Apple SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Apple analyses the brand/company with 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 and industry. As of 2020, Apple is one of the leading brands in the IT & Technology sector.

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

Apple is one of the most valuable companies as of 2019. In 2019, Apple is expected to launch many more products including new iPhones, iPads and other products.

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
Apple Segmentation

Individuals looking for stylish PCs and Mobile Devices

Apple Target Market

High income group, with age between 20 to 40 years

Apple Positioning

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

Apple 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

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

Apple SWOT Analysis
Apple Strengths

Below are the Strengths in the 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

Apple Weaknesses

Here are the weaknesses in the Apple SWOT Analysis:

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

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

Below are the top 6 Apple competitors:

1. Dell

2. Microsoft

3. HP Hewlett-Packard

4. Toshiba

5. Samsung

6. HTC

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. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on Linkedin