The document provides a SWOT analysis and overview of Apple Inc. It outlines the company's main strengths as continual innovation, financial robustness, and consistent design. Weaknesses include a limited product range, premium pricing, and limitations on phone memory and batteries. Opportunities exist in untapped markets and new product categories. Main threats are competition from Samsung and others and challenges from rapid technology changes. The document also reviews Apple's marketing mix, product lines, pricing strategies, retail presence, and past advertising campaigns.

1. S W O T
Analysis

2. Strength

3. Strength
 Ceaseless Innovations – Visionary Steve Jobs and never
seen before features
 Financially Robust – Investor’s confidence leading to more
capital and funds
 Consistency in Design – Uniqueness and consistency in its
design

4. Strength
 Operating System – Operating system which makes all the
unique apps of Apple work, perform and try fixing bugs
frequently
 Brand Loyalty – Uniqueness in products, easy switch
facility between its range of products and perfect
customer relation and sales service leads to create loyal
customers

5. Weakness

6. Weakness
 Limited products – Limited range of products inspite of its
potential to exploit various sectors
 Premium pricing – Products ranging at double the price of
their competitors causing it one of the major drawbacks
 Limitations on phone memory – Apple products limit its
customers to fixed in-build memory

7. Weakness
 Fixed battery – Apple products like iphone and ipad’s
battery is sealed, thus restricting customer to replace it
manually
 Lacks important features
- No bluetooth
- No in-built FM radio
- Minimum compatible applications

8. Weakness
 Expensive utility accessories – Apple chargers, cases,
software’s ilife, iwork are charged on a higher end
 Defects in new products
- Iphone 6 plus bending
- iOS update required high amount of space

9. Opportunity

10. Opportunity
 Increase in demand – Increase in customer buying apple
products as it gives a fashion statement and feel of
premium lifestyle
 Obtaining patents through acquisition
 Finding a new provider for application processors - With
many new companies emerging and technology rapidly
advancing, soon Apple wont be relying on Samsung for its
processors

11. Opportunity
 Untapped market – A huge untapped market awaits for
Apple if they launch a medium range gadget
 Exploring new horizons – Apple has already started
penetrating outside its USP’s iPads, iPhones and iMacs.
Eg. iWatch

12. Threats

13. Threats
 Competition - Samsung, LG, Sony, the Google Nexus
phone are Apple’s arch rival
 Cannot be customized - Apple doesn’t allow its products
to be customized by its customers
 High priced products - The global economy is in turmoil
and apple’s high pricing strategy won’t do the company
any favors in the future.

14. Threats
 Rapid advancement in technology - Apple has to match its
pace with the changes in industry otherwise it will lag
behind its competitors
 Currency fluctuation - The unstable dollar and the
fluctuations due to economic problems are also a threat to
Apple

15. Marketing Mix
Product Price
Place Promotion

16. Product
 Portable Computers – Mac products such as Mac Book Pro,
iMac, MacBook Air, Mac Mini,
 Servers – including Xserve, Xsan, MacOS X Ser, MobleMe.
 Accessories – including MagicMouse, Keyboard, Led
Cinema Display.
 Wi-fi Based Stations – including Airport Express, Airport
Extreme, Time Capsule.
 Developer – including Developer Connection, Mac
Program, iPhone program

17. Product
 iPod – including iPod Shuffle, iPod Nano, ipod Classic
 iPhone – including iPhone3GS, iPhone3G, iPad
 iTunes – including movies, TV shows, audio books, games
 Periphal products – including Printers, Storage devices,
digital videos and cameras

18. Price
 Apple is a premium brand computer that does not attempt to
compete on price. The company has reduced prices after some
initial product launches. It uses skimming and preimuim pricing
strategies.
 The AppleiPad is priced at a minimum of $499.
 The Apple iPhone costs begin at $99.
 The Apple iPod Classic is priced starting at $249.
 The Apple iPod Nano costs $149.
 The Apple Mac Book costs $999.
 The Apple MacBook Pro is priced at $1199.

19. Price
 The Apple Quicktime Pro for Windows costs $29.99
 Apples iPad pricing strategy includes the flexibility to
lower the prices if consumer response dictates such
action. This would be consistent with a similar $200 price
cut on the iPhone in 2007
 In 2009 Apple announced a reduced cost pricing structure
for iTunes – songs will cost 69 cents, 99 cents or $1.29

20. Place
 Apple, Inc Headquarters are located at is located at 1
Infinite Loop, Cupertino, California
 The Apple Consultants Network includes independent
professional service providers and technology consulting
firms that specialize in Apple and third-party solutions
 Apple service providers are certified technicians, who
complete regular Apple training and assessments

21. Place
 They are located in Asia/Pacific, Africa, the Middle East
Europe and Latin America
 Apple has over 200 retail stores worldwide including the
US, UK and Canada. Apple recently opened a new retail
store in Shanghai China

22. Promotion
 Apple, Inc offers special discounts on refurbished products
 Apple, Inc authorized Training Centers are located
throughout the U.S. each provides instruction in Mac
systems, Mac OS X, and Apple’s professional applications.
 The Apple Consultants Network website

23. Promotion
 The online Apple Store offers free shipping for orders over $50
 The online Apple store offers iTunes gift cards
 Apple provides a $100 rebate when you purchase a Mac or
specific printers from the online store
 Apple has packaged back-to-school offers, including some
aimed at college students

24. Customer – obsessed
employees
Ignore your
critics
Innovative
beauty
Justify
pricing
Become “The Name
Building tribe
Extend the
experience
Cannibalize
Apple stores
Communicate
well
Limited products

26. Apple Ad Campaigns

27. A for Apple
 Print ad from 1977, prior to the launch of Apple's
Macintosh.

28. “Think Different”
 Print ad from 1981 foreshadowing Apple's use of famous
historical figures in their 1990s "Think Different"
campaign.
 This campaign launched September 28th, 1997 and
featured photos of visionaries, thinkers, leaders, artists
and inventors including Albert Einstein, Bob Dylan, Martin
Luther King, Jr., John Lennon, Martha Graham,
Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim
Henson, Maria Callas, Picasso and other.
 "Crazy Ones": This ad featuring narration from actor
Richard Dreyfuss first aired in 1997 in conjunction with
Apple's "Think Different" print campaign.

30. “Think Different”

32. “Get a Mac”

33. “Get a Mac”
 First ad from the famous "Get a Mac" campaign aired in
2006.
 There were series of ads which focused on how Mac is
better than normal pc’s in its design, innovations and
various other hardware and software aspects.

34. “If you don’t have an iPhone”

35. “If you don’t have an iPhone”
 These commercials each tout different notable features
available on the device.
 One promotes iBooks, another sings the praises of the
phone's built-in iPod and access to iTunes, and a third ad
extols the App Store.

37. PLC – Product Life
Cycle
Introduction Growth Maturity
R.I.P
Development Decline

39. Development
 Aluminum based body which is thinner and lighter than its
predecessors
 The Apple A-6 system-on-chip for faster performances
 A small and new styled charging port, replacing 30-pin
design used by previous iPhones
 An 8MP back camera and 1.2MP front camera
 10fps burst mode
 720p 120fps slow-motion video recording
 4-inch 1136x640 326 ppi display

40. Introduction
 Launched – 12th September 2012
 2 million orders in 24 hours
 Evolution for Apple
 Demand boomed in a week

41. Growth
 Established name in the market
 Tim Cook on demand for iphone5 exceeding supply - “We
appreciate everyone’s patience and are working hard to
build enough iPhone 5s for everyone.”
 Loyal customers
 Best selling Smartphone of Q4 of 2012

42. Maturity
 Q1 of 2013 – 47.8 millions unit sold
 Apple introduced iphone 5C and 5S
 Samsung’s new upgrade in the market Galaxy S4 affected
iphone 5
 Overall revenue remained untouched

43. Decline
 Two successors launched
 Samsung – arch rival introduces Galaxy S4
 Market shift to new iphones – boost in sales
 Death of revolutionary iphone 5

44. Group
Archit - 02
Nandini - 20
Afzaan - 06
Priyank - 01

45. Thank You
An Apple a day keeps a doctor away