Editing Apple Inc. (section)

=== Operational Changes: Adapting to a Shifting Landscape   ===
In 2010, Apple underwent pivotal operational changes that reshaped its leadership and strategic direction. The year marked significant shifts in its management team, with only Phil Schiller and Eddy Cue remaining from the 2007 executive lineup<ref>{{cite web |url=https://www.businessinsider.com/apple-leadership-team-2010-where-are-they-now-2019-7 |quote=By 2010, Apple's leadership team had undergone significant changes, with only Phil Schiller and Eddy Cue remaining from the 2007 team. }}</ref>. This transformation in leadership underscored a broader organisational evolution, as Apple sought to maintain its competitive edge amidst rising challenges.  

The emergence of Android 2.0, particularly with the Motorola Droid, intensified competition in the smartphone market, positioning itself as a potential ‘iPhone killer’<ref>{{cite web |url=https://apple.slashdot.org/story/09/10/30/2317244/android-20-competition-against-the-iphone-and-the-rest |quote=Android 2.0, released in 2009 with the Motorola Droid, was seen as a potential 'iPhone killer,' increasing competition for Apple. }}</ref>. In response, Apple doubled down on its core strengths—product differentiation and ecosystem building—leveraging its design capabilities, hardware expertise, and software prowess to stay ahead<ref>{{cite web |url=https://www.greyb.com/blog/apple-business-strategy/ |quote=Apple's business strategy focuses on product differentiation and building an ecosystem using its design capabilities, hardware expertise, and software prowess. }}</ref>. The slowing sales of the iPod, which saw a 52% drop in holiday sales, further accelerated Apple’s strategic pivot towards high-margin products like the iPhone and iPad.