Apple’s iPhone accounted for 69% of its revenue.Spurred by the release of the iPhone 6 and sales were strong in China. In the final quarter of 2014 Apple posted record profits of $18 Billion, the largest quarterly profits in corporate history.Another competitor is Google who developed the Android software and is a major competitor of Apple in the smartphone operating system market. Throughout most of 2013 and as of 2014, Apple’s main competitor in the smartphone market is Samsung’s line of Android-powered phones. Consumers and investors were disappointed in overall unit sales after the introduction of Apple’s new product the Apple Watch.ĭepending on the industry segment, Apple’s competitors include Samsung, Amazon, Microsoft and Google. It’s clear they are losing innovation in the electronic and becoming dependent on past products. Cook aimed high for new product success but entering a market that was already in competition was not to Apple’s strength to gain success. Apple’s new CEO Tim Cook took the company into the wearable technology market. With the smartphone market maturing and Apple still looking for its next big thing, Apple needed a new product segment to boost company profits. However, Apple’s current market position has investors concerned because of Apple’s no growth in revenue and declining sales. This position indicates Apple’s effectiveness in using its generic strategy and intensive growth strategy. With a high rate of innovation and emphasis on excellence in product design, Apple succeeds with its relatively high selling prices. Cook confidently exclaimed that Apple’s product “pipeline” was the strongest he had ever seen. CEO Tim Cook claims that Apple watch, Apple Pay, Apple TV, and corporate customers were big growth areas for the company.

Despite their success, some observers worried that Apple had become overly dependent on iPhone sales and pondered how long Apple would sustain its growth without the introduction of truly innovative new product.

The case study focuses on Apple’s strong market presence in high-end electronics and their leadership role in the computer and communication industry.Īnalysts wondered what would happen to Apple with Steve Jobs gone. This case study will include an overview of Apple’s past, present, and future market position in computer hardware, software, smartphones, and digital content.

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