The Apple Outsourcing Strategy Evaluation Essay

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Outsourcing

Many companies outsource large portions of their supply chain. There are different strategic reasons for this - to save money, to focus on marketing or design, or simply because the production in their industry is centered on a specific area. Apple is among the many companies that outsource production, and they do it for a variety of reasons Part of the outsourcing decision simply relates to strategy. Apple focuses its American operations on tasks for which the United States has a competitive advantage, and does the same with its production. The company's design and marketing functions are largely based on the United States. This is because talent in those fields is oriented towards Western countries for marketing, and towards Silicon Valley specifically for consumer technology design. Apple thus takes advantage of a cluster in the Silicon Valley.

Clustering is a phenomenon where an industry is centred in an area (The Economist, 2009). The talent that works in that industry ends up in the area, and people can move between companies, bringing about exchange of ideas. Additionally, clusters tend to foster start-ups, people leaving larger companies and starting up their own businesses. This in turns attracts capital to the area, and other services that are essential for the industry to thrive. Clusters therefore become centers for competitive advantage in an industry, and Silicon Valley is the single most important cluster for technology, especially consumer technology. Apple may be one of the major drivers of this today, but the cluster existed when Apple was founded, and that led to the company being successful. Within Silicon Valley, Apple has access to the best people in the software and consumer electronics fields, and a highly-refined knowledge about trends and other industry facets important to its business.

But Apple outsources production to China, and for many of the same reasons that they maintain their design function in Silicon Valley. First, China has a technology manufacturing cluster.

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The companies that assemble Apple products tend to source their component parts from manufacturers that are located in the same part of China. These clusters typically serve most of the consumer electronics industry as well. If Apple produced in the U.S., it would still have to important component parts from China to be assembled domestically, and the reality is that it is easier and cheaper to ship finished goods than it is to ship component parts, and logistically it makes more sense. Suppliers not in China are also in the region -- Taiwan or Southeast Asia, and this means that lead times for ordering are shorter, making the entire production process less risky (Rapoza, 2012).

Goldman (2012) notes that China also enjoys a cost advantage. This is not just because Chinese workers assembling the devices are paid less -- though that is a factor. The operations in China are more efficient as well, something that is a function of Chinese labor laws, or lack thereof. Workers at Apple's contractors are housed onsite, and can be mobilized quickly to meet surges in demand. They are typically willing to put in long hours, in particular when new products are being launched. There is just a lot more flexibility with the workers in China than there would be with American workers, and the streamlined effect that gives the manufacturing operation means lower costs as well (Goldman, 2012).

This raises an interesting point, because it moves beyond the obvious cost advantage. For Apple, the ability to get product to market has proven a key advantage. First, this is an industry that traditionally has had a very short product life cycle. New iterations of products are introduced at most once per year, and the companies at the leading edge of innovation typically seek a means of getting ahead by bringing new products to market at a very rapid pace, so that they can incorporate….....

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