Supply Chains

Apple has an opportunity to use its industry domination to revolutionise hi tech supply chains for good

On the face of it, Apple’s world could not be rosier – it’s a highly successful and widely admired corporation. Rising from the rubble of a floundering and disintegrating company in 1997, Apple has reached the pinnacle of success in 15 short years. With a market capitalisation of more than $500bn, it is among the most valuable and profitable companies in the world.

Apple’s remarkable success lies in the company’s ability to create truly innovative products with vast customer appeal. The foundation of this success is rooted in the company’s ability to flout the conventional wisdom of the consumer electronics industry that has an emphasis on low cost, me-too products, and continuously shortened product life. Instead, Apple has opted for constant product innovation, resulting in fanatic consumer loyalty.

Historically, very large and highly profitable corporations have not necessarily been the most admired. In part, this lack of respect arises from a...