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1980s:

limited buyer power

highly concentrated market => Apple or IBM

no alternatives/ price comparison as readily available => no references/ reviews

2020:

higher buyer power

comparison websites available

more saturated market

more price elastic due to higher competition

low switching costs

but high brand loyalty

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1980s:

very low threat of substitutes

much harder to compare amongst competitors => lower propensity to substitute

limited software available in general

2020:

threat of substitutes from competitors

own products cannibalizing PCs

comparison websites more easily accessible => lower switching costs

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1980s:

lower barriers to entry

still in the process of developing/ research, a lot of undiscovered potential

easier to differentiate/ distinguish from competitors

no economies of scale built yet, like brand loyalty/ names

less capital needed for initial investment to enter

no network externalities built yet

2020:

high entry barriers => saturated, mature market with known brand names

difficult to compete for newcomer because of brand loyalty

economies of scale for incumbent firms

higher initial capital required for marketing campaigns, licenses etc

buyers are hesitant to switch

network built amongst incumbents

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1980s:

very low number of competitors but fierce competition btwn Apple & IBM

reduced market, very concentrated => Oligopoly

higher profit margins on sales (10.000$ Apple PCs)

2020:

higher number of players in market

reduced margins on PC sales with increased competition

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1980s:

high supplier power because of high concentration

forerunners => absence of substitutes & high switching costs

apple developed own soft- & hardware, IBM depended on Intel & Microsoft

2020:

lower supplier power

low concentration, more commoditized market

lower switching costs because of more substitutes

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1980s

Low- Limited amount of PC providing companies.

PCs were expensive, few houses could afford a PC.

Industry Lifecycle stage: Introduction

Today

High- Saturated market with competitors, greater variety of product offerings regarding price, design and functionalities.

PCs prices now are more accessible to a wider audience.

PC's are tending towards commoditization.

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* 1980s

High - Intel offered superior hardware performance while integrated into a PC and companies providing microprocessors were very few.

Apple was forced to change its hardware design including Intel chips to avoid getting outpaced by competition.

* Today

Medium - Companies that manufacture microprocessors haven't proliferated exponentially and it is an industry still dominated by a handful of players, even though they don't have the same power as before due to the arrival of new potentially substituting technologies such as ARM.

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* 1980s

High:

IBM competed for product innovation

IBM created price competition, leading Apple to premium segment

* Today

Higher:

HP (23,6% market share)

Lenovo (24,3% market share)

Dell (17,5% market share)

More players

Slim margins for commodity PCs

Apple shifted to services instead of relying on PC sales

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* 1980s

Software: Microsoft offered a highly conditioning complement in its OS (Windows) that could and did influence Apple's manufacturing practices, specifically in what regards to granting interoperability with its hardware.

Regarding potential products that could substitute personal PCs at that time, you could label other luxury personal use tech products such as TVs, regarding personal PCs.

* Today

Medium:

Smartphones getting more powerfull processors and storage capacity are replacing some task.

Medium:

Cloud services also reduce the need of a PC.

Decives such as Chrome box as a sustitute with lower price.

Apple envisioned a holistic Apple product with their own chip, apps, software. Until now Apple relies on rival products.

Gaming consoles like Playstation and XboX are substitutes for gaming activities

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* 1980s

Low market barriers to entry, no single player controlled the industry.

Nevertheless, development of technological standards required and novel risky market could compromise access to funds.

* Today

High: Economies of scale and high brand loyalty

Market concentration: Lenovo, Hp, dell control 65% of the market