The following questions are based on the key symptoms (both favorable and unfavorable) of Apple and the underlying causes affecting the key symptoms as observed in the case. Additionally, there is a general question about solutions that also addresses causes. Each multiple choice and short answer question number under Key Symptoms corresponds to the same question number under Underlying Causes (e.g., Question 3 under Key Symptoms 1 corresponds to Question 3 under Underlying Causes 1).

Before beginning this exercise, you will need to read the Apple case.

1. What is the constant gross margin earned by Apple and why is it important to Apple?

2. Discuss the steps Steve Jobs took when he returned to Apple in 2011 to revitalize the company.

3. What were investors worried about Apple's computer business in 2018?

4. What name change did Apple undergo in 2007 and why was the name change implemented?

5. Since the death of founder Steve Jobs in 2011, what has happened to new product development relative to physical products?