[020919] Case#1 Apple-The iPhone Turns 10, so What’s Next.pdf

Apple: The
iPhone
Turns 10,
to
What's
l{ext?
combining
tremendous
brainpower, intellectual property,
and
iconic
brand value,
Apple
has
enjoyed dramatic increases
in
revenues,
profits,
and stock
market valuation.
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Why
was
Apple
so successful?
Why did Microsoft's once
superior market
valuation
evapotate?
Why did
Apple's
competitors, such as Sony,
Dell,
Hewleff-Packard
(If),
At
Apple's new headquarters
in
Cupertino, California, the
futuris-
tic
building emphasizes oPen sPaces
with plenty
of
natural
light to
allow
for
random encounters among employees
to foster
creativ-
ity and innovation. The building, reminiscent
of
a
sci-fi
spaceship,
cost
an
estimated $5
billion,
making
it the
most expensive
office
space
built.