The poor performance of Apple stemmed from an inferior product strategy. The competition was tough, and Apple was at the losing end as it struggled with sales until finally succumbing to defeat after Windows-based personal computers from Microsoft gained a stronghold in the market starting the 1990s. This was after Steve Jobs left the company in 1985. Note that although the Apple II and the Macintosh received initial success, they were subsequently pitted against personal computer products from IBM. However, the company has been widely recognized as an innovator and game-changer in the industry. It did not invent the first portable media player nor did it pioneer the first smartphone with touchscreen input. Product and Innovation StrategyĪpple was not the first to introduce the personal computer. This article provides a concise analysis and discussion of several critical strategies employed by the Cupertino-based company. Nonetheless, understanding the success of iconic products such as the iPod and the iPhone requires an appreciation of the overall business strategy of Apple.
The company is easily one of the Big Five technology companies in the united states alongside Amazon, Meta or Facebook, Google or Alphabet, and Microsoft. Products such as the iPhone and the iPad catapulted Apple to further success. Under the leadership of Steve Jobs, the company expanded its product portfolio with the introduction of the portable digital music player iPod and the digital content management and music store iTunes in 2001. Remember that Apple did not rest alone on designing and manufacturing computers.
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