Option 4: Who has the last laugh? Samsung (Galaxy) vs. Apple (iPhone) in cellpho

Question

Option 4: Who has the last laugh? Samsung (Galaxy) vs. Apple (iPhone) in cellphone markets The two entrepreneurs finally encountered each other as the top players in global cellphone market after less than ten years' amazing growth but following totally different trajectory. Apple is the world's largest information technology company and Samsung is the second largest measured by 2017 revenues. Despite of their continuing collaboration since the first day of iPhone release cooperation and numerous lawsuits in past few years, it seems that the competition between Samsung and Apple will never come to an end. With respect to global cellphone market, in recent five years since 2012 Samsung remains at the top of the vendor listings. Samsung has held a share of 20 to 30 percent in the smartphone market in terms of units sold. Apple has consistently been its closest rival over the years, and even in one or two quarters sold more units than Samsung worldwide. Other brands such as Lenovo and Huawei have also increased their smartphone market share. (Source: Statista) Apple recently released two models at the same time, iPhone 8/8 plus with only incremental innovation and another more innovative sibling, iPhone X celebrating iPhone's 10th anniversaries with some new (to Apple) features. Samsung is also picking up its ambition with the release of Galaxy Note 8 with comparable new design and features, after the failed and massively recalled Note 7. The battle between Apple and Samsung on smartphones becomes more complicated and uncertain. Based on Chapter 8-9 and possibly other chapters, understand and evaluat t international strategies that Samsung and Apple have in addressing different country cellphone markets. What international strategy do you think Apple should adopt to maintain its leadership and have the last laugh in global cellphone market? Please focus on their international strategies rather than their general strategies, such as differentiation or cost leadership.

Explanation / Answer

International Strategies of Apple:

International Strategies of Samsung:

Strategies to be adopted by Apple to have the last laugh in global cellphone market:

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