Apple Inc. Harvard Case Solution & Analysis


Apple Inc. was formed on the 1st of April in 1976 in California. It was later inaugurated on 3rd January, 1977. It was initially known as Apple Computer Inc. But later, after its expansion into the electronic market, the company changed its name from Apple Computer, Inc. to Apple Inc. It is a multinational organization based in America and operates in the designing and manufacturing of hardware and software products, along with electronic. Its famous products include iPhone, iPad, iPod, Mac OS operating system and Macintosh computers.

Now, in 2018, the company is present in twenty other countries apart from the United Sates with over 500 retail stores spread across these countries. Its total number of employees are around 35,000.

Apple Inc. is considered among the leaders in terms of market capitalization, most profitable company and consumer cachet. It is also considered as a single product company as the revenue generated from its iPhones cover about 60 percent of its total revenues. Moreover, regarding sales, the company generates about 40 percent of its sales from the US alone. The rest is generated from other countries out of which, China and European countries contribute the largest amount to its sales. (vault, 2018)

Apple Inc. Harvard Case Solution & Analysis


The objectives of the company are discussed taking into account the marketing mix strategy. Its main objectives are listed and discussed below.


  • The foremost objective of Apple Inc. is to keep inventing ground-breaking products for its customers. It already has set a reputation for itself in the market regarding the same objective as it introduces new, innovative products every now and then.
  • The second objective in terms of products is to innovate and incorporate technology advancement into its products.


  • Regarding place, the objective of the company is to expand its stores globally.
  • Secondly, it wants to make sure that its products are available in every retail store.


  • Sustainability of its premium pricing strategy, while increasing its share in the market simultaneously.
  • Increase in profit margins.


  • Creating hype about its upcoming products in the market.
  • Sustainability of its brand name and image. (Burnette, 2015)

Ownership Structure

The ownership structure of the company is shown below.

(Nasdaq, 2018)

It can be seen from the above chart that a large portion of Apple Inc. is owned by institutions. The most recent update on NASDAQ shows that 61.30 percent of total shares are owned by institutions, which includes a total of 2885 of shareholders and the total shares held are 3,012,825,253, which converts into the total value of 577,558,601,000. Additionally, in institutional holdings, its top shareholders are Vanguard Group Inc. and Black Rock Inc. (nasdaq, 2018)

Internal and External Governance

The internal governance includes the ownership structure, which has been discussed above, its board of directors, internal controls and risk management. On the other hand the external governance includes the factors that are market based or the social requirements of the company. (Naciri, 2009)

The board of Apple is unitary, i.e. only one executive member and the rest are nom-executives..............

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