Current Strategy of Apple & its Competitive Advantage Case Study

Current Strategy of Apple & its Competitive Advantage - Case Study Example Later on, from 1980s many of the companies decided to diversify their business so that they both can be provided as a complete package. Among these companies, IBM was the first to emerge as the market leader in manufacturing personal computer, different software and other computer-related accessories (Bergin, 2001, p.25). In this report, the prevailing competitive strategy of Apple Plc will be evaluated in the light of internal as well as external strategies and policies followed by the company as well as its competitors. After analyzing the findings of the research, the key strategic issues related to the Apple will be discussed and then a few alternative opinions will be suggested that will assist the company to retain a sustainable competitive position in the computer and electronics industry. The history of Apple has not been very encouraging. Profitability had eluded the company for long and its market shares were hardly commendable. In the mid 90s, the company faced stiff competition from its rival operating in the same industry. The CEO of the company took all possible actions to expand its market share by minimizing the operating cost through outsourcing and other such allied activities. Despite these efforts, Apple was fast losing its appeal among the customers as a product that promises innovation and creativity. As soon as Steve Jobs took up the position of CEO, the market position of Apple saw an immediate reversal of fortunes. The CEO, with its maverick leadership style, made Apple one of the names to be reckoned in the international market. The core strategy of Apple can be summed up as constant innovation leading to the eventual betterment of its product offering. Steve Jobs firmly believes that innovation is not just a science but it is also an art. Such philosophy has lent Apple technological superiority along with aesthetic appeal. The CEO of the company maintains a ‘closed miniature technology-economy’ that assists the company to develop its unique environment.