Apple’s Business Model in the Context of Internationalization

Claudiu Chiriac (), Gheorghe Hurduzeu () and Andreea-Alexandra Chiriac (ro?ca) ()
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Claudiu Chiriac: Bucharest University of Economic Studies
Gheorghe Hurduzeu: Bucharest University of Economic Studies
Andreea-Alexandra Chiriac (ro?ca): Bucharest University of Economic Studies

PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, 2018, vol. 1, issue 1, 430-436

Abstract: The main purpose of this paper is to create an X-ray of Apple’s controversial business model in the context of internationalization. Fortune states that Apple’s annual revenue in FY 2017 was of $215 B. The Cupertino based company managed to jump from 492nd place in FY 2006 to 9th place in FY 2017 on the Fortune Global 500 list. According to Forbes, in 2017 Apple had a market value of $752 B being ranked as number one. This is a stunning performance for a company that has as main products mobile phones, laptops and more recently watches and intelligent home assistants. In a business environment where user’s retention is directly proportional to the number of the iDevices they have, the main threat for Apple products comes from its very own products. After presenting different types of business models discussed in the literature regarding Apple’s business model, the focus will be on navigating through Apple tech-chain and discussing whether the topic of self-cannibalization is relevant for Apple’s products. Another insight will be also how the store expansion or internationalization improved Apple’s business model. The findings are creating the premises for a better understanding and anticipation of Apple’s expansion strategy by a reader which is not familiar with their ecosystem.

Keywords: Apple; internationalization; business model; iDevice; ecosystem (search for similar items in EconPapers)
Date: 2018
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