Apple (Computer) Inc.: Whither the Mac?

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


A product manager at Apple examines the past, present, and future of the PC industry in September 2011 in the wake of Steve Jobs's resignation and HP's announcement that it was exiting the PC industry in favor of enterprise software solutions and consulting. The protagonist thinks through current forces in the PC industry, including market share trends, mobile computing, ultrabooks, and cloud computing services—as well as the position of the Mac in Apple's product portfolio—and is faced with making a decision about the future of the Mac.



Lenox, M., Harris, J. and Goldberg, R. (2017), "Apple (Computer) Inc.: Whither the Mac?", Darden Business Publishing Cases.

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University of Virginia Darden School Foundation

Copyright © 2011 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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