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Strengths
1.
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4.
Brand reputation.
Apple has a reputation of highly innovative, well designed, and
well-functioning products and sound business performance. Apple brand is
valued at $76.5 billion and was the second most valuable brand in the world
in 2012.
5.
Retail stores.
Apples retail stores ensure high quality customer experience;
provide direct contact with knowledgeable staff and increases brand
awareness. Besides, Apples stores are one of the most profitable in terms of
sales/ft2.
6.
Weaknesses
1.
High price
Some critics argue that the price is not justified. When theres
such a fierce competition, Apple products price becomes a weakness
because consumers can easily opt for similar quality but lower price
products.
2.
3.
4.
Patent infringements.
The firm is often accused of infringing other companies patents
and has even lost some trials. This damages Apple brand and its financial
situation.
5.
6.
7.
Opportunities
1.
2.
3.
4.
5.
6.
Threats
1. Rapid technological change.
One of the most severe threats Apple and the other tech
companies are facing is rapid technological change. Companies are under
the pressure to release new products faster and faster. The one that cannot
keep up with the competition soon fails. This is especially hard when a
business wants to introduce something new, innovative and successful.
Apple was able to bring very innovative products to the market so far but for
the moment, even Apple hasnt unveiled any plans for the new products
(except iTV) and may lack new introductions to keep up with competition.
4. Breached IP rights.
The companies that breach Apple patents might not be
discovered soon and may benefit from it, while weakening Apple at the same
time.
6. Strong dollar.
Apple earned more than half of its revenues from outside US.
Dollar appreciation against other currencies reduces potential profits from
those countries.
7. Android OS growth.
Android OS is the main competitor for iOS in mobile device
market. The domination of Android decreases iOS power over influencing
consumers to join Apple.