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How Apple Is Organized for Innovation

• Joel M. Podolny
• Morten T. Hansen

When Steve Jobs returned to Apple, in 1997, it had a conventional structure for a company of its size and scope. It was divided into business units, each with its own P&L responsibilities. Believing that conventional management had stifled innovation, Jobs laid off the general managers of all the business units (in a single day), put the entire company under one P&L, and combined the disparate functional departments of the business units into one functional organization. Although such a structure is common for small entrepreneurial firms, Apple—remarkably—retains it today, even though the company is nearly 40 times as large in terms of revenue and far more complex than it was in 1997. In this article the authors discuss the innovation benefits and leadership challenges of Apple’s distinctive and ever-evolving organizational model in the belief that it may be useful for other companies competing in rapidly changing environments.

It’s about experts leading experts.

Idea in Brief

The challenge.

Major companies competing in many industries struggle to stay abreast of rapidly changing technologies.

One Major Cause

They are typically organized into business units, each with its own set of functions. Thus the key decision makers—the unit leaders—lack a deep understanding of all the domains that answer to them.

The Apple Model

The company is organized around functions, and expertise aligns with decision rights. Leaders are cross-functionally collaborative and deeply knowledgeable about details.

Apple is well-known for its innovations in hardware, software, and services. Thanks to them, it grew from some 8,000 employees and $7 billion in revenue in 1997, the year Steve Jobs returned, to 137,000 employees and $260 billion in revenue in 2019. Much less well-known are the organizational design and the associated leadership model that have played a crucial role in the company’s innovation success.

• Joel M. Podolny is the dean and vice president of Apple University in Cupertino, California. The former dean of the Yale School of Management, Podolny was a professor at Harvard Business School and the Stanford Graduate School of Business.
• MH Morten T. Hansen is a professor at the University of California, Berkeley, and a faculty member at Apple University, Apple. He is the author of Great at Work and Collaboration and coauthor of Great by Choice . He was named one of the top management thinkers in the world by the Thinkers50 in 2019. MortentHansen

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Will Knight

Apple’s MM1 AI Model Shows a Sleeping Giant Is Waking Up

While the tech industry went gaga for generative artificial intelligence , one giant has held back: Apple. The company has yet to introduce so much as an AI-generated emoji, and according to a New York Times report today and earlier reporting from Bloomberg, it is in preliminary talks with Google about adding the search company’s Gemini AI model to iPhones .

Yet a research paper quietly posted online last Friday by Apple engineers suggests that the company is making significant new investments into AI that are already bearing fruit. It details the development of a new generative AI model called MM1 capable of working with text and images. The researchers show it answering questions about photos and displaying the kind of general knowledge skills shown by chatbots like ChatGPT. The model’s name is not explained but could stand for MultiModal 1. MM1 appears to be similar in design and sophistication to a variety of recent AI models from other tech giants, including Meta’s open source Llama 2 and Google’s Gemini . Work by Apple’s rivals and academics shows that models of this type can be used to power capable chatbots or build “agents” that can solve tasks by writing code and taking actions such as using computer interfaces or websites. That suggests MM1 could yet find its way into Apple’s products.

“The fact that they’re doing this, it shows they have the ability to understand how to train and how to build these models,” says Ruslan Salakhutdinov , a professor at Carnegie Mellon who led AI research at Apple several years ago. “It requires a certain amount of expertise.”

MM1 is a multimodal large language model, or MLLM, meaning it is trained on images as well as text. This allows the model to respond to text prompts and also answer complex questions about particular images.

One example in the Apple research paper shows what happened when MM1 was provided with a photo of a sun-dappled restaurant table with a couple of beer bottles and also an image of the menu. When asked how much someone would expect to pay for “all the beer on the table,” the model correctly reads off the correct price and tallies up the cost.

When ChatGPT launched in November 2022, it could only ingest and generate text, but more recently its creator OpenAI and others have worked to expand the underlying large language model technology to work with other kinds of data. When Google launched Gemini (the model that now powers its answer to ChatGPT ) last December, the company touted its multimodal nature as beginning an important new direction in AI. “After the rise of LLMs, MLLMs are emerging as the next frontier in foundation models,” Apple’s paper says.

MM1 is a relatively small model as measured by its number of “parameters,” or the internal variables that get adjusted as a model is trained. Kate Saenko , a professor at Boston University who specializes in computer vision and machine learning, says this could make it easier for Apple’s engineers to experiment with different training methods and refinements before scaling up when they hit on something promising.

Saenko says the MM1 paper provides a surprising amount of detail on how the model was trained for a corporate publication. For instance, the engineers behind MM1 describe tricks for improving the performance of the model including increasing the resolution of images and mixing text and image data. Apple is famed for its secrecy, but it has previously shown unusual openness about AI research as it has sought to lure the talent needed to compete in the crucial technology.

Mark Andrews

Andy Greenberg

Morgan Meaker

Matt Burgess

Saenko says it’s hard to draw too many conclusions about Apple’s plans from the research paper. Multimodal models have proven adaptable to many different use cases. But she suggests that MM1 could perhaps be a step toward building “some type of multimodal assistant that can describe photos, documents, or charts and answer questions about them.”

Apple’s flagship product, the iPhone, already has an AI assistant—Siri. The rise of ChatGPT and its rivals has quickly made the once revolutionary helper look increasingly limited and out-dated. Amazon and Google have said they are integrating LLM technology into their own assistants, Alexa and Google Assistant. Google allows users of Android phones to replace the Assistant with Gemini. Reports from The New York Times and Bloomberg that Apple may add Google’s Gemini to iPhones suggest Apple is considering expanding the strategy it has used for search on mobile devices to generative AI. Rather than develop web search technology in-house, the iPhone maker leans on Google, which reportedly pays more than $18 billion to make its search engine the iPhone default. Apple has also shown it can build its own alternatives to outside services, even when it starts from behind. Google Maps used to be the default on iPhones but in 2012 Apple replaced it with its own maps app .

Apple CEO Tim Cook has promised investors that the company will reveal more of its generative AI plans this year. The company faces pressure to keep up with rival smartphone makers, including Samsung and Google, that have introduced a raft of generative AI tools for their devices.

Apple could end up tapping both Google and its own, in-house AI, perhaps by introducing Gemini as a replacement for conventional Google Search while also building new generative AI tools on top of MM1 and other homegrown models. Last September, several of the researchers behind MM1 published details of MGIE , a tool that uses generative AI to manipulate images based on a text prompt.

Salakhutdinov believes his former employer may focus on developing LLMs that can be installed and run securely on Apple devices. That would fit with the company’s past emphasis on using “on-device” algorithms to safeguard sensitive data and avoid sharing it with other companies. A number of recent AI research papers from Apple concern machine-learning methods designed to preserve user privacy. “I think that's probably what Apple is going to do,” he says.

When it comes to tailoring generative AI to devices, Salakhutdinov says, Apple may yet turn out to have a distinct advantage because of its control over the entire software-hardware stack. The company has included a custom “neural engine” in the chips that power its mobile devices since 2017, with the debut of the iPhone X. “Apple is definitely working in that space, and I think at some point they will be in the front, because they have phones, the distribution.”

In a thread on X, Apple researcher Brandon McKinzie, lead author of the MM1 paper wrote : “This is just the beginning. The team is already hard at work on the next generation of models.”

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Machine Learning Research at Apple

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Research highlights

Enhancing paragraph generation with a latent language diffusion model.

In the fast-evolving world of natural language processing (NLP), there is a strong demand for generating coherent and controlled text, as referenced in the work Toward Controlled Generation of Text. Traditional autoregressive models such as GPT, which have long been the industry standard, possess inherent limitations that sometimes manifest as repetitive and low-quality outputs, as seen in the work The Curious Case of Neural Text Degeneration. This is primarily due to a phenomenon known as "exposure bias," as seen in the work Scheduled Sampling for Sequence Prediction with Recurrent Neural Networks. This imperfection arises due to a mismatch between how these models are trained and their actual use during inference, often leading to error accumulation during text generation.

Personalizing Health and Fitness with Hybrid Modeling

Recent research has explored clinical monitoring, cardiovascular events, and even clinical lab values from wearables data. As adoption increases, wearables data may become crucial in public health applications like disease monitoring and the design of epidemiological studies.

View all highlights

International Conference on Acoustics, Speech and Signal Processing (ICASSP) 2024

Apple is sponsoring the International Conference on Acoustics, Speech and Signal Processing (ICASSP), which is taking place in person from April 14 to 19 in Seoul, South Korea. ICASSP is the IEEE Signal Processing Society's flagship conference on signal processing and its applications.

Neural Information Processing Systems (NeurIPS) 2023

Apple sponsored the Neural Information Processing Systems (NeurIPS) conference, which took place in person from December 10 to 16 in New Orleans, Louisiana. NeurIPS is a conference that fosters the exchange of research on neural information processing systems in their biological, technological, mathematical, and theoretical aspects. Below was the schedule of Apple-sponsored workshops and events at NeurIPS 2023.

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Apple cuts greenhouse gas emissions in half

Paving the Way for Recycled Critical Materials

Slashing Manufacturing Emissions with Suppliers

Designing to Remove Plastic

Partnering with Communities to Drive Change

Spurring Industrywide Change with Reusable Filters

Innovating for the Future of Recycling

Building for a Greener Future

Investing in Nature with High-Quality Carbon Removal Projects

Engaging Customers and Employees in Global Recycling

Celebrating Earth Day with Education and Action 

Text of this article

April 18, 2024

Innovations in clean energy, materials, and recycling are driving progress toward Apple’s ambitious environmental goals

Apple has reduced its overall greenhouse gas emissions by more than 55 percent since 2015, the company shared today in its 2024 Environmental Progress Report . The milestone marks important progress on the journey toward Apple 2030, the company’s ambitious goal to become carbon neutral across its entire value chain by the end of this decade. The goal centers on cutting emissions by 75 percent from 2015 levels.

“The proof of Apple’s commitment to climate action is in our progress: We’ve slashed emissions by more than half, all while serving more users than ever before,” said Lisa Jackson, Apple’s vice president of Environment, Policy, and Social Initiatives. “More hard work is ahead of us, and we’re focused on harnessing the power of innovation and collaboration to maximize our impact.”

Teams across Apple and its global supply chain have contributed to Apple 2030 and the company’s environmental efforts, driving innovations in clean energy and energy efficiency, materials, carbon removal, water stewardship, zero waste, and recycling. As Apple celebrates Earth Day with its customers around the world — including through curated environment-focused collections on podcasts , books , and more — here’s a look at 10 innovations, partnerships, and activities engaging customers and advancing global climate and environmental progress.

Apple’s work toward making products using only recycled and renewable materials has spurred innovation in sourcing and design — while driving major reductions in the company’s carbon footprint. This includes materials critical to the clean energy transition. Last year, 56 percent of the cobalt shipped in Apple batteries came from recycled sources, more than double the year before. 1 That includes the MacBook Air with M3, the first-ever Apple product to be made with 50 percent recycled material. And in another first, 24 percent of the lithium shipped in Apple batteries last year came from certified recycled sources. For both lithium and cobalt, Apple is sourcing from post-industrial scrap and post-consumer scrap from end-of-life batteries. The company has also made strides with copper, using 100 percent recycled copper in key thermal applications in iPhone 15 and the 16-inch MacBook Pro, as well as the Taptic Engine and printed circuit boards across many product lines in the last year. The progress demonstrates real potential for recycling to help meet the growing demand for critical materials in the future.

The ongoing transition to clean electricity across Apple’s supply chain has driven the majority of emissions reductions so far, with Apple’s Supplier Clean Energy Program now supporting over 16.5 gigawatts of renewable energy around the world. And by prioritizing energy efficiency in collaboration with Apple, more than 100 supplier facilities achieved over 2 billion kilowatt-hours of electricity savings last year. Together with additional energy savings — primarily associated with heat — these facilities avoided nearly 1.7 million metric tons of carbon emissions, up 25 percent from 2022. Apple is also working to address the direct climate impact of industrial processes, such as the manufacturing of flat-panel displays, which emits highly potent fluorinated greenhouse gases (F-GHGs). Every display supplier has committed to a high standard of F-GHG abatement, and Apple is engaging with them to track emissions and deploy state-of-the-art abatement equipment at manufacturing sites.

Apple’s journey to remove plastic from its packaging is fueled by innovation, using fiber-based plastic alternatives that still provide an unmatched unboxing experience for customers. In the last year, Apple reached a milestone with the release of its first-ever 100 percent fiber-based packaging in the new Apple Watch lineup and for Apple Vision Pro. Across every product Apple shipped last year, only 3 percent of the packaging was made from plastic. Teams continue to innovate — this week, Apple published a new white paper with the University of British Columbia’s BioProducts Institute that analyzes the challenges with current consumer packaging and explores more sustainable future solutions through the use of advanced fiber-based materials. And in partnership with RISE Research Institutes of Sweden , Apple announced the development of a fiber-based alternative to the protective foams widely used in many types of packaging.

As Apple accelerates work to address climate change, the company is also focused on supporting efforts led by communities experiencing disproportionate impacts. Through its Strengthen Local Communities program, Apple is providing a series of new grants to organizations worldwide that are taking action to protect the health and wellbeing of their communities. In the U.S., Apple is also supporting the growth of Justice Outside’s Network for Network Leaders program to promote the outdoors, environmental education, and environmental justice. Apple has also worked with the Lewa Wildlife Conservancy in Kenya to support water harvesting and climate-smart agriculture by funding a rainwater catchment system at the Lewa school in Mutunyi and drip irrigation kits for farmers working to encourage more sustainable agriculture practices in their communities. This year, the company will build on this work with new support for Lewa’s community water access programs. And in Australia, Apple will extend its funding for the Karrkad Kanjdji Trust (KKT), an organization led by the traditional owners of Warddeken and Djelk Indigenous protected areas. Apple’s grant will support KKT’s Indigenous Women Rangers Program and conservation activities across the protected areas.

As part of the company’s commitment to zero waste, last year Apple completed the installation of reusable air filters at every one of its data centers worldwide. The shift avoids sending 25 tons of dirty filters to landfills each year — enough to fill an entire football field — and cuts fan energy use by 35 percent. Working together beginning in 2019 at Apple’s Reno data center, Apple and automotive filtration and technology company K&N prototyped and tested 20 versions of an all-new reusable filter design to meet high standards of performance and efficiency. Today the reusable filters are quickly becoming standard, not just for Apple but industrywide. Innovations like this have contributed to significant progress: In the last five years, Apple increased the diversion rate from its data centers from 64 percent to 90 percent.

Apple has engineered entirely new technologies to advance the field of electronics recycling — including disassembly robot Daisy, which can now take apart 29 models of iPhone into 15 discrete components, and recycling machines Dave and Taz, which are now deployed with a recycling partner in China. This year, Apple introduced a new product sorter to its asset recovery center in California, with the goal of automating the process to improve efficiency and productivity. Apple is committed to sharing the technology with recycling partners around the world as a low-cost, time-saving solution. As an additional efficiency improvement, the asset recovery center now employs autonomous mobile robots to help transport products and components around the facility. Through academic partnerships with institutions such as Carnegie Mellon, the company is also working to further harness the power of artificial intelligence, machine learning, robotics, and automation in recycling.

Apple’s commitment to design with the environment in mind extends beyond products and includes the construction of its buildings. Today, more than 100 of Apple’s retail stores, corporate offices, and data centers worldwide are certified through Leadership in Energy and Environmental Design (LEED), and Building Research Establishment Environmental Assessment Method (BREEAM), two internationally respected accreditation processes for sustainable buildings. The number continues to grow — currently, Apple is developing more than 18 million square feet of green building space globally. In 2023, a building in Apple’s Culver City, California, campus achieved LEED Platinum status, the highest possible rating, for significant energy and water savings, renewable power, and waste diversion. And the new Apple Battersea campus and retail store, located in London’s historic Battersea Power Station, diverted 99 percent of construction waste from landfill, while employing sustainable design elements and low-carbon materials.

In the roadmap to achieve its Apple 2030 climate goal, Apple is prioritizing direct emissions reductions across all operations and its supply chain. For residual emissions that are difficult to avoid with today’s available solutions, the company is investing in high-quality, nature-based carbon projects, including through its innovative Restore Fund . Building on a strong portfolio of sustainable forestry projects in partnership with Goldman Sachs and Conservation International, Apple has launched a new phase of the Restore Fund with Climate Asset Management, focused on creating a portfolio that pools regenerative agriculture projects with ecosystem conservation and restoration projects. This year, Apple suppliers TSMC and Murata joined the fund’s second phase with their own investment commitments. And today Apple is announcing the first set of regenerative agriculture projects the fund has invested in, which includes the development of olive and almond farms in Portugal, an almond farm in Spain, and a farm in Australia that is being converted from sugarcane to macadamias. The projects adhere to strict protocols to ensure water security and efficiency, and employ proven measures to improve soil quality and promote biodiversity.

Last year, nearly 12.8 million devices and accessories were sent to new owners through AppleCare and programs like Apple Trade In — more than ever before. As of today, iPhone 7 still offers Trade In value. Apple will responsibly recycle products that no longer have value, and recover the valuable materials inside so they can live a new life in future products. From reboxing old devices to send back to Apple, to organizing a collection drive, to simply passing on an old iPhone to a family member, there are so many ways customers can contribute to Apple’s environmental goals. Customers can drop off their used Apple devices at any Apple Store location, or by visiting apple.com/recycle .

Across Apple’s ecosystem, the company is offering opportunities for users to educate themselves on climate change and other environmental issues, take meaningful action in their communities, and celebrate Earth Day. On April 22, Apple Watch users can earn a limited-edition award by completing any workout of 30 minutes or more.

Customers can also attend Today at Apple programming featuring environmental leaders and visionary organizations in select Apple Store locations worldwide. In all stores globally, Apple Retail will also host a Pop-Up Studio titled Photograph Earth Like a Pro on iPhone, demoing features like macro photography and more on iPhone 15. This year, Apple will again collaborate with Dolores Huerta, social justice advocate and founder of the Dolores Huerta Foundation, as part of the Challenge for Change learning series. Learners of all ages can participate in the challenge Create a Better World Through Environmental Justice , which offers thought-provoking discussion guides. And a new resource — 30 Creative Activities to Help the Environment — is designed to inspire new ways for people to take action in their communities.

On Earth Day and every day, Apple is committed to taking action to protect the planet and to inspire others — including Apple customers — to do the same.

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Apple innovation; a case study

Related Papers

Accounting Forum

William Lazonick

NZ Collection

Journal of the International Academy for Case Studies

TODD A FINKLE

The primary issues in this case involve business startup and management, and are appropriate for entrepreneurship and management courses. A secondary issue demonstrates how personal drive and motivation are critical components of successfully managing and growing a business, thereby making this case appropriate for discussion on the topic of strategic management. The case chronicles the life and passion of entrepreneur, Steve Jobs – illustrating the rise, fall, and current state of the Apple Computer Company. The purpose of this case is to illustrate how individual passion, determination, and innovation is a critical element in business start up success and also to stimulate critical thinking in terms of future direction for a company in a struggling economy.

Dr. İbrahim Atakan Kubilay

Apple Corporation is one of the most profitable, and socially influential companies that ever existed. Its products are in homes, businesses and entertainment venues. It constantly brings out new high-tech tools to the consumer electronics market, the most recent one being the Apple Watch. The creation of this company is more humble, and is the result of a conjuncture of various factors that have converged to create a unique environment. It all started with a group of amateur electronics enthusiasts. Smart individuals, an engineering-oriented social environment, business angels willing to invest in a new start-up company, and the developments in technology appearing at the right time and place have all contributed to this creation. It took engineering knowledge, visionary management and a business outlook to succeed. Individual entrepreneurs and developing countries carefully study the reasons behind the success and influence of Apple, so that they could recreate the conditions for imitating similar successes for themselves and their countries. Especially universities are encouraged to launch start-up companies and dive into the commercial world. Techno-parks are built to imitate the achievements of garage founded companies such as Apple. In this study, the perceived and deducted reasons for Apple’s success are examined using an opinion survey, and accounts of the founders are examined and conclusions are made based on this information. The results show that the perceived and true reasons for Apple’s success may be very different and that a legendary image of the company with an ardent fan base may obscure the true reasons behind its success.

gregory johnson

Scot King , Bruce Holman , Marilyn Gates

International Journal of Accounting and Financial Reporting Vol 4, No 2 (2014)

Zohaib Babar , Jawwad Jaskani , Tehreem Ilyas

Purpose: This case suggests the development of financial reporting of Apple Inc. in comparison with the industry over the period of 2004 to 2013. This study is helpful for different field of researchers e.g., management, technology, etc. Apple Inc. was found in 1976 by Steve Jobs. In 2007, Apple introduced smartphones and iOS and was the pioneer in this industry. But after the rising competition in this industry Androids snatched the market share from the Apple. Methodology: This study illustrates the reasons and the current performance of the company in the industry. The performance has been measured through actual financial data and through various financial techniques. Findings: This study has found that the company is losing share in the market because of the features in its products whereas the features offered by other competitors are relative consumer friendly and according to their demand. Suggestions: To retain the market share Apple should offer more products that are more affordable for the consumers. DOI: http://dx.doi.org/10.5296/ijafr.v4i2.6079

Samuel Roscoe

The Apple Computer Company is arguably one of the most innovative technology companies to emerge in the last three decades. Apple, Inc. is responsible for bringing to market such products as the Macintosh desktop and the portable computer, iPod and iTunes, and most recently, the iPhone. The success of the company can be traced to the ingenuity of their founder and CEO, Steven Jobs. His philosophy has always been to create products that consumers find easy to use and integrate innovative technology. Throughout Apple’s history it has accomplished these goals. However, with a growing line of products, a competitive market landscape, and an unpredictable technology life cycle curve, the company faces challenges as to the direction of its product lines. The case gives an overview of a tool that is used to analyze a company’s product line portfolio and applies it to Apple, Inc.’s array of products. Questions for discussion are provided to enable students to use critical thinking skills in applying the case material.

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Apple’s first research paper tries to solve a problem facing every company working on AI

A few days before Christmas and Hanukkah festivities began, Apple gave a little something to the artificial intelligence research community: its first research paper .

The paper, authored by six of Apple’s researchers, doesn’t focus on AI that someone with an iPhone might interact with, but rather how to create enough data to effectively train it. Specifically, the research focuses on making realistic fake images—mostly of humans—to train facial recognition AI. It addresses a core problem: training a machine takes a huge amount of data. Moreover, training a machine on matters like faces and body language can take a ton of personal data. The ability to manufacture this kind of training data and still achieve high results could allow Apple to build AI that understand how humans function (the way we move our hands or look around a screen) without needing to use any user data while building the software.

Apple’s published research focuses on those two examples: identifying hand gestures and detecting where people are looking, examples of basic image recognition problems that could be applied to anything from tracking user behavior to a wave-to-unlock iPhone feature. In both cases, the researchers took established datasets of synthetic images, and used a neural network trained on real images to refine them to look more realistic. The system then compares the refined image to a real image, attempts to decide which picture is real, and then updates itself based on what the system judged as fake compared to the real image. As the researchers write, the end result is ”state-of-the-art results without any labeled real data.”

The work that Apple decided to present first is interesting. It’s not speech recognition for Siri, or a PR stunt for some new Maps feature. Rather, it’s research that very much falls in line with an established trend of 2016: using neural networks to generate  new data instead of just identifying it. The research also nods toward user data security, a drum that Apple beats loudly and often. While some companies like Google and Facebook use vast quantities of user data to train their algorithms, Apple’s entire pitch has been that nobody has access to what’s on an iPhone but the iPhone’s owner. This kind of work makes the statement that Apple will keep up with other tech companies and still honor the privacy it promised users.

Researchers write that the next possible avenues of research could be using the same technique for videos.

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How Apple is Using its Supply Chain to Cut Emissions

The tech giant is crediting both internal teams and those in its wider supply chain for an overall cut in greenhouse gas emissions by more than 55% since 2015 as reported in its 2024 Environmental Progress Report. 

It is part of its Apple 2030 strategy, the company’s ambitious goal to become carbon neutral across its whole value chain by the end of this decade. To achieve the goal, the company will need to succeed in cutting emissions by 75% from 2015 levels.

Apple’s commitment to supply chain sustainability

As well as teams across Apple, suppliers throughout its global supply chain have contributed to Apple 2030 and the company’s environmental efforts, driving innovations in clean energy and energy efficiency, materials, carbon removal, water stewardship, zero waste and recycling . 

“The proof of Apple’s commitment to climate action is in our progress: We’ve slashed emissions by more than half, all while serving more users than ever before,” said Lisa Jackson, Apple’s Vice President of Environment, Policy and Social Initiatives. “More hard work is ahead of us, and we’re focused on harnessing the power of innovation and collaboration to maximise our impact.”

Working with Apple suppliers to cut emissions

Apple's transition to clean electricity in its supply chain has led to significant emissions reductions, with more than 16.5GW of renewable energy supported globally through its Supplier Clean Energy Program. 

Collaborative efforts with suppliers have resulted in more than two billion kWh of electricity savings and the avoidance of nearly 1.7 million metric tons of carbon emissions, up 25% from 2022. 

Apple is also addressing the direct climate impact of industrial processes, such as the manufacturing of flat-panel displays, by working with suppliers to track emissions and deploy state-of-the-art abatement equipment.

Removing plastic from the Apple supply chain 

Apple is innovating to eliminate plastic from its packaging, using fibre-based alternatives that maintain a ‘premium unboxing experience’. Only 3% of the packaging across all Apple products shipped last year was made from plastic. 

Apple continues to innovate, recently publishing a white paper with the University of British Columbia’s BioProducts Institute to explore sustainable packaging solutions using advanced fibre-based materials. Additionally, in partnership with RISE Research Institutes of Sweden, Apple is developing a fibre-based alternative to widely used protective foams in packaging in its supply chain.

Apple and the future of recycling in its supply chain 

Apple has developed innovative technologies to advance electronics recycling in its supply operation, including the disassembly robot Daisy, capable of dismantling 29 models of iPhones into 15 components. Recycling machines known as Dave and Taz are now operational with a company partner in China. 

Apple has also introduced a new product sorter at its California asset recovery centre to automate and enhance efficiency. The company is committed to sharing this technology globally. 

Autonomous mobile robots are now assisting with product and component transportation at the asset recovery centre and through partnerships with institutions like Carnegie Mellon, Apple is exploring the use of artificial intelligence, machine learning, robotics, and automation to further improve recycling processes within its supply chain.

Read more about how Apple revolutionised its supply chain. 

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The Apple International Company Research Paper

Introduction.

Apple International Company is a multinational technology firm that creates, develops, and markets computer software, consumer devices, and online services. The company’s hardware products include the iPhone, iPad, Mac, iPod, Apple Watch, and Apple TV. IOS, iPad, and macOS operating systems, the iTunes media player, the Safari web browser, and the iWork and iLife creativity and productivity suites are among the software offerings. The business also provides internet services like iCloud, Apple Music, and the App Store.

The Apple Company’s Moral Code

The decisions and business practices of Apple International Company are based on a set of values and principles. Firstly, Apple promotes and defends human rights in all facets of its business as part of its commitment to upholding human rights. Secondly, Apple uses sustainable sourcing methods and renewable energy to reduce its environmental effects and promote sustainability (StudyCargi, 2022). Thirdly, the firm strives to give stakeholders accurate and timely information while being open and honest about its operations and business practices. Fourthly, Apple aspires to positively impact the communities in which it operates and is dedicated to acting as a responsible corporate citizen. Finally, Apple is dedicated to using data responsibly and ethically and values and respects the privacy of its customers.

Evaluation and Measurement of Apple Company’s Ethical Systems

Apple uses a combination of internal and external mechanisms to assess and gauge the effectiveness of its ethical policies. Apple uses evaluations and assessments to track its progress, pinpoint development opportunities, and make sure that it consistently upholds its ethical standards. One of the procedures is the organization performing routine internal audits to evaluate its adherence to moral standards and pinpoint opportunities for improvement. Second, Apple has a thorough Supplier Responsibility Program that examines its suppliers’ labor and human rights policies and collaborates with them to resolve any issues that are discovered. Third, Apple interacts with all relevant parties – including customers, staff members, and communities – to better understand their needs and concerns and gauge how its business decisions will affect them. Fourth, Apple publishes an environmental report annually outlining the company’s advancements in minimizing its environmental effects and advancing sustainability. Lastly, the business also looks for third-party certifications from the Rainforest Alliance and the Electronic Industry Citizenship Coalition (EICC) to support its moral business practices.

Apple’s Effects on the Community or Places Where It Operates or Is Based

The areas in which Apple works and is located are significantly impacted. The company’s operations and presence in a community can have positive economic and social effects. Still, it is also crucial for the company to proactively address and try to mitigate any negative effects that may arise. First, the corporation positively impacts these communities by creating jobs and fostering economic growth in its business areas. Second, the business actively participates in charitable activities and makes investments in projects that help the areas where it conducts business (Bennett, 2021). Thirdly, Apple is dedicated to reducing its environmental impact and encouraging sustainability, which can be advantageous for regional economies and the environment. Fourth, Apple promotes ethical labor and human rights standards with its suppliers through its Supplier Responsibility Program, which can positively affect the people and communities connected to its supply chain. In addition, Apple’s technology and products can improve people’s quality of life in the areas where it works by increasing access to knowledge and education.

Bennett, L. (2021). The impact Apple has on technology and society . iLounge. Web.

StudyCorgi. (2022). Apple ethical practices . StudyCorgi.com. Web.

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IvyPanda. (2024, February 6). The Apple International Company. https://ivypanda.com/essays/the-apple-international-company/

"The Apple International Company." IvyPanda , 6 Feb. 2024, ivypanda.com/essays/the-apple-international-company/.

IvyPanda . (2024) 'The Apple International Company'. 6 February.

IvyPanda . 2024. "The Apple International Company." February 6, 2024. https://ivypanda.com/essays/the-apple-international-company/.

1. IvyPanda . "The Apple International Company." February 6, 2024. https://ivypanda.com/essays/the-apple-international-company/.

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IvyPanda . "The Apple International Company." February 6, 2024. https://ivypanda.com/essays/the-apple-international-company/.

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Example Of Research Paper On Apple Inc

Type of paper: Research Paper

Topic: Technology , Business , Marketing , Products , Steve Jobs , Apple , Innovation , Strategy

Words: 2000

Published: 02/09/2020

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Technology Strategy

Apple’s technology strategy is to change the world through technology. They have remodeled the field of consumer electronics. This was not always the case. Initial Apple products such as the Next computer, the Newton PDA, the Lisa computer, the Pippin player and the Apple TV did not do so well. In fact, Apple’s ability to rise above the tide and be successful was in doubt as compared to its competitors like Microsoft. Currently, Apple is among the most profitable and innovative companies in the world with the largest market share for tablets. Creating a good technology strategy is normally a messy affair. Apples ability to anticipate and discern the direction emerging markets in technology take has been core to its technology strategy. It has been able to track strategic technologies and use forecast to plan corporate strategies. Apple focuses on product discovery with the goal of creating transformative products not understood yet. This underscores its strategy statement, to contribute to the world by making tools for the mind that advances humankind. In order to meet this goal, Apple has continually involved stakeholders. Steve Jobs for example was able to convince record companies that online music was the future for their industry. This way, he was able to lead the establishment of the iTunes music store, clearing the way for the iPod, the first successor to Sony’s Walkman. Apple has been able to exemplify a human-focused technology strategy thereby changing the world through technology. A culture of focusing on the future deriving inspiration on achievable possibilities sets the standards for technology sourcing, innovation and design. The innovation cycle at Apple stretches over at least 5 years into the future. This effectively sets the pace for achieving the technological purpose outlined for the company.

Core competencies

In this spirit, Apple’s iPhone has redefined the purpose of a mobile phone from just a phone to an internet client, digital media player, camera, GPS navigator among a host of other features. The introduction of the iPad brought in a completely new gadget in the consumer electronics market. This has drastically changed preference for gadgets and the view of handheld devices. Deployment of a touch screen on both the iPad and the iPhone has completely changed the way users interact with devices. Unveiling of the iPod coupled with a complete online music store, iTunes changed the fortunes of the records industry. Starting from the design to the features, Apple’s gadgets have continuously set the trend for the better period on consumer electronics market. This has even led to coining of new terms such as ‘smart gadgets’ to exemplify Apple’s pace setting competencies. Over the years, the brand Apple has continued to grow and flourish. Devices that carry this brand depict a symbol of fashion and class. In the sphere of technology, Apple as a brand depicts sleekness as well as class. This is a competency that the company to rides on in driving sales and keeping client loyalty.

Industry Dynamics

Apple’s strategy is its ability to track technology trends and forecast the direction of technology in order to change the world. Innovatively and in a timely manner, it has been able to introduce products in the market that have been increasingly rewarding. Over the last couple of decades, technology has been changing at a tremendous rate. The risk of becoming obsolete is extremely high and even worse the ability to predict the future is a tricky affair. In its early years, Apple completely lost to its competitors in sales and market share. Its products were unable to compete favorably on all fronts to the level that its future was in doubt. Competition from IBM in the PC market and Microsoft in the PC Operating Systems market challenged Apple to redefine its strategy. The return of Steve Jobs after his departure in 1985 marked a turning point for Apple’s fortunes. There was more concentration on design and employment of innovative technology. Overtime, Apple remodeled its strategy to changing the future through technology. This brought an end to focus on market research to drive production. Focus shifted to product discovery guided by tracking trends and precisely timing introduction of new products into the market. The strategy at Apple has seen the introduction of gadgets fondly referred to as smart gadgets. The face of technology has been known to keep changing, ideally the fastest changing field of the current day and age. Apple was able to align its strategy with this change and it has paid off in the best conceivable way. Today, Apple tops the charts of technology companies and on a wider scale, a top player in profitability across the divide.

Technology Sourcing and Internal Innovation

Over the years, Steve Jobs has served the role of chief innovator at Apple. Steve insisted that even when a company has smart engineers, there is need for gravitational force that pulls them together. In his perspective, the gravitational force is a product-oriented culture. Internal innovation at apple is very customer centric. The focus is to create desire for their clients to interact with their computer or mobile devices and provide for their basic needs. Innovation cycle for products stretches 5 to 10 years into the future making it impossible for competitors to catch up. A relentless pursuit to improvement is subtle to Apple’s internal innovation. In sourcing for technology, innovators and designers at Apple study new ideas and ways to promote customer interaction. This is opposed to the traditional mode of sourcing for technology that looks to solve clients’ specific problems. Often, Apple begins with a new idea for a multimedia interaction and designs a product enabling that interaction. The human-centered approach stems right from the sourcing of ideas to design. The concept of Design Thinking enables a focus on the customer experience in the design of products. A typical example that exemplifies technology sourcing internal innovation at Apple is the iPod. Though not the first mp3 player, the iPod was a first of its type to simplify interaction between the computer, mobile phone and the music store. Through an iterative technique, innovations and are continually smoothened and simplified. Teams carrying out product development are tight-knit groups constantly testing and retesting each other’s work. In the absence of Steve Jobs, the guiding principles left behind continue to drive innovation. This culture of innovation stems right across the divide in the company. Engineers and designers have mastered the principles of innovation, human-centric, product oriented design thinking.

Product Development Strategy

The product development strategy under Steve Jobs was to create premier products and charge premium prices. Lost to many are the subtle changes that Apple makes to its portfolio of products every time it introduces a new product into the market. For example, with the release of iPad 3, the price of iPad 2 reduced by $100. This was the same case with the release of the newest iPhone. This strategy enables the company to capture high margins with early adopters of their products while still broadening penetration among the price conscious clients. This also enables the company to ‘create space’ for newer products within its portfolio without necessarily exceeding the spending caps from its audience. The ability to keep an eye on the future is subtle to the product development strategy at Apple. This directly chips from the technological strategy of changing the world with technology. This change is achievable with a clear insight to the future. Success and growth elicits expectation. Anticipation is normally high prior to any Apple event. Political pundits giving prospects of ‘the next big thing’ to expect from the technology firm characterize months leading to the events. This far, Apple has not disappointed. Through innovation and design, they have continued role out incredible improvements on their line of products. The sale of iPads continues to rise even with competitors such as Samsung, Blackberry and Amazon releasing their own version of tablets with arguably, features that provide advantage over the iPad. Involving clients and other stakeholders has helped Apple establish its line of products over the years. The company has had some of the most successful product launches for being able to release products that meet the needs of the client and fulfill their requirements. This also inspires the human-centered approach in product development. The iPhone for example, has had the highest user experience ratings over all other smart phones since it has been able to fulfill the customer’s needs and desires. Another casing point is the involvement of stakeholders in the record industry with the inception of iTunes and the iPod by extension. This has greatly contributed to the success of these products and their continued support. Optimization of the current portfolio of products is one among the latest tweaks to the product development strategy. Tim Cook has seen the carrying out of updates since he took the helm at Apple, on the iPad, the iMac and the iPod. This updates have successfully addressed some major client requirements. Most notably however has been the fixation to optimize performance and design. This gives the products a competitive age even with a variety of new competitive devices taking on the market.

Strategy to Protect Innovation

Innovation that results in new products and intellectual property is just as good as its protection. Apple Inc. ha patented a large number of innovations since its inception. A patent is a set of exclusive rights awarded by a sovereign state to an inventor for a limited period. A patent is a form of intellectual property. Patents registered by Apple give it exclusive rights and thereby allowing them to benefit exclusively from them. The process of coming up with technological innovation is complex. To this end, protecting an inventor’s work gives them the right to be the initial beneficiaries from their work all be it for a given period. Owing to these exclusive rights, Apple was able to recoup on the infringement of its patents from Samsung following a lawsuit. A court in the U.S. ruled in favour of the company enabling it to benefit from a $1 million fine levied on Samsung. However, it is worth noting that patents may have geographical jurisdiction. A Japanese court rejected Apple’s suit against infringement of patents owing to the fact that the patent registered in the U.S. do not apply in Japan. Trade secrets enable one derive economic advantage over their competitors. They cover information concealed from public knowledge thereby granting the owner of the information economic advantage. At Apple for example, Tim Cook takes credit for establishing one of the most efficient and effective supply chains. Information on its achievability is a closely guarded trade secret, one that has given Apple an edge over their competitors.

Strategy – Innovation at Apple. Wiki-Cases in Management. Retieved from https://wiki.shanti.virginia.edu/display/wikiCASES/Strategy+-+Innovation+at+Apple. Stark, K., (April 12, 2012). 3 Strategies to Adopt from Apple. Inc. Retrieved from http://www.inc.com/karl-and-bill/3-strategies-to-adopt-from-apple.html. (June 2013). Reaching Apple’s Success. GovernmentCIO Magazine.com. Retieved from http://www.governmentciomagazine.com/2011/10/reaching-apple%E2%80%99s-success. (October 27, 2009). Apple’s Core Competency in Innovative Design and Technology. Open Surge Group. Retrieved from http://www.opensurgegroup.com. (May 30, 2013). Apple’s New Product Strategy. TechCrunch. Retrieved from http://techcrunch.com/2013/05/30/apples-new-product-strategy/.

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Research paper on apple inc.

October 28, 2013 UsefulResearchPapers Research Papers 0

Apple Inc is American corporation, which focuses on the production of personal computers, tablet computers, music players, smart phones, computer software, etc. Apple is a pioneer in the branch of information technologies, personal computers, computer technologies and operation systems and can be called the most successful corporation in this sphere.

Due to the quality, innovations, technologies and beautiful design Apple managed to become a prestigious brand, which can be compared with a cult, because it dictates the lifestyle to its consumers. No wonder, Apple is the most expensive brand in the world and its annual profit is enormously high, as the production is sold all over the world.

Read more about research paper writing help on Apple topics!

Till the 2007 the name of the corporation sounded like ‘Apple Computer, Inc’, because it focused its production mainly on computers, but now the scope of production is much broader and Apple can boast of the most rapidly and effectively sold iPhone, iPad, iPod, etc.

The history of the foundation of the company is quite long and interesting. Steve Jobs, Steve Wozniak and Ronald Wayne established Apple in 1976 when they managed to create their own computer. When they saw that their computer was sold by a few customers, they decided to establish a company naming it ‘Apple Computer, Inc’. Very soon the corporation developed to its high level and know it is the most expensive public company, which costs more than its main opponents Google and Microsoft taken together.

Apple, Inc is the most successful company on the market of IT and its production possesses all the innovations which one can imagine. Due to the functions and design of its products Apple has attracted the army of the devoted fans who purchase its production and look forward to the updates and new and new models of appliances. A successful Apple research proposal is supposed to present enough information about the corporation, explain the key of its success, focus on the production of the company, the history of its establishment, touch upon the scandals related with Apple and its opponents and the role of Apple in the modern world. Furthermore, he paper should contain the methods of the research the list of the sources used for the analysis of the topic.

Writing a research paper is a difficult and time consuming process, because one should know everything about the rules and standards of research paper writing. A free example research paper on Apple Inc is supposed to explain clear up all the questions related with the organization of the paper. On the basis of a free sample research paper on Apple Company a student can complete his own well-formatted and well-structured original paper.

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Research paper on Apple

• Type: Research Paper
• Citation: APA

Company overview

Apple Inc, headquartered in California, US is primarily engaged in design, development and sales of computer media and mobile communication devices (iPhone, iPad), computer electronics (Mac book, Apple desktop) and portable music players (iPod). In addition, the organization also sells several associative software, accessories and digital contents of third parties. The organization is reputed for its applications and digital contents through iTunes store, iBooks and App store. Apple Inc.’s products are sold all over the world though online shopping platforms, brick and mortar stores as well as direct sales force (Bloomberg, 2015a).

Company attributes

Apple Inc. operates in multiple industries but its main domain has been the computer hardware and consumer electronics industry. The organization ranks five in the computer hardware industry with a market share of 5.4% trailing behind market leader Lenovo, HP, Acer and Asus (Bloomberg, 2015b). However, the company still stands ahead of its long time competitor Samsung Electronics. Being headquartered in California, USA, the company has expanded to almost all of Europe, the emerging economics (Brazil, Russia, India and China) and is also predominant in Asia Pacific region. In the Smartphone segment, Apple Inc. ranks second with a market share of 11.9% falling behind Samsung Electronics (Forbes, 2014).  Apple Inc. faces intense competition especially in the Smartphone segment from arch rivals Samsung Electronics and Microsoft. Off late, Chinese Smartphone companies like Xiaomi and Gionee has also shown extensive competitiveness to a company of the stature of Apple Inc (Bloomberg, 2015b).

Leadership strategy in Apple

Apple Inc.’s magnanimous success till date has always been driven by the effective leadership strategies emulated by the organizational leaders. The fundamental reason behind the unprecedented success achieved by the company is the degree of innovation induced by the leaders in everything that the company does. The leaders have always stressed upon the need to think creative which is why they have constantly encouraged employees to come up with new ideas and share them with colleagues and senior managers. Employees are provided with the flexibility to conduct their own research which enables them to identify areas where innovation can be induced (Charnan, 2008).

The managers in Apple have emphasized a lot on purposive work. They believe that purposeless work can never be enjoyed. That is why they constantly encourage their employees to enjoy what they are doing by giving them a purpose and that is to bring change. This agenda has driven the innovations that have been produced by Apple over the last decades. Apple Inc.’s managers have always thrived from development which is why their constant endeavor has been to bring about improvement in all its product segments. The managers in Apple Inc. have established a robust line of communication that facilitates free flow of information between various functional departments. This has enabled the managers to streamline several operations which in turn have boosted the operational efficiency (Holbach, 2009).

Managers in Apple Inc. have engaged in frequent communication with the subordinates in order to understand their grievances and issues. These issues may be related to organizational development of personal development. The managers have been more than eager to address these issues regardless of the type and nature. This has enabled them to make the employees feel that they are being valued which in turn boost their confidence and motivation level. The managers have given equivalent emphasis on the welfare of the employees and on the productivity of the organization as a result of which Apple Inc. has been able to perform consistently over the last decade or so and has eventually gained a considerable proportion of market share.  Apple’s managers have successfully established a relationship based on trust and respect with their subordinate employees which in turn have allowed the latter to gain all round development (Cooper & Robertson, 2009).

Apple Inc.’s managers have always applied a transformational leadership style by encouraging employees to think beyond imagination. This has enabled the organization to make groundbreaking developments in their product and service attributes that beats the competition in the industry. Their leadership style is evident in the way the employees cater to address the needs of the company’s customer base. The managers have always given importance to training and development programs in order to equip their officers, sales force and store ushers with adequate skills in order to for them to be able to influence the purchase behavior of their customers (Hughes & Beatty, 2011).

Organizational structure in Apple

Apple Inc.’s organizational structure is collaborative in nature with the company’s CEO as the nucleus. The organizational structure of the company is just like a startup company where the owner creates multiple functional departments and appoints managers for each one of them. Each of those managers has their own unit comprising of team members who assigned with a variety of responsibilities. Apple’s organizational structure has been shown in figure 1 given below:

Figure 1: Apple Inc. organizational structure (Source: Word Press, 2015)

Although the organization structure looks relatively complex but is simple in nature. The collaborative structure allows employees in the lower level to communicate with middle level managers as well as top tier managers. The company’s business strategies are completely aligned with the organizational structure and its chain of command. The collaborative organization structure allows the top tier managers to delegate responsibilities appropriately to the middle tier managers. The middle level managers thereafter find it relatively convenient to convey the organizational objectives to the lower level employees. Apple’s organizational structure has promoted teamwork integrated with proper coordination and collaboration. The free flow of information between the organizational employees has allowed the managers to align the operations closely to the organizational goals and objectives (Elçi, et al., 2012).

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Apple Company - Research Paper Example

• Subject: Other
• Type: Research Paper
• Level: Undergraduate
• Pages: 5 (1250 words)
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Extract of sample "Apple Company"

(Philip Kotler et al. 4). Apple has continued to provide high quality goods and it keeps attracting more people especially the younger generation. Historical background: Apple computers Inc. was started by Steve Jobs, Steve Wozniak, and Ronald Wayne. The Apple 1 computer kit was its first product which was designed and built by Steve Wozniak. In the years between1983 and 1996, Apple manufactured products like portable CD players and TV appliances but they were not able to capture the interest of the targeted consumers.

In the 1990`s, Apple made an important decision by choosing not to license its technology and as a result Microsoft captured the market and Apple`s share of the worldwide market for personal computers declined to its lowest level. In 2007, Steve Jobbs changed the company`s name to Apple Inc. With the introduction of the iPod, in 2001, Apple started becoming popular. Its innovative and advanced products resulted in rapid growth and high sales. Apple spent a large amount on marketing campaigns in order to promote its products.

In 2011, however, Apple suffered a great loss with the death of its co-founder and chief executive officer Steve Jobs Nature of the firm: The company started as Apple Computers which designed and built customer electronics, computer softwares and personal computers only. Then, Steve Jobs transformed it into Apple Inc. and its non-Pc devices started gaining popularity. The company has retail outlets in Japan, Europe, Asia, US etc. Its headquarters is in Cupertino, California. It is a company with competes with a large number of firms throughout the different industries it has entered till now.

The target market for Apple includes home users, creative individuals from the younger generation, small and medium sized business etc. Its major competitors include IBM, Dell, Microsoft Windows, Samsung, Nokia etc. Apple`s marketing approach is one which focuses entirely on its customers. It focuses on emerging stronger and presenting the global market with high-technology products. Products: IPod: This product of apple provided the customers to listen to digital music in a different way and it comes with a unique look.

In 2003, Apple also opened the ITunes store. With its features like more storage, high sound quality, elegant design and moving large quantity data very quickly all these specifications made this product competitive in the market. Product’s different color like white makes this Apple device special. Ipad: Another apple product Ipad is the one product that brings you close to the things you love to do like reading a book, playing piano, listening to music or looking at your photos. It’s a new experience, one you have never imagined.

Its elements like camera, wireless connection and display are even better Mac: Macbook is a full sized laptop with extremely low weight and uses SSD storage and Intel CPUs. It was the first subcompact laptop offered by Apple. Its updated model was released in June`2012. Its major competitor is ultrabook by Intel. Most recently, Macbook Pro has been released by Apple Inc. Iphone: It includes a line of smartphones which was first released by Steve Jobs in 2007. The entire industry of smartphones was revolutionized through its introduction.

The first ever iPhone was released in 2006 in 22 countries which could function as a portable media player, a video camera with

• Apple Iphone Price Elasticity Of Demand
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