Article Summary
A recent event that can be analyzed through a resource-based view is Apple’s release of the iPhone 15. On September 12, Apple unveiled the iPhone 15 and iPhone 15 Plus, which included an innovative edge on the aluminum casing and an industry-first color-infused rear display with a matte finish (Apple, 2023). Both the iPhone 15 and iPhone 15 Plus feature a high-quality camera system that enables users to capture high-quality images of everyday events in their lives (Apple, 2023). With a new 2x Telephoto feature and a potent 48MP main camera, customers have access to three different optical zoom capabilities (Apple, 2023).
An additional feature of the phone is that it includes vital safety features like Crash Detection3 and Emergency SOS through satellites to provide aid when it matters the most (Apple, 2023). The Emergency SOS service via satellite communication, which is currently accessible in 14 nations and areas across three continents, has had a profound effect on the lives of its users (Apple, 2023). Finally, the environment was considered in the design of the iPhone 15. Apple tries to advocate for green power across the entire supply chain and creates products using recycled and other environmentally friendly materials (Apple, 2023. This way, the company works toward its 2030 goal of making all of its goods carbon-neutral (Apple, 2023). Therefore, a greater amount of recycled material is now used in the iPhone 15, along with improved camera quality and safety features.
Course Topic Integration
Apple’s news about its new iPhone release can demonstrate elements of the Resource-Based View (RBV) theory in several ways. First, through its innovative devices, Apple demonstrates its core competencies. In general, the core competencies of companies are reflected in the skills, expertise, technologies, and organizational processes (Tidd & Bessant, 2020). In the chosen event, Apple’s core competencies are evident in the design and technology of its devices, which help differentiate its iPhones from competitors. Additionally, the RBV framework emphasizes how Apple successfully connected not only an aesthetically pleasing design but also unique features involving safety services.
Furthermore, resources must be mentioned, as these encompass both tangible and intangible assets of companies, ranging from facilities and funds to patents and trademarks (Dyer et al., 2020). When considering the RBV framework, it becomes clear how Apple’s intellectual property gives the company a competitive edge. Brand loyalty and image are indicative of a corporation’s ability to leverage its intangible assets.
Finally, besides the availability of resources, there must be a company’s capability to profit from them. Capabilities refer to the practices that enable organizations to benefit from their resources (Dyer et al., 2020). After reviewing the case of Apple, it is evident that the corporation efficiently uses its supply chain networks and research and development. Effective partnerships with suppliers and investments in research enable Apple to enhance its outputs.
Views and Opinions
Overall, after reviewing Apple’s article about its new iPhone release, it becomes clear how such an event aligns with the principles of the Resource-Based View theory. For years, Apple has demonstrated its strong brand image. Its continuous investments in development and growth have proven effective, with customers demonstrating their loyalty to the brand and its devices. It can be argued that Apple is likely to continue holding a significant market share and experiencing success in its operations, given its capabilities and resources.
At the same time, it is crucial to note that the RBV theory primarily focuses on the internal components of the firm. In other words, the framework fails to adequately address external forces, such as market dynamics or customer preferences. As a result, even though the idea might be necessary for understanding the company’s competitive advantage, it is essential to recognize that a firm’s distinctive resources and competencies cannot be the only crucial elements of a business’s success.
References
Apple. (2023). Apple debuts iPhone 15 and iPhone 15 Plus.
Dyer, J. H., Godfrey, P. C., Jensen, R. J., & Bryce, D. J. (2020). Strategic management: Concepts and cases (3rd ed.). Wiley.
Tidd, J., & Bessant, J. R. (2020). Managing innovation: Integrating technological, market and organizational change. Wiley.