Milestone One: Apple
Kayla Savage
Southern New Hampshire University
MKT 337: Marketing Research
Patrick McGraw
July 24, 2022
Milestone One: Apple
Overview: SWOT Analysis
Apple is a multinational technology company that specializes in consumer electronics,
software and online services founded in 1976. Apple Inc is headquartered in Cupertino, Califor-
nia. A new product that Apple could potentially launch would be a Virtual Reality system. These
have become very popular in the recent years and are a trend already around the world. Apple
has always innovated new products as well as innovating new ways to make their existing prod-
ucts better. Apple has potential in the virtual reality systems to create new ways and a better ex
perience for the market.
Strengths
Apple's strengths are being the most valuable brand ranking number one positive for nine
consecutive years by Interbrand, with a value of $408 billion. Apple is globally iconic being one
of the most reliable company's when it comes to personalized advanced computers and smart
technology devices. It is also top in technology introducing innovative products that have
changed the world, and it being the brand of choice to consumers. Apple also has proficient
research and development, putting dedication into its products designs. Apple is also sustainable.
with an iPhone recycling robot names Liam that breaks down and dissects an iPhone. (S.K.
Gupta, 2022)
Weaknesses
Apple's weaknesses are their products are high priced and considered a luxury, Apple has
limited advertisement and promotions as well. The company is rapidly entering into areas of non-
competency trying to compete with dominant players in those fields. The software is
incompatible, not supporting other software or technologies. Apple is also under investigation for
unfair business practices after receiving payments to make Google search engine as the default
search engine for its web browser. (S.K. Gupta, 2022)
Opportunities
Apple has many opportunities including consistent consumer growth, qualified
professions of researchers, developers, and product specialists, expanding its distribution
network, room to grow its products into green technology, grow in the wearable smart
technology, partnering with Kia to build its first driverless car, and expand into chip
manufacturing. (S.K. Gupta, 2022)
Threats
Apple also has many threats such as aftereffects of the COVID outbreak, no effective counter-
measure for Air Tags being used maliciously, third world countries selling counterfeit products
increasing competition, China Tariffs, lawsuits, and pressure from government to have a back-
door mechanism. (S.K. Gupta, 2022) One of Apple's threats are competition such as Oculus
owned by Facebook Technologies LLC, is headquartered in Menlo Park, California. Palmer
Luckey is the co-founder of Oculus, the virtual reality technology company. Oculus launched a
new product called Oculus Quest 2 in October 2020, a stand-alone VR headset that contains inte-
grated mobile computing hardware and does not require a PC to operate. Oculus's target audi-
ence is gamers from all over the world, with the forecast for this industry to grow from 0.4 bil-
lion in 2017 to 2.4 billion by 2024. (Clement, 2022)
Overview: Initial Trend