Choose a scholarly/peer reviewed article. It may be a newspaper, magazine or industrial journal and make sure that you use APA formatting showing the appropriate reference information. Analyze the publication that you have chosen according to the management function. Apply one of those functions to the article that you have chosen and make sure that you show the information that corresponds to your analysis. All four of you can agree on one article, but when you write your individual papers you must use additional references that will support your analysis.
The worksheet is your personal tool and “yes” each student is to do an individual paper. As a group you will cover all 4 of the management functions utilizing the same article.
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NOTE: Attached is the rubric, the article (PDF), and the analysis worksheet. Please apply the management function of ‘Planning’ to the attached article & show the information that corresponds with the analysis.
Citation:
McGee, P. (2019). As iPhone 11 looms, apple looks beyond the smartphone. FT.Com, Retrieved from
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MGT 301 Article Analysis Worksheet
Identify the article. Provide a citation in APA Style.
Provide a summary of the article (one – two paragraphs)______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
1. How does the article relate to course readings? Describe relevant history, theories or laws.
2. Article Events
A. The 5 “W’s” and “H”
1. Who?
2. What?
3. When?
4. Where? _
5. Why?
6. How? _
B. Of all the 5 “W’s” and the “H”, which one is most important. Why?
C. What is its impact? How many people were affected by it?
D. Who are the article’s sources? (Examples: journalist, lawyer, doctor, neighbor, police officer, forensics expert)
3. Personal Reaction
What do you think of this article? (Discuss in at least five complete sentences)
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MGT 301 Article Analysis Rubric
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CATEGORY
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Exemplary
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Good
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Fair
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Poor
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Content
50 pts.
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Provides an in-depth summary, application to management functions, and thorough answers to each of the questions listed in assignment instructions for each article and function of management.
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Provides an in-depth summary, application to management functions, and thorough answers to most of the questions listed in assignment instructions for each article and function of management.
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Provides an in-depth summary, application to management functions, and answers thorough to some of the questions listed in assignment instructions for each article and function of management.
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Does not provides an in-depth summary, application to management functions, or answers the questions listed in assignment instructions for each article and function of management.
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Organization
10 pts.
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Each part of the assignment and answers are identifiable.
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Most of the assignment and answers are identifiable.
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A few parts of the assignment and answers are identifiable.
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The assignment and answers are not identifiable.
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Grammar, Style, Mechanics
10 pts.
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The paper contains no errors. It is easy to read.
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The paper is easy to read but, it contains few errors.
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The paper several errors. It is difficult to read.
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This paper contains many errors. It is difficult to read.
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Application
30. pts.
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Examples accurately represent each of the functions of management.
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Examples accurately represent most of the functions of management.
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Examples accurately represent some of the functions of management.
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Examples do not represent the functions of management.
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As iPhone 11 looms, Apple looks beyond the
smartphone
McGee, Patrick . FT.com ; London (Sep 6, 2019).
ProQuest document link
ABSTRACT (ENGLISH)
“Apple doesn’t appear to have the lock on product innovation or enthusiasm that it used to have,” said Mark
Mahaney, tech analyst at RBC Capital Markets. […]in smartphones, where Apple earns more than half of its annual
revenues, theiPhoneincreasingly struggles to meet, let alone outmatch, the latest line-up of devices from rivals
Samsung, Huawei and Google, in terms of battery life, recharge time and cameras. […]while sales data suggest
Apple is losing the battle for smartphone supremacy — last quarter iPhone sales fell 14 per cent to 39m units, even
as Samsung sales rose 4 per cent to 75m units and Huawei sales jumped 16 per cent to 58m, according to Gartner
— other indicators suggest Apple is winning the war. […]according to Mr Ramanujam, the received wisdom is
wrong. “Because once you have people talking about $17,000, a $400 Apple Watch doesn’t look expensive.”
FULL TEXT
When Apple priced a smartphone above the $1,000 barrier for the first time two years ago, consumers balked.
Analysts worried the iPhone X would flop. USA Today joked that buyers might need to take out a mortgage to
purchase it.
But then the unexpected happened: people bought the device in such numbers thatiPhonerevenues reached a
record $62bn in the holiday quarter, up 13 per cent from the previous year, even as unit sales declined.
The revenue boost proved shortlived, but ahead of Apple’s annual hardware event on September 10, pricing experts
at the consultancy Simon-Kucher &Partners believe consumers are ready for the next milestone: a $2,000 iPhone.
In a new survey of 10,250 people across the US, Simon-Kucher found that 10 per cent of consumers in the market
for a new iPhone were willing to pay $2,000 for a top-range model. A quarter were willing to pay more than $1,800.
“There’s an iPhone for every purse,” said Madhavan Ramanujam, a partner at Simon-Kucher.
The survey, of course, was taken before Apple has actually revealed its new line-up of iPhones. The percentage of
customers willing to splash out the extra cash could be considerably lower if Apple fails to unveil any big
technology improvements that might command such a premium.
Days before the event, analysts say the smartphone looks set to underwhelm. While rivals such as Samsung push
ahead with foldable phones and ultrafast 5G connectivity, it is widely expected Apple will unveil three new iPhones
featuring the same screen sizes as current models but with upgraded processors and Apple’s first triple-lens
camera —exciting, perhaps, but something Huawei has had for nearly two years.
“Apple doesn’t appear to have the lock on product innovation or enthusiasm that it used to have,” said Mark
Mahaney, tech analyst at RBC Capital Markets.
The next breakthrough
In the past, anticipation ahead of Apple’s annual hardware event has become the stuff of legend. The 2015 Danny
Boyle biopic Steve Jobs was almost exclusively about the drama behind the scenes leading up to the Apple
founder taking the stage. All competitors have essentially copy-and-pasted the format for their own product
launches.
This year’s event has still been met with weeks of expectation, concept images from fans, and myriad leaks, but
there is little to suggest it is shaping up to be anything spectacular.
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Close observers anticipate a new Apple Watch, updates to Apple TV hardware, more details on its TV streaming
service and its Arcade gaming subscription, and possibly a Bluetooth tracking device for finding lost items.
But in smartphones, where Apple earns more than half of its annual revenues, theiPhoneincreasingly struggles to
meet, let alone outmatch, the latest line-up of devices from rivals Samsung, Huawei and Google, in terms of battery
life, recharge time and cameras.
The excitement is “muted,” said Wayne Lam, principal analyst at IHS Markit. “Apple must come out with something
better than what they’ve been doing,” he added. “The competition is stronger.”
And yet, it might not matter. Apple still depends on the iPhone and undoubtedly it wants to have the best device in
the industry, but the hardware has taken a back seat to its push into wearables —the Apple Watch, AirPods and
Beats products —and services, where more than 420m people subscribe to an array of offerings from music to
movies.
“The hardware is essentially a known quantity and they don’t necessarily have the magic that they used to, but I
think the differentiation and innovation is starting to come from elsewhere for Apple,” says Geoff Blaber, tech
analyst for CCS Insight.
Tuesday’s presentation is still “the iPhone event”, he said, but the phones have been relegated from the central
product to merely “the building blocks” for Apple’s wider ambitions.
Critics have long lamented that when Steve Jobs died in 2011, Apple’s innovation declined. But the lack of a major
product breakthrough on the scale of the iPhone in recent years may equally reflect a moment in which the market
for smartphones is reaching maturity.
Arguably it is Apple’s rivals that have gone awry in their attempts to take the innovative edge in smartphones. For
instance, though Samsung can lay claim to beating Apple to a foldable phone, the spectacle proved embarrassing
when review units broke during demos earlier this year.
And while sales data suggest Apple is losing the battle for smartphone supremacy —last quarter iPhone sales fell
14 per cent to 39m units, even as Samsung sales rose 4 per cent to 75m units and Huawei sales jumped 16 per
cent to 58m, according to Gartner —other indicators suggest Apple is winning the war.
The company’s multiyear shift in focus from smartphone sales to building out its “installed base” of users —now at
more than 1bn —has formed an unparalleled ecosystem of products that is proving hugely lucrative.
Last quarter Apple sold 5.7m smart watches, taking a commanding 46 per cent of the global market, according to
Strategy Analytics. In the same period it sold 14m AirPods, a 53 per cent share of the worldwide wireless
headphone market, estimates Counterpoint Research.
That ecosystem is only getting bigger with the release of Apple’s credit card and this autumn’s rollout of
itsstreaming TV serviceand its Arcade subscription. Plus, it is in pole position to take an early lead in the emerging
field of augmented-reality eyewear, a segment that is expected to quadruple in sales between 2017 and 2022,
according to Gartner.
“We’ve gone past the era where iPhone is the most important product for Apple,” said Mr Lam. “There is no
pressure from Wall Street to outperform on iPhones because they have so many other avenues.”
Not having 5G connectivity could hurt Apple in China, South Korea and Japan —regions where the ultra-speedy
network is making inroads —especially because every Android phonemaker is expected to have a 5G model by end
of this year, said Mr Blaber.
But Apple’s delayed entry might end up being an advantage if those rollouts are botched, he suggested. “Apple is
rarely first, and they will undoubtedly argue that they are better launching 5G when the experience is right, there is
broad coverage and they can comfortably deliver that experience,” he said.
‘The biggest question mark’
When Apple chief executive Tim Cook takes the stage on Tuesday, Gartner analyst Annette Zimmermann said “the
biggest question mark” will be the pricing for the new iPhones.
The decision is more consequential than many realise. Today, the most expensive iPhone on offer is the XS Max,
which starts at $1,099 but balloons to $1,449 with the highest storage options. Storage upgrades alone will
account for a huge $18bn in Apple revenue this year —just $1bn short of the $19bn total the company earned in
2006, a year before iPhone launched —according to Bernstein analyst Toni Sacconaghi.
He estimates that Apple achieves a 90 per cent gross margin on storage upgrades, by mimicking the way airlines
lure people in with competitive prices but then make fat profits on baggage fees. The profit from storage upgrades,
Mr Sacconaghi said, is likely to make up 26 per cent of the $63bn in operating profit he expects this year.
An iPhone priced in the $1,800 to $2,000 range would not have to be a top seller for it to be a hit, thanks to the halo
effect it creates for the brand. When Apple introduced the iPhone X in 2017, the $1,000 handset helpfully reframed
expectations for prices across its line-up, masking how Apple lifted average prices because they looked reasonable
in comparison to the pricey high-end model.
The same thing happened even with the notoriously expensive $17,000, gold edition of the Apple Watch, said Mr
Ramanujam. The 18-karat product, released alongside Apple’s first smartwatch in 2015, is widely considered a
failure, with sales reportedly just in the tens of thousands. But according to Mr Ramanujam, the received wisdom
is wrong.
“It was genius,” he said. “Because once you have people talking about $17,000, a $400 Apple Watch doesn’t look
expensive.”
Crédito: Patrick McGee in San Francisco
DETAILS
Subject: Innovations; Corporate profits; Smartphones; Ecosystems; Competition
Location: United States–US China San Francisco California Japan South Korea
People: Boyle, Danny Sacconaghi, Toni Jobs, Steve
Company / organization: Name: USA Today; NAICS: 511110; Name: RB C Capital Markets; NAICS: 523110;
Name: Google Inc; NAICS: 334310, 519130; Name: IHS Markit; NAICS: 511210,
519130, 541512, 541910; Name: Apple Inc; NAICS: 334111, 334220, 511210
Publication title: FT.com; London
Publication year: 2019
Publication date: Sep 6, 2019
Publisher: The Financial Times Limited
Place of publication: London
Country of publication: United Kingdom, London
Publication subject: Business And Economics
Source type: Trade Journals
Language of publication: English
Document type: News
Database copyright 2020 ProQuest LLC. All rights reserved.
Terms and Conditions Contact ProQuest
ProQuest document ID: 2285445646
Document URL: https://saintleo.idm.oclc.org/login?url=https://search.proquest.com/docview/22854
45646?accountid=4870
Copyright: Copyright The Financial Times Limited Sep 6, 2019
Last updated: 2019-09-07
Database: ABI/INFORM Collection,Research Library
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- As iPhone 11 looms, Apple looks beyond the smartphone
