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Prize winner
Case
-
Reference no. 9-710-467
Subject category: Strategy and General Management
Authors: David B Yoffie (Harvard Business School); Renee Kim (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 7 July 2014
Revision date: 16-Sep-2015
Length: 25 pages
Data source: Published sources
Topics: Technology; Strategic planning; Market positioning; Competition; Product introduction; Product positioning; Corporate strategy; Innovation
Share a link: https://casecent.re/p/94727
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Abstract

On 4 April 2010, Apple Inc launched the iPad, the company's third major innovation released over the last decade under its iconic CEO Steve Jobs. Apple's strategy of shifting its business into non-PC products had thrived so far, driven by the smashing success of the iPod and the iPhone. Yet challenges abounded. Macintosh sales in the worldwide PC market still languished below 5%. Growth in iPod sales was slowing down. iPhone faced increasing competition in the smartphone industry. And would Apple's latest creation, the iPad, take the company to the next level?

Time period

The events covered by this case took place in 1976-2010.

Geographical setting

Region:
Americas
Country:
United States
Locations:
California;Cupertino

Featured company

Apple Inc
Employees:
10000+
Turnover:
USD 43 Billion
Industry:
Technology
Teaching note
-
Reference no. 5-710-484
Subject category: Strategy and General Management
Authors: David B Yoffie (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 21 June 2010
Length: 11 pages
Data source: Published sources
View full details
Case
-
Reference no. 9-710-S22
Spanish language
Subject category: Strategy and General Management
Authors: David B Yoffie (Harvard Business School); Renee Kim (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 1 September 2010
Revision date: 8-May-2019
Length: 28 pages
Data source: Published sources
Topics: Technology; Strategic planning; Market positioning; Competition; Product introduction; Product positioning; Corporate strategy; Innovation
View full details
Case
-
Reference no. 9-712-P05
Portuguese language
Subject category: Strategy and General Management
Authors: David B Yoffie (Harvard Business School); Renee Kim (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 21 March 2011
Revision date: 8-May-2019
Length: 27 pages
Data source: Published sources
Topics: Technology; Strategic planning; Market positioning; Competition; Product introduction; Product positioning; Corporate strategy; Innovation
View full details
Compact case
Supplement
-
Reference no. 6056
Subject category: Entrepreneurship
Authors: Stefan Thomke (Harvard Business School); Barbara Feinberg (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2016
Version: 31 March 2016
Length: 4 pages
Data source: Published sources
Topics: Productivity; Innovation; Business processes; R&D; Creativity; Vision; Strategy; Experimentation
View full details

About

Abstract

On 4 April 2010, Apple Inc launched the iPad, the company's third major innovation released over the last decade under its iconic CEO Steve Jobs. Apple's strategy of shifting its business into non-PC products had thrived so far, driven by the smashing success of the iPod and the iPhone. Yet challenges abounded. Macintosh sales in the worldwide PC market still languished below 5%. Growth in iPod sales was slowing down. iPhone faced increasing competition in the smartphone industry. And would Apple's latest creation, the iPad, take the company to the next level?

Settings

Time period

The events covered by this case took place in 1976-2010.

Geographical setting

Region:
Americas
Country:
United States
Locations:
California;Cupertino

Featured company

Apple Inc
Employees:
10000+
Turnover:
USD 43 Billion
Industry:
Technology

Related

Teaching note
-
Reference no. 5-710-484
Subject category: Strategy and General Management
Authors: David B Yoffie (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 21 June 2010
Length: 11 pages
Data source: Published sources
View full details
Case
-
Reference no. 9-710-S22
Spanish language
Subject category: Strategy and General Management
Authors: David B Yoffie (Harvard Business School); Renee Kim (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 1 September 2010
Revision date: 8-May-2019
Length: 28 pages
Data source: Published sources
Topics: Technology; Strategic planning; Market positioning; Competition; Product introduction; Product positioning; Corporate strategy; Innovation
View full details
Case
-
Reference no. 9-712-P05
Portuguese language
Subject category: Strategy and General Management
Authors: David B Yoffie (Harvard Business School); Renee Kim (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 21 March 2011
Revision date: 8-May-2019
Length: 27 pages
Data source: Published sources
Topics: Technology; Strategic planning; Market positioning; Competition; Product introduction; Product positioning; Corporate strategy; Innovation
View full details
Compact case
Supplement
-
Reference no. 6056
Subject category: Entrepreneurship
Authors: Stefan Thomke (Harvard Business School); Barbara Feinberg (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2016
Version: 31 March 2016
Length: 4 pages
Data source: Published sources
Topics: Productivity; Innovation; Business processes; R&D; Creativity; Vision; Strategy; Experimentation
View full details
Awards, prizes & competitions
2011 - The Case Centre Awards - Overall winner