Read the “Apple in 2015” case and answer the following questions:
1. How attractive is the PC industry? Conduct an industry analysis on the PC industry (A) in
its early stages, and (B) in its later stages. Comment on how the industry has evolved.
2. How profitable are firms in the PC industry? How does this compare to Apple’s
profitability? Use data from the case to calculate and compare profitability ratios for
Apple with those of its closest competitors. Why is Apple’s profitability so different?
3. Apple has entered the market for MP3 players, smartphones, tablets, watches, etc. How
attractive are these markets versus the PC industry? Are the forces the same? Which ones
might be different?
