SWOT Analysis Assignment (Apple Products)

Table of Contents
Introduction................................................................................................................................3

SWOT analysis...........................................................................................................................4

SWOT Analysis and Product Enhancement..............................................................................5

Conclusion..................................................................................................................................7

References..................................................................................................................................8
 Introduction
I think the most profitable to the least profitable product of Apple among the four

products (iPod, iPhone, iPad, Apple watch ) are the iPhone, iPad, Apple Watch, and then

iPod. My rationale for rating these products of Apple is that as we all know the core product

of Apple is the iPhone. For the last few years, the iPhone has held 50 -70% of the revenue of

Apple. The popularity of the new models of the iPhone has helped Apple to earn higher

profits and revenue than predicted by the Analyst of Wall Street. iPad was launched by Apple

in 2010 and was very much popular among the people as a commercially successful tablet

computer. During that time, it was the top product of the company in terms of industry-wide

sales number and proportion of the income of Apple. People tend to buy iPhones in

comparison to iPad as a result share of iPad in the global market in 2019 fell to 36.5%. Apple

watch is also quite popular among the people as it provides fitness and healthy lifestyle

features. As people in recent times are embracing a healthy lifestyle, Apple has successfully

built up Apple watch according to the needs of the people. The least profitable product is the

iPod as people generally use their phones to listen to music (Graham, 2007).
 SWOT analysis

Strengths Weakness
 High priced product: the products of
 Global brand image: Apple has a
Apple have premium pricing as it is
good brand image at a global level
considered as a luxury. The main
for its products such as smart
customers of Apple are high-middle-
devices and advanced personalised
class individuals.
computers.
 Limited promotion and
 Unique products and services: Apple
advertisement: Apple uses limited
aims at expanding its service
resources for advertising as the
portfolio by including products such
brand relies deeply on the flagship
as AppleCare, iCloud, etc (Sarsby,
and iconic retail stores. The global
2016).
success has made the brand unaware
 The prices of the products of Apple
on spending on an excessive
are high as it promotes itself as
advertisement in comparison to its
selling a lavish and sleek lifestyle.
rivals (Sathappan, 2017).
 Sustainable products: Apple uses a
 Incompatibility of products: it is
recycling robot named Liam for
seen that the products of Apple fail
dissecting and breaking down an
to support other technologies or
iPhone.
software.

Opportunities Threats
 Market penetration: there has been a
 Technological advancement: Apple
drastic change in the market share by
is constantly upgrading the use of
android brands such as HTC,
technology such as more utilisation
Samsung, etc. The market share of
 of artificial intelligence in its Android is 72.23% whereas for

products and services Apple it is 24.55% globally (Alam &

 Growing market: in countries with Patwary, 2020).

rising GDP, the level of  Increase in competition level: Apple

consumption of the people will faces a huge level of competition

increase leading people to buying from brands such as Google,

from premium brands such as Samsung and Dell.

Apple.  Lawsuits: there are 60 class-action

 Green technology: Apple can lawsuits filed against Apple. The

explore green technology for its company has made its customers

products, which is eco-friendly. unhappy by announcing that it

intentionally controls the

performance of CPU on iPhone

models with degraded and older

batteries.

SWOT Analysis and Product Enhancement

The opportunity for expansion of the Apple products such as iPod, iPhone, iPad,

Apple watch, is huge as the company is constantly working on its various internal and

external factors of business to increase its customer base. Apple is constantly upgrading the

use of technology such as more utilisation of artificial intelligence in its products and

services.
Some of the strengths that will help Apple to strengthen its opportunities are global brand

image and sustainable products. The use of sustainable products will attract more customers

who are concerning ecological imbalance in the environment (Razak et al., 2020).

The two weaknesses that Apple needs to address are limited advertisement and

incompatibility of the products. Apple needs to use various promotional techniques to

promote their new and existing products. Apple should try to connect with its targeted

customers at an emotional level as it helps in understanding the needs and preferences of the

customers. Apple needs to make its products compatible with other Android software so that

people do not have to purchase them.

The two external threats Apple faces are an increase in the level of competition and lawsuits.

The increase in the level of competition is a major threat for Apple as numerous smartphone

companies are coming into the market with similar goods and services but at a lower and

reasonable price than Apple. Apple can overcome this threat by revising its current pricing

policy or by launching new technologies. To overcome the issue of lawsuits, Apple needs to

take care of the product quality so that it does not lose loyal customers (Alvarez, 2019).
 Conclusion

I have learned that it is important for a business organisation to use the marketing mix

for marketing its products and services. The internal and external environment needs to be

analysed properly so that the marketing mix undertaken by an organisation can be successful.

The use of proper marketing strategies will help Apple in understanding the products offered

to its customers along with planning, executing, and developing them.

 References
Alam, M. M. D., & Patwary, A. K. (2020). Global Brand and Global Consumers. In Cross-
Border E-Commerce Marketing and Management (pp. 148-171). IGI Global.
https://www.igi-global.com/chapter/global-brand-and-global-consumers/263275

Alvarez, A. (2019). Apple’s App Store: Exploring the Future of Antitrust Laws. FAU
Undergraduate Law Journal, 1, 9-9.
https://journals.flvc.org/FAU_UndergraduateLawJournal/article/view/108902/104043

Graham, J. (2007). Apple buffs marketing savvy to a high shine. USA Today, 8.

http://sausalitogroup.com/PDF/AppleUSAToday.pdf

Razak, M., Hidayat, M., Launtu, A., Putra, A. H. P. A. K., & Bahasoan, S. (2020).
Antecedents and consequence of brand management: empirical study of Apple’s
brand product. Journal of Asia Business Studies.
https://www.emerald.com/insight/content/doi/10.1108/JABS-01-2019-0030/full/html

Sarsby, A. (2016). SWOT analysis. Lulu. com. https://books.google.co.in/books?

hl=en&lr=&id=Yrp3DQAAQBAJ&oi=fnd&pg=PA1&dq=swot+analysis&ots=ODjh4
vy2YF&sig=XgiDBuFfFNpOiIaxL3WtWD2fQtQ&redir_esc=y#v=onepage&q=swot
%20analysis&f=false

Sathappan, S. (2017). Strategic Management Analysis–Apple Watch.

https://pdxscholar.library.pdx.edu/etm_studentprojects/10/