The future of Apple’s business model

Abstract

The article attempts to critically analyse Apple's business model. The first part addressed the issue of the company's functioning to date and the business model it has developed. The second part highlighted the most important identified challenges facing Apple, which may constitute premises for the need to modify its business model. The third part aimed to propose a series of actions that could help Apple overcome the identified problems. The most important problems identified were; the excessive dependence of the company's sales structure on the iPhone, the increasing saturation of the smartphone market worldwide, the company's growing debt, the increasing cost of labour in developing countries and the excessive dependence of the company's business model on its brand image. Possible solutions to the above issues include expanding the product portfolio, increasing the efficiency of use of assets, automating some of the production processes and expanding the marketing campaign to other market segments.