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Marketing minds, 2011). iv. iPad Apple’s newest innovation is iPad and it was another bold move made by Apple to redefine an industry which is tablet PC. iPad is a tablet PC and it was placed in between a laptop and a smartphone. It has a function that is similar to iPod Touch; it also uses human interface and it can be used to read books, browsing, watching movies or even used in business applications. iPad runs on its own type of chip which is A4 and iOS5 with all kinds of new functions for its
software. It is a specifically designed chip for the future generation of phones that required running on low-power and fast processing speed which is also used in iPod Touch (Yoffie and Kim, 2011 Apple, 2011). In the transilience map that Abernathy and Clark (1985) had created, iPad can be classified under architectural innovation. iPad is a new innovation and nobody in the industry has ever created a tablet PC before. In terms of outer appearance, it looked like a bigger version of iPod Touch and since it uses human interface as well it functions and how it operated is definitely similar to iPod Touch (Grossman and McCracken, 2011). But iPad has more new well defined function and Apple is aiming for iPad to be used more in the business industries and this destroyed the original market capabilities of Apple which is the home-buyers (Marketing Minds, 2011; Hernandez and Yuan, 2011). One aspect of Apple's strategy seems clear: to use the popularity of the iPhone and iPad to break back into large corporations, sell lots of those devices, and have Apple Mac back on the desks of large businesses (or more probably - in the laptop bags of middle and senior managers in most large businesses). (Marketing Minds, 2011)There also evidence that shown iPad has been used or adopted in tertiary environments. It seems that iPad is helping students to access data, even admission in universities faster because many things are done online and iPad can access internet everywhere it goes (Murphy, 2011). HOW APPLE ACHIEVE COMPETITIVE ADVANTAGECompetitive advantage means an advantage that the organization has in compare to its competitors and it can attract more customers or increasing revenue of the organisation. Competitive advantage can be seen from all kind of perspective such as cost structure of the firms, the distribution network, management strategies that the organization uses, their products
or even the services that the organization offers to its customers (Investopedia, 2011). Abernathy and Clark (1985) mentioned that competitive advantage is characterised by cost, ease of use, product availability, low-cost production, performance and image. In order to build products that look appealing to the market, the organization must have relevant information, human skills and relationships and material resources (Abernathy and Clark, 1985).