Apple SWOT Analysis

Apple Inc. is an American multinational corporation, which designs, manufactures and sells personal computers, consumer electronics and software, and provides related services. Apple's most successful products and services that include iPhone, iPad, Mac and iTunes.

Strengths
One of Apple's main strengths is their advertising capabilities, which increase brand awareness and create a stronger demand for the company’s products. Even though Apple spends less on advertising, it still achieves greater brand recognition and more revenue for the money spent than Samsung. Another strength of Apple's is their strong and extensive U.S. distribution channels. Apple is well-known for employing multiple channels to deliver its products to customers. The company uses direct distribution channels such as its online stores, direct sales force and retail stores.

Weaknesses
Apple's main weakness is its overdependence on iPhone sales. It is the most important revenue source for Apple, accounting for 66% of the company’s total sales. Another weakness of Apple's is its incompatibility with other OS. Apple’s proprietary operating systems iOS and OS X are quite different from the OS of both their Android and Windows rivals. So it makes switching between OS difficult for some users.

Opportunity
One opportunity that Apple has is the Health-related wearable gadgets could be introduced to the market. With the rise in products like the Fitbit, the world is interested in technology that helps us increase our health. The company could introduce its own range of wearable health gadgets, which for example could monitor calorie intake, sugar and hydration levels, heart rate and blood pressure.

Threat
Apple's main threat is the strong US dollar. Current forecasts indicate that the U.S. dollar exchange rate is going to rise further against other currencies over the next few years. This, therefore, means that Apple’s revenue and profits generated outside of the U.S. are likely to decrease when converted to U.S. dollars