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APPLE CASE STUDY 1
Apple Case Study
By Katrina Matter
Elizabethtown College, York, Pennsylvania
APPLE 2
Abstract
Everyone knows who Apple is and what Apple does. But not everyone knows the story about
how Apple became one of the innovative leaders in electronics today. They started out as a
minor player in the market and strategically built themselves up through product diversification
and innovative ideas. Thus, diversifying into new industries always merits strong consideration
whenever a single-business company encounters diminishing market opportunities and
stagnating sales in its principal business (Corporate Strategy – Capstone, 2014).
APPLE 3
Apple was founded by Stephen Wozniak and Steve Jobs in 1976. They developed a
personal computer called the Apple I and sold it to Silicon Valley computer enthusiasts. Through
the next few years, they revised and improved upon these computers until they developed the
Macintosh. While the apple II was relatively successful, the next revision of the product line, the
Macintosh (Mac), would dramatically change personal computing through its user-friendly
graphical user interface (GUI), which allowed users to interact with screen images rather than
merely type text commands (Corporate Strategy – Capstone, 2014).
Apple had restrictions on the developer program and it made it difficult for software
developers. The Macs did not have the speed, power or software availability to compete with
PCs. One of the reasons that Macintosh lacked the necessary software was that Apple put very
strict restrictions on the Apple Certified Developer Program, which made it difficult for software
