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Contents1. Introduction12. Reviews13. The practice of Apple43.1 pattern one (Alliance with the companies of the production chain )53.2 pattern two (Alliance with the hostile firm which is in the same industry)73.3 pattern three (Alliance with the noncompeting companies)124. Application to other firms165. Conclusion19The Strategic Alliance’ Application in Apple1. IntroductionIn 1997 ，Steve Jobs came back to and took in charge of Apple. He began his pragmatic strategy, and put the Apple back into the low-end consumer market. He has taken a series of measures to save the Apple, which is on the brink of bankruptcy. One of the most important measures is the adjustment of alliance force, including a series of establishment of strategic alliance. This pioneering work make Apple gain many external funding and technology support. And through the alliance between giants, Apple has stimulated new consumption motivation to develop the market.This article will explain the theoretical knowledge of Enterprise Strategic Alliances. And we will analysis various practice of Apples enterprise strategic alliances especially. In addition, in this paper, this?theory is applied to other companies to verify the advantages of enterprise strategic alliance strategy,?and discuss?its?application. 2. Reviews Strategic Alliances originated from the Japanese entrepreneurs at the time of joint ventures. Some Japanese businesses found out that instead of the cooperation, purchasing advanced technology would benefit themselves more when looking for joint venture partners. This is the rudiment of strategic alliance. The concept of strategic alliance originated in Japan but prevailed in U.S. Since the year of 1990, the growth rate of domestic and international qualitative strategic alliance had reached 25% annually in U.S. The concept of Strategic alliance was also raised at the first time by Jane Hopland, the DEC Company’s CEO, and a management expert Roger Nigel.The research on the strategic allianc
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