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This assignment consists of one 10-page (double-spaced) detailed analysis of the major issues in an assigned case. Summarize the gist of the case in 1-2 paragraphs, then using the discussion quesBons and case study brief as a guide, idenBfy the major issues and core elements of the case and discuss your ideas regarding how these issues might be addressed. Your analysis is based on evidence from the case, other research you conduct of the subject maFer, and your criBcal thinking skills.

Here are guideline questions that will help guide each case:


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?