innovative technology and products, features, and designs, and has deluged markets with infringing devices in an effort to usurp market share from Apple." Judge Lucy Koh ordered for the trial to start March 31.

Apple v. Samsung 2014: The infringing devices (pictures)

The whole spat started when Apple filed suit against Samsung in April 2011, accusing its rival of copying the look and feel of its iPhones and iPads. Samsung countersued, and the case went to trial in August 2012. A nine-person jury sided with Apple on a majority of its patent infringement claims against Samsung. It a warded Apple $1.05 billion in damages, much less than the $2.75 billion sought by the Cupertino, Calif., company. Samsung, which asked for $421 million in its countersuit, didn't get anything.

However, US District Court Judge Lucy Koh in March 2013 ordered a new trial to recalculate some of the damages in the case, striking $450.5 million off the original judgment against Samsung. A jury in November awarded Apple an additional $290.5 million in damages, bringing the total damages to $930 million.

What did the companies argue this time around?

Apple argued, as it had in the past, that it took on a lot of work and risk to develop the first iPhone and iPad. Samsung, meanwhile, argued that Apple was trying to hurt competition by targeting it for litigation. It also claims that Apple infringed some of its patents. "Without the ability to enforce its intellectual property rights ... Samsung would not be able to sustain the extensive commitment to research and development that has enabled it to lead the way into numerous improvements across a broad range of technologies," the company said in a court document in April 2012.

What patents were involved?

There were seven patents at issue in the latest case -- five held by Apple and two by Samsung. Apple accused Samsung of infringing US patents Nos. 5,946,647; 6,847,959; 7,761,414; 8,046,721; and 8,074,172. All relate to software features, such as quick links for '647, universal search for '959, background syncing for '414, slide-to-unlock for '721, and automatic word correction for '172. Overall, Apple argued that the patents enable ease of use and make a user interface more engaging.

Samsung, meanwhile, had accused Apple of infringing US patents Nos. 6,226,449 and 5,579,239. The '449 patent, which Samsung purchased from Hitachi, involves camera and folder organization functionality. The '239 patent, which Samsung also acquired, covers video transmission functionality, and the Korean company accused Apple's FaceTime of infringing the technology.

What patents were found to be infringed?

The jury found all of Samsung's accused gadgets infringed Apple's '647 "quick links" patent but that none infringed the '959 "universal search" patent or the '414 "background sync" patent. Results were mixed for the '721 "slide to unlock" patent, with some Samsung devices, such as the Galaxy Nexus, found to infringe, and others found not to. Judge Koh, in a pretrial judgement, had already ruled that Samsung infringed the '172 "automatic word correction" patent, and the jury simply calculated damages.

What gadgets were found to infringe?

The Samsung Admire, Galaxy Nexus, Galaxy Note, Galaxy S2, Galaxy S2 Epic 4G Touch, Galaxy S2 Skyrocket, and Stratosphere infringed Apple's '172 patent. Those device -- as well as the Galaxy Note 2, Galaxy S3, and Galaxy Tab 2 (10.1) -- also infringed Apple's '647 patent. The Samsung Admire, Galaxy Nexus, and Stratosphere were found to infringe Apple's 721 patent.

Apple's iPhone 4, iPhone 4S, iPhone 5, iPod Touch (fifth generation, 2012), and iPod Touch (fourth generation, 2011) were found to infringe Samsung's '449 patent.

To see what patents each Samsung device is accused of infringing (denoted by an X), and what patents the jury ultimately decided Samsung did violate (denoted by an asterisked X*), refer to the chart below.

Samsung devices accused by Apple

Outlined below are the Apple devices the jury deemed guilty of patent violation.

Apple devices accused by Samsung

How long did the trial last?

The case kicked off March 31 with jury selection and wrapped up May 5. Court was in session Mondays, Tuesdays, and Fridays throughout the month of April, with the companies granted a total of 52 hours of testimony, three hours of opening arguments, and four hours of closings. The jury started its deliberations late in the day April 29. It reached a verdict at the end of the day May 2, but Judge Koh recalled the jury May 5 to recalculate one of the damages figures.

What did the jury miscalculate?

It had awarded Apple no damages for one version of the Galaxy S2, but Apple believed it should be awarded some money for Samsung's infringement of the '172 patent. The jury had granted Apple $4.02 million for the Galaxy S2 Epic 4G Touch and $5.8 million for the Galaxy S2 Skyrocket. After reconsidering the figures, the jury shuffled around damages awarded to each of the Galaxy S2 models but didn't change the total. The jury foreman, Tom Dunham, said it was a "clerical error."

That's tricky. Both companies were found guilty of infringing some of each other's patents and ordered to pay damages. Ultimately, it wasn't a clear-cut win for either company, but the verdict also wasn't the overwhelming defeat Samsung faced in 2012. By awarding Apple less than 10 percent of the damages it wanted, the jury of mostly tech novices, which deliberated for three full days after a four-week trial, sent a much different message than the prior trial that netted Apple nearly $1 billion. Samsung surely feels relieved by the outcome, though it still was deemed a copycat in some respects. And Apple, which was vindicated in some of its accusations, probably believes Samsung's punishment is too light.

How much money was involved?

The jury ordered Samsung to pay $119.6 million for infringing three of Apple's five patents, much less than the $2.2 billion the iPhone maker had demanded. At the same time, Apple was ordered to pay Samsung $158,400 for infringing one of the Korean company's two patents. Samsung had asked for $6.2 million in damages, and it had argued that if it had infringed all of Apple's patents, it only owed $38.4 million.

While the companies asked for damages, the case was about more than money. What's really at stake is the market for mobile devices. Apple now gets two-thirds of its sales from the iPhone and iPad; South Korea-based Samsung is the world's largest maker of smartphones; and both want to keep dominating the market.

How did the companies react to the verdict?

Apple said Friday, following the verdict:

"Today's ruling reinforces what courts around the world have already found: that Samsung willfully stole our ideas and copied our products. We are fighting to defend the hard work that goes into beloved products like the iPhone, which our employees devote their lives to designing and delivering for our customers."

Samsung said Monday, following the jury recalculation:

"We agree with the jury's decision to reject Apple's grossly exaggerated damages claim. Although we are disappointed by the finding of infringement, we are vindicated that for the second time in the US, Apple has been found to infringe Samsung's patents. It is our long history of innovation and commitment to consumer choice, that has driven us to become the leader in the mobile industry today."

What role did Google play in all of this?

Samsung argued during the trial that most features Apple said infringed were part of Android, Google's mobile operating system that powers Samsung's devices. All patents except one, called "slide to unlock," are built into Android, the Korean company said, and it accused Apple of attacking Android . Apple argued that the patent infringement trial had nothing to do with Android .

It came out during the trial, however, that Google was helping Samsung with its defense for two patents, '414 for background syncing and '959 for universal search. Those patents wielded by Apple directly target features of Android that Google developed, including the Google search box and Gmail. The other patents target features that can be tweaked by handset makers or by the Android open source community.

The jury determined that Samsung had not infringed the '414 and '959 patents but that it did infringe Apple's three other patents.

The jury said Google didn't factor into its decision for infringement or damages, but it believed Apple and Google needed to battle directly instead of involve handset makers such as Samsung.

"I guess if you really feel that Google is something that's the cause behind this, as I think everybody observed, then don't beat around the bush," said jury foreman Tom Dunham, a retired IBM software executive. "The fact is Apple has [intellectual property] they believe in. So does Samsung. So does Google. Let the courts decide, but a more direct approach might be something to think about."

Why doesn't Apple sue Google?

Suing Google wouldn't get Apple far since Google doesn't make its own phones or tablets and gives away its operating system for free. Instead, Apple has sued companies that sell physical devices using Android, a rival to Apple's iOS mobile operating system. In particular, Apple believes Samsung has followed a strategy to copy its products and then undercut Apple's pricing.

For Apple, it's easier to point fingers at the handset makers who generate revenue and profit off of Android phones, rather than Google, which only indirectly generates revenue through mobile advertising and services. It's also easier to display an iPhone next to a Galaxy device and show the similarities and describe how the iPhone predated other rival smartphones. Work had started on Android before the iPhone launched, making it harder to persuade a jury that Google was a copycat.

Overall, the lawsuits are part of a broader effort by Apple to halt the momentum of Android, which has long surpassed iOS as the dominant mobile operating system. Apple isn't just looking for damages; it wants the phones barred from sale. Legal experts say Apple could deal more damage and potentially reap a higher reward going after multiple handset manufacturers than by just striking at Google.

"It is much more effective to sue the device makers as their incremental margin per device is low relative to the benefit that Google gets from having access to your eyeballs," said Chris Marlett, CEO of MDB Capital Group, an investment bank that maintain an intellectual property database. "Ultimately if the device companies can't make a good margin on the phones, they will go out of the phone business. This ends up being a much more effective route to hurting Android."

What witnesses did each side present?

The trial contained testimony by numerous technical and damages experts, as well as people who invented the technology at issue in the case.

The first day of arguments featured testimony by Phil Schiller , Apple's head of marketing. Other witnesses who have testified for Apple include Greg Christie, an Apple engineer who invented the slide-to-unlock iPhone feature; Thomas Deniau, a France-based Apple engineer who helped develop the company's quick link technology; and Justin Denison, chief strategy officer of Samsung Telecommunications America. Denison's testimony came via a deposition video.

The crux of Apple's case came with two expert witnesses, John Hauser, the Kirin professor of marketing at the MIT Sloan School of Management, and Christopher Vellturo, an economist and principal at consultancy Quantitative Economic Solutions. Hauser conducted a conjoint study that determined Apple's patented features made Samsung's devices more appealing, while Vellturo determined the amount of damages Apple should be due for Samsung's infringement: $2.191 billion.

Samsung, which launched its defense April 11 after Apple rested its case, called several Google engineers to the stand to testify about the early days of Android and technology they created before Apple received its patents. Hiroshi Lockheimer, Google vice president of engineering for Android, said his company never copied iPhone features for Android. Other Google Android engineers, Bjorn Bringert and Dianne Hackborn, also testified about features of the operating system.

High-ranking Samsung executives, including former Samsung Telecommunications America CEO Dale Sohn and STA Chief Marketing Officer Todd Pendleton, also took the stand during the monthlong trial. The two executives testified about Samsung's marketing push for the Galaxy S2 and other devices, saying a shift in the Korean company's sales and marketing efforts -- not copying Apple -- boosted its position in the smartphone market.

The latter half of the trial largely featured experts hired by Samsung to dispute the validity of Apple's patents and to argue that Samsung didn't infringe. David Reibstein, chaired professor of marketing at the University of Pennsylvania's Wharton School of Business, refuted Apple expert Hauser's testimony from earlier in the trial. Judith Chevalier, a professor of economics and finance at the Yale University School of Management who was hired by Samsung, said her analysis determined that a reasonable royalty for Samsung's assumed infringement would be $1.75 per device, or $38.4 million overall . Apple had argued it deserved $40 per device for infringement as well as lost profits for a total of $2.191 billion.

After presenting its defense, Samsung on April 21 launched its own infringement suit against Apple. Dan Schonfeld, a professor of computer science at the University of Illinois at Chicago, testified that Apple infringed the '239 patent in its iPhone through the use of FaceTime and a feature for attaching video to messages and mail. And Ken Parulski, another expert who was part of the Kodak team that developed the world's first color digital camera, testified that Apple infringed another Samsung patent for organizing video and photos in folders.

James Storer, a professor of computer science at Brandeis University hired by Apple as an expert witness, then testified April 22 that Apple didn't infringe Samsung's patents. The company then called witnesses such as Apple engineers Tim Millet and Roberto Garcia to testify about the creation of technology used in iPhones and iPads. Millet serves as senior director of platform architecture at Apple, helping create the processors that power iOS devices. Garcia, meanwhile talked about the creation of the FaceTime technology that had been accused of infringing a Samsung patent.

How did the jury reach its decision?

The jury foreman, Tom Dunham, said the jurors simply looked at the evidence that was presented. While Google popped up time and again, that didn't impact jurors' opinions. They declined to specify which testimony or witnesses swayed their opinions.

What was the most influential evidence for the jury?

The jury said it was most influenced by information that Google was helping Samsung mount and fund its defense.

What does the verdict mean for consumers?

Ultimately for consumers, the verdict means little. It's highly unlikely that US District Court Judge Koh, who has been overseeing the battle in federal court in San Jose, Calif., for the past three years, will issue a sales ban on gadgets from either company. And Apple and Samsung already have workarounds or have changed features in the devices to avoid any more patent violations.

Buyers likely also won't see any difference in device pricing or features. But what they may see are less innovative products if litigation keeps taking attention away from product design and development.

What's next?

Appeals galore. Samsung's lead attorney, John Quinn, already said Samsung will appeal. "In post-trial motions and on appeal, we will ask the judge and the federal circuit to cut the 6 [percent] verdict to 0, which is where it should end," he said. And Apple likely will file appeals of its own. The companies could appeal the case as far as the US Supreme Court.

There also could be fresh suits in the future, particularly since Apple had so much success with its '647 patent. All Samsung devices in the case were found to infringe that patent for automatically detecting data in messages that can be clicked, such as phone numbers.

Corrected last name of MDB Capital Group on May 9.

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Case Study On Apple Pay : A New Digital Marketing Tool

About APPLE

Apple Inc. is an US Based multinational technology company headquartered in Cupertino, that designs, develops, and sells consumer electronics, softwares. Its hardware products include the iPhone , the iPad, the Mac , the iPod , and the Apple Watch smartwatch.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to develop and sell personal computers.Later It was incorporated as Apple Computer, Inc. and was renamed as Apple Inc., to reflect its shifted focus toward consumer electronics.

APPLE’S Business Objective

The objective of this case study is: ‘To obtain stellar approach products and service within tight time-frame, at a cost that represents the best possible value to our customers and shareholders.’ 

Strategy Adopted by APPLE

Launched Last summer, Apple Pay has been an advanced step in replacing the traditional wallet. And not only will it have consumer benefits, and is a big plus for the retail sector but this new technology is also bringing a fresh tool for digital marketers to play with.

Apple Pay and customer data

It has been announced by Apple that it won’t be collecting any data itself through the new technology – even though this offers immense knowledge of the  customers’ spending habits and could have been extremely useful for digital marketing purposes. The data will be shared between the customer, merchant, and bank.

So this will help digital marketers  to build a profile of their customer based on data about their purchasing habits.

“Apple Pay is a mobile payment and digital wallet service by Apple Inc. that lets users make payments using the iPhone 6, 6 Plus, and later, Apple Watch-compatible devices (iPhone 5 and later models), iPad Air 2, iPad Pro and iPad Mini 3 and later. Apple Pay does not require Apple Pay-specific contactless payment terminals, and can work with existing contactless terminals. “

A new digital marketing tool

Building loyal relationships.

Those using Apple Pay are much more likely to be open to e-receipts  which is an ideal way for digital marketers to engage with customers after the foremost interaction or purchase, as the space on the receipt can be used for promotional purpose. Here brands can display their offers, and push social media channels, amongst other things, to consumers that are already engaged with them.

The mobile wallet

The ‘Passbook’ app (Wallet), where Apple Pay will be available to customers, helps users to store all of their credit and debit card details, keeping their methods of payment in one place. And with consumers constantly having their phones with them and this can  be good news for brands who are trying to reach them probably as easy as  a clickable ‘Add to Passbook’ button in marketing campaigns .

Plus, the app will even give brands the chance to build  relationships with the consumers. Customers will no longer need to carry their multiple loyalty cards, and points and rewards will be available to them on their device itself , rather than collecting receipts for the same.

The in-app purchasing process development

For apps that have adopted Apple Pay feature, iOS developers have already started witnessing  that the checkout rates are more than double. Apple has created a much smoother and simpler in-app buying process and consumers can now authenticate payments just with the touch of their finger with the new technology of TOUCH ID. Not only does this improves the user experience on mobile, but it plays a key role in deciding which app needs to be downloaded for time saving functionality. Once downloaded, the app provides another channel through which digital marketers can reach consumers with their messages.

Apple Pay is a big step for the contactless payment industry, and as other brands are in the race to create their competitor technologies, the future of the industry is looking bright. As these new technologies are developed, they will provide more ways for digital marketers to reach their target audiences, and it’s therefore important that brands adopt them as soon as possible to keep up with the evolving landscape of digital marketing.

Results Achieved by “APPLE”

Secure, simple, and even more useful.

Paying in stores have become much easier and safer because of technology. Gone are the days when we used to search for wallets and wasted moments finding the right card. Now we  can simply do so by our credit cards, store credit cards, and rewards cards with just a touch.

Apple Pay is very simple to use and works with the cards we already have on the devices we use every day. And because our card details are never shared when we use Apple Pay — in fact, they aren’t stored on your device at all — using Apple Pay on our apple mobile devices is the safer and more private way to pay.

IMAGE CREDITS : Apple

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See your Apple Pay transaction history

Check the latest transactions for the credit or debit cards that you use with Apple Pay.

You might see any transactions made from your credit or debit card account, including transactions from all devices that you use with Apple Pay and your physical card. 1 However, depending on your bank or card issuer, you might see only transactions made with the device that you're using.

See your Apple Pay transaction history on your iPhone

On your iPhone, open the Wallet app.

Tap a card to see a list of your latest transactions.

Tap a transaction to see more details or report an issue.

See your Apple Pay transaction history on your Apple Watch

On your Apple Watch, open the Wallet app.

Tap a transaction to see more details.

See your Apple Pay transaction history on your Mac with Touch ID, iPad, or Apple Vision Pro

On your device, open your Wallet & Apple Pay settings.

On your Mac with Touch ID, choose Apple menu  > System Settings (or System Preferences), then click Wallet & Apple Pay.

On your iPad or Vision Pro, go to Settings > Wallet & Apple Pay.

Select a card.

Select the Transactions tab.

Select a transaction to see more details.

Some transactions might look different than the final charge. Depending on your bank or card issuer, you might see only initial authorization amounts, or you might see different transaction amounts from locations such as restaurants, gas stations, hotels, and rental car companies.

If you've connected your account to an eligible debit or credit card in the Wallet app , there might be a generic daily timestamp in your transaction history.

For the most accurate record of your transactions, refer to the credit or debit statement from your bank or card issuer.

Learn how to see your Apple Card transaction history .

Dispute a credit or debit card charge made using Apple Pay

If you need to dispute a charge made using Apple Pay, contact your bank or card issuer.

1. Transaction history on device might not be available in all countries. Refer to your credit or debit card issuer for full transaction history.

Related topics

Explore Apple Support Community

Find what’s been asked and answered by Apple customers.

Contact Apple Support

Need more help? Save time by starting your support request online and we'll connect you to an expert.

Pay the Apple way.

Faster and easier than using cards or cash.

Pay in full or spread out payments over time., privacy and security built in., accepted on millions of websites and apps., it’s ready and set. just go..

Set up in seconds. Right on your iPhone. Apple Pay is built into iPhone, Apple Watch, Mac, and iPad. Start by adding your credit or debit card to the Wallet app on your iPhone, and you’ll have the option to add it to your other devices in one easy step. When you want to pay, just double-click, tap, and you’re set. You still get all your card’s rewards and benefits — so you won’t miss out on any hard-earned points or miles.

Pay over time with Apple Pay Later. 1 Apple Pay Later allows you to split your purchase into four equal payments over six weeks with no interest, fees, or surprises. 2 Simply check out online and in apps with Apple Pay on your iPhone or iPad, then select Pay Later. You’ll find out in moments if you’re approved — with no impact to your credit score. 3 And you manage everything in Wallet, with built-in tools to help support healthy spending habits.

Use Apple Cash with Apple Pay. Apple Cash is a digital card that lives in Wallet — it stores the cash you receive or want to send. 4 You can send money right in Wallet or Messages — pay your squad for brunch or chip in for a coworker’s gift. You can also spend it in stores, in apps, or online with Apple Pay.

Easy. Does it all.

Grab from the corner cafe. Load up your app. Order a new online. Have delivered. Subscribe to . Get from a vending machine. And from the supermarket. Just look for or when you check out.

At stores and more. Apple Pay is accepted at over 85 percent of retailers in the U.S., so you can likely use it wherever and however you want. If you’re not sure, just ask. Apple Pay works anywhere that takes contactless payments — from vending machines and grocery stores to taxis and subway stations.

How to pay in stores with iPhone

In apps and online. Use Apple Pay for purchases in Safari on your iPhone, iPad, or Mac. You can skip the lengthy checkout forms and pay with just a touch or a glance. Or use Apple Pay to subscribe to services like Apple Music, Apple News+, and Apple TV+, buy apps and games on the App Store, and upgrade your iCloud storage.

• How to pay online using Touch ID

Safe and sound. And secure.

Personal data. Protected. When you make a purchase, Apple Pay uses a device-specific number and unique transaction code. So your card number is never stored on your device or on Apple servers. And when you pay, your card numbers are never shared by Apple with merchants. If you prefer not to share your email address with merchants when paying online, you can use Hide My Email to generate unique, random email addresses that automatically forward to your personal inbox.

Your purchases stay private. When you pay with a debit or credit card, Apple Pay doesn’t keep transaction information that can be tied back to you. And when you use Apple Cash, information is stored only for troubleshooting, fraud prevention, and regulatory purposes.

Tap more. Touch less. Apple Pay works right from your device, helping you avoid touching buttons and terminals, handling cards, and exchanging cash. Every purchase requires Face ID, Touch ID, or a passcode — helping to keep your security in your hands.

Questions? Answers.

How do i use apple pay.

You can use Apple Pay to make purchases in stores, on websites, and in apps. It’s widely accepted, simple, safe, secure, and private.

• Learn how to use Apple Pay in stores
• How to pay in store with iPhone
• Learn how to use Apple Pay on websites
• Learn how to use Apple Pay in apps

How secure is Apple Pay?

Apple Pay is safer than using a physical credit, debit, or prepaid card. Face ID, Touch ID, or your passcode is required for purchases on your iPhone, Apple Watch, Mac, or iPad. Your card number and identity aren’t shared with merchants, and your actual card numbers aren’t stored on your device or on Apple servers.

When you pay in stores, neither Apple nor your device will send your actual card number to merchants. When you pay online in Safari or in apps, the merchant will only receive information you authorize to fulfill your order — such as your name, email address, and billing and shipping addresses.

When you pay with a debit or credit card, Apple doesn’t keep transaction information that can be tied back to you. And when you use Apple Cash, information is stored only for troubleshooting, fraud prevention, and regulatory purposes.

• Learn more about Apple Pay security and privacy

How do I set up Apple Pay?

It’s simple. Just add a credit, debit, or prepaid card to the Wallet app on your iPhone, then choose to add the card to any other Apple devices you want to use with Apple Pay. It works on iPhone, Apple Watch, Mac, and iPad. If you upgrade to a new iPhone, you can automatically transfer your cards to the new device in one easy step.

Which banks support Apple Pay?

Apple Pay works with major credit and debit cards from banks around the world, with more added all the time. You can see all the banks that support Apple Pay here . If your card does not yet support Apple Pay, contact your bank for more information.

Can I check my card balance?

Yes. Connect your eligible Discover credit card account to its associated card you use with Apple Pay to securely view your card account details right in Wallet — including card balances and up to two years of transaction history. 5 To connect an account, open Wallet, select your card, tap 􀍡 the more button , and select Card Details. Then tap Get Account Balance & Activity and follow the steps onscreen.

What is Apple Pay Later?

Apple Pay Later is a payment option that allows you to shop now and pay in four smaller installments over six weeks, with no interest or fees. 2 It’s available within Apple Pay for purchases you make in apps and online with iPhone or iPad. You can manage all your Apple Pay Later loans and payments in one organized place in Wallet — no separate apps to download, no extra passwords to remember.

Does it cost extra to use Apple Pay?

No. Apple does not charge any fees when you pay with Apple Pay — in stores, online, or in apps. And Apple doesn’t charge interest or fees when you use Apple Pay Later.

Can I use Apple Pay abroad?

Apple Pay works in countries and regions that support contactless payments. Confirm with your bank, and ask about any fees they may charge for overseas usage. Apple Pay Later is available only for eligible applicants when shopping at merchants located in the United States. 1

How can my business accept Apple Pay?

If your business already accepts credit and debit cards, simply contact your payment provider to start accepting Apple Pay. If you want to accept Apple Pay on your website or in your app, visit Apple Pay for developers . And Apple Pay Later is part of Apple Pay — no integration or additional steps are required.

Does my business need any special equipment to accept Apple Pay?

With Tap to Pay on iPhone, you can use an iPhone to accept contactless payments through an app supported by any of the participating payment service providers . No extra terminal or hardware is required. 6 If you already have a payment terminal, contact your payment service provider to find out if it accepts contactless payments.

How do I let my customers know I accept Apple Pay?

Download the Apple Pay mark to use within email, on your terminal screen, on your website, and in your app. You can also order Apple Pay decals to put on your storefront window and register. You can even get marketing materials for Apple Pay Later, including a messaging widget and logos.

• Download the decal and guidelines
• View online marketing guidelines
• Order Apple Pay decals for your store
• Add Apple Pay to your Maps listing

Eligible merchants in the United States that accept Apple Pay online and in apps are automatically set up to accept Apple Pay Later — no integration work required. For more details about the merchant experience, visit Apple Pay Later for Developers .

What’s the difference between Apple Cash and Apple Pay?

Apple Cash is a digital card in Wallet that lets you send and receive money in Messages or Wallet. The money you receive appears on your Apple Cash card in Wallet. You can spend it however you like in stores, online, and in apps with Apple Pay.

Apple Pay enables you to make secure, contactless purchases using Apple Cash, Apple Card, and any other credit and debit cards that you add to Wallet.

More for your finances.

Carry one thing. Everything.

The simplicity of Apple. In a credit card.

Send it. Spend it. Stash it.

Set up Apple Pay on your Apple device.

Open the Wallet app and tap to add a card.

Apple Watch

Open the Apple Watch app on your iPhone, tap Wallet & Apple Pay, and then tap Add Card.

Go to Settings Wallet & Apple Pay and tap Add Card.

On models with Touch ID, go to System Preferences Wallet & Apple Pay and tap Add Card.

For more information, visit the Apple Pay setup support page .

• Harvard Business School →
• Faculty & Research →
• May 2015 (Revised October 2015)
• HBS Case Collection

Apple Inc. in 2015

• Format: Print
• | Language: English
• | Pages: 30

About The Author

David B. Yoffie

Related work.

• Faculty Research
• Apple Inc. in 2015  By: David B. Yoffie
• Apple Inc. in 2015  By: David B. Yoffie and Eric Baldwin

Apple Branding Strategy and Marketing Case Study

Analysis and examples of apple’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

Back To The Branding Strategies Homepage

Brand Overview

• Electronics
• Entertainment & Media

Business Type

Physical Products & Software Service

https://apple.com

Target Customer

Premium Technology Users

Primary Need ( Job To Be Done )

Use technology that provides simplicity and style

Brand Visual Identity & Content

Primary brand colors, brand typefaces.

• SF Pro Display
• SF Pro Text

Hero Content

Hero Content Type

Content features people, brand messaging, key messages, benefit or feature focus, tone of voice, brand archetypes.

( Learn More About Brand Archetypes )

Brand Positioning ( Elements of Value )

( Learn More About The Elements of Value )

Aspirational

Self-Actualization

Design & Aesthetics

Brand Benefits

Technology that prioritizes ease-of-use above all else

Modern, stylish, design that satisfies a desire for premium quality and aesthetics

Seamless connection across a family of devices to better integrate into day-to-day life

Competition

Key competitors.

Google, Microsoft, Samsung, Amazon , Dell, HP, Netflix

Get Help Growing Your Brand

Get a 10 page workbook on Purpose, Vision, and Values. Plus resources for Archetypes, Tone, Messaging, and more.

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Apple - The Development Of iEcosystem

Sarika Anand

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Apple.

The Apple logo is very identifiable whether you're walking down a crowded street in a major city or travelling through the highways. Whenever you spot a MacBook, an iPad, or an iPhone, you immediately recognize the logo and know who built it. Apple has accomplished more than just technological domination. The corporation has achieved something that many people strive for: international name recognition and a reputation that will outlast everyone alive today.

The company's tagline from 1997 to 2002, "Think Different," may have contributed to Apple's success. While not always hailed as a triumph, it is the result of foresight in the current competitive market. While many of us possess Apple devices, few are familiar with their history. When did Apple get its start, and how popular was it at its inception? When did Apple become well-known? And why did Apple come so close to going bankrupt? However, such achievement does not happen instantly and is difficult to duplicate. So, what is this mysterious Apple sauce? Let's have a look.

Apple - Company Highlights

About Apple, and How it Works? Apple - Industry Apple - Name, Logo, and Tagline Apple - Founders Apple - Startup Story Apple - Apple without Jobs Apple - The Fall Apple - When Did It Become A Big Name? Apple - Vision, and Mission Apple - Business Model Apple - Investments Apple - Acquisitions Apple - Competitors Apple - Future Plans

About Apple, and How it Works?

Apple Inc. is a global technology company headquartered in Cupertino, California, that specialises in portable electronics, software applications, and internet services. Apple is the fourth-largest personal computer vendor by unit sales, the world's second-most valuable company, the largest information technology company by revenue (totalling US$365.8 billion in 2021) and the second-largest mobile phone manufacturer. Along with Amazon, Alphabet, Microsoft, and Meta, it is one of the five American behemoths in information technology businesses.

Apple Inc. produces, builds, and sells computers and associated computing and communication devices, as well as services, software, networking solutions, and peripherals. Apple distributes its goods through its online shops, retail locations, direct sales representatives, resellers, and third-party wholesalers all around the globe.

The iPhone is Apple's series of cell phones that run on Apple's operating system called iOS. The Mac range of computers is centered also on the business's macOS operating system.

The iPad is a range of multi-purpose tablets from Apple that run on the iPad OS operating system. Apple TV, Air Pods, Apple Watch, Home Pod, Beats products, iPod touch, and other Apple-branded and third-party accessories are included under Home, Wearables, and Accessories.

The Company's wireless headphones that interface with Siri are known as Air Pods. The Apple Watch is the firm's smartwatch series. AppleCare, Advertising, Cloud Services, Digital Content, and Payment Services are among its offerings.

Apple - Industry

The worldwide economy has been severely impacted by the COVID-19 pandemic . Many end-user sectors, including electronics manufacturing, have been impacted. According to data from an IPC study conducted in March 2020, 40% of global electronics manufacturers and suppliers polled anticipate that the COVID-19 outbreak will have the greatest impact on consumer electronics. Another 24% of respondents said that industrial electronics would be the worst hit, with 19% predicting that the automotive electronics category would be the most brutal damage.

Electronic computers, such as mainframes, laptops, pcs, workstations, and software services, as well as computer peripheral devices, are manufactured by companies in this business. Apple, Hewlett Packard Enterprise, Dell, IBM, Lenovo (Hong Kong), ASUS (Taiwan), and Canon (Japan) are the companies that belong to this sector or industry. Annual global unit sales for 2021 hit 340 million units, up 15% from the previous year. With large exports, Europe, Africa, and the Middle East, as well as the Asia Pacific, excluding Japan, led to the rise of this industry. During the projected period, which is 2021-2026, the Electronics Manufacturing Services Market is estimated to grow at a CAGR of 9%.

Apple - Name, Logo, and Tagline

Jobs revealed in his biography written down by Walter Isaacson that he was now on one of his fruitarian diets. He was driving back from an apple farm when he came up with the name for the firm that would transform his life. Steve Wozniak's book, "iWoz: Computer Geek to Cult Icon," confirms this. Wozniak, who drove Jobs home from the airport following that trip, claimed that the firm name came to him during the journey. According to Jobs, the "apple orchard" he mentioned was a commune.

According to Jobs' biography, he believed the name "Apple Computer" sounded "energetic, fun, and not intimidating" - all crucial elements for a firm that intended to transform computing and make it far more approachable. And, that's where the logo came from.

Apple's tagline says, "Think Different."

Apple - Founders

Steve Jobs, Ronald Wayne, and Steve Wozniak founded Apple Computers Company as a business deal on April 1, 1976.

Steve Jobs was the co-founder and former CEO of Apple and Pixar Animation Studios. Jobs attended Reed College in Portland, Oregon after graduating from Homestead High School in Cupertino, California in 1972. He dropped out after one semester and went on to study philosophy and other cultures.

Steve Jobs had a keen passion for technology, therefore he went to work for Atari Inc, a major video game producer at the time. He became acquainted with Steve Wozniak, a fellow designer, and attended Homebrew Computer Club meetings with him. On August 24, 2011, Jobs resigned as Apple's CEO and became Chairman of the Board of Directors. Jobs passed away on October 5, 2011.

Ronald Wayne

Ronald G. Wayne is mainly remembered as one of the co-founders of the Apple tech firm, with Steve Jobs and Steve Wozniak, the company's primary drivers. It was a brief journey compared to the years he spent inventing and manufacturing slot machines and other professional gaming devices. He's a skilled innovator with over a dozen US patents under his belt, covering a wide spectrum of essential concepts.

Steve Wozniak

For the past three decades, Steve Wozniak has been a Silicon Valley star and philanthropist. His design of Apple's original line of devices, the Apple I and II, impacted the popular Macintosh.

With Wozniak's Apple I personal computer, Wozniak and Steve Jobs launched Apple Computer Inc. in 1976. He unveiled his Apple II personal computer the next year, which had a central processing unit, a keyboard, colour graphics, and a floppy disc drive.

Wozniak was active in several corporate and humanitarian endeavours after leaving Apple in 1985, concentrating mostly on computer capabilities in schools and emphasising hands-on learning and promoting student creativity.

Apple - Startup Story

Steve Jobs, Steve Wozniak, and Ronald Wayne created Apple in 1976 to sell Wozniak's hand-built PC, the Apple 1. The Apple 1 was supplied as a motherboard that had a Central processing unit, RAM, and some rudimentary textual-video chips. It had no built-in keyboard, monitor, casing, or other Human Interface Devices at the time.

The Apple 1 was released in July 1976 and sold for $666.66. Only a few weeks after the firm was created, Wayne chose to quit. He accepted an $800 check, which was worth about $72 billion forty years later. Wayne was the one who hand-drew the initial Apple logo, which was later replaced with Rob Janoff's bitten apple symbol in 1977.

On January 3rd, 1977, Apple Computer Inc. was founded. Mike Markkula, who was interested in the Apple-1, gave the team the necessary funds and commercial acumen. Mike Markkula, the third employee, owned a third of the firm. He nominated Michael Scott as the company's first president and CEO because he believed Steve was too young and not responsible enough to handle the role.

The Apple II, designed by Wozniak, was released in 1977. The Apple II computers were able to stay on top of market leaders Tandy and Commodore PET thanks to VisiCalc (the world's first 'killer-app'), a revolutionary spreadsheet and computing software. Because of its office compatibility, VisiCalc provided customers with another reason to acquire the Apple II. The Apple II was able to change the computer industry by introducing colour graphics. Apple had a genuine office with many workers by 1978, as well as an Apple II production sector.

Revenues for Apple doubled every four months in the following years. Between September 1977 and September 1980, their annual revenues increased from $775,000 to $118 million (an average annual growth rate of 533 per cent).

On December 12, 1980, Apple came out publicly for $22 per share. Apple's $4.6 million shares sold out very instantly, raising more money than just about any other IPO since Ford Motor Company in 1956. Steve Jobs , the largest shareholder, gained $217 million from the IPO. The company's IPO also made 300 additional people millionaires overnight.

Apple - Apple without Jobs

As tensions between Jobs and John Sculley, the company's third CEO, developed, Jobs sought to depose Sculley through a revolt, which collapsed. Apple's board of directors sided with Sculley and relieved Jobs of his work responsibilities. Jobs subsequently left his position and started NeXT, a firm that makes powerful workstations. Around the same time, Steve Wozniak sold most of his stock, and left the company, claiming that the firm was heading in the wrong way.

With Jobs gone, the board members were willing to decide what type of computers Apple might create. They chose to sell more costly Macs to high-end clients. Because Steve Jobs was resistant to raising prices, this strategy could not be implemented until after he had departed. They concluded that even if lesser units are sold, profitability will be comparable or greater. This approach was known as "55 or die," and Jean-Louis Gassée required that the Macintosh II had to make at least 55% profit per unit. Sculley hired Gassée to take the role of Steve Jobs.

Although Apple computers were more costly than other computers on the market, they offered advantages such as the UI that attracted customers. In 1991, Apple released the PowerBook laptop with the System 7 operating system. System 7 was responsible for providing the Macintosh OS colour, and it was utilised until 2001 when OS X was introduced.

Apple attempted to expand into new areas throughout the 1990s. Gassée was also involved in the creation of innovative products like the eMate and the Newton MessagePad, with the hope that they would propel the business to an unprecedented level.

Apple - The Fall

When IBM clones became inexpensive and Microsoft's influence grew in the latter part of the decade, Apple's "55 or die" strategy failed. Even while Macs had an extensive software library, they were constrained. On the other hand, Windows 3.0 was on sale for low-cost commodity machines.

Apple intended to re-enter the industry, so they released a new range of devices called the Quadra, Centris, and Performa. Because Apple computers were only accessible by mail or authorised dealers at the time, the Performa was designed to be a stocking item for lifestyle merchants and department stores. Back then, there has been no Apple Stores. Customers, on the other hand, were confused by this since they didn't comprehend the differences among the variants.

Apple has tried portable CD audio players, digital cameras, speakers, TV appliances, and other items, but they all failed. Apple's stock price and market share dropped sharply. To compound the error, Sculley spent a significant amount of time and money porting System 7 to the new IBM/ Motorola PowerPC CPU rather than the Intel processor. Apple had no luck regaining market share since most software was designed on Intel CPUs, which were cheaper.

The Apple board had enough with the very disappointing line of devices and the pricey choice to switch to PowerPC. Sculley was then replaced as CEO by Michael Spindler, a German expatriate who had worked with Apple since the 1980s. Gil Amelio succeeded Spindler as CEO in 1996.

Amelio implemented significant reforms, including mass layoffs and cost reductions. His term was also marred by the shares of Apple hitting a 12-year low. In February 1997, Amelio chose to buy Jobs' NeXT Computer for $429 million, bringing Steve Jobs back to Apple.

Apple - When Did It Become A Big Name?

The iPod, another Apple invention, was introduced in 2001. It was advertised as having thousands of music tracks worth of memory on its 5GB hard drive, which was an astonishing accomplishment for an MP3 player at that very time.

In 2003, Apple launched the iTunes Music Store to augment this. This followed the introduction two years before of iTunes, Apple's digital music software solutions. In 2003, Apple introduced a variant for Windows, and over the next several years, it began moving out to the rest of the globe. The iTunes Music Store was a convenient method for US residents to legally purchase music online; in 2006, it changed its name to the iTunes Store to include video services too. In 2005, Apple computers had Intel chips, allowing them to run Windows. All Apple PC hardware, including iMacs and MacBook Pros, will be Intel-based in the future.

In 2007, Apple Computer Inc. changed its name to Apple Inc. to reflect its expanded product line. 270,000 iPhones were ordered during the first 30 hours after its release, earning it the moniker "Apple's destiny changer."

The debut of the iPhone, iPod Touch, and iPad devices were met with overwhelming success. Apple introduced the App Store in July 2008 to offer third-party iPhone and iPod-Touch software. The App Store sold 60 million apps in a month and generated an average daily income of $1 million. Because of the iPhone's success, Apple became the world's third-largest mobile device provider.

In October 2010, Apple stock achieved an all-time high of $300. On August 24, 2011, Steve Jobs stepped down from his role as CEO owing to health concerns and was succeeded by Tim Cook . Jobs died on October 5, 2011, bringing an end to a great period for Apple and a major shift in the company's history.

Apple, on the other hand, continues to dominate the market with ground-breaking technical marvels.

Apple - Vision, and Mission

Apple's mission is “ to bring the best user experience to its customers through its innovative hardware, software, and services .”

Apple - Business Model

Apple's business model is divided into two parts: products and services. In 2021, Apple earned more than $365 billion in revenue, with $191.9 billion coming from iPhone sales, and $38.3 billion from accessories and wearables (AirPods, Apple TV, Apple Watch, Beats products, Home Pod, iPod touch, and accessories),  $35.2 billion from Mac sales, $31.86 billion from iPad sales, and $68.4 billion from services.

• Products - iPhone, Mac, iPad, as well as wearables, home, and accessory devices, are among the product lines (Air Pods, Apple-Watch and more)
• Services -  AppleCare+, Digital Content Stores and Streaming Services, and the AppleCare Protection Plan, Apple's Cloud Services, Licensing, and other services like Apple ArcadeTM, Apple News+, Apple CardTM, and Apple Pay, a cashless payment service, are all part of the services business.

Apple - Investments

Apple - acquisitions, apple - competitors.

Microsoft, Samsung, Lenovo, Dell, Sony, HP, Xiaomi, Asus, Huawei, and Oppo are the top competitors of Apple.

Apple - Future Plans

Every year in June, Apple has its global Annual Developers Conference, and in 2022, the keynote will be held on June 6. Apple will use the event to debut its next-generation software, which will be available in the autumn.

Apple is said to be developing a folding iPhone with a screen size of 7.5 to 8 inches and a release date of 2023 at the utmost. Apple is reported to be working on interactive virtual goggles with an inbuilt processor, dedicated high-end displays, and a Reality Operating System. The gadget will combine hand gestures, touch panels, and voice activation for interaction, and it is projected to cost around $3,000. In 2023, the AR/VR headset is projected to be released.

Apple is working on upgraded 14-inch and 16-inch MacBook Pro models with M2 Pro and M2 Max processors. The M2 Max processor will include a 12-core CPU and a 38-core GPU, and the new computers will be available in 2023.

The storyline of Apple's electric vehicle research has undergone numerous plot twists, but reliable Apple analyst Ming-Chi Kuo claims that the company is still targeting a completely autonomous automobile, instead of just a technology offering, with a launch date between 2023 and 2025.

Apple - FAQs

What does apple do.

Apple Inc. is a global software company headquartered in Cupertino, California, that specialises in portable electronics, software applications, and internet services

When was Apple founded?

Which companies do apple compete with.

Microsoft, Samsung, Lenovo, Dell, Sony, HP, Xiaomi, Asus, Huawei, and Oppo are some of the companies Apple competes with.

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Creating Value Through AI & Cloud: Overcoming Roadblocks

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