Essays on Business Unit Strategy in Apple Computer Company Business Plan

Download full paperFile format: .doc, available for editing

The paper “ Business Unit Strategy in Apple Computer Company ” is a cogent variant of the business plan on management. A corporation is defined as a legal entity, separate from its owners. Over the years, corporations have been enjoying the same rights with human beings, including the right to enter into contracts, borrow money, hire employees, borrow loans, pay taxes, and sue or are sued. The corporation gains these rights through a process referred to as incorporation. Product portfolio refers to a range of items a business sells. A product portfolio may incorporate different product lines, different product categories, and individual products (Bordley 2003).

The present paper investigates the iPhone as one of Apple’ s strategic business units (SBUs). The study then continues to investigate the external environment that characterizes this SBU. COMPANY ANALYSISApple Computer Company represents one of the most innovative companies in the field of technology in the last three decades. The company is popular for introducing a wide range of products into the market, including laptops, Macintosh desktop computers, iPhone, iTunes, and iPods. The company was founded by Steve Jobs.

The company has a philosophy of manufacturing technological products that consumers can easily use. Over the years, Apple has had an ever-growing product portfolio, including a wide range of desktop computers and laptops both for business and education markets, SmartPhone (iPhone), iTunes (online music store), and iPod (digital music players). Each of these product lines is characterized by rapid technological changes in both software and hardware. As a result, competitors have devised ways of staying ahead of others via the introduction of new products characterized by among others, competitive prices, performance characteristics, and product features.

The competitiveness of Apple as a company rests on its ability to continue improving its strategy across all its product lines. For Apple, the SmartPhone (iPhone) product line represents one of the most profitable products in history. The only product in the world that came close to Apple’ s iPhone product was the Harry Potter series of books. However, these products only came a distance second having sold less than half the iPhone products sold by Apple.


Apple Inc., 2013. Form 10-K. Cupertino, CA, United States of America: Apple Inc.

Bordley, R. (2003). Determining the appropriate depth and breadth of a firm’s product portfolio. Journal of Marketing Research, 40(1), 39-53.

Canwell, D. and Sutherland, J., 2005. BTEC First Business. Nelson Thornes.

Chassagnon, V. and Hollandts, X., 2014. Who are the owners of the firm: shareholders, employees or no one?. Journal of Institutional Economics, 10(01), pp.47-69.

Cunningham, A. 2017. Apple sets revenue and iPhone sales records in Q1 of 2017. Available at

Dubé, J.P., Hitsch, G.J. and Rossi, P.E., 2009. Do switching costs make markets less competitive?. Journal of Marketing research, 46(4), pp.435-445.

Farber, D. 2013. Why Apple's 2014 won't be like 2013 - CNET. CNET. Available at:

Farrell, J. and Klemperer, P., 2007. Coordination and lock-in: Competition with switching costs and network effects. Handbook of industrial organization, 3, pp.1967-2072.

Haucap, J. and Heimeshoff, U., 2014. Google, Facebook, Amazon, eBay: Is the Internet driving competition or market monopolization?. International Economics and Economic Policy, 11(1-2), pp.49-61.

HunTer, P., 2016. The Seven Inconvenient Truths of Business Strategy. Routledge.

Isaacson, W., 2012. The real leadership lessons of Steve Jobs. Harvard business review, 90(4), pp.92-102.

Kumar, V., Jones, E., Venkatesan, R. and Leone, R.P., 2011. Is market orientation a source of sustainable competitive advantage or simply the cost of competing?. Journal of marketing, 75(1), pp.16-30.

Langfield-Smith, K., 1997. Management control systems and strategy: a critical review. Accounting, organizations and society, 22(2), pp.207-232.

Laugesen, J. and Yuan, Y., 2010, June. What factors contributed to the success of Apple's iPhone?. In Mobile Business and 2010 Ninth Global Mobility Roundtable (ICMB-GMR), 2010 Ninth International Conference on (pp. 91-99). IEEE.

Lee, Y. and O'Connor, G.C., 2003. New product launch strategy for network effects products. Journal of the Academy of Marketing Science, 31(3), pp.241-255.

Lüsted, M.A., 2012. Apple: Company and Its Visionary Founder, Steve Jobs. ABDO.

Needles Jr, B.E., Powers, M., Frigo, M.L. and Shigaev, A., 2014. Operating characteristics of high performance companies: Strategic direction for management. In Performance Measurement and Management Control: Behavioral Implications and Human Actions (pp. 25-51). Emerald Group Publishing Limited.

Ragowsky, A., Stern, M. and Adams, D.A., 2000. Relating benefits from using IS to an organization’s operating characteristics: interpreting results from two countries. Journal of Management Information Systems, 16(4), pp.175-194.

West, J. and Mace, M., 2010. Browsing as the killer app: Explaining the rapid success of Apple's iPhone. Telecommunications Policy, 34(5), pp.270-286.

Graham, J., 2007. Apple buffs marketing savvy to a high shine. USA Today,

Download full paperFile format: .doc, available for editing
Contact Us