ANALISIS STRATEGI EKSPANSI GLOBAL PERUSAHAAN APPLE DALAM BISNIS INTERNASIONAL MELALUI PRODUK IPHONE

Abstrak

This study aims to analyze Apple Inc.'s global expansion strategy through its flagship product, the iPhone. Using a qualitative descriptive method and literature review, the research identifies how Apple maintains its global dominance by applying a full globalization strategy. Key strategic elements include strict quality control, vertical supply chain integration, and a strong brand identity. Apple adapts its operations to geopolitical and cultural conditions in host countries, including production diversification to India and Vietnam and localized marketing efforts. The findings reveal that Apple’s global strategy is a balance between global standardization and local responsiveness, which is essential for sustaining competitiveness in the dynamic international business environment.