This public-sourced case uses Apple Inc. (Apple) and its Mac line of personal computers to allow for an analysis of competitive positioning and the building of sustainable competitive advantage. In the spring of 2020, as Apple evolves its various product offerings, a product manager at Apple must think about how the Mac fits into its broader product portfolio. What is the future for desktop and laptops broadly, and the Mac specifically? The case facilitates an exploration of Apple's underlying capabilities and of broader market dynamics in the face of uncertainty over the industry's future direction.
The case provides a historical summary and an overview of the current forces in the personal computing industry, including market share trends, mobile computing, cloud computing services, the Mac portfolio of products, and competitors. The case offers the opportunity to conduct a Five Forces analysis as well as explore competitive advantage and market position.