Apple Inc

1. What, historically, have been Apple's competitive advantages? 
  * Bring easy-to-use computers to market.
  * Sculley years (1985-1993), Apple targeted low cost computer and forge an alliance with IBM for OS development on Intel platform, both of which didn’t bear any results.
  * Spindler‘s (‘93-‘96) strategy to expand to international market gave short-term results
  *   Amelio (‘96-’97) decided to go back to premium price differentiation strategy
  * Steve jobs restructured company around the original strategy of Apple and turn that into a competitive advantage.
  * Apple’s competitive advantages are:
      *   Control of software and hardware
      * Marketing
      * digital asset management,
      * retail strategy,
      * Apple has always had a proprietary design.
      * product differentiation: industrial design, elegance, product loyalty (coolness)
      * Synergy to use on all products (plug and play, entrertaiment hub)
      * Steve Jobs’s strategical decisions.
  2. Is the PC industry a strategically distinct industry? Why or why not?
  * Moore’s Law: that the performance and capacity of an integrated circuit would double approximately every two years. 
  * his led to decrease in R&D spending. Hence almost all PC suppliers used cost differentiations as their strategy and sell to volume. The consumers are also very cost conscious and need value for money.
  * The product life cycle is short

Analyze the PC industry, and evaluate its attractiveness using Porter’s Five Forces analysis. Is there a sixth force? Ifyes, what could we call that force? What is your conclusion about how good of a business is the PC industry?

6th force: new entrant
Industry: include PC manufacturers like Dell and Apple, suppliers of semiconductor chips like Intel and Micron, suppliers of disc drives like Seagate, suppliers of software such as Microsoft, etc.
Substitudes: Netbooks, Ultrabooks, tablets, smartphones