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Strategic Analysis of Apple

Back then, Apple totally surprised the mobile phone industry and started immediately gaining big market shares. The iPhone turned out to be the type of phone people will buy in the future and instantly put Apple in a position beyond its competitors. From up then Apple was able to release a new generation of the iPhone every two years. .
             By opening its App Store one year after the release of the first iPhone Apple created a new market. Due to the ability to install applications on the iPhone software developers worldwide were able to offer their own applications on the App Store and therefore enhanced the value of the iPhone. Within a month, the store sold 60 million apps and brought in $1 million daily on average. .
             The release of the iPad in 2010 was another big success and hit the needs of costumers of that time. Linked with the iBooks store Apple followed the same concept than it did with iTunes before. .
             In 2011 Steve Jobs announced that he would leave the company since his cancer disease had gotten considerably worse. He passed away just a few months later. The former COO Tim Cook took over the CEO position and is still in charge today. .
             The last big release of a product has been the iPhone 5 in 2012. The following strategic analysis will give a closer look on its strategy and try to figure out some recommendations of strategic ideas Apple might follow in future.
             Business Strategy of Apple's iPhone.
             After the historical background of Apple was outlined above, in the following part the business strategy of Apple's iPhone is analyzed. The iPhone is Apple's best-selling product accounting for more than 50% of total revenues. In comparison to smartphones of competitors the iPhone is quite expensive. Apple's products in general are lifestyle products and are mainly used by, young consumers. In order to justify the high price Apple tries to meet the needs of customers for easy usability and high functionality of the iPhone.


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