BCG Matrix

Star Question Mark

 Smart phones  Apple TV
 Mac Computer  iPads

Cash Cow Dogs

 iTunes and iPod  Apple Pay
 Apple Watch

1. Based on the BCG matrix you created, how does it help derive strategic investment decisions?
(10 points)

Based on my BCG matrix, I classified Apple products into stars, question marks, cash flow, and
dogs. To explain, under the “star” category, smartphones and Mac computers have become the
best-identified and premier products of the company. For the “Question Mark” category, even
though iPad and Apple TV have low market share, the products tend to boost their market
growth. For the “cash flow” category, the Apple company either overestimated the product that
will be sold or has a high market share over the market growth of their product. And last for the
“Dogs” category Apple Pay is the product that was widely accepted but hasn’t convinced most
people to use it more than the credit and debit cards they already carry.