Apple Inc. in 2020 - Case - Faculty & Research - Harvard Business School
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  • April 2020
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Apple Inc. in 2020

By: David B. Yoffie and Daniel Fisher
  • Format:Print
  • | Language:English
  • | Pages:31
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Abstract

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.

Keywords

Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategic Positioning; Strategy; Information Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Product Positioning; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry

Citation

Yoffie, David B., and Daniel Fisher. "Apple Inc. in 2020." Harvard Business School Case 720-454, April 2020.

About The Author

David B. Yoffie

Strategy
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