Posted: May 25th, 2022

Marketing Research of Products and Brands

Marketing Research: Products and Brands

In previous years, Apple Inc. has progressed from being an abstract participant in the computer market to a major player in the technology market. Through courageous advancement, they have developed items that have totally changed the technology market. As a result, their brand recognition has increased significantly, and they have added remarkably to their legion of dedicated supporters. The Apple Company is about design, their electronic items are fashionable, their advertising is trendy, their hardware and software are stylish, and like all factors fashionable, there is a substantial price tag. However, like all other factors of fashion, consumers are unpredictable and their tastes frequently change with the next big technology improvement. In addition, Apple company still dominates over every aspect of their item lines, this in previous times turned out to be a mistake that directed them to a specialized niche in the PC market. The following is a SWOT analysis of key strengths and weaknesses as well as important threats and opportunities.

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Factor I — iTunes

The iTunes line is a leading source of income for the company. This has rendered various Apple products to be compatible with Windows platforms.

Factor II -Loyal Customers

Apple’s loyal clients mean that the company does not have to contest with opponents about prices but concerning reliability and performance. From the financial performance of the company, it has no debts. This is an indication that Apple Company can invest in any challenge that management believes to be appropriate for its course. Because Apple always produces its current items, the company will always entice new clients or motivate repeat purchases from current clients. Apple’s leading suppliers serve as business presentation points. At these points, clients who doubt any features of Apple’s items can get to test them. Finally, apart from telling clients about the features of all Apple’s items, Apple’s website is also used as a sales route to clients who prefer to buy online and direct from Apple company (Bradley, 2013).

Factor III – User Interface

Without a doubt, apple company technicians have an outstanding ability for picturing simple, user-friendly customer interfaces. The Mac computer was the leading innovator in the personal computer segment. The iPod trend was based not only on the physical design, but also similarly on the ease of use of its click-wheel user interface. The iPhone and iPad then changed the tablet and smart phone categories. All past Smartphones were forced into a feature-phone classification, and all past tablets were totally killed as the iOS was so far in advance. The apple User Interface has now expanded into the Cloud. The company has incorporated their iCloud service in such a smooth manner that it is almost clear to the customer. The customer takes a picture on the iPhone it is instantly submitted to the Picture stream in iCloud, and reveals upon the person’s iPad or computer. It will also show up on other specified customers, sharing the same folder.


Factor I — Products

Apple relies heavily on product launch dates to attract attention for its clients. Moreover, the company has poor relationships with other key companies in the marketplace with the ability to take Apple to new levels. However, this only possible through partnership with the companies. A perfect example has been Microsoft company organization. Lastly, compared with the other opponents who have powerful existence in various markets, Apple’s existence is mainly concentrated in Asia, United States and European countries.

Factor II — Compatibility

As a response to a recognized risk from Google, Apple Company recently relaxed, extremely strict limitations for designers that desired to develop applications for the iPhone. It has now allowed them to use a broader variety of computer ‘languages’ with Apple’s operating system iOS. As apple makes 40% off every application sold, they are extremely protective in nature regarding compatibility concerns, and they have failed to react to issues in a timely fashion. All these are weak points that have triggered them to lose business relationships and income in this and plenty of other occasions (Linzmayer, 2004).


Factor I — iPhone

The smart phone industry is still expanding, so I anticipate ongoing growth. Additionally, as I outlined, the smart phone is a product that is changed on a regular pattern, guaranteeing continued sales. Critics like to snicker at the highest market share of Google’s Android operating system OS, but Apple still maintains the highest market share of revenue in the market. In the end, to investors, this is what matters.

Factor II — iPad

There will be tremendous growth in this segment. The iPad is projected to continue dominating the market for some years to come. Ultimately, it will be expected to share the market with rivals. However, in this rapidly growing market, this will not hinder its growth. Most notable, the iPad will be remarkably strong in the enterprise.

Factor III — Mac Computers

With iPads and iPhones leading the way in the business, and the reputation of the brand in third world countries, Mac PCs continue to flourish in terms of sales. Now, the growth rate is sluggish, but this is in comparison to the competitors which is experiencing a slow down. This implies that the Mac is acquiring market share, gradually, but continuously.

Factor iv — Other areas

Rumor has it that Apple will launch a new iTV set. While this is just but a speculation, it remains to be announced and proven. As for other items, Apple is predicted to change something every few years. At least for now, they will be depending on the progress of current items. This will keep providing for both development and outstanding profits to the investor.


Factor I — Competitors

Despite the recent market share, Apple sales are still lagging behind competitors in the PC industry like HP and Dell. Additionally, other Smartphones, which function with multiple carriers, cause a significant risk as the only service provider approved by Apple for the iPhone is ATT, which Consumer Reports rate as the lowest service provider for customer satisfaction. For one of Apple’s leading items, the iPhone, to remain associated completely with a partner that customers have indicated so much discontent with, can endanger Apple’s strategy of interoperability among their items. This is because the iPhone serves as a major inroad for customers, to purchase these other items (Satell, 2013).

Factor II — Pricing

Although apple increased revenue in 2012, this was due to laptops and the iPhone with its related applications. In reality, the revenue of Apple from personal computer systems and iPods were down. Based on Forrester Research the ratio of buyers who believe that better costs exceeds brand commitment has been continuously increasing (Satell, 2013). Additionally, the recent financial crisis has heightened this problem. Apple needs to upgrade a number of its offerings to enable their PCs to be bought at a lower cost. Failure to do this, there is an actual threat of continued loss of market share in the said industry.

Factor III — Counterfeiting

Recently, the New York observer reported a story of a young boy who made thousands of dollars from manufacturing iPhones using parts of he bought from Apple’s foreign suppliers. Additionally, bootleggers abroad have besieged Apple. Excessive production delays and pricing continue to encourage this trend and these threats are likely to erode the company’s market share.

Factor iv — Style

Apple white-colored is the new black in electronic consumables. Although Apple’s items are extremely fashionable right now, they are only available in black, white, stainless-steel metallic finish, which at some level stops customers from showing their personality even at this time. In the past, Apple has proven that it can experiment with shades with strongly shaded laptops. While opponents are providing many strong shades in every segment that Apple company plays in, only Apple’s tiniest items, the iPod Shuffle and the iPod Nano are available with any shade choice and even then the choice is very restricted. The threat to restricting customer options is that it could jeopardize if this technique carries on too long. Therefore, Apple Company could possibly box itself into a corner if they modify strategy too late to match clients (Deidu, 2012).


Apple Company is a relative newbie in the electronic consumables industry. Nevertheless, via advancement and courageous experimentation, they have completely changed the field. They still appear to be somewhat established in their old strategy as a PC hardware and software producer and also appear to be somewhat hesitant to modify their business methods, this could be a prospective drawback. This technique has so far been effective in the last several years as their consumer electronics have grown, but as technology continues modifying, they could easily be remaining behind by the next new items. Furthermore, they seem to be doing the same compatibility errors as they attempt to serve as a firm that engages everything, yet they are hesitant to give up control. Competitors should prevent their errors by opening up to cooperation and by collaborating with other high technical firms.


Bradley, T. (2013). Android Dominates Market Share, But Apple Makes all the Money. Forbes. Retrieved from:

Deidu, H. (2012). The Value of the OS X Monopoly. Asymco. Retrieved from:

Linzmayer, O. (2004). Apple Confidential 2.0. San Francisco, CA: No Starch Press

Satell, G. (2013). Why Apple’s Future is Uncertain. Forbes. Retrieved from:

Apple Signs Deal to Open Connection between iPhones and China Mobile. (2013, December). The Guardian. Retrieved from:

7 Key Strategies That You Must Learn From Apple’s Marketing. (2009). Retrieved from:

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