Document Type

Closed Project

Publication Date

Winter 2012


Charles Weber

Course Title

Strategic Management of Technology

Course Number

ETM 526/626


iPad (Computer) -- Marketing, Apple Computer Inc. -- Customer relations -- Management, Tablet computers, Competition, Strategic planning


The iPad, a tablet computer designed and developed by Apple Inc., was launched in April 2010. iPad has been a staggering success for Apple since its launch because most of the tablets that emerged before ipad were bulky and heavy. ‘iPad 2’ the second generation of the ipad was released in March 2011. The current generation ipad with a faster processor has been a trend setter, capturing major portion of the market share in tablet computer segment.

This paper analyzes the strategies used by Apple to attract customers, and also to beat competitors such as Samsung and Amazon in order to remain the top player in the tablet industry. This paper discusses the Porter’s five-force model; SWOT analysis and Delta Model Framework as applied to Apple’s iPad2. The goal is to achieve a better understanding of iPad2’s strategic position and advantage over its competitors.


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