MY Insight

An Apple Car on the Horizon 

Apple developing a car illustrates the possibilities that emerge when different trends merge to shake up an established industry.

Sachon, Marc

Date: Second Quarter 2016

Tags: Apple, Volkswagen, electric car, IESE AUTO, Tesla Model S

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Why would Apple enter an industry whose returns are dismal compared with Apple's and which is not even related to consumer electronics? Speculation as to Apple's reasoning reveals some keys for any company considering a similarly bold move into uncharted territory.

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