Gartner Research

Apple's Market Adjacency and Disruption Strategies Provide a Model for Repeatable Growth Strategies

Published: 12 February 2018

ID: G00332534

Analyst(s): Lars Van Dam


Knowing what markets to pursue, when to pursue them and in what sequence is hard for technology business unit leaders to determine. This document analyzes repeatable patterns from Apple's successful disruption and expansion strategies, providing a model for growth strategy.

Table Of Contents


  • Adopt a Specific, Phased Approach From Apple, Such as Adjacency Expansion and Disruption
    • Examples of Market Adjacency Expansion
    • Central to Apple's Growth Is a Willingness to Self-Disrupt Highly Profitable Businesses
  • Use Apple as a Lens to Expand Your Understanding of Market Adjacency and Disruption Strategies; Draft Your Own Growth Formulas
    • Expansion Pattern Explanation — Example of iPod and iPhone
    • Pattern Explanation — Snapshot of Apple's Business Expansion Strategy
  • Apply Gartner Methods, and Form an Execution Plan Based on Market Adjacency and Geographic Expansion Scoring; Also Empower Product Management to Lead Execution


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