Case Study Analysis: Apple & Microsoft

‘Jobs vs Gates’

When watching the video, take notes on the key issues. Afterwards, discuss the questions below in
small groups and take notes for revision purposes.

1. What was the nature of Microsoft’s competitive advantage? How did it differ to that of Apple?

2. Consider the strategic importance of innovation within the case industry. What types of innovation
are most typically seen within this industry?

3. What strategies (block, run, team-up) were used by both Apple & Microsoft during the period
shown in the video?

4. What evidence is there of run, block and team-up strategies in today’s high-tech industries?