BM2212
Names DUMAGUING, SHANAEIA FAYE G. Section BR601P Date04/11/24
ACTIVITY
APPLE
Apple, one of the world’s most successful and valuable companies, has changed the world through its
high-quality products and continuous innovation. From its leading role in the personal computer
revolution of the 1970s and 1980s to the rise and dominance of the smartphone of the last decade, it has
created new markets, industries, and even new lifestyle habits.
According to Tim Cook, Apple’s CEO, more than one (1) billion Apple devices are in active use worldwide.
The best-identified products with Apple include Mac computers, Portable Digital Media players, and its
most famous smartphones.
The first Mac, introduced in 1984, was the computer that let Apple become a premier company and
generated $25.5 billion in revenue. It was the first commercially successful computer to feature a mouse
and a graphical user interface. In 2000, Apple introduced the iPod and iTunes, forever changing the music
industry. The idea was to let users walk around with 1,000 songs in their pockets. Trade-press estimates
say Apple sold 390 million iPods, and iTunes had sold about 35 billion songs by 2014.
The computer industry spent years trying to design a tablet computer people would buy before the iPad
debuted in April 2010. Through early 2016 the company had sold about 300 million iPads, with 54 million
sold last 2015. It included Apple’s first branded chip and set itself apart from previous tablets with a
touchscreen adapted from the iPhone.
Apple’s recent launch of the Apple Watch sold as many as 13 million watches, yet it disappoints much of
the market. When the watch launched, expectations ran as high as 36 million per year. The company is
tinkering with the design of Watch apps to make the device more independent of the iPhone. Similarly,
Apple Pay is widely accepted but hasn’t convinced most people to use it more than the credit and debit
cards they already carry.
Apple TV is designed to let people quickly search videos on what has traditionally been the domain of TV.
It also houses an excessive amount of web video and related apps, and in a way is said to be simpler and
more versatile than smart TVs made by rivals like Samsung.
No future product of Apple’s is more talked about than Apple’s pursuit of electric-powered, driverless
cars. They might be on the market soon or not come at all, depending on which investor you listen to. If
it happens, it will help usher in a new era of disruption. However, other experts aren’t convinced Apple
will go ahead, reasoning that making cars would be much less profitable than selling iPhones.
Furthermore, there will be a ton of competition in the race to perfect the autonomous car, beginning with
Apple’s longtime frenemy Alphabet, aka Google.
Not all of Apple’s innovation has been about specific products. Sometimes, the innovation is in the
company’s approach. Its clean, uncluttered product design has helped popularize it in industries, from
electronics to furniture. In the next 40 years, Apple’s goal is to run 100 percent of its operations on
renewable energy. Its office and retail operations in China are already carbon-neutral, aided by a 40-
megawatt solar farm Apple built in the country. The solar farm generates enough electricity to offset the
carbon Apple uses locally. Apple’s data centers are 100 percent powered by clean power.
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BM2212
Names Section Date
GENERAL INSTRUCTIONS:
1. Read and analyze the given case above.
2. Create a Boston Consultancy Group (BCG) Matrix portfolio analysis that classifies Apple products into
Star, Question Mark, Cash Cow, and Dog categories. (4 items x 10 points)
3. Then, provide your summary of findings/analysis below.
iWATCH
iPHONE
MARKET GROWTH RATE
QUESTION MARK STAR
MACBOOK
iPAD
iPOD
CASH COW
DOG
RELATIVE MARKET SHARE
Essay:
1. Based on the BCG matrix you created, how does it help derive strategic investment decisions? (10
points)
At that point, we witnessed the most unimaginable decade any company has ever seen, with Apple propelling iTunes,
iPod, iMac, the MacBook Professional, MacBook Discuss, iPhone, and iPad. The Apple brand procedure that we see today
builds everything around the brand thought of "Apple makes innovation so basic that everybody can be portion of the
future..." Steve Jobs is credited with making the most significant contribution to the Apple brand methodology, starting
with consumer interaction and working his way back to invention. Apple’s BCG Matrix analyzes products and categorizes
them into low growth products, high profit products, high growth products, and high profit but low growth products. We
call them dogs, stars, cash cows, and question marks in his BCG market.
Rubric for essay (Analysis):
CRITERIA PERFORMANCE INDICATORS POINTS
Content Provided pieces of evidence, supporting details, and
8
factual scenarios
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BM2212
Organization of ideas Expressed the points in clear and logical
2
arrangement of ideas in the paragraph
TOTAL 10
Rubric for illustration (BCG Matrix):
CRITERIA POINTS
Complete illustration with correct usage of components 10
Some minor parts of the illustration are incorrect 7
Half of the illustration is correct 5
Some minor parts of the illustration are correct 3
The illustration is entirely incorrect 1
Reference:
Mullaney, T. (2016). Apple product innovations that changed the world. https://www.cnbc.com/2016/04/29/apple-product-
innovations-that-changed-the-world.html
Clover, J. (2022) Upcoming Apple products guide: Everything we expect to see in 2022 and beyond. Upcoming Apple Products
Guide: Everything We Expect to See in 2022 and Beyond - MacRumors
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