Diagnosing solutions to sustain competitive advantage in a changing computer environment by evaluating Apple's opportunities within the market.

... Apple Computer 2002: Harvard Business Case Synopsis: Diagnosing solutions to sustain competitive advantage in a changing computer environment by evaluating Apple's opportunities within the market. Issues: During the 1990's Apple was faced with both declining profits and customer demand. The issues that have led to these declines were changes in the consumers and Apple's ability to adapt to these changes. I will examine both Apples competitive strategies, the market in which they operate, and how the strategy worked within the market. Apple's Competitive Strategy: Apple has continually been at odds determining its strategic focus. When they began in 1976, they were market makers. They employed a Differentiation Strategy. They filled a need that was overlooked. They developed a computer for personal use and sold it at a premium price. They were successful because they were first to market and because onsumers had limited knowledge about computers of that time. The Buyers of computers in

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