Slide 2: INTRODUCTION

*"Good [morning/afternoon/evening] everyone. Today, my team and I are excited to present our
research on Apple’s engineering strategy, specifically focusing on the evolution of the iPhone
from iPhone 10 to iPhone 16. As one of the most influential companies in the world, Apple has
consistently set industry benchmarks in innovation, ecosystem integration, and brand loyalty.
Through this presentation, we will critically evaluate Apple's strategic approach, including its
product development decisions, competitive positioning, and future opportunities.

Apple’s ability to revolutionize the smartphone industry stems from its commitment to cutting-
edge technology, customer-centric design, and a tightly integrated ecosystem that enhances
user experience. However, as competition intensifies and market dynamics shift, Apple must
continuously adapt. Our analysis will highlight Apple’s strengths, challenges, and potential
strategies for future growth in an increasingly competitive environment. We will also examine
how Apple’s innovation-driven approach has evolved over time and how it continues to shape
the smartphone industry. Let’s begin by setting the context with a timeline of Apple's key
developments between 2019 and 2024."*

Slide 3: TIMELINE - 2019 to 2024

*"The period between 2019 and 2024 marks a significant phase in Apple’s business strategy.
This timeframe is crucial because it reflects Apple’s response to post-pandemic challenges,
shifts in global supply chains, and the intensifying competition in the premium
smartphone market.

One of the most important strategic moves Apple made during this period was supplier
diversification and manufacturing resilience. The COVID-19 pandemic exposed
vulnerabilities in supply chains, particularly those concentrated in China. As a result, Apple
began shifting some of its production to other countries, such as India and Vietnam, to reduce
dependency on a single manufacturing hub. This move helped Apple navigate disruptions and
maintain production efficiency.

Another key trend during this period was the rise in competition. More brands entered the
premium smartphone market, offering high-spec devices at competitive prices. Companies like
Samsung, Huawei, and Google ramped up their innovation efforts, pushing Apple to refine its
strategy to sustain its dominance.

Sustainability also became a major focus for Apple between 2019 and 2024. The company
committed to carbon neutrality by 2030, incorporating more recycled materials into its
products and reducing its environmental footprint. These initiatives were not just about
corporate responsibility but also about attracting environmentally conscious investors and
consumers.

Overall, this period represents a transformative phase for Apple, where it had to rethink its
supply chain, respond to market competition, and strengthen its commitment to
sustainability. Now, let’s take a closer look at Apple’s core strategy and how it aligns with its
mission and vision."*

Slide 4: APPLE – MISSION, VISION & STRATEGY

Apple’s mission statement is:

This highlights Apple's commitment to seamless user experience, technological excellence,

Apple’s vision statement is:

This statement reflects Apple’s commitment to both quality and sustainability. The company
emphasizes designing products that are not only technologically advanced but also
environmentally responsible.

In terms of competitive advantage, Apple leverages three key factors:

1. Ecosystem Integration – Apple’s ecosystem ensures that customers remain within its
network, increasing customer retention and loyalty.

2. Technological Innovation – Apple continuously pushes the boundaries of innovation,

3. Brand Loyalty – Apple has one of the most loyal customer bases globally. This loyalty
stems from premium product quality, seamless integration, and a strong brand
identity.

Apple’s ability to integrate these elements into its strategy allows it to maintain its industry
leadership despite growing competition. However, with evolving consumer preferences and
increasing market pressures, Apple must continuously innovate to stay ahead."*

Slide 27: Winning Strategy – BIG LEAP PRODUCT INNOVATION

*"Apple is known for pioneering innovations in the tech industry, but one area where it has yet
to make a significant impact is the foldable smartphone market. Currently, Apple has 0%
market share in this segment, while competitors like Samsung and Huawei are already
leading the way.

In 2023, the global foldable smartphone market was valued at $27.79 billion, and it is projected
to grow at a CAGR of 13.5%, reaching an estimated $74.02 billion by 2030 (Grand View
Research, 2023).

Samsung, which initially dominated 80% of the foldable market, has seen its market share
decline to below 50%, mainly due to the entry of new players like Huawei and Oppo
(Counterpoint Research, 2024). This shift presents a perfect opportunity for Apple to step in
and capture a significant share of the foldable market.
Given Apple's track record of premium product design, advanced chipset development, and
ecosystem integration, a foldable iPhone could revolutionize the segment. By combining its
expertise in hardware and software optimization, Apple could introduce a durable, high-
performance foldable device that stands out in both design and functionality.

By entering this market, Apple could not only expand its product lineup but also attract a new
segment of users who prefer innovative and futuristic smartphone designs. This move aligns
with Apple’s long-term vision of continuous product innovation and leadership in the tech
industry."*

Slide 28: Winning Strategy – Increasing Market Share

*"Another key aspect of Apple’s growth strategy is to expand its existing market share while
maintaining its premium status. One of the challenges Apple faces is that its products are too
expensive for certain markets, limiting its penetration in price-sensitive regions.

For instance, in Africa and South America, Apple’s smartphone market share is only 13% and
11%, respectively (StatCounter, 2025). In contrast, Samsung holds more than 30% in both
regions due to its wider range of price options.

To increase market reach, Apple can introduce more affordable iPhone models while
maintaining premium design and user experience. A product doesn’t have to be extremely
expensive to be considered premium—quality, innovation, and user experience are just as
important.

Additionally, Apple can enhance its marketing strategies by creating regional campaigns and
product promotions tailored to emerging markets. Expanding trade partnerships and
increasing accessibility through carrier financing options would also help drive sales in price-
sensitive regions.

By redefining premium and making iPhones accessible to a broader audience, Apple can
significantly increase its market share while maintaining its brand prestige."*

Slide 35: Personal Reflection – MUHAMMAD ARIEF BIN SALIM

*"Throughout this module, Global Engineering Strategy, I have gained valuable insights into
how multinational corporations like Apple navigate complex business environments and
make strategic decisions. This coursework has deepened my understanding of how corporate
strategy and technological innovation must be aligned to maintain competitive advantage.

Analyzing Apple’s supply chain, product innovation strategies, and competitive positioning
has been an eye-opening experience. One of the most striking observations from our research
was how Apple maintains its competitive edge through vertical integration, supply chain
optimization, and ecosystem development.

Additionally, our analysis of strategic tools such as SWOT analysis, Porter’s Five Forces, and
the Stage-Gate Process has provided me with practical frameworks to evaluate real-world
business challenges.
Overall, this has been a transformative learning experience that has equipped me with the
ability to think strategically and analytically about engineering and business challenges. I look
forward to applying these insights in my future career."*