Apple was founded in 1976 and enjoys strong brand loyalty. It produces Mac computers, iPods, iPhones, iPads, Apple Watches, Apple TVs, and software. Future innovations may include the iPhone 7 and an Apple electric vehicle by 2020. According to a BCG matrix analysis, iPhones and iPads are rising stars, Macs are cash cows, Apple TV and Watches are question marks, and iPods and Pens are dogs. The BCG matrix helps companies evaluate product strategies based on market share and growth rates.

1. BY:
Sanya 361
Saloni 312
Mahak 277
Himanhu 268
BCG OF

2. Profile
 Apple was founded by Steve Jobs, Steve Wozniak,
and Ronald Wayne on April 1, 1976, to develop
and sell personal computers
 The company enjoys a high level of brand
loyalty and, is reported as the world's most
valuable brand with a valuation of $118.9 billion

3. Products
 MACINTOSH: Mac book, Mac Book Air, Mac
Book Pro , Mac Mini , iMac , Mac pro
 iPOD: iPod Shuffle, iPod Nano, iPod Touch
 iPhone
 iPad
 Apple Watch
 Apple Tv
 Software
 Apple Sim

4. Future innovation
 IPhone 7
 According to the Sydney Morning Herald, Apple
wants to start producing an electric
car with autonomous driving as soon as 2020

7. STARS
High growth rate, High market share
• Stars are leaders in business
• Require heavy investment to remain in large market
share
• They have greater opportunities in the market for
growth
• Attempts should be made to hold the market share
otherwise the Star will become the next Cash Cow

8. CASH COWS
Low growth, high market share
• They are foundation of the company and often the
stars of yesterday
• They generate more cash than required
• They are located in an industry that is mature, not
growing or declining
• These products have reached maturity stage of their
product life cycle

9. Question Mark
High growth, low market share
• Most businesses start as question marks
• They will absorb great amount of cash if the market
share remains unchanged
• Questions marks have the potential to become star
• Investment should be high for question marks

10. DOGS
low growth, low market share
• Dogs are the cash traps
• Lower market share
• Low growth opportunities
• Business is situated at a declining stage

11. BCG MATRIX OF
APPLE

13. For every company, who offers different types of
products, it is important to elaborate a BCG-
matrix
Only then, you know in what position your
products are

14. RISING STARS
• The iPhone and iPad are rising stars
• These products are so successful that they have high
growth potential
• The growth rate for iPods is currently 28% and for
those of iPhone’s its 48%
• Organisations need Stars which will eventually later
become Cash Cows

15. CASH COWS
• Apple Mac is a cash cow
• Apple is a market leader in this market segment with
82% market share
• It is a stable and mature product
• This stream of cash flow is essential for providing
cash for Question mark products

16. Question mark
• TV & Apple Smart Watches considered as
question mark
• Apple should pay attention on development of
its other products
• Few of these products have not earned much
money with its uniqueness

17. DOGS
• Apple pens are fading away
• iPods is fading and almost nobody buys them
anymore
• The company should be aware of this and not invest
more in such products

19. Market share

20. Conclusion
• The BCG matrix is a good starting point when
reviewing an existing product line to decide future
strategy and budgets
• The market share is compared (relative to) against the
largest competitor in industry
• The BCG helps firms analyse future opportunities or
problems with their existing product lines