![]() ![]() ![]() In 2011, shortly before Jobs's death, Apple COO Tim Cook took over as CEO. The company’s focus remains fixed on user experience, a strategy that has served it well and resulted in Apple having the highest cash reserves of any corporation in the world. ![]() Apple’s main smartphone-operating software competitor, Google's Android, has a 78% global market share compared with Apple’s 28% – but, then again, Apple has never played a numbers game. However, competition has become increasingly rife among the company’s Big Tech peers and more accessible products have presented real challenge. Apple has managed to elicit a level of customer loyalty hitherto unseen in an electronics brand. accessories and services have created a global brand with an elitist edge. In addition to the iPhone, Apple’s diversified portfolio of products including personal computers, tablets, wearables. A combination of iconic marketing campaigns, novel technology and an uncompromising design focus have all elevated its products to quasi-museum pieces. The beautiful and functional products that Apple continues to release have been credited with creating a major cultural shift in the way people interact with technology. The company rose to prominence under the leadership of the much-revered Steve Jobs – a Silicon Valley demigod who sadly didn’t live past the iPhone7, passing away at the age of 56. Added to which, a more general retrenchment following an age of increased globalisation will also present problems for Apple’s strategy of low-cost manufacturing to drive growth.Īpple’s products are a masterclass in branding. Widespread industrial shutdowns in China throughout the Covid-19 crisis and beyond, as well as continuing supply chain issues and changing macroeconomics, have hampered the company’s ability to bring its products to market. Much of Apple’s growth over the past two decades has been predicated on its ability to forge relationships with Chinese manufacturers. The strength of Apple’s business relationships in China may have just become the Silicon Valley tech giant’s biggest weakness. ![]() Apple’s thirst for innovation and sleek design, as well as its robust supply chains, should set the company up well to face future challenges. ![]()
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