Apple is a company that is largely based on technology and innovation. Apple offers a range of products to their large customer base starting from desktop computers to online media store. Apple always has the upper hand with their innovative products when it comes to fierce competition. Users of Apple products can be very picky (Mallin and Finkle, 2011, p.64) for which case Apple always forecasts what people want and put innovative technology to use and keep themselves ahead of their competitors. This shows how important technology is in Apples competitive edge and how much planning helps with maintaining the advantage. In changing times Apple has to struggle with using technology and give themselves the edge over competitors. Technology is going to reach its peak and flat line in the near future (in Lundstorm, 2003, p.210). This will affect in Apple’s technological innovation and allow other competitors to catch up. The management problem they are facing with now is planning for the inevitable technological downturn and how they can keep themselves ahead. This report argues about Apple needing to change their planning strategy from S.M.A.R.T to a mix of scenario planning. 2.0 Problem identification
The management problem with Apple is how they’re going to keep their competitive edge in the near future in terms of technology. According Lundstorm, 2003, p.210 “the number of transistors on a chip should double in each technology generation” but as Lundstorm explains, there might be restrictions to how far transistor’s dimensions can be reduced. This means that the development or improvement of technology might come to a stop in the near future. This is in indeed a problem for Apple because Apple’s main reason for their competitive edge is their innovation in technology and if the development of technology flat lines, they won’t be able to keep their competitive edge. It is necessary for Apple to properly plan for this likely future and...
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