Read Case 27 – Apple Inc.: Is The Innovation Over?
Answer the following questions:
1. What do you think is the biggest challenge for Apple right now? Name one challenge and explain it in detail. (10 points)
2. Which new product or service area do you think Apple should venture into as its existing product and service market shares have been eaten away slowly by its competitors? Recommend one new area and explain it in detail. (10 points)
3. According to the case, Apple’s CEO Tim Cook has been criticized for “lack of ambition and vigor” and for being too cautious about entering new product categories, pursuing innovation, or driving employees to achieve almost impossible stretch goals. Do you agree with this criticism? If no, justify your position with one example in the case; if yes, recommend one initiative you think Tim Cook should implement to turn things around. (10 points)
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