Apple SWOT Analysis, Competitors & USP

Posted in IT & Technology, Total Reads: 3255

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

Apple is the biggest phone and computer maker in the world. Apple's range of iPhones, iPads and Macs is very popular which makes it one of the largest companies worldwide. The article covers the strengths, weaknesses, opportunities, threats (SWOT) of Apple along with its product range.


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

Product Portfolio


1. Apple iPhone          

2. Apple iPad2

3. Apple Mini              

4. Apple iPad Air

5. Apple iPhone 5       

6. Apple iPhone 6

7. iTunes

Apple SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Apple :

1. Apple corporation has around 100,000 employees worldwide

2. Large number of brand loyal customers

3. Apple is known for constant innovations in products and technology

4. Entering into new product lines ex: - Laptops to iPhones and iPads

5. It has good distribution network globally to make its products accessible online and stores

6. The Apple iOS has given it a lead as compare 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. Tim Cook has kept the innovation going after Steve Jobs and Apple continues to grow

11. New products like iPhone X and iPad pro have been well received by the market


1. It has less presence in B2B market, as compare to its competitors like Dell and HP. It can be seen that Apple mainly focuses on B2C so its losing large chunk of market

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


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


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


Below are the 6 main Apple competitors :

1. Dell

2. Microsoft

3. HP Hewlett-Packard

4. Toshiba

5. Samsung

6. HTC

The brandguide table above concludes the Apple SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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