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Case
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Reference no. 9B20M091
Published by:
Ivey Publishing (2020)
Version:
2020-05-05
Revision date:
22-Jun-2020
Length:
15 pages
Data source:
Published sources

Abstract

In 2001, Apple, Inc (Apple), known mainly as the maker of a niche personal computer and related operating system and software, became a disruptor in the music industry with the launch of the iPod music player; it followed up two years later with the launch of the iTunes Music Store (iTunes). Over the next several years, the company struck deals with major music recording labels to distribute downloadable music legally through iTunes, challenging an industry-wide decline in a climate of widespread digital file-sharing and piracy. In 2007, it brought about increased sales of digital music downloads after launching the iPhone. However, by 2019, consumers were mainly consuming music via streaming services such as Spotify, Google LLC's YouTube, Amazon.com Inc, and Pandora. What would Apple need to do to continue as a leader in the music industry?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Topics

Strategy analysis; Industry change; General management/strategy
Location:
Size:
Large
Other setting(s):
2019

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