APPLE

1. Historically, what were Apple’s major competitive advantages? Why did Apple fail to build on these advantages to lead the industry? 2. Was Apple’s demise inevitable, or could they have succeeded despite the decision not to license the OS? 3. Evaluate Apple’s strategies from 1990-2003 (focus on Scully and the return of Steve Jobs)? How did Scully try to save Apple? How did Jobs? 4. How did the iPhone change things? What do the iPhone and iPad mean for Apple, and for the computer industry?