Apple Inc. succeeds in the computer technology and consumer electronics market, despite bouts of challenges in the changing global business environment. The company uses its core competencies, which are identified in this VRIO analysis. The VRIO analysis model evaluates the value, rarity, imitability, and organization of the business. This internal analysis determines the core competencies and competitive advantages of the company, based on the VRIO variables.
In this case, Apple Inc. exploits its core competencies to achieve long-term competitive advantages against aggressive competitors. The firm’s strategic plans and objectives focus on business development in areas where competitors are weak. Using a VRIO analysis of Apple, managers can arrive at the best courses of action to strengthen the business based on its core competencies or long-term competitive advantages, which satisfy all of the four VRIO variables. Related information may be obtained through a Four Corners Analysis of Apple Inc. (based on Michael Porter’s framework). In addition, a McKinsey 7S analysis of Apple Inc. can pinpoint factors that the business can use to harness its core competencies shown in this VRIO analysis.
A VRIO Analysis of Apple Inc.
The following table presents the resources and capabilities of Apple Inc. Each of the factors is evaluated based on the VRIO variables. The company’s long-term competitive advantages or core competencies are the resources and capabilities that have checkmarks for all of the four variables:
| Apple’s Organizational Resources & Capabilities | V | R | I | O |
| NON-CORE COMPETENCIES: | ||||
| Business process automation | ✔ | |||
| Competitive employee compensation packages | ✔ | ✔ | ||
| Human resource capabilities for innovation | ✔ | ✔ | ||
| Product mix diversity | ✔ | ✔ | ✔ | |
| CORE COMPETENCIES OR SUSTAINED (LONG-TERM) COMPETITIVE ADVANTAGES: | ||||
| Globally popular premium brand | ✔ | ✔ | ✔ | ✔ |
| Systems set up for rapid innovation | ✔ | ✔ | ✔ | ✔ |
| Ecosystem of complementary products | ✔ | ✔ | ✔ | ✔ |
| Access to user information | ✔ | ✔ | ✔ | ✔ |
| Artificial intelligence capabilities | ✔ | ✔ | ✔ | ✔ |
| Global distribution and sales network | ✔ | ✔ | ✔ | ✔ |
Apple’s Core Competencies (Long-term Competitive Advantages). The VRIO table above identifies six resources or capabilities that are categorized as Apple’s core competencies or long-term/sustainable competitive advantages. For instance, the company’s globally popular brand is a core competency because it is valuable, rare, and difficult (if not impossible) to imitate, and the business is organized around the use of this brand as a major competitive strength.
Apple also has its systems set up for rapid innovation, which is a critical success factor of the business. This resource/capability enables the corporation to maintain a high rate of innovation that is especially notable in hardware products like the iPhone.
The VRIO table also identifies the ecosystem of complementary products as another one of Apple’s core competencies. This competency involves products that mutually promote each other. For example, because of cross-device compatibility and accessibility, customers are more likely to purchase an iPhone when they already have a MacBook, and are more likely to purchase apps and digital products via iTunes when they already have a MacBook or an iPhone. This ecosystem of complementary products makes it difficult for competitors to acquire customers who already own Apple products.
Apple Inc. also has the sustained/long-term competitive advantage of access to user information, which includes device type and model, geographic location, app usage, and so on, depending on individual users’ privacy settings. Despite privacy regulations, the company’s large global user base helps in gaining valuable information to support innovation and new product development, as well as marketing strategies and business management and strategic planning.
Furthermore, Apple’s artificial intelligence capabilities provide competitive advantage in terms of convenient and efficient services. For example, the company develops artificial intelligence for services like Siri and related functions.
Among the VRIO factors, the company’s international distribution network is also identified as a core competency. Apple Inc. maintains long-term competitive advantage partially through its global network of strategically located authorized distributors and sellers. This network streamlines the company’s strategic plans and efforts in reaching target customers worldwide.
Other Competencies of Apple Inc. In the VRIO internal analysis model, each resource and capability that does not satisfy all of the VRIO questions is considered a non-core competency or non-core competitive advantage. For example, in the table above, Apple’s non-core competencies include business process automation, which is valuable but common throughout the industry and even in other industries and markets.
Also, competitive employee compensation packages are a capability that helps the company maintain a highly skilled workforce that supports rapid innovation. However, this capability is a non-core competency in Apple’s case because other technology companies, such as Amazon, Google, Microsoft, and Intel also offer competitive employee compensation packages. In relation, Apple’s human resource capabilities to support innovation are common in other firms in the computing technology, consumer electronics, and digital/online services industries.
The increasing diversity of the company’s product mix is a sign of strategic efforts to reduce the per-market risk exposure of the business. These resources and capabilities are important but not the top priorities determined in this VRIO analysis of Apple Inc.
Key Points and Recommendations
The core competencies shown in the VRIO table provide a picture of how Apple’s business maintains its competitiveness despite challenges in the industry and internal issues in the organization. These sustainable competencies offer long-term competitive advantages that the company uses to ensure a profitable future while addressing current problems. For example, Apple uses its brand and capacity for rapid innovation to maintain competitiveness despite the aggressiveness of Samsung, Huawei, and LG, among other consumer electronics manufacturers. This VRIO analysis of Apple Inc. also shifts attention to business diversification, as well as possible strategic changes for long-term competitiveness based on technological innovation.
Apple Inc.’s operations are currently focused on consumer electronics and online/digital products, which are the main revenue sources. However, the company’s strategic plans already include major opportunities to develop the business in other industries or markets. For example, the artificial intelligence and robotics markets are gaining ground, along with the autonomous and self-driving automobile markets. These opportunities require that Apple use its core competitive advantages identified in this VRIO analysis to strategically position the business to offer technologically advanced products that make the corporation a major player early on as these other industries and markets develop.
References
- Apple Inc. Annual Report to the U.S. Securities and Exchange Commission.
- Apple Inc. Retail Store List.
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- Rockman, S. (2018). How Apple Killed Innovation. Forbes.
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