Historically, what were Apple' major competitive advantages?
2. Why did Apple fail to build on these advantages to lead the industry?
(Frame you answer in terms of missteps and rival moves.)
3. Was Apple's demise inevitable, or could they have succeeded despite the decision not to licene the OS?
4. How has the structure of the personal computer industry changed over the last 20 years? What are the implications for the profitability of personal computer manufacturers? (Your answer should include the mention of entry barriers, buyer power, suppler power, substitutes and rivalry.)
5. Given the analysis of industry dynamics, what must a PC firm do to make an economic return in this industry? Is Apple protected from these competitive forces in any way?
6. In the early 1990s, Dan Eilers commented that Apple was on a "glide path to history". What underlay this assessment?
7. Evaluate Apple's strategies since 1990 (focus on Scully and the return of Steve Jobs). How did Scull try to save Apple? How did Jobs?
8. The iPod:Why has Apple been so successful with the iPod Business?
9. What have been the main themes of Apple's strategies after 2003?
10. Has Apple finally solved its long standing problems? Strategically, where might the company go from here?
11. Why do you think Apple has had such a difficult job growing beyond the Mac?
12. In the hardware and PC operating systems business, is there any way for Apple to succeed long term?
13. What explains Apple's success with the iPhone? How sustainable is this success?
14. What do you think of Apple's mall store retail strategy?
15.Why do you think it is that there is this continuing fascination with Apple given its relatively small market share? Does this have to do with the strength of the brand?
16. Comment and update the case with current events at Apple since the publishing of this case. Specifically comment on the resignation and subsequent death of Steven Jobs and how this might impact the future of Apple.