Core Competencies Of Apple

The objective of this case study is to understand the development of core competencies of Apple Inc. and how these have evolved with time. The study also highlights the importance of leveraging these core competencies to gain competitive edge in the global market by focussing on the example of Apple and how it became one of the most innovative brand and a market leader by exploiting its core competencies.

BACKGROUND OF APPLE

On April 1, 1976, two college drop outs Steve Job and Steve Wozniak founded Apple Computers in Job’s home garage and within a span of 10 years Apple developed from a garage company to a multibillion- dollar company. The Apple II, launched in 1977, was its first real success, and the 1984 Macintosh offered a distinct alternative

Gray Hamel in 1989. Competence based technology is the part of an overall strategy that is concerned with integrating technology, know-how (including patents), value and culture in order to create a set of competencies that unfolds superior value for customers and thereby support the product-market strategy of the

Though the company promoted a casual and relaxed working environment, but it is strict and committed to meeting the deadlines. Another organizational culture that was fostered by Steve Jobs over the years into Apple’s culture was that of secrecy. The core value of maintaining absolute secrecy about its new products has been imbibed in the company’s culture right from the very beginning.

The unconventional and highly demanding organizational culture of Apple has been considered to be dysfunctional by the critics of the company. This culture might have developed due to the company’s “near death experience” in the late 1990’s. Therefore, to avoid such events in future, company has developed such competitive strategies which demand from its employees to maintain high levels of personal excellence.

Apple has been able to take advantage of its core competencies into new product areas while consistently attaining new proficiencies and developing advanced skills. This expertise is helping it to become such a market force that despite of losing early advantage of being the first mover, its complete, distinguished and highly innovate product with rich interface and elegant design enables it to be a dominant player in the