Apple Inc – looking beyond the device game

Magellan-cover-pageApple Inc – looking beyond the device game

Apple is one of the largest companies in the world, enjoying strong brand recognition globally and extensive market penetration for its flagship products, most notably the iPhone. While speculation around the success of Apple Watch, Apple TV, iPad, or even the likelihood of an Apple Car often captures headlines, the iPhone represents around 70% of Apple’s revenue and 80% of Apple’s gross margin. China now contributing 24% of Apple’s total revenue.

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