蘋果公司商業模式創新之研究

本研究利用蘋果公司為個案，研究蘋果公司商業模式的創新。研究結果顯示，蘋果公司賣的不是產品而是商業模式。也就是說，蘋果公司的獲利是通過一個完整的商業模式，而不是單純地依靠某幾款產品。蘋果公司的成功，不僅僅依賴於它創新科技、時尚的設計和新鮮的體驗，更重要的是，蘋果公司iTunes和App平台開創了一個全新的商業模式－「酷終端＋用戶體驗＋內容」。這個商業模式將硬體、軟體和服務融為一體，相互補充又相互促進。雖然蘋果公司的成功法則不一定能複製，但可以借鏡，並在借鏡的基礎上創新。

關鍵字

商業模式；創新；蘋果公司

並列摘要

This study uses Apple Inc. as an individual case to study the business model innovation for Apple Inc. The outcome of the study demonstrates that Apple Inc. sells business models instead of products. In other words, the profit for Apple Inc. is achieved through a comprehensive business model and not simply depending on certain products. The success for Apple Inc. not merely relies on its innovative technology, fashionable design and fresh experience, but more importantly, iTunes and APP platform of Apple Inc. established a brand new business model – “Cool Terminal + User Experience + Content”. This business model fused hardware with software and service, which is complementary and mutually stimulative. Even though the rule of success for Apple Inc. may not be exactly duplicated, one may learn from it, and innovate based on its foundation.