Apple SWOT Analysis & Competitors

SWOT analysis of a company refers to a strategic management decision-making tool that gives more insight into the internal and external factors that influence the business operations of a company. The acronym SWOT stands for the Strengths, Weaknesses, Opportunities, and Threats that directly or indirectly affect a company. This article provides the SWOT analysis of Apple Company by highlighting the company’s ability to use its strengths in overcoming threats and weaknesses and exploiting new opportunities within the industry.

apple swot analysis and competitors

A SWOT analysis of Apple Company gives insight into how the company manages to gain authority as one of the world’s strongest brands. With an analysis of the internal and external strategic factors influencing business operations, Apple can be able to predict trends and make decisions that will help maximize profits. In relation to this, other firms within the same industry might use the SWOT analysis of Apple company as a benchmark to check their progress within an external environment. Therefore, in a bid to provide factors that lead to the success and limitations of Apple, this article provides the strength, weaknesses, opportunities, threats, and competitors of Apple Inc.

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What is Apple SWOT Analysis?

A SWOT analysis of Apple Company highlights how the company uses its competitive advantages to become among the world’s leading technology firms. The analysis on Apple Inc. highlights both internal (strengths and weaknesses) and external (opportunities and strengths) factors used as benchmarks for Apple’s performance in comparison to other competitors within the industry.

What is the SWOT Analysis of Apple?

The SWOT analysis of Apple Company is discussed in the sections below:

A.      What are the Strengths of Apple?

Apple’s strengths in the SWOT analysis of Apple Company identifies internal strategic factors that enable Apple to be recognized as the world’s largest multinational technology company. These internal strategic factors specifically identify the conditions within the company that raise the general technological capabilities of Apple. Given this, the strengths of the company have often been used as a benchmark for other companies within the same industry in a bid to raise their company profits and net revenue. The most notable strengths of Apple Inc. include the following:

  1. Strong brand image
  2. High-profit margins generated from premium pricing
  3. Proficient research and development
  4. Sustainability through Liam
  5. Constant expansion of service portfolio

The most prevalent strength of Apple company is its strong brand image which has made it one of the most valuable and successful brands in the world. As a result, the company can take advantage of the strong brand image to introduce new products that would further increase the company’s revenue. In addition to this, Apple incorporates a premium pricing strategy that results in high-profit margins and maximum profits even when sales are low.

Related: Ford’s SWOT Analysis and Competitors

Apple also manages to gain high revenue through proficient research and development that leads to rapid innovation. As a result, Apple Company has been at par with recent technologies that further rises Apple’s competitive advantage. Through effective and efficient innovative processes, Apple has managed to maintain an expansion in its service portfolio for many years. Apple also maintains sustainability through a recycling robot, Liam that makes most parts of Apple products reusable.

Generally, the strengths of Apple Company reveal why Apple has proven to be difficult to compete with, and as a result claiming authority in the global technology industry.

B.      What are the Weaknesses of Apple?

Apple’s weaknesses in the SWOT analysis of Apple Company highlights the inadequacies of Apple’s technological product development, research, and market capabilities. These inadequacies(weaknesses) reveal the factors, that pose as obstacles to the general growth of the business, in comparison to other relevant companies within the same industry. Given this, a company may use Apple’s weaknesses as a framework of the company’s inadequacy to try to increase its competitive advantage and in turn increase company profits. Among the most predominant Apple weaknesses include:

  1. High prices of products
  2. Limited network of global distribution
  3. Sales are dependent on high-end market segments
  4. Limited channels of advertisement and promotions
  5. Incompatibility of apple products with other software

Apple Company has over the years maintained a limited network of global distribution due to the policy of exclusivity. For instance, the Apple Inc. exclusivity strategy has closely and carefully selected their authorized sellers, which analytically limits market reach. As a result, Apple products have been reported to be not readily available in some parts of the world. Even though Apple has proven to have a strong strategy on the control of product distribution through exclusivity, the strategy poses as one of Apple’s main weaknesses.

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Apple’s premium pricing has been a weakness to the company since the company strategically depends on high-end market segments. As a result, the products are limited to high-income and middle-income consumers, with segregation of consumers in the low-income brackets. In addition to this, Apple has narrowed down advertisements of new products and relies heavily on the marketing strategies of retail stores. Because Apple has created a strong brand image, the company does not see the need to spend on advertisement as compared to other giant companies like Samsung and Coca-Cola.

Apple Company has also proven its inadequacy by the incompatibility of Apple products to other software and technologies.

C.      What are the Opportunities for Apple?

The opportunities in the SWOT analysis of Apple Company presents the significant and prevalent opportunities of Apple’s business operations. Generally, the opportunities are external strategic factors within the industry environment that directly or indirectly affect the business operations of Apple Company. Consequently, Apple’s opportunities within the technology industry can be incorporated by other similar companies to raise their competitive advantage. In the case of Apple Company, the following are some of the most outstanding opportunities include:

  1. Expansion of the global network of distribution for wider market reach
  2. Increased advertisement and aggressive market to match the rising demand for Apple products
  3. The development of new product lines to introduce innovative technologies
  4. Participation in green technology
  5. Delivery of self-driving software technology

Generally, Apple Company has the opportunity to increase the market reach through an expansion in the global network of distribution. These opportunities are indirectly related to the company’s weakness of running operations based on limited channels of global distribution. In relation to this, Apple Inc. needs to do aggressive marketing in order to reach a wider market.

Apple Company has an opportunity to expand its territories by exploring new product lines through research and development to complement the existing ones. With new products like, i.e., the existing Apple Watch, Apple Company can witness rapid business growth against other aggressive competitors.

With the recent popularity of green technology, Apple is yet to create products in support of green technology. Therefore, since the company has not participated in the creation of sustainable technology, Apple has the opportunity to create eco-friendly products using green technology. In addition to this, Apple can take advantage of the increased autonomous demand and expertise on the self-driving software technology that can compete with innovations of companies like Tesla.

D.     What are the Threats for Apple Company?

The SWOT analysis of Apple Company also reveals threats that Apple Inc. experiences as a giant company in the technology industry. Generally, the threats are external strategic factors that reduce or limit the general financial performance of the company. The most notable threats to Apple’s business operations include the following:

  1. Competition arising for larger industries within the technology industry
  2. Product imitation by competitors with lower prices
  3. A constant rise in labor costs within countries that maintain Apple’s production facilities
  4. Disruptions in the supply chain
  5. Lawsuits from consumers

Over the years of operation, Apple has continuously experienced aggressive competition from other firms within the technology industry, which poses a major threat to Apple’s business operations.  For instance, Samsung as a competitor has uses rapid innovation just like Apple to maintain its competitive advantage. The aggressive competition witnessed by Apple has created a limiting effect on business operations which in turn creates the need to create stronger fundamentals that will maintain the company’s competitive advantage.

Apple is also facing threats from firms that try to imitate their products. In addition to this, the constant rise of labor costs in countries of contract manufacturers such as China leads to higher selling prices and lower profit margins that threaten the company’s business operations. In the SWOT analysis of Apple Company, a disruption in the supply chain is viewed as a threat to Apple. For instance, the ongoing global pandemic has significantly affected Apple’s manufacturing and supply chain due to the high dependence of China as a contract manufacturer.

Lawsuits by consumers on Apple have been a threat to Apple’s regular business operations. Most consumers make complaints about the deliberate throttling of the performance of CPUs on models with older batteries.  Generally, the threats faced by Apple Company within the technology industry could adversely affect their competitive advantage.

Apple’s Competitors

Even though Apple claims a dominant market share in the technology industry, Apple faces aggressive competition from firms like Samsung Electronics, Huawei, Dell Technologies, LG, and Google. The most prevalent aggressive competition is between Apple Company and Samsung Electronics.

What is the USP for Apple?

Apple’s USP sells as a brand that focuses on high-quality products with exclusivity. Therefore, customers look forward to Apple’s innovation, reliability, user-friendly, sleek, and state-of-the-art design. These USPs make Apple company stand out among other firms within the same industry and builds the foundation of a strong brand image.


The SWOT analysis of Apple Company reveals major strengths and weaknesses that provide a framework of the factors that influence business operations. The company can strategically address the weaknesses and limits the inadequacies in the long run. In addition to this, Apple takes advantage of the strong brand image and makes use of the opportunities within the market. However, in order to beat the aggressive competition within the industry, Apple needs to establish more partners for a more diverse network of distribution.

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