Core values of the company include design and innovation, ease and simplicity, and quality. A SWOT analysis found strengths in design capabilities, distinctive user interface, and ease of use. Weaknesses included higher costs than competitors and some repair issues. Opportunities existed in mobile phones, home entertainment, and digital TV. Threats included competing products from Linux, Microsoft, and the iPhone challenging the iPod's design. The company name starts many products with 'i' or includes 'mac' which refers to past Macintosh computers.