Apple at a glance

designs and sells consumer electronics, computer software, and personal computers. Its software includes the OS X and iOS operating system, the iTunes media browser; and the iLife and iWork Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977,[6] the company was named Apple Computer The word "Computer" was removed from its name on January 9, 2007,[7] as its traditional focus on personal computers shifted towards consumer electronics.[ On August 20, 2012, Apple surpassed Microsoft to become the largest company in human history by market capitalization

 Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne,[1] to sell the Apple I personal computer kit August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the Macintosh 128K: the iMac

Strength
Product differentiation Secrecy of product development process Tap consumer need by bringing new product In-house decision for the key design Apples culture- Appetite for Innovation What features a product should have and importantly should not have Focused on not just design but how design should reflect Patented design

Weakness
Premium customers are targeted mainly Less compatible with other operating system High Price No customization

Opportunity
Developing countries untapped potential Constant growth of PC and mobile industry

Threat
Design tampering by competitor Competition from major like; Microsoft, Google, Samsung Incompatibility with the window platform High brand substitutions effect Continuously technological changes

Value chain analysis

Value chain analysis

Technology and product design

Resource based view

Tangible assets (newer factories, R&D facilities, cash) Intangible( reputation, brand name, innovative culture, patent) Organizational capabilities (design and reflection of design)

 RBV Guideline 1: Is the resourse or skill critical to fulfilling a customers nees better than that of the firms competitor? RBV Guideline 2: Is the resourse scarce? Is it short supply or not easily substituted for or imitated?
Availability of substitute Imitation Guide line 3: Appropriability: who actually gets the profil created by a resource? Guide line 4: Durability: How rapidly will the resourse depreciate?