1 / 13

Can Apple combat Microsoft’s Lock-in?

Can Apple combat Microsoft’s Lock-in?. Amy Dix Jay Gorman Hap Phillips Scott Tower. January 2001 Digital Lifestyle Strategy Announced “ all the applications and hardware needed to equip a digital lifestyle ”. Mac OS X operating System iTunes iDVD iMovie iPod. 2002 The new iMac.

hamal
Download Presentation

Can Apple combat Microsoft’s Lock-in?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Can Apple combat Microsoft’s Lock-in? Amy Dix Jay Gorman Hap Phillips Scott Tower

  2. January 2001 Digital Lifestyle Strategy Announced “all the applications and hardware needed to equip a digital lifestyle” Mac OS X operating System iTunes iDVD iMovie iPod 2002 The new iMac

  3. A little history. Goal of the Digital Hub Strategy: Increase Apple market share to 10%

  4. The iPod Release & the “Apple Only” Strategy • Released in November 2001 • Technologically superior to any other • MP3 player on the market • 125,000 sales within first 60 days • Only compatible with Macs, not • Windows based operating systems • Premium price, $399

  5. “…estimates predict that if Apple were to make the iPod compatible with the Window’s operating system, it would be able to generate sales over $300 million in a year.” “Will Apple Live Up to the Expo Hype,” Joe Wilcox and Ian Fried, January 4, 2002, www.news.com. The iPod Release & the “Apple Only” Strategy Was this a smart strategy? Is this a way to reduce Microsoft’s lock-in?

  6. “…the introduction of a new consumer desktop machine could help Apple significantly, noting that 40 percent of Mac owners have a pre-iMac machine.” “Will Apple Live Up to the Expo Hype,” Joe Wilcox and Ian Fried, January 4, 2002, www.news.com. Phase II: The New iMac

  7. How Apple is Attempting to Break the Lock-In Cycle? • Media Campaign

  8. How Apple is Attempting to Break the Lock-In Cycle? • Media Campaign • iPod compatibility (incompatibility) • Early introduction in schools • Apple retail stores • How effective will these be?

  9. Suggestions for Apple • Position iMac as the home computer • that everyone can use • Continue to offer Apple multi-media • programs exclusively for Apple hardware • Offer a Windows compatible iPod & • and use the iPod as a means to grow • the Apple brand • Do not focus on the business market

  10. Questions?

More Related