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Creative & Innovative Strategies
            of Apple


     Value Creators(www.vcnc.co.kr)
                     .VC.
Agenda

           Apple Inc. Overview


Creative and Innovative Strategies of Apple


               Implications


    Forecasting Apple’s future strategy
Agenda




Creative and Innovative Strategies of Apple


               Implications


    Forecasting Apple’s future strategy
Agenda

           Apple Inc. Overview


Creative and Innovative Strategies of Apple


               Implications


    Forecasting Apple’s future strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




                      2
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Tech
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview          Strategies of Apple          Implications      Forecasting Apple’s strategy




        1997       1998                         2001                         2003                  2006 ~

•              •                 •                              •                             •
•
               •
    -                            •
                                                                                              •
               •
    -


    -




•




                                      Turnaround                                Innovation
Agenda

       Apple Inc. Overview




           Implications


Forecasting Apple’s future strategy
Agenda

           Apple Inc. Overview


Creative and Innovative Strategies of Apple


               Implications


    Forecasting Apple’s future strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




•                                    •
•                                    •
•                                    •
•                                    •
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




               iPod
Apple Inc. Overview     Strategies of Apple   Implications   Forecasting Apple’s strategy




                              MP3             Value
MP3
                                         Curve




                              5.0

                              3.8

                              2.5
      Why?
                              1.3

                               0
                                                                      UI
Apple Inc. Overview     Strategies of Apple   Implications   Forecasting Apple’s strategy




                              MP3             Value
MP3
                                         Curve




                              5.0

                              3.8

                              2.5
      Why?
                              1.3

                               0
                                                                      UI
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




5.0

3.8

2.5

1.3

 0
      UI
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




5.0

3.8

2.5

1.3

 0
      UI
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




Cannibalization
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




iPod    Value Curve



                iPod   iPod nano


  5.0

  3.8

  2.5

  1.3

   0
                               UI
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




iPod    Value Curve



                iPod   iPod nano


  5.0

  3.8

  2.5

  1.3

   0
                               UI
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




               iPod
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




itunes Store
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




       Digital Music Value Chain




                     Aggre     Client
 Record     DRM
                    -gation    Billing    Device
Industry   System
                    Hosting   Marketing
Apple Inc. Overview   Strategies of Apple            Implications   Forecasting Apple’s strategy




itunes                                   eco system




                                                                      /
                                                     Market Place

                                                                                  iTunes
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




         iPod                                                    iPod


                 iPod     (     :      )

11000.0

 8250.0

 5500.0

 2750.0

     0
                2006     2007       2008

     itunes


                itunes   (      :      )

4000.0

3000.0

2000.0

1000.0

     0
                2006     2007       2008
Apple Inc. Overview    Strategies of Apple   Implications   Forecasting Apple’s strategy




iPod/itunes                         iPod/itunes
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




                                     MP3




DRM Free
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




         iPhone
Apple Inc. Overview   Strategies of Apple   Implications            Forecasting Apple’s strategy




           All in one!




       E-mail                      Music Player                     Video Player




Game                                                                   SMS
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




HW Spec                                                                  UX
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




     R&C



1                                   2


3                                   4



Value Chain
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




     R&C



1                                       2


3                                       4



Value Chain


1      2      3
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




     R&C



1                                           2


3                                           4



Value Chain


1      2      3   2   4
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




     R&C



1                                           2


3                                           4



Value Chain


1      2      3   2   4                                  4
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




     R&C



1                                           2


3                                           4



Value Chain


1      2      3   2   4                                  4
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




     R&C



1                                           2


3                                           4



Value Chain


1      2      3   2   4                                  4
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




Quality control
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple              Implications   Forecasting Apple’s strategy




                                            Built-in
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




1                         1




2                         2
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




    Appstore
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




 3rd Party




Open Platform




 Customer
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




 3rd Party




Open Platform




 Customer
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




 3rd Party



                SW


Open Platform




 Customer
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




 3rd Party



                SW


Open Platform




                SW



 Customer
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




 3rd Party



                SW


Open Platform




                SW



 Customer
Apple Inc. Overview           Strategies of Apple   Implications      Forecasting Apple’s strategy




                      Apple                                        3rd Party
Apple Inc. Overview       Strategies of Apple   Implications   Forecasting Apple’s strategy




1                         2




3                         4
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




1




2




3
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




iPhone                                             Appstore




     13%
   3%                Nokia
  5%                 RIM
               40%   Apple
                     HTC
                     Fujitsu
18%                  Others


         21%
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




               iPad
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




iMac



       Macbook




                                                   iPhone
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




iMac



       Macbook




                                     iPad




                                                   iPhone
Apple Inc. Overview            Strategies of Apple    Implications      Forecasting Apple’s strategy




iPad   JooJoo                   Kindle       Sony Reader       iRex            Nook
Apple Inc. Overview            Strategies of Apple    Implications      Forecasting Apple’s strategy




iPad   JooJoo                   Kindle       Sony Reader       iRex            Nook
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




1




2




3
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




iBookstore
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Agenda

           Apple Inc. Overview


Creative and Innovative Strategies of Apple




    Forecasting Apple’s future strategy
Agenda

           Apple Inc. Overview


Creative and Innovative Strategies of Apple


               Implications


    Forecasting Apple’s future strategy
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy
Apple Inc. Overview   Strategies of Apple    Implications   Forecasting Apple’s strategy




                                            UX
Apple Inc. Overview      Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Needs
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




HW/SW
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




Brand value
Agenda

           Apple Inc. Overview


Creative and Innovative Strategies of Apple


               Implications
Agenda

           Apple Inc. Overview


Creative and Innovative Strategies of Apple


               Implications


    Forecasting Apple’s future strategy
Apple Inc. Overview     Strategies of Apple   Implications   Forecasting Apple’s strategy




                      Product line-up
Apple Inc. Overview   Strategies of Apple   Implications   Forecasting Apple’s strategy




                              Lock-in
Thank you for listening

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Apple 창의적인 성공 전략

  • 1. Creative & Innovative Strategies of Apple Value Creators(www.vcnc.co.kr) .VC.
  • 2. Agenda Apple Inc. Overview Creative and Innovative Strategies of Apple Implications Forecasting Apple’s future strategy
  • 3. Agenda Creative and Innovative Strategies of Apple Implications Forecasting Apple’s future strategy
  • 4. Agenda Apple Inc. Overview Creative and Innovative Strategies of Apple Implications Forecasting Apple’s future strategy
  • 5. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 6. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 7. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 8. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 9. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 2
  • 10. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 11. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 12. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 13. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 14. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 15. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 16. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 17. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Tech
  • 18. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 19. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 1997 1998 2001 2003 2006 ~ • • • • • • • - • • • - - • Turnaround Innovation
  • 20. Agenda Apple Inc. Overview Implications Forecasting Apple’s future strategy
  • 21. Agenda Apple Inc. Overview Creative and Innovative Strategies of Apple Implications Forecasting Apple’s future strategy
  • 22. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy • • • • • • • •
  • 23. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 24. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPod
  • 25. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy MP3 Value MP3 Curve 5.0 3.8 2.5 Why? 1.3 0 UI
  • 26. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy MP3 Value MP3 Curve 5.0 3.8 2.5 Why? 1.3 0 UI
  • 27. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 5.0 3.8 2.5 1.3 0 UI
  • 28. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 5.0 3.8 2.5 1.3 0 UI
  • 29. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 30. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Cannibalization
  • 31. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPod Value Curve iPod iPod nano 5.0 3.8 2.5 1.3 0 UI
  • 32. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPod Value Curve iPod iPod nano 5.0 3.8 2.5 1.3 0 UI
  • 33. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPod
  • 34. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy itunes Store
  • 35. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Digital Music Value Chain Aggre Client Record DRM -gation Billing Device Industry System Hosting Marketing
  • 36. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy itunes eco system / Market Place iTunes
  • 37. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPod iPod iPod ( : ) 11000.0 8250.0 5500.0 2750.0 0 2006 2007 2008 itunes itunes ( : ) 4000.0 3000.0 2000.0 1000.0 0 2006 2007 2008
  • 38. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPod/itunes iPod/itunes
  • 39. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy MP3 DRM Free
  • 40. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPhone
  • 41. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy All in one! E-mail Music Player Video Player Game SMS
  • 42. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy HW Spec UX
  • 43. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy R&C 1 2 3 4 Value Chain
  • 44. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy R&C 1 2 3 4 Value Chain 1 2 3
  • 45. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy R&C 1 2 3 4 Value Chain 1 2 3 2 4
  • 46. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy R&C 1 2 3 4 Value Chain 1 2 3 2 4 4
  • 47. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy R&C 1 2 3 4 Value Chain 1 2 3 2 4 4
  • 48. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy R&C 1 2 3 4 Value Chain 1 2 3 2 4 4
  • 49. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 50. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 51. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 52. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Quality control
  • 53. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 54. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Built-in
  • 55. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 56. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 57. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 58. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 59. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 1 1 2 2
  • 60. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Appstore
  • 61. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 3rd Party Open Platform Customer
  • 62. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 3rd Party Open Platform Customer
  • 63. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 3rd Party SW Open Platform Customer
  • 64. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 3rd Party SW Open Platform SW Customer
  • 65. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 3rd Party SW Open Platform SW Customer
  • 66. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Apple 3rd Party
  • 67. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 1 2 3 4
  • 68. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 1 2 3
  • 69. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPhone Appstore 13% 3% Nokia 5% RIM 40% Apple HTC Fujitsu 18% Others 21%
  • 70. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPad
  • 71. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 72. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 73. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iMac Macbook iPhone
  • 74. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iMac Macbook iPad iPhone
  • 75. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPad JooJoo Kindle Sony Reader iRex Nook
  • 76. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iPad JooJoo Kindle Sony Reader iRex Nook
  • 77. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy 1 2 3
  • 78. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy iBookstore
  • 79. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 80. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 81. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 82. Agenda Apple Inc. Overview Creative and Innovative Strategies of Apple Forecasting Apple’s future strategy
  • 83. Agenda Apple Inc. Overview Creative and Innovative Strategies of Apple Implications Forecasting Apple’s future strategy
  • 84. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy
  • 85. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy UX
  • 86. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Needs
  • 87. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy HW/SW
  • 88. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Brand value
  • 89. Agenda Apple Inc. Overview Creative and Innovative Strategies of Apple Implications
  • 90. Agenda Apple Inc. Overview Creative and Innovative Strategies of Apple Implications Forecasting Apple’s future strategy
  • 91. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Product line-up
  • 92. Apple Inc. Overview Strategies of Apple Implications Forecasting Apple’s strategy Lock-in
  • 93. Thank you for listening