1996 – the Apple debacle
                                          INSEAD Blue Ocean Strategy Institute 2012
  2011 - Apple’s market cap overtook MS+Intel
                       Market Cap (US $ billion, 06/02/2011)
      Walmart
         GE
       Oracle
        IBM
       Google
      Microsof
       Apple
    Exxon Mobil
          0     50    100   150    200   250   300    350   400
                                              INSEAD Blue Ocean Strategy Institute 2012
   What has Apple done in the last decade?
                                             INSEAD Blue Ocean Strategy Institute 2012
        Financial Performance
  Profitability                                                                         Market cap (US $ million)                               281,963.0 
     25.0% 
     20.0% 
                                                                                                    Revenue Size
     15.0% 
                                                                                                                                       177,766.8 
     10.0% 
       5.0%                                                                                                          143,323.7 
       0.0% 
                                                                                                                              91,827.0 
     (5.0%) 
                                                                                                            72,900.8 
    (10.0%)                                                                                        60,342.2 
    (15.0%)                                                                               25,201.0 
                                            16,077.9 
                                    5,387.4                    7,386.2           7,141.3 
                  2,769.6                             4,849.3           5,096.2 
    (20.0%)                2,013.4 
          1995     1996     1997     1998     1999     2000     2001     2002     2003     2004     2005     2006     2007     2008     2009     2010     2011     2012
                     Jobs                iMac                   iPod &                  iTunes                  iPhone             App Store               iPad
                  returned                                      iTunes              Music Store
                                                                                                                      INSEAD Blue Ocean Strategy Institute 2012
       iPOD+ iTUNES SOFTWARE (2001)
         Reconstruction of the Digital Music (mp3) Player Industry
                                                    INSEAD Blue Ocean Strategy Institute 2012