Internal Analysis

Experts identify many different aspects that influence the company’s success in the market. The
author of this study, based on the strategic planning SWOT analysis method, conducted an
assessment of the internal and external marketing environment and identified the factors
influencing the success of Apple. It can be seen from the table that the strengths of the company,
first of all, should be attributed to its desire to constantly improve its products (Table 1). Over the
past decade, Apple designers and engineers have developed many innovations to make devices
smaller, thinner, and lighter (Podolny and Hansen, 2020). At the same time, Apple gadgets are
becoming more powerful every time and require fewer materials for their manufacture.