Emergent Strategy Justification

Apple is able to integrate its current focus differentiation strategy with the expansion approach.
The case has shown that the company is fully capable of dealing with the harsh competition in any
segment in which it is involved. Hence, the fear of competing with such giants as Tesla or General
Motors does not seem to be a sufficient reason to neglect the mentioned opportunity. The strong
brand and reputation will be a significant foundation for Apple’s success in this market
(Weinstein, 2020). Over the past several years, internal disagreements and management issues
have affected the automotive project. Rumors in 2016 even suggested that Apple made a negative
decision regarding the car (Owen, 2020). However, the most recent information indicates that
Apple has overcome development challenges and is moving forward. Plans to develop an
autonomous electric vehicle focused on the consumer.
Apple will work with a manufacturing partner to build the cars, and the company is developing
“next-level” battery technology to expand the range and improve efficiency. Moreover, Apple and
Hyundai may sign a cooperation agreement. This, in turn, is consistent with the company’s current
approach to the value chain. Apple’s automotive team is reportedly keen to make a self-driving car
that would allow the user to enter a destination and reach it with little or no input. Apple analyst
Ming-Chi Kuo believes this car will be Apple’s next stellar product (Owen, 2020). The company
will be able to offer better integration of hardware, software and services than potential
competitors in the automotive market, thanks to the company’s vast experience in developing
chips manufactured by TSMC.