Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description:   After he unveiled the iPad at a San Francisco conference center in early 2010, the late Steve Jobs spent a few minutes asking people holding the device for the first time what they thought of it. A reporter suggested it might make consumers forget why they needed a laptop computer. Jobs shrugged his shoulders and said, coyly, “We’ll see.” Jobs was a master not just at anticipating paradigm shifts but creating them. If tablets eventually did eclipse the laptop and desktop businesses, Jobs was determined that Apple (AAPL) would reap the windfall.


Date: 03/21/2012


Questions for discussion:

  • Do you agree with the analysis and predictions made in this report?
  • How would you suggest management respond?

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