Apple SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: August 25, 2021

SWOT analysis of Apple analyses the brand by its strengths, weaknesses, opportunities & threats. In Apple SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Apple to benchmark its business & performance as compared to the competitors. Apple is one of the leading brands in the IT & Technology sector.

The table below lists the Apple SWOT (Strengths, Weaknesses, Opportunities, Threats), top Apple competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Apple SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Apple Brand Analysis
Parent Company

Apple Inc.


Personal Computers and Mobile Devices


IT & Technology

Tagline/ Slogan

Think Different


Apple focuses on High Quality Products with exclusivity

Apple STP

Individuals looking for stylish PCs and Mobile Devices

Target Group

High income group, with age between 20 to 40 years


Apple offers highly featured and functional mobile devices and computers which are easy to use

Apple Product Portfolio

1. Apple iPhone

2. Apple iPad

3. Macintosh

4. Apple TV

5. iTunes

6. iPod

7. Apple Watch

8. Homepod 

The above mentioned brands are the prominent products under the Apple product portfolio.

SWOT Analysis of Apple
Apple Strengths

Below are the Strengths in the SWOT Analysis of Apple:

1. Apple corporation has around 140,000 employees worldwide

2. Apple has a large number of brand loyal customers spread across more than 100 countries

3. The company is known for constant innovations in products and technology

4. The brand has a wide offering including smartphones, watches, TV etc.

5. It has good distribution network globally to make its products accessible via ecommerce platforms and retail stores

6. The Apple iOS offers differentiated benefits as compared to its competitors

7. Good advertising and branding through TVCs, print media, online ads and billboards

8. Strong legacy of the brand since its inception in 1976

9. Apple's brand name synonymous with the great leadership & legacy of Steve Jobs

10. Apple became the first US publicly traded company to have a valuation of over $1 trillion

11. The brand has been regularly recognized as one of the most valuable brands in the world

12. Apple effectively engages with its customers through social media channels & digital marketing

Apple Weaknesses

Here are the weaknesses in the Apple SWOT Analysis:

1. The brand faces severe competition from other consumer electronics brands and hence market share growth is slow

2. Apple ecosystem is considered to be more rigid when compared with other mobile ecosystems

Apple Opportunities

Following are the Opportunities in Apple SWOT Analysis:

1. Apple can move into other computer or media product spaces that are not served well

2. Strategic alliance and innovations in technologies

3. People With increase in demand of Online Products people want more online music and content and Apple is tapping this market by bringing innovative products, so it can lead the market

4. Apple can enter gaming console market to compete with PS4 and Xbox One

Apple Threats

The threats in the SWOT Analysis of Apple are as mentioned:

1. Huge threat from competitors who are in mode of constant innovation

2. The rise of Android ecosystem in the mobile and tablet space

3. Mobile business is very dynamic and price sensitive especially when it comes to geographies like India, China, Brazil etc.

Apple Competition
Apple Competitors

Below are the top 13 competitors of Apple:

1. Dell

2. Microsoft

3. HP Hewlett-Packard

4. Toshiba

5. Samsung

6. HTC

7. LG Electronics

8. Panasonic

9. Dell

10. Lenovo

11. Sony

12. Xiaomi

13. Nokia

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Apple. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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