Analyzing the sustainability of apple’s competitive advantage

Abstract

This report presents the case study “Competitive Position of Apple Inc. in 2021”, which describes Apple’s current overall business situation while presenting a comparison to its competitors. This case was designed to be studied at both master and executive level. Furthermore, on this thesis a case analysis is also presented. Following the guidelines of this Field Lab, said analysis starts by reviewing the relevant literature to understand the competitive situation of Apple. Additionally, both an industry and a company analysis were performed by applying the literature review concepts, while also studying the disruptive innovation linked to Apple. So far, Apple’s current strategy is not sustainable in the long run due to both high dependence on oneproduct and to the deviation of consumer’s brand perception. Then, the analysis focus on Apple and the video streaming industry. After a brief introduction about the services sector and its growth, the video streaming industry was presented with its features, trends and significant competitors. Therefore, a Porter’s Five Forces Analysis was conducted in order to understand the level of competitive rivalry in the industry. Finally, Apple Tv + was analyzed, focusing on its differentiation and pricing strategy. The research has led to the conclusion that Apple Tv + is trying to gain sustainable competitive advantage through its differentiation strategy, but for the moment it seems more an efficient marketing tool to promote Apple.