apple research methodology
Four primary strategies are behind Apple's success. Firstly, Apple delivers sleek design and
simplicity of use, creating revolutionary products like the iPod, Macintosh, and iMac that
transform entire industries. Given that it is the world's first trillion-dollar company, Apple
continues to advance the functionality of its products, particularly smartphone
photography, without sacrificing its first-mover advantage. However, sustaining this
innovation in the long term is an ongoing challenge.
Second, Apple creates an excellent customer experience that begins at unboxing and
continues with usage. Their painless setup experience - no installations or downloads -
combined with a global network of stores manned by knowledgeable staff creates an
unbroken user experience that inspires brand loyalty.
Third, Apple has built a strong, integrated ecosystem by bundling vertically hardware,
software, and services. The closed system enables Apple devices to integrate well with each
other and creates massive switching costs for consumers considering the competition's
options. The ecosystem not only keeps consumers locked in but also enables Apple to sell
more products and services across.
And finally, Apple is diversifying revenues strategically out of iPhone sales. Great leadership
transition and more investment in services, AI, and machine learning all signal this shift. The
strategy is bearing fruit, with Apple's services division raking in $53.77 billion in 2020 - a 16%
year-over-year increase - to demonstrate less reliance on hardware sales while maintaining
overall growth.
Company Overview
Apple Inc. is a US multinational technology company with its headquarters in Cupertino,
California, located in Silicon Valley. It is famously known for consumer electronics, software,
and services. It was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne, and it
is the largest technology company by revenue, at US$391.04 billion for fiscal year 2024.
Apple Inc. was founded to develop and sell Wozniak's Apple I personal computer. Its second
computer, the Apple II, was a bestseller as it was one of the first microcomputers to be mass-
produced. Apple launched the Lisa and Macintosh in 1983 and 1984, respectively, two of the
first computers to offer a graphical user interface and mouse. Internal corporate problems
led Jobs to leave to form NeXT, Inc. by 1985 and Wozniak to withdraw into other activities;
John Sculley was Apple's CEO for over a decade. In the 1990s, Apple lost considerable share
in the PC market to Wintel duopoly of the less expensive Microsoft Windows operating
system on Intel-based PC clones. By 1997, Apple approached bankruptcy. To rectify its failed
operating system strategy, it bought NeXT, effectively bringing Jobs back to the company,
who guided Apple to profitability during the next decade with the introduction of the iMac,
iPod, iPhone, and iPad products to widespread critical success along with the iTunes Store,
initiating the "Think different" advertising campaign, and opening the Apple Store chain of
retail outlets. These moves pushed Apple to consistently be one of the world's most valuable
brands from about 2010. Jobs resigned in 2011 because of health problems, and died two
months later; he was succeeded as CEO by Tim Cook.
Apple's product lines include mobile and home devices such as the iPhone, iPad, Apple
Watch, Mac, and Apple TV; operating systems such as iOS, iPadOS, and macOS; and
software and services such as Apple Pay, iCloud, and video and audio streaming services
such as Apple Music and Apple TV+. Apple is one of the Big Five US IT companies;[a] since
for the most part 2011,[b] Apple has held the position as the world's largest company by
market capitalization, and as of 2023 is the largest manufacturing company by revenue, the
fourth-largest seller of personal computers by volume, the leading tablet computer seller,
and the largest mobile phone seller in the world. Apple became the first publicly traded U.S.
company to be valued at over $1 trillion in 2018, and as of December 2024, is valued at a bit
over $3.74 trillion.
Apple has come under attack over its employment practices by contractors, its relationship
with trade unions, environmental operations, business ethics, and anti-competitive and
material sourcing practices. The company does have a large following and a strong degree
of brand loyalty.
