We can describe Apple’s strategy in terms of product differentiation [Pt 1] and strategic alliances [Pt 2]. Pt 2: Strategic Alliances. Apple has a history of shunning strategic alliances. On June 25, 1985, Bill Gates sent a memo to John Sculley (then-CEO of Apple) and Jean-Louis Gassée (then-Products President). Gates recommended that Apple license Macintosh technology to 3-5 significant manufacturers, listing companies and contacts such as AT&T, DEC, Texas Instruments, Hewle

We can describe Apple’s strategy in terms of product differentiation [Pt 1] and strategic alliances [Pt 2]. Part 1: Product Differentiation. Apple prides itself on its innovation. When reviewing the history of Apple, it is evident that this attitude permeated the company during its peaks of success. For instance, Apple pioneered the PDA market by introducing the Newton in 1993. Later, Apple introduced the easy-to-use iMac in 1998, and updates following 1998. It released a hig