Apple's Electric Vehicle

The Apple's Electric Vehicle case provides an interesting context for discussion in which participants can explore whether a very successful global company with a powerful brand should enter a new emerging product market such as Electric Vehicles (EVs) that may represent an attractive opportunity. Specifically, the questions faced by Apple are 1) whether EVs represent an attractive opportunity, 2) whether Apple has an opportunity to be successful in this industry, and finally 3) how Apple should participate in this industry. The company had to make key strategic decisions regarding the competitive positions of its proposed product offering and the scope of its participation in the industry while recognizing the uncertainties of customer demand, competitor actions, and government regulations.