Apple iPad Air SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 1919

SWOT Analysis of Apple iPad Air with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Apple iPad Air

Parent Company






Tagline/ Slogan

“Change is in the Air”


Range of new exclusive specs



Classy and Smart Tablet

Target Group

High end people , previous Apple users


Positioned as a replacement for PCs and old tablets

SWOT Analysis


1. Comes as a successor to iPad range which is in market from 2010.

2. It is thinner to 6.1 mm as against 7.5 mm in previous model, also it is 32gms lighter

3. Comes with A8 64-bit processor which delivers improvement in CPU performance by 40%

4. Graphic performance improvement by 2.5 times and promised 10 hour battery life

5. Improvement in rear camera – 8MP with panoramic shots, slo-mo video & shoot time-lapse video

6. Equipped with touch ID fingerprint scanner, allowing user to replace credit card with the device to make actual payments

7. Apple has a great brand legacy and experience of previous iPads

8. iOS is now in market for many years 


1. Front camera is only 1.2 MP

2. Battery performance reduces to 6 hours in usage of Heavy apps

3. Quite similar to previous iPads

4. Expensive


1. Tie up with corporate to position it as enterprise product

2. Improvement in Front camera

3. Can work on to introduce exclusive innovative features like multi-account support so that can be used by everyone in family


1. Tablets are dropping in sales as Smartphones and PCs are emerging as primary devices

2. Lot of budget tablets are coming up in the market with great specs; these can cause serious competition to iPad Air



1. Nexus 9
2. Samsung Galaxy Tab 4
3. iPad Pro

The table above concludes the Apple iPad Air SWOT analysis along with its marketing and brand parameters.


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