Apple in 2009 faced a challenge: the iPod, which had helped draw new customers to the company's Mac computer, was facing slowing sales as the portable audio player market matured. While the iPhone launch in 2007 had helped Apple appeal to early adopters in the smartphone segment, questions remained about the device's ability to sustain market share and retain users. In this case students examine Apple's history, market share data for Macs, iPods and iPhones and smartphone demographic data to discuss strategies for continued growth.

Case id: 090424
Supplemental Materials: Teaching Slides
This case is used in core curriculum