Apple Digital Transformation Initiatives

About the Customer

Apple is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. The company's hardware products include the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media player, the Apple Watch smartwatch, the Apple TV digital media player, and the HomePod smart speaker.

Apple's software includes the macOS and iOS operating systems, the iTunes media player, the Safari web browser, and the iLife and iWork creativity and productivity suites, as well as professional applications like Final Cut Pro, Logic Pro, and Xcode.

Apple's online services include the iTunes Store, the iOS App Store, and Mac App Store, Apple Music, and iCloud.

Apple is the world's largest information technology company by revenue and the world's third-largest mobile phone manufacturer after Samsung and Huawei. In August 2018, Apple became the first public U.S. company to be valued at over US$1 trillion. The company employs 123,000 full-time employees and maintains 504 retail stores in 24 countries as of 2018.

Scope and Challenges, Outcome and Implications

APPLE IS GEARING UP to launch a new internal customer relationship management (CRM) system, known as Apple CRM, according to a claim by a US-based source. The new system is based on SugarCRM and will link every part of Apple's internal customer relationship systems, including its in-store, Genius bar, and online presences. Until now, these systems have been discrete in CRM terms, the source said. The new system is to go live globally in April and will allow Apple to have a much broader and deeper view of its customer relationships and how they relate to the different parts of its business. Apple CRM was originally scheduled to launch last autumn but was delayed by the challenges of integrating all of Apple's global systems. 

​​​​​​Scope and Challenges, Outcome and Implications

Until now, Apple has been a Salesforce customer and then developed its own internal CRM system, before opting to create the new platform with SugarCRM. Privately-held SugarCRM has long prided itself on being platform agnostic and has been quietly ramping up its public presence in recent years. Current customers include IBM, Mitsubishi, HTC, Agfa Healthcare, and audio specialist Sennheiser.

This latest development suggests that the company may be a much more significant player in the CRM market over the next few years than its low profile might have previously suggested - particularly as it appears to be winning major deals from its larger rivals.

Apple's recent acquisition of Beats Electronics has raised the need to migrate their
current product development processes and product data into a single PLM platform to create a single source of truth for product data, drive efficient use of resources across the combined companies and eliminate duplicate data and efforts. They achieved that by moving from Arena PLM to Agile PLM migration. 

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Enterprise Software and Cloud Applications Purchased by Apple

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IT Decision Makers and Key Stakeholders at Apple

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