apple inc in 2018 case study

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The case is set in September 2019 and the protagonist is Tim Cook, the CEO at Apple, Inc. In 2019, Apple had revenues of $260 billion; yet, net revenues were down by 7 percent over the same period.…

• Length: 24 page(s)
• Publication Date: Nov 18, 2019
• Discipline: Strategy
• Product #: MH0069-PDF-ENG

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The case is set in September 2019 and the protagonist is Tim Cook, the CEO at Apple, Inc. In 2019, Apple had revenues of $260 billion; yet, net revenues were down by 7 percent over the same period. Much of the decline in Apple's revenues is a result of decreased sales of the iPhone, which contributed 62 (!) percent of Apple's total revenues in 2018, and declined to 54 percent in 2019. The case highlights the problems Tim Cook faces as demand of the iPhone slows, and Apple has failed to introduce any major new product since the iconic iPhone was launched in 2007. Trade tensions between the United States and China, moreover, are also negatively impacting the company. Over the past few years, the Chinese market accounted for 25 percent of Apple's total revenues. Apple is exposed to the trade tensions in two ways in particular. Moreover, the threatened imposition of tariffs on Chinese goods by the United States would further hurt Apple by raising the effective cost of Apple products in the United States because almost all of their manufacturing is done in China by Foxconn. Finally, Apple recently entered the video-streaming market, with its Apple TV+ service, which will develop original programming as well as act as a pipeline for other channels. This is a crowded market with strong existing players such as Netflix, Hulu (controlled by Disney), and AT&T's HBO. Other notable new entrants into the content streaming market include Disney+.

Learning Objectives

Strategic Leadership; Business Model; External and Internal Analyses; Competitive Strategy; Innovation and Technology Strategy; Industry Life Cycle; Diversification

Nov 18, 2019 (Revised: Nov 18, 2019)

Discipline:

Geographies:

China, United States

Industries:

Information technology industry

McGraw-Hill Education

MH0069-PDF-ENG

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Strategy & Execution

Apple Inc. in 2018

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Product Description

Publication Date: May 04, 2018

Many observers worried about what would happen to Apple when Steve Jobs died in 2011. But Apple had performed above everyone's expectations in Cook's six years as CEO. Apple's core business - the iPhone - continued to deliver spectacular results. In addition, Cook was aggressively introducing new products, ranging from Apple Watch to HomePod. Cook also had the world's biggest balance sheet to invest in new technologies and markets. The total number of products in Apple's portfolio had doubled (from roughly 20 to 40) under Tim Cook. The question for Cook in 2018 was no longer, 'can Apple thrive without Steve Jobs,' but rather 'can Apple move beyond a one-trick pony (iPhone)'?

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Apple Inc. in 2020

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About The Author

David B. Yoffie

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Apple Inc In 2018 Case Study Solution Analysis

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Apple Inc In 2018 Case Study Solution & Analysis. Get Apple Inc In 2018 Case Study Analysis & Solution. Contact us directly at buycasesolutions(at)gmail(dot)com if you want to order for Apple Inc In 2018 Case Solution, Case Analysis, Case Study Solution.... More

Apple Inc In 2018 Case Study Solution & Analysis. Get Apple Inc In 2018 Case Study Analysis & Solution. Contact us directly at buycasesolutions(at)gmail(dot)com if you want to order for Apple Inc In 2018 Case Solution, Case Analysis, Case Study Solution. David B. Yoffie, Eric Baldwin Less

Email us for Any Case Solution at: [email protected] Apple Inc in 2018 Case Study Solution & Analysis Apple Inc in 2018 Case Study Solution & Analysis. Our tutors are available 24/7 to assist in your academic stuff, Our Professional writers are ready to serve you in services you need. Every Case Study Solution & Analysis is prepared from scratch, top quality, plagiarism free. Authors: David B. Yoffie, Eric Baldwin Get Case Study Solution and Analysis of Apple Inc in 2018 in a FAIR PRICE!! Steps for Case Study Solution & Analysis: 1. Introduction of Apple Inc in 2018 Case Solution The Apple Inc in 2018 case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The Apple Inc in 2018 case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved Apple Inc in 2018 case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution. The case solution first identifies the central issue to the Apple Inc in 2018 case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Lastly, a good case study solution also includes an implementation plan for the recommendation strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved. 2. Problem Identification of Apple Inc in 2018 Case Solution Email us for Any Case Solution at: [email protected] Note: This Article is only for format and is not related to case study. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by Apple Inc in 2018 is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these. 3. Analysis of the Apple Inc in 2018 HBR Case Study The objective of the case should be focused on. This is doing the Apple Inc in 2018 Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found. In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study. The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation. Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation. 4. SWOT analysis of Apple Inc in 2018 An important tool that helps in addressing the central issue of the case and coming up with Apple Inc in 2018 HBR case solution is the SWOT analysis. The SWOT analysis is a strategic management tool that lists down in the form of a matrix, an organisation's internal strengths and weaknesses, and external opportunities and threats. It helps in the strategic analysis of Apple Inc in 2018 Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue. Therefore, the SWOT analysis is a helpful tool in coming up with the Apple Inc in 2018 Case Study answers. One does not need to remain restricted to using the traditional SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used. Email us for Any Case Solution at: [email protected] Note: This Article is only for format and is not related to case study. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] 5. Porter Five Forces Analysis for Apple Inc in 2018 Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which Apple Inc in 2018 operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions. • These are the threats that the industry faces due to new entrants. • It includes the threat of substitute products. • It includes the bargaining power of buyers in the industry. • It includes the bargaining power of suppliers in an industry. • Lastly, the overall rivalry or competition within the industry is analysed This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective. 6. PESTEL Analysis of Apple Inc in 2018 Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases. • The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry. • Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question. 7. VRIO Analysis of Apple Inc in 2018 This is an analysis carried out to know about the internal strengths and capabilities of Apple Inc in 2018 . Under the VRIO analysis, the following steps are carried out: • The internal resources of Apple Inc in 2018 are listed down. • Each of these resources are assessed in terms of the value it brings to the organization. • Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors. Email us for Any Case Solution at: [email protected] Note: This Article is only for format and is not related to case study. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] • Each resource is assessed whether it could be imitated by competition easily or not. • Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not. • The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term competitive advantage. If a resource is high on Value, Rareness, and Imitability, then it brings an unused competitive advantage. If a resource is high on Value and Rareness, then it only brings temporary competitive advantage. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage. 8. Value Chain Analysis of Apple Inc in 2018 The Value chain analysis of Apple Inc in 2018 helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows: • The firm’s primary and support activities are listed down. • Identifying the importance of these activities in the cost of the product and the differentiation they produce. • Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities. Recognizing value creating activities and enhancing the value that they create allow Apple Inc in 2018 to increase its competitive advantage. 9. BCG Matrix of Apple Inc in 2018 The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows: • Identify the relative market share of each strategic business unit. • Identify the market growth of each strategic business unit. • Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate. • Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix. Email us for Any Case Solution at: [email protected] Note: This Article is only for format and is not related to case study. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] The strategies identified from the Apple Inc in 2018 BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting. 10. Ansoff Matrix of Apple Inc in 2018 Ansoff Matrix is an important strategic tool to come up with future strategies for Apple Inc in 2018 in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products. • The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy. • The organization can develop new products for the existing market. This is known as product development strategy. • The organization can enter new markets with its existing products. This is known as market development strategy. • The organization can enter into new markets with new products. This is known as a diversification strategy. The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take. 11. Marketing Mix of Apple Inc in 2018 Apple Inc in 2018 needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis. • Analyse the company’s products and devise strategies to improve the product offering of the company. • Analyse the company’s price points and devise strategies that could be based on competition, value or cost. • Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements. • Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products. 12. Apple Inc in 2018 Strategy The strategies devised and included in the Apple Inc in 2018 case memo should have a strategy. A strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives Email us for Any Case Solution at: [email protected] Note: This Article is only for format and is not related to case study. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] the organization a competitive advantage over other firms, unlike a red ocean strategy. 13. Competitors analysis of Apple Inc in 2018 The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of Apple Inc in 2018 looks at the direct and indirect competitors within the industry that it operates in. • This involves a detailed analysis of their actions and how these would affect the future strategies of Apple Inc in 2018 . • It involves looking at the current market share of the company and its competitors. • It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc. • It also should look at the potential opportunities and threats that these competitors pose on the company. 14. Organisation of the Analysis into Apple Inc in 2018 Case Study Solution Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will also be the Apple Inc in 2018 case answers. These are usually in the form of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations: • The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these. • The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business Email us for Any Case Solution at: [email protected] Note: This Article is only for format and is not related to case study. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for competitive advantage as a corporate level strategy, then it can't be recommended for the Apple Inc in 2018 Case Study Solution that the business unit should focus on costs. • The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved. The case study analysis and solution, and Apple Inc in 2018 case answers should be written down in the Apple Inc in 2018 case memo, clearly identifying which part shows what. The Apple Inc in 2018 case should be in a professional format, presenting points clearly that are well understood by the reader. 15. Alternate solution to the Apple Inc in 2018 HBR case study It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for Apple Inc in 2018 is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations. 16. Implementation of Apple Inc in 2018 Case Solution The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the objectives. It also lays down the changes needed to be made as well as the assumptions in the process. • A proper implementation framework shows that one has clearly understood the case study and the main issue within it. • It shows that one has been clarified with the HBR fundamentals on the topic. • It shows that the details provided in the case have been properly analysed. Email us for Any Case Solution at: [email protected] Note: This Article is only for format and is not related to case study. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] • It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented. • The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the Apple Inc in 2018 Harvard case is complete and properly answered. 17. Recommendations and Action Plan for Apple Inc in 2018 case analysis For Apple Inc in 2018, based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows: • Apple Inc in 2018 should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL. • Apple Inc in 2018 should enhance the value creating activities within its value chain. • Apple Inc in 2018 should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis. • To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market. Email us for Any Case Solution at: [email protected] Note: This Article is only for format and is not related to case study. If you want original case solution, please place your order on the Email.

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Studio Display assembly, China mainland

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Counterclockwise from top: Apple Watch assembly, Vietnam; Apple Watch band manufacturing, Japan; Mac Pro assembly, United States

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We encourage everyone across our supply chain to share feedback. And we’re focused on ways to amplify their voices. We interview and survey hundreds of thousands of supplier employees, and provide hotlines so they can anonymously raise concerns directly to Apple. We use this feedback to support our suppliers in strengthening their operations and providing the best possible experience for their employees.

We investigate reported concerns quickly, with Apple experts typically arriving onsite within 24 to 48 hours. Apple has zero tolerance for retaliation, and any supplier found to have retaliated against an employee for raising a concern faces immediate consequences, up to and including termination of their business with Apple. We require our suppliers to promptly address any issues, and we regularly check on their progress until we confirm that all necessary actions have been taken.

If suppliers are unwilling or unable to correct any issues, they risk removal from our supply chain. Since 2009, we have removed 25 manufacturing supplier facilities and 231 smelters, refiners, and manufacturers of materials from our supply chain for failing to meet our standards.

Counterclockwise from top: Logistics, United States; Apple Watch assembly, Vietnam; iPhone assembly, China mainland

supplier employees directly engaged by Apple about their workplace experience in 2023

improvements made to supplier workplaces based on employee feedback in 2023, mostly focused on services like transportation and dining

people at 35 supplier sites reached by our hotline awareness campaign, which provides knowledge on how to raise workplace concerns

supplier employees contacted following interviews to ensure that they didn’t experience retaliation as a result of their participation

Labor and human rights at the foundation.

Apple Watch assembly, Vietnam

Everyone has the right to work in a safe and healthy environment where they’re treated with respect and dignity. We uphold these rights with every decision we make, including the suppliers we choose to work with, the materials we select for our products, and the processes and equipment we use to make them. We work closely with our suppliers to uphold the highest standards of labor and human rights everywhere our business reaches.

Our standards apply globally, regardless of where people live or work or which job they do. We require our suppliers to educate their employees on their workplace rights, including how to share feedback if their rights aren’t being respected. With the help of experts, nonprofit organizations, government agencies, and workers themselves, we consistently strengthen our requirements and programs to make sure they continue to meet the needs of people across our supply chain.

From top to bottom: Component manufacturing, India; Studio Display assembly, China mainland

supplier employees trained on their workplace rights since 2008

supplier employees’ working hours reviewed weekly to verify compliance with our standards

education and training sessions delivered through the Apple Supplier Employee Development Fund (SEDF)

Dedicated to continuous improvement.

Product personalization, United States

Before a prospective supplier enters our supply chain, we assess their ability to meet our standards and identify areas for improvement. We hold suppliers accountable for our strict standards through regular, rigorous onsite assessments. Conducted by independent third-party auditors, these assessments look at every detail of a supplier’s operations through worker and management interviews, detailed site walkthroughs, and thorough reviews of documentation.

Suppliers must fix any violation of our standards under the supervision of Apple experts and take steps to prevent the issues from happening again. Any suppliers that are unable or unwilling to improve their operations to meet our requirements risk removal from our supply chain.

We also support our suppliers’ continual learning and improvement by having Apple experts share knowledge, advise on best practices, and design learning plans customized to the needs of each site.

Clockwise from top left: HomePod assembly, Vietnam; Component manufacturing, Germany; Fiber-based packaging production, Austria

assessments of supplier facilities conducted in 2023, including 203 unannounced visits

of prospective suppliers prevented from entering our supply chain since 2020 for being unable or unwilling to meet our requirements

The strongest standards in hiring.

Mac Pro assembly, United States

Apple has no tolerance for forced labor. Our policies that prevent forced labor apply globally, regardless of a person’s job, location, or how they were hired. We require that job recruitment processes be free and fair, prohibiting practices such as charging fees to secure a job — even where it’s allowed by law. We’ve partnered with the International Organization for Migration (IOM), a United Nations agency, to create easy-to-use tools that help suppliers recruit people ethically and with respect for their human rights.

Our work to prevent forced labor extends throughout the employment journey, and we verify that suppliers are meeting our standards every time we engage with them, including during assessments.

Learn more about our efforts to prevent forced labor (PDF)

instances found where people were forced to work in our supply chain in 2023

people trained on the industry-leading tools in the Apple Responsible Labor Recruitment Due Diligence Toolkit in 2023

in recruitment fees paid back by suppliers to more than 37,700 employees since 2008 due to Apple’s zero-fees policy

Skills that open doors.

Through the Apple Education Hub, people across our supply chain are able to access technical education and resources on topics such as personal development, leadership, computer science, coding, robotics, recycling, and advanced manufacturing. These programs enrich supplier employees’ workplace experiences and provide the skills needed to pursue opportunities in highly technical fields. For example, graduates of our Swift coding program have launched apps on the App Store, meeting the high bar required for publication.

We partner with leading experts such as the Council for Adult and Experiential Learning (CAEL) in the United States, Zhejiang University in China mainland, and St. John’s Medical College in India to ensure that our programs are innovative, meaningful, and connected to relevant opportunities in local job markets.

Clockwise from top: Component manufacturing, Japan; Component manufacturing, India; Mac Pro assembly, United States

technical or management positions attained by graduates of our education programs

supplier employees who have graduated from our Swift coding program since 2017

The Supplier Employee Development Fund.

Apple Education Hub, China mainland

Education is a powerful equalizing force, and we are committed to providing opportunities for the people in our supply chain to learn and grow. In 2022, we announced a $50 million Supplier Employee Development Fund (SEDF) to further invest in people in our supply chain. Through the fund’s Apple Education Hub, we’re expanding access to educational opportunities for supplier employees and their surrounding communities.

In partnership with local academic institutions and non-governmental organizations (NGOs), the Apple Education Hub helps supplier employees develop the skills necessary to pursue new opportunities in our supply chain, as well as better manage their health and well-being.

From top to bottom: Component manufacturing, United States; Retail janitorial services, United States

supplier employee participants in learning and development opportunities through the Apple Education Hub in 2023

supplier employee participants in our education programs since 2008

Health starts with knowledge.

Education programs, India

Education programs, India

We’re committed to cultivating a supply chain where people can thrive — inside and outside work. This means providing the people in our supply chain with the tools needed to focus on their physical and mental health. Since 2017, millions of supplier employees have benefited from training on essential topics such as nutrition, reproductive health, early disease detection, and mental health. These programs are tailored to meet the needs of local supplier employee populations, equipping them with important knowledge and skills to take control of their own health, which they can then share with their communities to multiply the impact.

Counterclockwise from top: Health and wellness education, Vietnam; Health and wellness education, India; iPhone assembly, China mainland

people reached by our health and wellness programs since 2017

participants in our mental well-being programs in 2023

Advanced. Manufacturing.

Component manufacturing, United States

As we continue to drive innovation in our products, the machines used to build them must also advance. That’s why we’re always reviewing and strengthening our machine safety programs to help keep the people who operate manufacturing equipment safe on the job. We require suppliers to design safer equipment from the start and to conduct regular trainings on topics such as the use of safety devices, inspection basics, automation safety, and hazards associated with moving parts. We also require suppliers to regularly inspect equipment and safety procedures to confirm that machines remain in safe working condition and that the rules put in place to keep people safe are being enforced and followed. If we do find issues, we work with suppliers to correct them and prevent them from happening again.

Counterclockwise from top: Component manufacturing, Japan; Component manufacturing, China mainland; Component manufacturing, Germany

supplier sites enrolled in our new enhanced machine safety training in 2023

machines inspected for safety risks at 112 key supplier sites around the world in 2023

A culture of safety.

iMac assembly, Ireland

iMac assembly, Ireland

Everyone has the right to be safe at work, and we work hard to verify that the materials, machines, and processes used to make our products safeguard the health and safety of the people in our supply chain. We consistently update our industry-leading health and safety standards and confirm that our suppliers meet those standards through regular inspections. We also partner with our suppliers to build a workplace culture that puts health and safety at the forefront every day, including by offering training materials and providing ways for employees to speak up if they identify opportunities to improve safety practices.

Counterclockwise from top: Fiber-based packaging production, Austria; Mac Pro assembly, United States; Component manufacturing, Germany

supplier sites participated in safety training in 2023

Facility Readiness Assessments conducted before manufacturing began in 2023

Leading the way on smarter chemistry.

iPad assembly, Vietnam

Keeping workers and customers safe is a top priority that guides the decisions we make about the materials we use in our products. We require our suppliers to follow our industry-leading chemical safety standards to make sure that employees, communities, and the environment are protected against chemical hazards. This includes working together to use safer materials in our products and manufacturing processes, such as in the cleaners used during product assembly. By collaborating with leading experts and nonprofit organizations, we’re accelerating the adoption of safer chemicals across the electronics industry, fostering safer working conditions for people far beyond our own supply chain.

Counterclockwise from top: MacBook Pro assembly, China mainland; iPhone assembly, China mainland; Supplier water treatment facility, United States

suppliers reported data on the chemicals used in their facilities in 2023

new safer cleaners approved for use in our supply chain in 2023, with a total of 175 approved cleaners deployed to our suppliers since 2020

A carbon neutral supply chain by 2030.

Apple’s worldwide corporate operations have been carbon neutral since 2020, and we’ve set a goal to become carbon neutral across our entire supply chain, including the lifetime use of our products, by 2030.

Reaching our Apple 2030 goal means we first need to continue reducing the carbon emissions from our manufacturing processes. To make this happen, we’re designing our products to be less carbon-intensive, increasing our use of recycled and renewable materials, and transitioning our entire supply chain to 100 percent renewable energy. We’ll then use carbon removal to address the small amount of remaining emissions, starting with high-quality nature-based solutions, like those in Apple’s Restore Fund.

We’ve also called on our suppliers to decarbonize their Apple production by 2030, and we’re helping them get there through targeted programs and training that aim to improve their energy efficiency and identify sources of high-quality renewable energy.

Learn more about Apple 2030

Counterclockwise from top: Supplier solar array installation, Switzerland; Apple Watch band manufacturing, Japan; Apple Watch assembly, Vietnam

of Apple suppliers expected to be carbon neutral for their Apple production by 2030

gigawatts of renewable energy operational in the Apple supply chain

Environmental rights are human rights.

Responsibly managed forest, Austria

The global impacts of climate change are becoming more apparent by the day. Our approach to protecting the planet considers not only the environmental implications of every decision we make, but also the impact of those decisions on people, particularly those living and working in communities disproportionately affected by climate change. That’s why we consider our supply chain in the context of the local communities where our suppliers operate.

Low-income and historically marginalized communities too often bear the brunt of the effects of climate change. As part of our Racial Equity and Justice Initiative (REJI), we created the Impact Accelerator for Black-, Latinx-, and Indigenous-owned businesses focused on environmental solutions. The Impact Accelerator is just one way we’re helping ensure that those most affected by environmental challenges are also helping design solutions that dismantle the systemic barriers to addressing them.

From top to bottom: Supplier solar array installation, Germany; Supplier water treatment facility, United States

Black-, Latinx-, and Indigenous-owned businesses participated in the Impact Accelerator since 2020

A zero waste mindset.

iPhone assembly, China mainland

We’re dedicated to minimizing our resource use and waste as we build our products. We require our suppliers to avoid sending waste to landfills by implementing recycling and reuse programs and developing innovative materials and recycling strategies. Today, all established final assembly sites for major Apple products are Zero Waste Certified.

Water is a critical resource shared by people and ecosystems around the world, and we’re working to protect it for future generations. Through our Clean Water Program, we’re helping suppliers reduce their water usage, promote water recycling, and prevent water pollution. Since the launch of this program in 2015, 20 of our suppliers’ facilities have achieved certification through the Alliance for Water Stewardship (AWS), the world’s leading water stewardship organization. Earning this certification requires suppliers to adopt industry-leading water conservation and stewardship practices while also engaging with their community to protect resources across their local water basin.

From top to bottom: Apple Watch band manufacturing, Japan; HomePod assembly, Vietnam

metric tons of waste diverted from landfills by Apple suppliers in 2023

gallons of freshwater saved through Apple’s Clean Water Program since 2013

Our journey to 100% recycled and renewable.

Materials recovered by Daisy, Apple’s iPhone disassembly robot, United States

Our goal is to one day build our products using only recycled and renewable materials and eliminate our reliance on mining. Each year, we move closer to that goal, with more components being made with 100 percent recycled or renewable materials. Effectively disassembling and recycling our products after their use is also a key part of our work to support a circular economy. These processes help recover valuable materials that can be used again, making the best use of limited resources and enabling us to design and build the next generation of devices to be even better for people and the planet. That’s why we help our suppliers efficiently and safely recycle our products, by providing Recycler Guides and conducting assessments to verify that they’re meeting our standards.

We maintain strict standards for the responsible sourcing of materials — whether primary or recycled. Since Apple doesn’t directly purchase or procure primary materials, we work closely with our suppliers to uphold these standards and work with partners to improve conditions in and around mining communities.

Clockwise from top: Daisy, Apple’s iPhone disassembly robot, United States; Supplier hydroelectric energy facility, Austria; Recycling, Singapore

responsibly sourced key materials in batteries, whether primary or recycled

recycled cobalt targeted to be used in all Apple-designed batteries by 2025 *

recycled rare earth elements targeted to be used in all magnets across Apple products by 2025

Read our 2024 reports to learn more about our dedication to people and the planet.

More from Apple on our global supply chain.

Your feedback makes a difference..

We welcome your thoughts, questions, and ideas about our global supply chain.

Our values lead the way.

Environment.

Our commitment to becoming carbon neutral by 2030 drives everything we do.

Inclusion and Diversity

We’re holding ourselves accountable for creating a culture where everyone belongs.

Racial Equity and Justice Initiative

We’re addressing systemic racism by expanding opportunities for communities of color globally.

We empower students and educators to learn, create, and define their own success.

We design every product and service to keep your data safe and secure.

Accessibility

Our built-in accessibility features are designed to work the way you do.

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Sample Management Case Study on Apple Inc 2018 Case Study Analysis

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Apple Inc 2018 Case Study Analysis

           Apple has been in existence since 1976 with Steve Jobs and Steve Wozniak as the founders. Initially, the company was designed to develop and sell personal computers. On January 3, 1977, it was incorporated as Apple Computer, Inc. and renamed Apple Inc in 2007 to reflect its shifted focus on consumer electronics. As such, the business has 9 products, 7 services, and multiple retail outlets worldwide. Apple’s products include iPhone, Apple Watch, Apple TV, Apple iPad Family, Macintosh, iOS, iPod, and MacOS. On the other hand, Apple’s services range from Cloud to Apple Pay among others. As Apple’s new CEO Tim Cook celebrates the company’s accomplishments in 2018, the path to success has not been straightforward as described in Apple Inc. 2018 case study.

Main Issues in the Case Study

           Apple Inc. commencement and breakthrough in the market were marked by significant sales and revenue. The company was leading in the personal computer industry. The company sold more than 100,000 Apple IIs by the end of 1980 (Yoffie & Eric, 2018, pg.2). With time, Apple’s competitive position started changing as new firms such as IBM and Microsoft ventured into the market while providing competitive prices for their products. Apple’s revenue dropped as a result of competitors who were offering low-priced products as opposed to Apple’s high-end products. Apple responded by introducing Macintosh, a new product, and specifically deployed it in the education and publishing sector. In a twist of events, Apple regained market control as a result of customer loyalty. The business has been trying to control the market share by positioning itself to respond to alternative products offered in the market by competitors. The company has survived in the market as a result of differentiation and focus strategies deployed by the management. Other key success factors that Apple has been utilizing include marketing and design expertise. To this effect, the company has built a brand name that markets itself. 

Case SWOT Analysis

            Apple’s strengths include innovations, brand name, retail stores, and customer loyalty . The company’s innovations are majorly based on technological inventions. On the other hand, the company has earned a brand name as a result of the high-quality products, thus, it has retained most of the customers. Additionally, the business has retail stores around the world making it possible to explore international markets. 

            Apple’s weaknesses include high retail prices, competition from major firms , and incompatibility of operating systems. In principle, the company’s products are highly-priced and it may be impossible to win middle-income earners. On the other hand, the firm faces stiff competition from major firms offering similar services. Conversely, the company’s operating systems have been known to be incompatible with other Windows Operating systems, thus limiting the scope of usage.

Opportunities 

            Some of the opportunities that Apple can capitalize on include sales growth in emerging economies and demonstrating continued innovation. As such, the Apple market is likely to grow as the economy expands with time. Additionally, the continual innovation evident in the company is proves that the business can cope in the future innovative world of business.

            The stiff competition is a threat to Apple as more technologically savvy companies are up with more advanced solutions. Additionally, product imitation also poses a threat to the company.

Recommendations

After reviewing the SWOT analysis model which comprises of strengths, weaknesses, opportunities, and threats for Apple Inc. in the case study, the following are possible solutions or recommendations for the identified challenges:

Options for Leading Company

            Since there are so many firms such as Samsung, HP, among others which are competing with Apple to lead the market, the company can focus on differentiated lifestyle branding. Apple should attempt to embody the values and aspirations of the targeted group in the market while avoiding the pressure to directly compete with Dell and HP.

Option to Compete in International Markets

            Apple should consider expanding the retail stores because they represent significant revenue for the company. The stores can also act as an avenue for interactive advertisement for Apple’s brand. Further, the company should focus on an integrated system of advertisement. Some customers have not experienced the seamless interoperability of all Apple’s products, thus the company should focus on this angle of advertisement to sell more products to new and existing customers. Additionally, Apple should expand its support for educational and creative professional markets.

Generic Strategy 

           Specifically, Apple should engage in design innovations, enhance research on user interface possibilities and consider diversification of consumer electronics. Concerning design, Apple should put much emphasis on design development with an internal resource allocation; this will be a sure way of leading the design industry. As with research, Apple should do extensive research in the user interface to focus on ease of use, it will enable the company to gain an upper hand over other competitors. Finally, the company should continue with diversification and specifically focus on developing complementary products .

Other Strategies 

            Other strategies that the company can implement to compete with other firms include franchising of stores, growth by new market opportunities, and vertical integration. The following figure shows the expected outcomes.

Figure 1: Outcome expectations for different strategies

Implementation

           For the mentioned proposals to be effective, the following course of action is required:

• Concerning expanding market share at the international level, Apple should consider targeting China and India. In the mentioned country, most of the population is passionate about computers, music, and phones. As such, Apple can build high-quality products but at a lesser price. Specifically, the company can reduce the present prices of products in the mentioned countries by 25 percent. It will cost the company about $1 billion to effectively initiate the price cut in the two countries.
• Intensify research and innovation by rewarding plans for innovative ideas. Therefore, the company can save 1 percent of its profit for innovation. It will cost the company around $22.3 billion if the 2017 profits are considered.
• Embracing human resource structured programs to ensure that penetration in new markets is made possible. It may not be necessary to invest heavily in human resources since the available personnel can be re-structured without incurring additional costs.

In conclusion, Apple has a variety of factors leading to its success in some areas and possible strain in others. Evaluation of the case study by SWOT analysis reveals some strengths, weaknesses, opportunities, and threats. However, the SWOT analysis can be used to come with proposals to address the challenges identified in the case study.

Yoffie, D., & Eric, B. (2018). Apple Inc. in 2018.  Harvard Business School Case 718-439

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