Tim Cook who is the CEO of Apple after Steve Jobs is weighing different options regarding longer-period growth at Apple. Since Steve Jobs' death, Cook made it the first company to be worth more than $700 billion and has successfully led Apple. Under Cook's direction, Apple has mostly released derivatives of existing products (e.g., iPhone 6 and 6 Plus, etc.).
This has increased Apple's reliance on the iPhone (2/3 earnings), and Apple appears to be following a path to sell complementary products to the iPhone (Beats, Apple Pay, Apple Watch) at the same time that it is pursuing product development (Apple TV, Apple Car). The Apple Watch is the first new merchandise class introduced under Tim Cook. As industry convergence continues, the case also looks at Apple main opponents: Amazon, Google, Microsoft, and Samsung.
PUBLICATION DATE: February 21, 2015 PRODUCT #: MH0027-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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