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Summary Jessica Grant was an analyst with BXE Capital (BXE), a money management firm based in Toronto. Phillip Duchene, vice -president of BXE, along with Grant, wanted to enhance BXE's portfolio. A large portion of the portfolio was made from holding the Apple stock, and at that time, the value of Apple stock declined compared to its previous years. So, both Grant and Duchene looked at Apple's supply chain to find out whether to continue with Apple as a key holding in BXE's fund. Ana lysis Review Apple’s supply chain for its iPhone product. What differences set it apart from competitors? Apple started its journey by manufacturing and distributing desktop computers. Steve Jobs, Steve Wozniak and Mike Markkula were the founders of Apple INC on April 1, 1976. The beginning stage of Apple was not that great due to high competition from IBM. Their stocks went down, and there were lots of problems with inventory management, estimating demands and poor operating controls. After that poor sta rt, in 1996, when Jobs became the CEO, he took some decisions that changed the fortune of Apple and revitalized their position in the market. In 2007, Apple launched the iPhone. A few years later, they launched the iPhone 5, and they were so confident in the just -in-time supply chain that they had not started to ramp up production. Apple's iPhone has a very short lifecycle, closer to one year, whereas traditional products have a lifecycle of four to five years. Apple also worked very closely with the production team to ensure that products could be built in large volumes. The designers also worked in close proximity with the suppliers so that they can minimize the defect ratio and reduce the cost of both suppliers and the company. On the contrary, bran ds like Samsung outsource their manufacturing to third -party service providers. Unlike Dell, Apple intentionally launches products with a limited number of configurations because it wants to reduce cost and streamlined the supply chain process. Moreover, it has a centralized R&D department and, all the processes and departments are highly integrated, whereas other competitors had separated the R&D department and separate profit and loss accountability for each product segment. A supplier supplies many key components to many companies. As a result, there is a chance of product stock out for Apple INC. To counteract this issue, they bought capital equipment for suppliers in exchange for both supply assurance and achieving cost targets. In this way, they main tain control over suppliers which, gives them access to flexible manufacturing volume, if the demand was high, and savings on other supply chain costs, such as airfreight. What are Apple’s key advantages in how it manages its supply chain operations? Ther e are many advantages of how Apple manages its supply chain. For example, Apple relied upon a Chinese factory to revamp iPhone manufacturing, and at the last moment, the company had redesigned the iPhone's screen and forced the assembly line to overhaul. H owever, the foreman gathered employees at that time and started manufacturing the screen. Within 96 hours, the plant was producing over 10000 iPhones a day. As Apple pays for the machinery and has flexible payment periods for the suppliers, it allures sup pliers to prioritize Apple when it comes to supplying components. For instance, Apple needed screens in large volumes, so the supplier made screens for Apple, which delayed the supply of material to its competitors. In May 2005, Samsung's stock price decli ned due to a delay in supply. To test components and look over the assembly -line, Apple needed around 8700 industrial engineers but, to find these many engineers in the United States would take up to nine months, which is a long waiting time. However, due to a good relationship with suppliers, Apple reduced the waiting time to 15 days. Another significant advantage is the buying of air -freights. In 1998, Apple pre -purchased all available holiday airfreight to ensure it could deliver products on time. For Apple: In 2012: Week of supply = (791000/87846000) = .009 Inventory turnover= (87846000/791000) = 111.06 If we look at 2013: Week of Supply = (1764000/106606000) = .0165 Inventory turnover = (106606000/1764000) = 60.43 Now, if we compare both years' data, we can see that the week of supply had increased from the previous year and inventory turnover decreased by 50.43. An increase in the week of supply means that they had more inventory in hand to meet customer demand and a decrease in inventory turnover m eans that they are selling faster than the previous year. So, we can say that they are headed in the right direction. What are the challenges that Apple faces in the future, and what are the implications for its supply chain? There are a few challenges that Apple may face in the future. The company needs to focus more on the R&D sector as it has not introduced any major product after the demise of Steve Jobs. Also, it needs to be very careful about not investing in any product that is not acce pted by the customers. Moreover, as it follows the just -in-time supply chain, if the demand forecast is wrong, there might be excess inventories or a shortage of inventories. So, they need to be very careful with their supply chain. Conclusion In conclusion, looking at the financial data, it seems that the company is moving in the right direction. Though the stock value of Apple decreased, the new CEO Cook said that he had a solid pipeline of new products that can elevate their stock value in futur e. So, Grant and Duchene should continue to hold Apple in the BXE fund. (This material is modified and provided as a teaching guidance f or Case Report of SCM2160A01&A0 4. Please note that Academic Integrity in the Asper School is applied .)