The document analyzes Apple's decreasing smartphone market share and discusses recommendations to address key issues. It performs an internal and external analysis of Apple's strengths, weaknesses, opportunities, and threats. To address being the #2 smartphone maker behind Samsung, the document recommends focusing marketing on India, the world's fastest growing smartphone market. To address losing its tech advantage, it recommends acquiring Lytro, a camera company, to implement its light field technology in iPhones. The recommendations include negotiating with Lytro in 2013, manufacturing iPhones in Indian factories in 2014, and acquiring Lytro for $20 million plus a premium in 2015 while attacking the Indian market.

1. Xinyi Wang
Wenrui Wang
Yana Cherepashenskaya
Jason Lin
Mike Pia

2. ● Background & History
● Issues
● Internal Analysis
● External Analysis
● Alternatives
● Recommendations
● Implementation
● Questions
● Appendix

3. Currently #2 behind Samsung in
Smartphone market share worldwide
Competitors continue
to develop superior hardware
iPhone is Losing
Competitive
Advantage
Decreasing
Smartphone
Market Share

4. Strengths Weaknesses
● Brand Image
● Know-How
● Customer Loyalty
● Premium Pricing
● Inflexible OS
Internal Analysis

5. Opportunities Threats
● Emerging Markets
● Acquisition of Suppliers
● Improvements
on Products
● Rapid Technology Change
● Competitors’ Growing
Market Share
External Analysis

6. Loss of
uniqueness and
simplicity
LinX technology is similar
to other popular imaging
hardware
Acquire
LinX
Open-source
operating
system

7. Issue:
#2 smartphone
Recommendation:
Focus in marketing the iPhone in
India, the world’s fastest growing
smartphone market
Issue:
Losing tech
advantage
Recommendation:
Acquire Lytro, a camera technology
company that uses light field
technology

8. 2013 2014
Negotiate
with Lytro
Manufacture
iPhone in Indian
Foxconn factories
Grow Apple
brand Indian
Ad campaign
Implement
light field
technology
Develop larger
manufacturing
presence in
India
Acquire Lytro
($20 million
+ 20% premium)
2015 2016
Market other
Apple products
to Indian market
Launch new
improved
products
Acquire
Lytro
Attack
Indian
Market

10. Apple’s Revenue

11. ● Edit here
Apple Revenue

12. Top 50 Tech R&D Spenders

13. Worldwide Smartphone OS Market Share

14. Growth of Cloud Computing

15. Global Smartphone Market Share

16. Chinese Smartphone Market