Implications of Digital Transformation: A Case Study on Apple Inc.

This research report delves into the digital transformation of Apple Inc., examining its rationale, aims, and objectives. The study investigates the concept of digital transformation, evaluating its significance for Apple and its implications. The report includes a literature review covering the concept of digital transformation and its importance for Apple, along with the methodologies used, including research philosophy, approach, strategy, and tools. The findings section presents data analysis and presentation, followed by a discussion interpreting the data. The report concludes with recommendations and implications, discussing alternative methods and providing a conclusion. The research utilizes both primary and secondary data collection, with the aim of providing insights into Apple's digital transformation journey, its competitive advantages, and strategies for the future. The report aims to provide knowledge and facilitate learning in various aspects interrelated with digital transformation.

Research Project

Table of Contents
Chapter 1- Introduction....................................................................................................................3
1.1 Rationale and Aims..........................................................................................................3
1.2 Research Questions:.........................................................................................................3
1.3 Research objectives:.........................................................................................................3
1.4 Significance of research...................................................................................................3
Chapter 2 – Literature Review.........................................................................................................4
2.1 Introduction......................................................................................................................4
2.2 Main Body........................................................................................................................4
2.3 Conclusion........................................................................................................................6
Chapter 3 – Methodology................................................................................................................7
3.1 Research Philosophy........................................................................................................7
3.2 Research Approach...........................................................................................................7
3.3 Research strategy..............................................................................................................7
3.4 Research methodology.....................................................................................................7
3.5 Research tools...................................................................................................................8
3.6 Sampling...........................................................................................................................8
3.6.1 Identification of population...........................................................................................8
3.6.2 Sampling strategy..........................................................................................................8
3.7 Ethical implications..........................................................................................................8
Chapter 4 – Findings (Data Analysis and Presentation)..................................................................9
4.1 Data analysis.....................................................................................................................9
4.2 Findings..........................................................................................................................10
Chapter 5 – Discussion (Data Interpretation)................................................................................11
Chapter 6 – Conclusion, Recommendations and Implications......................................................21
Alternative Methods.............................................................................................................21
Conclusion.....................................................................................................................................22
REFERENCES..............................................................................................................................23

Chapter 1- Introduction
Digital transformation refers to accumulation of digital technology which is present
within business and can completely modify their working with respect to services which are
being offered to customers. It aids organisation for supporting pace with altering requirements of
customers so that they can sustain within market for longer duration of time (Camisón and
Villar-López, 2014). It comprises of digital technologies for developing procedures which are
more effectual and expeditious. This report is based on Apple Inc. It is a multinational
technology company which was founded by Steve Jobs and is headquartered in Cupertino,
California, US. Along with this, Apple has 500 retail stores in all over the world which helps
them in doing business at international level. It provides their customer with consumer
electronics, online services, computer software and their designing.
1.1 Rationale and Aims
Vital reason behind conducting this research is to identify what possible changes have
created by digital transformation. It will assist organisations to maintain their information on
networks and keep it secure. For this Apple has implemented security strategies in their
networks, data and applications with respect to services which are being offered. Purpose of this
research is to interpret aims and objectives which are linked with digital transformation.
Aim: “To identify the implication of Digital Transformation process”. A case study on
Apple.
1.2 Research Questions:
 What is the concept of digital transformation?
 How to evaluate the importance of transformation process for Apple?
1.3 Research objectives:
 To determine the concept of digital transformation.
 To evaluate the importance of transformation process for Apple.
1.4 Significance of research
The major purpose of research is to carry out informed action for proving theory and
contributing for development of knowledge in study of digital transformation. By doing research,
researcher will gain knowledge and facilitate learning in various aspects which are interrelated
with specific topic (Čuček, Klemeš and Kravanja, 2012). Along with this, the vital reason behind
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conducting this study and its importance will also be helpful for both researcher and for readers
as well to improvise knowledge related to the topic and i.e. digital transformation. In near future
it is may be possible that researcher may take right decisions regarding projects.
Chapter 2 – Literature Review
2.1 Introduction
It is a scholarly paper which comprises of current knowledge as well as substantive
findings (methodological and theoretical) with respect to specific topic. It provides in-depth
knowledge of specific topic. Information is gathered from various sources and is presented in
effectual manner. Furthermore, it gives researcher with deep knowledge of existing work which
has been done on same work (Dawson, Hirt and Scanlan, 2016).
This research is based on implications of digital transformation on Apple. This portion of
literature will wrap specific topic with some sub sections to identify its overall implications.
Initially, this research will illustrate about digital transformation. Further, it will identify its
importance for Apple.
2.2 Main Body
Concept of digital transformation
According to Detzel, Mahle and Pätzmann, (2016), digital transformation refers to
reworking of processes, strategies and products by leveraging present technologies. It is required
for a company to examine all the functionalities and operations as well of a business company
ranging from supply chain to improvise skills that are linked with a range of employees. Also
their decision making process by taking into consideration interaction with customers as well as
stakeholders. It assists organisation to stay in pace with rapidly changing demands of customer
so that they can sustain within market for longer duration of time. It enables organisation with an
opportunity to compete in environment which is changing rapidly as technology is enhancing.
Therefore, it is necessary for an organisation to cope up with changes which are made within
technology so that they can ensure their survival in future. Technology is major factor which
drives requirement of digital transformation and support digitization. Organisation need to alter
their processes (Detzel, Mahle and Pätzmann, 2016). Like cloud computing provide organisation
with quick access to software’s, updates and functionalities. Apart from this, it also provides
them with space for data storage enables them to carry out transformations. Commoditized
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information technology assist organisation to emphasise on investments on research and develop
customised solution to be different from others within market. Mobile platforms enable them to
work anytime and from anywhere. More accurate decisions related with marketing, sales,
development of products and other strategies areas can be obtained by usage of data programs
like artificial intelligence and machine learning. Other technologies which are responsible for
data transformation are internet of things (IoT), social media, virtual & augmented reality and
block chain.
As per Epstein, (2018), digital transformation refers to alteration in methods used by
organisation to carry out their operations. With enhancement in technology and digital
transformation, organisations are taking back step for improvising whatever they do with respect
to internal system to interaction with customer either it’s online or face to face. This interaction
comprises of questions like are they satisfied with their (organisations) decision-making,
changing efficiencies or personalised experience (Epstein, 2018). Digital transformation is
making usage of existing technologies to enhance the ways in which organisation operates.
Example can be considered of organisation who has undertaken process of digitization by usage
of business transformation. Like General Electric has expanded their manufacturing process to
services like Internet of Things (IoT) which helps them to monitor every aspect of their machine
and optimize them. Another example is of Netflix. It started as a rental company as mail-based
DVD in 1997. It provides customer with customised offerings as per their preferences in video
streaming services.
Importance of transformation process for Apple
According to Dawson, Hirt and Scanlan, (2016), digital transformation is constant. There
are certain reasons for which it is mandatory for organisations to embrace their digital
transformation. Digital innovation will provide Apple a competitive edge within market. It acts
as an opportunity. Internet and technology have eliminated geographic barriers for business and
provided new markets so that organisations can embrace opportunity. To understand this, an
example can be taken New Zealand businesses are headquartered in bottom corner of globe but
at present scenario they are making full usage of opportunities they have by effectual
communication and trading tools which they possess. Apple needs to maximise their speed for
execution of ideas which will enable them to fail fast, to succeed faster (Frishammar and et. al.,
2018). This will make them competitive within market. Employees are major assets of an
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organisation. With enhancement in technology and rapidly change in demands of customers,
needs of employees are also altering. For organisation like Apple it is essential for them to
provide their staff with user experience which will enable them to thrive. This ranges from fit-
for-purpose technology to working remotely. By providing employees with bottom line benefits,
Apple can have effective and productive workforce. Internal interaction will lead to improvised
organisational unity and processes with positive impact on them.
As per Gorla, Chiravuri and Chinta, (2017), whether it is website, app of organisation on
smart phone or automated phone call, digital creates strong impact on minds of customers. This
experience is efficient, responsive and seamless. For digitally transformed business like Apple, it
is essential to have interaction with customers so that their insights can be taken into
consideration and can be understood that according to them what is working right and what is not
going according to their expectations. Digital transformation comprises of demands of business
for big data in which aspects of customer behaviour are analysed and their impact on brand is
identified. By usage of artificial intelligence, Apple can automate their tasks thereby making
staff free to handle queries of customers. By usage of AI, Apple can solve critical problems.
Cloud is one of the major element of digital transformation as it provides organisation for scaling
up their needs related with data requirement. By making its use, Apple can focus on customer
insights rather than infrastructure of constraints.
2.3 Conclusion
Digital transformation assist organisation to remain in pace with rapidly growing
demands of customers. Technology like cloud computing assist organisation to save their amount
by eliminating cost required for storage space, software and latest technology. Mobile
technology and artificial intelligence will aid Apple to provide their customers with unique
experience where they can get information quickly. Thereby altering kind of services and
products which they expect from organisations whose services they have been using. Through,
opting digital transformation, Apple may become able to provide customers with high
experience.
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Chapter 3 – Methodology
3.1 Research Philosophy
It refers to an idea or an approach for collecting, interpreting and analysing data which is
gathered. Certain hypothesis are made by making use of research philosophy which renders
justification related with ways in which research will be carried out. It is categorised into
axiology, epistemology, positivism and ontology, by making use of these philosophies researcher
can analyse which is suitable for carrying out research (Hakansson, 2014). In present
investigating report, researcher has chosen positivism research philosophy in order to conduct
research in a rightful manner.
3.2 Research Approach
It determines foundation of research strategies and gives guidelines for research methods.
This approach acts as assessment for different methods by making use of scientific applications
which assist in interaction between logic and observation. Basically it is an approach for
collection of data analysing it and interpreting them. They are classified into abductive, inductive
and deductive research approach. Deductive approach has been used in this research because this
approach sets with qualitative methodology and helps in pulling out favourable outcomes related
to the perceptions of respondents. In this previous theories are used for formulation of hypothesis
by which empirical evidences can be attained.
3.3 Research strategy
They are case study approaches which makes use of surveys and questionnaire. Basically
in this, researcher is able for collection and analysis of data which is required for carrying out
research. In present report, questionnaire has been utilised for collecting the data related to the
topic which will aid in pulling out favourable outcomes in specified time frame.
3.4 Research methodology
In present context there are many research methods that are presented within the research
world, and these are Primary, Secondary, Qualitative and Quantitative and more. Here, it can be
said that primary methods comprise of statistics or questionnaires, interviews. Away with this,
secondary approaches make use of information and data which already exists. These sources
include journals, books etc.
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3.5 Research tools
Anything which acts as means for collection of information related with research on
specific topic are known as research tools/instrument. Quantitative research is defined as process
for collecting data which is in numerical form. Qualitative research is used for exploring values,
attitudes, feelings and behaviours for understanding perspective of different authors. This
information is collected form journals, books or any article (Hjort and Lantz, 2016). Qualitative
research investigating method is being utilised in present context, where both primary and
secondary data collecting concepts are going to be utilised for literature review and data analysis
as well.
3.6 Sampling
It is defined as choice of subset of individuals from statistical population for estimating
characteristics of entire population. Different properties are measured by this. In this fewer
sections are measured either than entire information. It represents segment from larger
population. It assists researcher to evaluate potential respondents for evaluation of primary
research (Jones, 2013).
3.6.1 Identification of population
In present context, questionnaire has been used in this and sample size which has been
taken is 30. Sample size identifies number of respondents which have been chosen from entire
population which are being used within research. Questionnaire will provide researcher with
information related with digital transformation and what people think about it in different
aspects.
3.6.2 Sampling strategy
Under present investigating report, sampling strategy which has been utilised i.e. random
sampling method where 30 respondents are going to be selected from public through which
researcher will collect data.
3.7 Ethical implications
Research ethics make sure that research results which are taken into consideration are
relevant and robust. Research ethics comprises of informed consent along with the complexity
linked to a particular topic. Along with this, it can also be said that It provides effective
guidelines for conducting research. It monitors and educates scientists for carrying out research
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by which high standards with respect to ethics can be attained. They include that information
must not be altered, manipulated, dataset which has been provided is based on actual information
(Kalinic and Marinkovic, 2016). In this investigation, the ethical implication which was faced is
to gain the internal information about Apple from their employees.
Chapter 4 – Findings (Data Analysis and Presentation)
4.1 Data analysis
It refers to process of inspection, cleansing, transformation and modelling of data with
goal for discovery of information, supporting decision-making and inform conclusions. It has
ample number of approaches and facets which comprises of diverse techniques which are being
used within different domains. It refers to process of analysis, examination, transformation and
data modelling for identifying essential data and information (Kasemsap, 2016). In this
respondents are analysed according to their reviews related with services and goods in
appropriate manner.
Questionnaire
Q 1) Are you aware with the digital transformation concept?
a) Yes
b) No
Q 2) Is it important for Apple to digitalise its business function?
a) yes
b) no
c) maybe
Q 3) What can be considered as a major challenge for a company at the time of implementing
digital transformation approach?
a) Limited area to expand business
b) money requirements
Q 4) According to you, what benefits Apple can get from Digital Transportation process?
a) effective services can be given to customers.
b) design and cost reduction
Q 5) What are the major tools of transformational process?
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a) Removing trade barriers
b) International trade
c) Foreign Direct Investment
Q 6) Does transformation process impact upon Apple Employees?
a) Yes
b) No
Q 7) What are the major factors that led Apple to imply new technique in business functions
related to transformation process?
a) Technological change
b) Difference in tax rates
c) Economies of scale
Q 8) What are the major components that stops company like Apple to implement new
Changes?
a) Reduction in government control
b) Communications
c) Consumer Demand
Q 9) Do you think; transformational process leads company like Apple to reach to another level
in business?
a) Yes
b) No
4.2 Findings
It has been found that data transformation plays important role within organisation. It
creates relevant affirmative impact on employees as well as customers. Digital transformation is
referred to as usage of digital technology for solving traditional problems. Basically it is
foundational change which will assist organisation for delivering value to their customers. By
usage of digital transformation, Apple can give their employees enhanced experience as well as
they can gain competitive place within market (Kim and Peterson, 2017).
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As per secondary research, above graph shows that digital transformation has created
positive impact on growth of organisation in different parts of globe. Organisations have scored
on basis of their abilities for executing digital strategies and their ability for realizing
improvisation in both internal efficiency and market perspectives. Organisations in Mexico have
hardly opted for digital transformation that is the reason they are less impacted by digital
transformation. This also reflects that they need to adopt recent technologies so that they can
gain high profitability. Apple is already into digital world and that is why it is one of the most
known brands (Laforet, 2013).
Chapter 5 – Discussion (Data Interpretation)
Theme 1: Concept of Digital transformation
Q 1) Are you aware with the digital transformation concept? Frequency
a) Yes 22
b) No 8
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Illustration 1: Impact of Digital Transformation
(Source: The Digital Transformation mindset that matters across geographies, 2019)

a) Yes b) No
0
5
10
15
20
25
Frequency
22
8
Interpretation: According to the above graph it has been analysed that 22 out of 30
respondents are in favour of transformation process process and has mentioned that an important
concept as it helps in enhancing profitability of firms as large number of customers are buying
the products which are sold by Apple. Along with 8 out of 30 respondents argue that they do not
know about transformation process and it will also not help business organisation in reaching an
all level.
Theme 2: Importance of digitalisation for Apple
Q 2) Is it important for Apple to digitalise its business function? Frequency
a) Yes 10
b) No 8
c) May be 12
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