Apple Inc. case study

Scenario $1$: Large vs$.$ Small Teams

In addition to their flagship products like the iPhone and Mac, Apple also invests in smaller$-$scale

projects like the HomePod Mini and AirTags. The larger teams benefit from vast resources and

expertise, enabling them to develop complex products and maintain market leadership. In

contrast, smaller teams can quickly adapt to emerging trends and create innovative solutions for

niche markets.

Scenario $2$: Formalized Innovation Process

Apple's formalised innovation process includes aspects like the Apple New Product Process

$($ANPP$)$ and designs thinking methodologies. This formalisation has contributed to Apple's

strong brand and product consistency. However, it may also cause some employees to feel

limited in their creative freedom or hinder the exploration of unconventional ideas due to a

highly structured approach.

Scenario $3$: Centralized vs$.$ Decentralized R&D

Apple's primary R&D hub in Cupertino houses interdisciplinary teams that work closely together

to develop cutting$-$edge products. However, Apple also recognises the value of localised R&D$.$

Decentralized hubs in various countries focus on specific technologies, such as AI research in

Israel, semiconductor technologies in China, and software development in India. Apple faces the

challenge of striking a balance between maintaining a coherent global vision and leveraging

local expertise.

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Scenario $4$: Multinational Challenges

As a multinational company, Apple faces additional challenges, such as navigating geopolitical

tensions, protecting intellectual property rights, and dealing with varying labour laws and

regulations. These complexities can exacerbate the tension between centralisation and

decentralisation, making it crucial for Apple to establish a balance that promotes innovation

while adhering to local contexts.