全球科技巨头苹果商业模式分析.pdfVIP

1.IntroductiontoAppleInc.

AppleInc.(hereinafterreferredtoApple)isoneoftheworld’slargestinformation

andtechnologicalenterprises,originatedin1977bySteveJobsandSteve

Wozniak.Formorethanthreedecades,Applewasconstantlyaheadinmanufacturing

ofPCs,mobiledevices,consumerelectronics,computersoftwareandcommercial

servers(seeAppendix–ExhibitI).NowApplehasbecomethesymboloftheUSMNEs

anditshistorycanbedeservedasalegendinSiliconValley.In2012,forexample,

Apple(NYSEtickersymbol:AAPL)hittherecordofmarketcapitalizationforover

$660billion;surpassedbecomingtherichestcompanyintheworld(Mohsin,

2013).Thus,themainpurposeofthisreportistoidentifytheeconomiclogicbehind

Apple’sbrilliantsuccessandtryingtoexinthecompany’sstrengthsandweakness

ofitsbusinessmodelinasimplerandclearerwaybyapplyingtheframeworkof

businessmodelcanvasandotherrelatedtheoreticalconcepts.

2.Businessmodelcanvas

BasedontheanalysisoftheavailableinformationrelatedtoApple,acomprehensive

businessmodelofApplehasbeencompleted(seeAppendix–ExhibitII).Apple

businessstrategyisto“bringthebestalcomputing,portabledigitalmusicand

mobilecommunicationexperiencetoconsumers,students,educators,businesses,and

governmentagenciesthroughinnovativehardware,software,peripherals,services,and

Internetofferings”(Appleannualreport,2008,p.1).Hence,clearly,Appleaimsto

serverthreemaincategoriesofclients:individualcustomers,distribution

1.苹果

苹果公司（以下简称苹果公司）是全球最大的信息科技企业之一，由史蒂

夫·乔布斯和史蒂夫·沃兹尼亚克于1977年创立。三十多年来，苹果公司在个人

电脑、移动设备、消费电子产品、