Apple External and Internal Analysis

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Introduction
Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics and computer software products. Established in Cupertino, California on April 1, 1976 in the heart of Silicon Valley, and incorporated January 3, 1977. Apple Inc. used to be called Apple Computers Inc., but dropped the word computer because it wanted to expend its products beyond just computers. Steve Jobs was a co-founder and the CEO before.

Today, Apple operates more than 250 retail stores in nine countries, and an online store where hardware and software products are sold.

SWOT:
Apple Inc., the manufacturers of Macs, iPods, iPhones, iPads and professional software, has achieved great success since it began in 1977. It's difficult to predict what will happen to this company in the future, but a SWOT analysis (which measures the strengths, weaknesses, opportunities, and threats to a business) can help to understand the company's current position and where it may go in the future. Strengths

Apple's strengths are being a design innovator that is ahead of the trends, creating ergonomic electronics that fit people's lives. Specifically, Apple has been able to invest significantly in research and development, having invested $80 million in the quarter ending in June 2010.

Weaknesses
Apple acknowledges that its profitability is dependent on the global economy. Economic downturns can have a significant negative effect on the company, and fluctuations in foreign currencies make profit predictions in foreign markets uncertain.

Opportunities
Apple is expected to introduce a new mobile advertising platform for the iPhone, iPod touch, and iPad. The introduction of this advertising platform represents an opportunity for new revenue sources.

Threats
Apple is involved in several legal actions, including lawsuits alleging patent infringement and antitrust violations. Many of the suits are from smaller companies, but notable plaintiffs...
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