Apple Inc. 2010
Dianne SisonMadhuranath R
The Apple TreeMac iPod iTunes
iPhone iPad iStore
The Apple Pie
32%
19%
30%
9%9%
MACiPodiPhoneiTunesOthers
MACComputers | Portables
Positioning - MAC
0 1.5 3 4.5
0
1.5
3
4.5
Lo
w
Me
diu
m
H
igh
PR
IC
E
BRAND PERCEPTIONL o w M e d i u m
H i g h
KSF Matrix - MAC
Strategic Canvas - MAC
ELIMINATEREDUC
E RAISECREAT
E
iPod + iTunesM u s i c f o r a l l
iPod Evolution
iPod Classic
iPod Nano
iPod Touch
iPod Shuffle
iTunes was launched even before iPod was introduced
Flash Memory was leveraged to introduce new generation iPod
Multi-touch & Wireless access to iTunes introduced
74%
26%
Music Player Market
iPodOthers
iTunes EcosystemiTunes Store
iPodComputers
Apple FairPla
y
Strategic Canvas - iPod
ELIMINATE
REDUCE RAISE CREATE
iPhoneI t ’ s n o t j u s t a s m a r t p h o n e
Strategic Canvas - iPhone
KSF Matrix – iPhone
ATTRIBUTES Weights iPhone Blackberry Nokia Samsung LGDesign 10% 9 8 7 6 5Price 20% 1 3 10 7 6Number of models 40% 1 3 10 8 6Number of carriers 15% 1 7 9 8 7Distribution 15% 9 5 8 7 7TOTAL 100% 21 26 44 36 31MARKET SHARE 3 5 40 21 9WEIGHTED SCORE 3 4.4 9.25 7.45 6.2
iPadE a r t h
f r i e n d l y
Strategic Canvas – iPad
World Netbook Market Share Including iPad
(1Q2008-2Q2011)
The Digital Ecosystem
Digital Consum
er
AppleConte
nt Provid
er
App Develop
erSCM
Element
Network
Operators
Media
Recommendations• 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 marketso Current focus is limited to North America and Europe mostly
o Emerging economies offer huge potential and are unsaturated
markets
Thank YouThat was your Apple for the day!