Apple

Apple is one of the most valuable brands in the world with a hard-won reputation for innovation and developing products and software services offering premium features and that “just work”. Customers tend to be extremely loyal as a result, and by extending the Apple brand to additional products and services, loyalty is deepened.

The company generates sales from a wide range of products and services, but a step-change in the groups fortunes were delivered with the launch of the iPhone. Software, usually from external developers and distributed from the App store were an innovation from which the company hasn’t looked back.  

Despite increasing competition, particularly in phone handsets, Apple continues to deliver exceptionally strong financial returns. The company enjoys industry-leading profit margins, supported by a constant commitment to new product and service development.

Apple products are designed with ease of use in mind and the company has several waste and recycling initiatives relating to different product and packaging materials as well as a product take-back programme in many markets, where they refurbish or recycle the device. 

As a manufacturer and distributor of consumer goods, Apple operates a complex supply chain. Where manufacturing is carried out in emerging markets, exposure to geopolitical and human rights risks and potential supply chain disruption are heightened.

Additionally, technologically advanced products make use of rare-earth metals, lithium and cobalt, all of which are essential to the manufacture of mobile devices, but where sourcing can be controversial. 

On the services that Apple delivers, scrutiny already exists in areas such as App store fees and data security. This is likely to increase in the future as growing awareness of security and privacy issues extend globally. Less well explored is the increased usage of mobile devices among consumers and any potentially damaging effects on consumers mental well-being.