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Apple Inc.: Product Portfolio Analysis
Journal of the International Academy for Case Studies (2011)
  • Michael Mallin, University of Toledo
  • Todd A Finkle, Gonzaga University
This case assesses a company’s product line mix relative to two marketing environmental factors and explores four product line growth strategies using a product portfolio analysis approach. The case provides a history of the Apple Computer Company and its key product lines. An approach to analyzing a company’s product portfolio is reviewed and applied to Apple’s product lines. The case shows how each Apple product line fits within the portfolio analysis tool and will be asked questions relative to possible strategies for Apple’s product portfolio. The case illustrates one approach to making decisions about a company’s line of products. The case also stimulates critical thinking in regards to the future direction of a company’s product portfolio.
  • Entrepreneurship,
  • Management,
  • Finance,
  • Product Design,
  • Design Innovation,
  • Portfolio Management,
  • New Product Development,
  • Technological Innovation,
  • Innovation,
  • Creativity,
  • Business,
  • Apple,
  • Entrepreneur,
  • Steve Jobs,
  • Technology Entrepreneurship,
  • Product Lines,
  • Portfolio Analysis,
  • Products,
  • iPad,
  • iPhone,
  • iMac,
  • Startups,
  • Startup
Publication Date
Citation Information
Michael Mallin and Todd A Finkle. "Apple Inc.: Product Portfolio Analysis" Journal of the International Academy for Case Studies Vol. 17 Iss. 7 (2011) p. 63 - 74
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