Case Detail

Case Summary

Apple Computer, Inc.: Think Different, Think Online Music

Case Number: 5-204-257, Year Published: 2004

HBS Number: KEL065

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Authors: Julie Hennessy; Andrei Najjar

Key Concepts

Brand Equity, Branding, New Products, Product Design, Product Development, Channel Management, Consumer Marketing


This case focuses on Apple Computer’s launch of iTunes and iPod, in an effort to give Wintel-users a vehicle for having a relationship with Apple. The case deals with issues of brand equity, corporate and brand goal setting, target selection and matching product and service characteristics with goals and targets. It also provides a vehicle for a discussion of channel partners, their interests and their impact on the likely success/failure of a strategy.

Number of Pages: 25

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Computers, Music, Consumer Electronics

Organization Name: Apple Computers, Inc.

Organization Department: iTunes

Organization Size: Large

Decision Maker Position: Strategic Director Apple iTunes

Decision Maker Gender: Female

Year of Case: 2003