Value Creation and Value Capture: Analysis of Apple Company

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