Apple Inc.

The case is set in 2023. The protagonist of the case is Tim Cook, Apple's CEO since 2011. CEO Cook worries about how long Apple can sustain its superior performance. Many of Apple's challenges are tied to the iPhone, one of the most iconic product innovations of the 21st century. CEO Cook must address supply chain challenges, exposure to the Chinese market, lack of innovation, pivot towards services, and increased regulatory scrutiny. With sales in 2022 of $400 billion and $100 billion in profits, Apple was the first tech company to reach a market valuation of $3 trillion (01/2022). By designing category-defining products and embedding them in a service ecosystem, the Cupertino-based company has enjoyed sustained success while many other tech companies have floundered.