Case Study

on
The success of the iPod raises the
licensing question for Apple……
again

Presented by

Sunil Singh
 Contents
• About the Company & Product.

• Issues.

• Strategy towards the issues.

• Conclusion
 Introduction
• Created in 1977 by Steven Wozniak & Steve
Jobs
• Several losses in 90s but S.Jobs returned as
interim CEO
• Since 2001, Apple Inc. has established a real
strategy .
Products…
 Issues
• Why was the Apple fall down in 1980s?

• How the market share of Apple gone up?

• Why are the licensing question returns to

haunt Apple?
• Cell phones are new threat for iPod.
 Strategy towards the issues

• To maintain brand value and perceived value

associated with customers.

• Focus on Margin not the increased competition.

• Focus on Knowledge & Advanced technology.

• Focus on lifestyle brand rather than being

technology company.
 Question based on case
• Can Apple adopt a ‘BMW strategy’(to target high
premium segments) for the PC and MP3 market?

• How the iPod helping Apple achieve increased PC

sales?
• The launch of the iPhone in 2007 helps answer
Apple’s strategy decision on competing with cell
phones, but what about the licensing, can it
licensing the iPhone? Should it?
 Conclusion
• The success of iPod has been remarkable by
any measure.

• Apple against the licensing approach but

should it license its successful iPod
technology?

• Company’s philosophy is not generating profit

but to be well known by the consumer for a
long time.
Thank You For Your Attention