Apple Inc. in 2015: Vision and Strategy

In 2015, what was the best strategy for Apple CEO Tim Cook and his team going forward?
Bruce Kogut, Jerry Kim
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By 2015 Apple had become the largest firm in the world in capitalization, twice as the size of the second-biggest one, Microsoft Corporation. More than three years after Jobs’s death, Cook had had sufficient time to prove his own mettle as CEO. Still, there were many questions about the future of the company. What had Apple learned from its past about how to renew its ongoing competitive advantage? What was the best strategy for Cook and his team going forward?

Case ID: 160402

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