Apple Case Study

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Apple offers a range of products, mobile communication and media devices, personal computing products, and portable digital music plays, as well as a variety of software, services, peripherals, networking solutions and third party hardware and software products. Their four main products are the iPhone, iPad, Mac, and iPod.

Apple has strong competition when it comes to mobile devices. Apple has recently surpassed their leading competitor, Samsung Electronics Co. to become the top mobile-phone maker in the U.S. for the first time. Apple has 34 percent of the market while Samsung has 32 percent. Although it only leads by a small percent, this is a large victory for Apple because Samsung has been the leader in the mobile phone market since 2008. Apple sold 17.7 million mobile phones in the U.S. in the final quarter of 2012.The launch of the iPhone 5 helped Apple gain the leader position. Apple’s iPhone sales are at their strongest when a new model is released.

Apple has taken over the U.S., but not the global market. According to Boston-base Strategy Analytic, “Apple remained the third-largest vendor in the U.S., shipping 4.7 million mobile phones for a 9 percent market share”. (Ewing) Worldwide Apple is third in market share, with 9.9 percent of the market. Samsung is the biggest phone vendor with 23 percent of the market, and Nokia is second with 17.9 percent. Apple’s iPhone are more expensive than most Samsung and Nokia smartphones. This is a large factor in why they are third in the global market. Their products are in reach for U.S. customers, but not for buyers in the developing world.

The pressure is now on for Apple. They will need to maintain their market presence leading into 2013. This could potentially be a problem for Apple. They just released their latest iPhone, which brought in a large portion of their sales for the fourth quarter. Their competitors will be coming out with new models. Apple will need to come out with a new device in order...
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