Apple's Mystique: The Dark Side

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Case Details:

Case Code : BECG112
Case Length : 22 Pages
Period : 2008-2009
Pub Date : 2010
Teaching Note : Available
Organization : Apple Inc.
Industry : Consumer Electronics
Countries : US; Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...


Some analysts felt that maintaining a culture of secrecy provided Apple with a competitive edge. It served as a vital component in the company's advertising strategy. Experts were of the view that Apple benefited by being secretive about its products. Withholding information about upcoming products built more anticipation and buzz and generated a lot of excitement around product launches...

Time for a Change?

Apple emerged as one of the most powerful brands in the world mainly because of its innovative products and good user experience.

In order to continue being innovative and to maintain a competitive edge, Apple should leave its history of secrecy behind and become more open, experts said. The company should follow its competitors who were increasingly taking advantage of social media tools to strengthen their brands and to connect directly with consumers...


Exhibit I: Apple-Product Timeline
Exhibit II: Financial Summary of Apple
Exhibit III: Apple Inc- Quarterly Performance: Q3 2008 - Q2 2009
Exhibit IV: World's Most Admired Companies: 2009
Exhibit V: Apple -Industry Rank: 2009
Exhibit VI: The Top 10 Most Innovative Companies: 2006 -2009


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