1. Mission Statement Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

2. Strengths Apple Computer are expert in developing own software and hardware Apple’s niche audience and brand loyalty provides the company with some flexibility from the direct price competition. Innovative design of desktops, notebooks, mobile phones, and computer tablets Low debt—more maneuverable Partnership with Intel Computers in 2006 to present Strengths with the operating Systems (iOS, OS X) First mover in relatively seamless integration of hardware and software in the iPod, iPhone, and iPad iPhone is a high source of revenue

3. Strength of iPhone Percent '102010Percent '092009Percent '082008 Desktops10%620110%432415%5622 Portables17%1127822%953523%8732 iPod13%827419%809124%9153 Other music related product and services8%49489%40369%3340 iPhone and related products and services39%2517930%1303318%6742 iPad and related products and services8%49580%0 0 Peripherals and other hardware3%18143%14755%1694 Software, service, and other net sales4%25736%24116%2208 Total Net Sales100%65225100%42905100%37491

4. Weaknesses Weak relationship with Intel and Microsoft Weak presence in business arena Weak presence in markets other than education and publishing In the past, the relationships between Steve Jobs and the employees were not good which resulted in a loss of reputation The product life cycle of Apple products are very small for that reasons revenues are more depend on launch of new products and services

5. Smartphone Platforms Source: http://www.readwriteweb.com/mobile/2011/03/android-top-smartphone-in-us-reports-comscore.php