This is a case analysis of the Apple 2010 Case in Strategy Management. It showcases the Blue Ocean Strategy of Apple in terms of Strategy Canvas and ERRC Framework. This presentation is intended as an academic work only and any discrepancies or incorrect hypotheses may not be held against the author.

3. 9%
9% MAC
32%
iPod
iPhone
iTunes
30% Others
19%

5. 4.5
High
3
PRICE
Medium
1.5
Low
0
0 1.5 3 4.5
Low Medium High
BRAND PERCEPTION

7. ELIMINATE REDUCE RAISE CREATE

9. Multi-touch &
Wireless access to
Flash Memory iTunes introduced
was leveraged to
iTunes was introduce new iPod
launched even generation iPod
iPod Shuffle
before iPod was
introduced
iPod Touch
iPod Nano Music Player Market
Classic
26%
iPod
Others
74%

10. iTunes Store
Apple
FairPlay
Computers iPod

11. ELIMINATE REDUCE RAISE CREATE

13. Strategic Canvas - iPhone

14. KSF Matrix – iPhone
ATTRIBUTES Weights iPhone Blackberry Nokia Samsung LG
Design 10% 9 8 7 6 5
Price 20% 1 3 10 7 6
Number of models 40% 1 3 10 8 6
Number of carriers 15% 1 7 9 8 7
Distribution 15% 9 5 8 7 7
TOTAL 100% 21 26 44 36 31
MARKET SHARE 3 5 40 21 9
WEIGHTED SCORE 3 4.4 9.25 7.45 6.2

16. Strategic Canvas – iPad

17. World Netbook Market Share Including iPad (1Q2008-2Q2011)

18. Apple
Content
Media Provider
Digital
Consumer
Network App
Operators Developer
SCM
Element

19. • Continue investing in R&D for continuous innovation
• Strengthen the ecosystem:
o Software and applications such as Siri, iCloud, etc.
o Developing new hardware such as the A5 chip, 2048x1536 Retina
display, 5 MP iSight camera with 1080p video capabilities, etc.
o Introduction of new consumer electronic products constantly
• Exploring new markets
o Current focus is limited to North America and Europe mostly
o Emerging economies offer huge potential and are unsaturated
markets