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The importance of business model has already been identified. However, the understanding of business model in academic area is stilly overlooked. This study clarifies the definition and business model at the macroscope level with the “role + purpose” regulation, and points out four elements of business model at microscope level. The real-life case in term of the Apple Company’s “hardware + software + service” business model demonstrate the four elements of a successful business model to obtain sustainable performance for firms. Keywords: Business model, literature review, macroscopic/microscopic perspective, Apple inc, DOI: 10.7176/EJBM/11-32-03 Publication date: November 30th 2019