was exacting and uncompromising, a quality that made him difficult to work with, according to his subordinates and officers (Elliot and Simon, 2011, p. 47). Steve Jobs introduced a corporate philosophy of recognizable products and simplicity in design and use.
The largest strategic uncertainty for the company is the long-term effect of the untimely death of Steve Jobs. It will be recalled that Steve Jobs was ousted from the company in 1985 but subsequently returned as its CEO in 1996 when his company NeXT was acquired by Apple, Inc. During the interim that Jobs was not with the company, Apple floundered because its products were not taking off in the market. It was only with Jobs’s return and the breakthrough with the iPod in 2001 that the company began to recover.
Among the key trends and issues in the IT and electronic consumer industry, at the top is security. This is the reason why Apple has developed an operating system which is more resistant to security issues than the competitor system, Windows. Another issue is price which Apple addresses with a strategy of value for money (see individual pricing for some products in #7 below). While some products admittedly command a higher price than competitors, the price is usually justified by the quality that Apple products offer. Finally, a key trend is the rise of mobile computing and decline of the personal computer, which Apple has pioneered with its mobile products.
Apple has abandoned conventional wisdom about horizontal market segmentation (i.e., differentiating different version of a product for different customers), and has instead segmented its products vertically (creating one particular product for a particular use case, such as an iPad for reading, an iPod for listening, and iPhone for apps). Apple targets a specific market and then provides a product for it with unstinting quality (Schramm, 2010).
7-Discuss the companys competitive landscape. Who are the companys direct and most