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Apple Inc. Competitive and Marketing Strategies Analysis
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1Apple Inc. Competitive and Marketing Strategies Analysis
Apple Inc. Competitive and Marketing Strategies Analysis
Shikala Pennington
Columbia Southern University
MBA 5501-19Q-3A22-S1, Advanced Marketing
Dr Jon Crispin
January 28, 2022
, 2
Apple Inc. Competitive and Marketing Strategies Analysis
Introduction
Apple Inc. is a U.S. technological company and one of the world leaders in the designing,
manufacturing, marketing, and selling of smartphones, personal computers and associated
software, portable tables, and various wearables and accessories. It also offers digital online
services such as its iCloud, Apple Pay, Apple Music, Apple TV+, Apple Arcade, and AppleCare.
It is considered very successful, as it became the first company in history to reach a valuation of
$3 trillion with total revenue of $83.4 billion for the 2021 September quarter (Nicas, 2022).
Despite its strong position in the market, the company faces stiff competition from other industry
players such as Samsung, Lenovo, Amazon, Huawei, Netflix, and Microsoft in the various
products and services it offers. The company has thus adopted the 4Ps marketing mix to stay
ahead of competition. This report seeks to analyze Apple’s competitiveness as the use of 4Ps as a
marketing strategy that gives it an advantage over some of its close competitors.
Competitive Analysis
Top Competitors
Since Apple has diversified its products and services portfolios beyond its flagship iPhone
and MacBook computers, it faces stiff competition from various global companies as outlined
below:
Smartphone Market: With its signature iPhone smartphone, Apple is the second largest
smartphone producer in the world with a global share of around 26.91%. It lags behind Samsung,
the world leader in smartphone product with its Android system, holding 29.14% of global
market share. Xiaomi holds 10.02%, thus does not pose much of a threat, though it should not be
ignored. While Samsung remains ahead in the number of smartphones sold globally, Apple’s
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