Apple Computer’s 30-year history is full of highs and lows, which is what we would expect in a highly innovative company. They evolved throughout the years into an organization that is very much a representation of its leader, Steven Jobs. Apple made several hugely successful product introductions over the years. They have also completely fallen on their face on several occasions. (Burrows, Grover, and Green)
External Analysis:
1) Technological Change: Technological change creates both opportunity and threats. Apple’s products are trendy and stylish.HP, Dell and other manufacturers are pricing many systems under the $1000 threshold. “Apple is struggling to meet demand for its new MacBook Pro Laptop despite a $1900 price tag that is nearly that of garden-variety rivals.” (Burrows) Apple has only recently entered the low-end consumer market ($500) with the Mac Mini. Although the Mac Mini is a base model with few features, it comes encased in a very small and distinctive package that Apple portrays as – “small is beautiful”. Likewise, the iPod Shuffle was Apple’s first entry into the lower-end ($100 range) of flash-memory-based portable music players. (Apple) Although Apple competes directly with Microsoft for operating systems, the release of iTunes for Windows in 2002 was a key strategic move. This decision expanded the potential customer base to nearly all personal computer owners, even though Apple only has 2% - 3% of all personal computer sales. (Yoffie) Apple not only dominates the music player market, its iLife suite provides consumers with easy-to-use software for music and video composition. With “pod cast” a household word, Apple’s Garage Band application makes the recording of pod casts and music very easy. (Boddie)
2) Legal and Politi ...