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TOPIC: Apple
NAME: Danika
UNIV.ROLL.NO: 1929609
OFFICIAL E-MAIL ADDRESS: danikapctebttm19@gmail.com
INTRODUCTION:
Apple Inc. is an American multinational technology company that specializes in
consumer electronics, computer software, and online services. Apple is the
world's largest technology company by revenue (totaling $274.5 billion in 2020)
and, since January 2021, the world's most valuable company. As of 2021, Apple
is the world's fourth-largest PC vendor by unit sales, and fourth-largest
smartphone manufacturer. It is one of the Big Five American information
technology companies, along with Amazon, Google, Microsoft, and Facebook.
As the market for personal computers expanded and evolved through the 1990s,
Apple lost considerable market share to the lower-priced duopoly of Microsoft
Windows on Intel PC clones. The board recruited CEO Gil Amelio, who
prepared the struggling company for eventual success with extensive reforms,
product focus and layoffs in his 500-day tenure. In 1997, Amelio bought Next,
to resolve Apple's unsuccessful operating system strategy and bring back Steve
Jobs, who replaced Amelio as CEO later that year. Apple returned to
profitability under the revitalizing "Think different" campaign, launching the
iMac and iPod, opening a retail chain of Apple Stores in 2001, and acquiring
numerous companies to broaden their software portfolio. In 2007, the company
launched the iPhone to critical acclaim and financial success. In 2011, Jobs
resigned as CEO due to health complications, and died two months later. He
was succeeded by Tim Cook.
Apple is one of several highly successful companies founded in the 1970s that
bucked the traditional notions of corporate culture. Jobs often walked around
the office barefoot even after Apple became a Fortune 500 company. By the
time of the "1984" television advertisement, Apple's informal culture had
become a key trait that differentiated it from its competitors. According to a
2011 report in Fortune, this has resulted in a corporate culture more akin to a
Startup rather than a multinational corporation. In a 2017 interview, Wozniak
credited watching Star Trek and Attending Star Trek conventions while in his
youth as a source of inspiration for his co-founding Apple.
Growth -

US technology giant Apple has reported strong growth in India for the fourth
consecutive quarter, in line with the company's overall growth in the June
quarter.
“Today, Apple is reporting a very strong quarter with double-digit revenue
growth across our product and services categories and in every geographic
segment. We set a new June quarter revenue record of $81.4 billion, up 36%
from last year, and the vast majority of markets we tracked grew double digits,
with especially strong growth in emerging markets, including India, Latin
America and Vietnam," Tim Cook, chief executive officer of Apple, said last
night during the company’s earnings call for the June quarter.

SALES
Apple is one of the most influential and recognisable brands in the world,
responsible for the rise of the smartphone with the iPhone. Valued at over $2
trillion in 2021, it is also the most valuable technology company in the world.
Year Revenue

2006 $19.1 billion

2007 $24.4 billion

2008 $37.4 billion

2009 $42.7 billion

2010 $65 billion

2011 $108 billion

2012 $156.3 billion

2013 $170.8 billion

2014 $182.6 billion

2015 $233.6 billion

2016 $215.4 billion

2017 $229 billion

2018 $265.4 billion

2019 $260.1 billion

2020 $274.3 billion

MAJOR COMPETITORS -
 Dell.

 Lenovo.

 Samsung.

 Hewlett Packard.
 Microsoft.

 Sony.

 Asus.

 Acer.

SWOT ANALYSIS OF APPLE

Strength-
Most valuable brand- Apple is ranked 1st for the 8th consecutive year-by
interbrand – with a brand value of $322 billion.

Globally iconic- Apple is one of the most reliable company when it comes to
personalised advanced computers and smart technology devices. It has millions
of loyal customers with steady increment.

Top technology- Apple was the first to introduce some of the most innovative
products  that have changed the world (iPhones, iPads). Apple is still
determined to build and craft better, more proficient technology devices.

Brand of choice - It isn’t big news that Apple is a demanded brand in corporate
offices. Apple has a specific business page that offers top quality technology
solutions for every corporation’s needs.

Expansion in services - Apple has been expanding its services portfolio for
many years. For example, about 19% of Apple’s annual revenue ($53 B out of
$274 B in FY 20) came from its services, which is the second biggest
contributor to its revenue after the iPhone (50% of its revenue). 

Apple’s services include digital content stores, streaming services, iCloud,

AppleCare etc. In addition, Apple has introduced many new services in 2019,
such apple tv+ (launched in Nov 2019), Apple news+ and Apple Card (credit
card services), Apple Arcade (game subscription). 

Weakness-

High Priced Products

Apple’s products can be considered a luxury due to their premium prices. The
products are priced for middle and high-income consumers. Low-Income
consumers can’t simply afford Apple products. 

Due to their premium pricing, only middle or high-class individuals can afford
their products.

Limited advertisement & promotions

Apple has solidified their grounds by establishing loyal customers, even with
limited advertising resources. Apple marketing relies heavily on its iconic and
flagship retail stores. 

Because of their success, Apple does not feel the need to have excessive
spending towards advertisement in comparison to other big brands such
as P&G. Coca cola and Samsung technology.  

4. Incompatibility With Other Software

When a customer buys an apple product, they enter the Apple universe. Apple’s
products do not support other software or technologies making them
incompatible with other devices. 

Customers have to exclusively purchase Apple apps or accessories to continue

using their Apple products.
Opportunities-

1. Consistent Customer Growth

Apple has been dominating the technology sector for years now. They provide
top quality and cutting-edge technology that offers a breakthrough in customer
experience. 

Their customer retention rate pf 92% is phenomenal. Apple can always rely on
the power of the internet for future opportunities to gain new customers and
form new alliances. 

2. Qualified Professionals

Apple’s researchers, developers, and product specialists are a team of highly

qualified professionals that have years of experience in branding consumer
products. With the expansion of their team, Apple can continuously build new
opportunities.

3. Expansive Distribution Network

Apple Inc. has the opportunity to expand its distribution network. Currently, the
distribution network that Apple has is very limited and leaves room for minimal
growth. 

Apple can generate higher revenue and sales if it focused on creating an

expansive distribution network. Furthermore, the company can benefit from
diligent marketing and promotions.

Threats –

Corona virus outbreak - Apple is highly dependent on China for its

manufacturing and supply chain. In addition, about 14.5 % of its $274 billion in
revenue came from China (a big market for Apple). The outbreak has
significantly affected and may continue to disrupt .Apple’s sales in the fiscal
year 2021. 

2. Supply Chain Disruption

The recent events have significantly affected and disrupted its operations. It
reported flat revenue in Q2 of 2020 and declined to offer annual revenue
estimates for FY2020 due to supply chain uncertainties.

3. Apple Bullied By Counterfeits

Apple has become vulnerable to third world countries illegally utilising the
brand image to sell counterfeit products. The illegal dealers sell Apple
counterfeit products at the same value as an original Apple product. 

Counterfeit products can make potential customers believe that it is a product

made by Apple with low quality. big news can result in negative reviews
and bad publicity for the company.

Increasing competition

Future prediction –

The 39 analysts offering 12-month price forecasts for Apple Inc have a median
target of169.28, with a high estimate of 190.00 and a low estimate of 90.00. The
median estimate represents a +15.95% increase from the last price of 146.00.

Conclusion - In conclusion, Apple Inc. has a long development history. And

with the long-term growth, it has achieved a certain successful development.
The various strategies have contributed much to the rapid and successful
development. Therefore, the company can not neglect the influencing factors of
the strategies such as the culture. However, it is difficult for the company to
maintain the leader position in the computer industry, thus it must take the
correct and appreciate strategies and make full use of them. Therefore, Apple
Inc. can keep in pace with the market development, and achieve the stable and
long-term development.

References - https://www.ukessays.com/essays/marketing/the-strategy-of-apple-
inc-marketing-essay.php

https://penmypaper.com/knowledge-base/apple-competitors