Abstract
Apple Inc. is a global technology business headquartered in Cupertino, California. It is a leader in consumer devices, software, and internet services. Their success has been attributed to a variety of factors. One of them is the way Apple has created and captured values. The case study uses the 30 “elements of value” framework from Almquist, Senior, & Bloch (2016)’s outstanding paper “The Elements of Value: Measuring and Delivering What Consumers Really Want” to analyze the values that Apple has created and captured. Each element will be investigated on three components: “use value”, “exchange value”, and “value capture”. The results show that in the case of Apple, the most disguising values come from two products/services: (i) iPhone, and (ii) Apple App Store.
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