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Reference no. SM260
Published by:
Stanford Business School (2016)
14 September 2016
Revision date:
12 pages
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Between 2000 and 2016, Apple introduced a number of new products and services that dramatically expanded the company's scope well beyond its traditional market position in computers. Over that period, the direction of the company changed and evolved almost as dramatically. This note summarizes the major events along the way and how the Apple leadership spoke of these changes. Apple's new products and services included the launches of iTunes, the iPod, the iTunes Store, iTunes for Microsoft Windows, the iPhone, Apple Watch, and Apple Music. The company also changed its name from Apple Computer to Apple in 2007, reflecting the company's growth and evolution.


Strategy; Computers; Technology; Corporate strategy; Innovation; Technological change; Strategic thinking; Leadership
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