| Summary: | 碩士 === 國立中央大學 === 會計研究所 === 105 === Apple in May 2017 market capitalization exceeded $ 800 billion, becoming the world's highest market value of the company, Steve Jobs returned to Apple in 1997 starting to carry out a series of reforms, and launched a lot of breakthrough products, Tim Cook took over the CEO Position in 2011, throughout different leadership style Tim Cook makes Apple extending to another level.
This study first analyzes the business model differences and financial performances of Apple under the leadership of Steve Jobs and Tim Cook, using the framework of the 8-cross business model, and scans the Apple’s opportunities, threats, strengths and weaknesses from the environmental changes that Apple faces. And finally this study employs the 8-Cross SWOT analysis to explore the possible developments of Apple's in the coming future.
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