CORE COMPETENCIES OF APPLE
Apple a revolutionary company in the minds of all variants of consumers having core competencies and competitive advantage
Innovation
Product innovation created values for Apple Inc. through innovative products and services. Apple started its business with Apple I, differentiated its products at a regular time period, diversified the business and now offering software, hardware, consumer electronics, music store, mobile phones, operating system etc.. From 2006 -2012, they have introduced new products like Iphone, Ipad, Ipod touch, Superdrive, Apple TV etc
Leadership
Leadership played a vital role at apple, Steve jobs, Tim Cooks followed a mixed combination of leadership styles like benevolent and democratic. They influenced the persons to perform, innovate and finish the work with excellence. Steve Jobs was the CEO during 2006 – 2012, most of them admired his leadership style, expected innovation from each and every of his subordinates
Perfection
When comparing to competitive products, the apple products are unique in designs, usage and quality. Everyone using the products may be admired with it, can tell the features, style, designs, everything in perfect condition.
User friendly
Apple products especially, Ipod, Iphone and Ipad are user friendly machines, simple to use, learn and will be addicted. The reasons behind the usefulness are creativity, thinking of design engineers about the future and customer expectations. For achieving this, before and after designing they may conducted so many researches and discussions to arrange things perfectly.
Human Resources
Most of the companies put contract for their products and services with other firms like Lenovo built with Intel chips, Windows 7 OS, Nokia with Symbian OS, So many tablet PCs and mobile phones with Android OS etc.. But Apple is launching their products with most of the things inbuilt with their own outputs. Thus Apple is having a well equipped executives and employees from different streams like Software, Hardware, Design engineers, product Engineers, Mechanical engineers, Management people etc,. It is very tough to convert a designed product to real and customization but Apple did it with perfection, well designed and user friendly. The reason behind it is Human resources, a dynamic capability of Apple.
Diversification and Leverage into new market
To sustain the growth, Apple followed the old strategy, popularly called as diversification. From Apple I, an assembled circuit board, to Iphone they have a wide variety of product categories like Operating system, Printers, Keyboards, mouses, Fax modem, Power cd, Safari Internet browser and the list is going on. Diversification in terms of relevant product categories made by leveraging its brand value and entering the new market is the key strategy adopted since 2001-2006.