SWOT Analysis Of Apple's Success In The Apple Company

It began in 1976 when Steve Jobs, Stephen Wozniak and Ronald Wayne formed a company called Apple Computer. Jobs and Wozniak held 45% of the company each as Wayne owned the remaining 10%. Jobs and Wozniak were younger and had very few assets but Ronald Wayne was older and owned several personal assets. Wayne was scared to put these at risk so he sold his share of Apple Computer back to Jobs and Wozniak for around 800 dollars. Today his share in Apple would be worth over 70 billion dollars which is a clear indication of how Apple has succeeded throughout the years. Apple 1, their first major project, was successful even though they did not have enough money to produce it in large quantities (Himanshu, 2015).From there the company kept thinking
Apple has a competitive advantage over its competitors in many ways.

Brand Strength
According to Forbes (2017) Apple has been the world’s most valuable brand for the past seven years and is worth 170 billion dollars which is 67% more than second placed Google. Samsung, a major rival of Apple in the technology and mobile phone industry is ranked tenth on Forbes list and its brand value is just over four times less than Apple’s at 38.2 billion dollar. The company’s brand strength encourages customers who buy one Apple product to try another as they have many devices that operate in a similar way and have the same software and applications for example the iPhone and iPad.
Apple’s lead over Samsung in the smartphone market has been evident the past number of years and a huge example of this was with the launch of the iPhone 7 in 2016. From the scatter graph we can see that in summer 2016, Apple was selling just over 50% of the smartphones worldwide and Samsung was selling just under 25%. By December 2016, Apple was selling 70% of the smartphones worldwide and Samsungs sales decreased to 17% (Mills, 2017).
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(2017) Apple is destroying Samsung where it really matters http://bgr.com/2017/02/03/apple-vs-samsung-sales-2016/ Financial Times, Definition of customer loyalty http://lexicon.ft.com/Term?term=customer-loyalty Brand Keys (2017) Brand Keys customer loyalty engagement index http://brandkeys.com/wp-content/uploads/2017/09/2017-CLEI-table-of-category-winnersFINALfeb1.pdf Hernandez, R. (2017) Apple has a huge advantage over its rivals ahead of the iPhone 8 release (AAPL) http://markets.businessinsider.com/news/stocks/apple-stock-price-morgan-stanley-note-2017-5-1002022779-1002022779 Millian, M. (2013) Tim Cook Says Old IPhone Is Apple's New Cheap Phone https://www.bloomberg.com/news/2013-09-25/tim-cook-says-old-iphone-is-apple-s-new-cheap-phone.html Gensler, L. (2017) Apple's Stock Soars To Record Highs As iPhone X Hits Stores https://www.forbes.com/sites/laurengensler/2017/11/03/apples-stock-record-high-iphone-x/#795f684874fd Heisler, Y. (2015) Apple’s secret weapon: Incredible customer service http://bgr.com/2015/05/26/apple-customer-service-genius-bar/ Oliver, S. (2012) Under Tim Cook, Apple cracking down on supply chain management