Abstract

The caselet describes the stiff opposition that Apple computers recently faced in Japan. It also takes a look at how Apple lost its pre-eminent position in the US market and the strategies it adopted to regain this position.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Apple’s strategies to penetrate the Japanese PC market
• Insecurity among the domestic players
• Why did Japanese consumers replace their old PC with the Apple’s Mac
• and Japanese government protecting the local PC makers.

Keywords

Apple Computers, Macintosh, International trade policy reforms, Japanese PC market