Apple is secretive: The company prefers to communicate only about its products. The company does not provide any insights into the company or its strategy. This is why the research into the Apple supply chain was so time-consuming. No contact person from suppliers or service providers wanted to appear in the magazine by name.



"In some cases, we were not even called back by press offices or were met with silence at the other end of the line. So we trawled through blogs all over the world and contacted self-proclaimed Apple experts, who then had to be verified again," explains Robert Weber, editor of MM Logistik: "The English-language media in particular were a great help, however, because the topic of supply chains and Apple is much more present in the Anglo-American world than in Europe." But the silence ran like a red thread through the procurement of information: the purchasing power of the technology group is too great. Nevertheless, the editorial team of MM Logistik addressed the question: "Does Apple have the best supply chain in the world?" and investigated how around 50 million smartphones can be delivered within three months.



A reading copy of the current MM Logistik, in print or as a digital ePaper, can be ordered here: gunther.schunk@vogel.de



MM Logistik is aimed at logistics decision-makers in industry, retail and the service sector. The specialist medium provides information on industry news and trends, current developments in conveyor technology, warehouse technology, packaging technology, distribution logistics, management and IT. The online portal www.mm-logistik.de reports on the world of logistics in five topic channels. The daily newsletter informs logistics decision-makers about the most important events, products, processes and personnel in the industry. The parent company Vogel Business Media is one of the leading German providers of specialist information with over 100 trade journals, over 100 web portals, over 100 business events as well as numerous mobile offerings and international activities. Its headquarters are in Würzburg. The company celebrated its 120th birthday in 2011.