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External Factors Opportunities Growing Market Share Moving from desktops to more mobile devices Extensive product lines

Weight

Rating

Weighted Scores 4

Comments

0.25

0.1

4

0.1

5

They are global

0.12

4

1 Apple has the majority market share over Microsoft 0.4 Majority of revenue and sales come from mobile devices 0.5 With product expansion you can basically get everything through Apple from TV to music 0.48 They have already established positions globally 0.15 Given more time for R&D 0.6 Competitors are trying to gain more market share by lowering prices 0.15 With a changing environment laws are subject to change at any time 0.6 Apple must stay ahead of competitors 3.88

Threats Microsoft developing better software Lower priced similar, competing products Possible future environmental laws and regulations New technology emerging Total Scores

0.05

3

0.2

3

0.03

5

0.15

4

1