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Apple Inc.: Using The Boston Consulting Group Matrix

1307 Words6 Pages

Company Overview

Name & Logo Apple Inc.

Headquarters Cupertino, California, United States
Current CEO Timothy Donald Cook
Revenue US$233.72 billion (2015)
Profit US$53.40 billion (2015)

Apple Inc. previously known as Apple computer Inc., incorporated and headquarters in Cupertino, California, United States, by Steve Jobs in 1979 occupies in the design, manufacture and marketing of tele communications, personal computers and portable music players as well as providing a variety of related software OS X, services and applications. (Money.cnn.com, 2016)
Apple offers products and services such as the iPhone, iPad, Mac, iPod, Apple Watch, and Apple TV brands; consumer and professional software applications under …show more content…

The operating profit of the company was $53.40 billion in FY2015, an increase of 35% over 2014. (Statista, 2016)
BCG GROWTH-SHARE MATRIX
Using the Boston Consulting Group (BCG) Matrix will help determine how each product are doing for the company. The matrix examines the product by two dimensions. First, products general level of growth within its market and second, product’s market share in comparison to its largest competitor within the industry. Products are classified into four distinct groups, Stars, Cash Cows, Question Mark or Problem Child and Dog. (Academy, 2016)
The list of top successful Apple products are: iPhone; iPad; Mac.; Apple TV. Apple has a very strong and successful product portfolio and business lines which are at different stages of their respective product life cycle. (The WritePass Journal, 2012)
Product Industry Growth Rate Market Share Competitor Market Share Relative Market Share …show more content…

Mac is surrounded by many mature and successful players such as Lenovo, Dell, HP who have already made their space is the market. There may be less chances of gaining future market share as the technology is slowly moving to a complete portable era. Having said this, Apple Macs are most desired by big businesses due to its fast and reliable and multi functioning operating systems and features. And is also viewed as a luxury item. So further investment could produce both positive and negative outcomes for the company.
Apple TV
Apple TV holds the smallest circle on the matrix and also very little amount of Apple’s revenue. The market for such items are increasing and as demonstrated by the BCG matrix Apple TV is more towards the left moving to the star quadrant. There is possible future fruitfulness as there is news of Apple TV slowly and steadily dominating its market. With further investment from its cash cow products and improved R&D Apple TV could possibly be the next cash cow or even a star product for the company.
Concluding Remarks
The BCG matrix provides further assistance to the company for future decisions. Apple Inc. shines with its iPhone as the Star product, iPad as the Cash Cow along with its Apple TV as the Question Mark which could produce future prosperity for the company and its Dog product the

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