SWOT ANALYSIS

Strength:

1. One of the greatest pros with iPhone X is dual-lens camera that is likely in a vertical
orientation.

2. Water resistance (up to 30min in 5 feet of water without error)

3. Retro all-glass body is one of the main iPhone X pros users will favor

4. Fast Wi-Fi wireless charging, probably using inductive power, is another big iPhone X
benefit

5. Take advantages of Apple Pencil to communicate with the screen and system. 

Weakness:

1. No iris scanner available in iPhone X is disadvantages over Samsung Galaxy S8 or S8

Plus.

2. No headphone jack is doomed as one of iPhone X cons

3. The lack of USB-C is iPhone X demerit

4. It's disappointing to see iPhone X lacks split tasking, another feature iPhone X
disadvantages over Android.

Opportunity :

1.A Bigger Pitch to Play Your Shot

The modification creates 20% more space, which translates to 145 pt. You don’t need to worry
about your existing app as the app layout or dimension gets automatically adjusted with the
device’s screen size. 

However, it opens a gateway to opportunities for you. You can use the extra space to add the
feature, display content or run an advertisement. It’s desired that UX-UI designers use new
iPhone X artboard size available with their Sketch or Photoshop artboards and choose a
resolution of 375 x 812.
2. Make Impression Vibrant with Higher Pixel Density

As compared to iPhone 8 that boasts to have the pixel density of 401 ppi, iPhone X has got 458
ppi. Extra pixel density means consumers will have a better visual experience. So make sure you
withstand their expectation by offering better quality visuals in your iPhone app.

3. Make Your App More Secure with Face ID

If your app has got built-in TouchID-based authentication as a security

feature, it’s a wake-up call. Apple has replaced it with FaceID and, so don’t
expect iPhone X with the fingerprint scanner. Ewan Spence, a contributor to
Forbes, see this as an act of arrogance by the Cupertino-based company.
Apple thinks that Face recognition is much more authentic than fingerprint.
Opportunities: Branching Into New Markets

The iPhone is a distinguished name in North America, and now it’s becoming common
in Asian markets. In countries like Japan and Korea, they’re loyal to the smartphones
native their land, such as Samsung. But iPhone sales are rising in these markets,
allowing Apple to branch out and take advantage of the growing profits.

The smartphone industry is one built upon innovation. Users want new, better,
upgraded features. They’re on the lookout for crystal clear cameras and longer lasting
batteries and faster processors. Apple emerged as a massive innovator in their field and
they have the manpower and funds to perfect their offerings. For example, they could
offer more emphasis on making the phone more user-friendly for older folks.

But, on the other hand, because they’ve carved out such a big piece of the smartphone
pie, they don’t necessarily feel the need to think as creatively anymore. They’re “set” so
to speak. Other companies can try what Apple isn’t, but they’re easily crushed.

Threat:

1. iPhone X sites in bad situation for its high price tag, from $900 to $1100.

2. Limited option in colors: black, silver and blush gold.

3. The lack of USB-C is iPhone X demerit.

Despite having the means to crush the competition, that doesn’t mean there isn’t. It’s
easy for businesses to come out of the woods because they only have to offer one
simple thing: a cheaper smartphone. Everything is just extra (but many consumers
would argue it’s necessary).
Other colossal names in this space know this. Consider how often Samsung and HTC
offer a cheaper phone with all the bells and features. Large screens, lightning fast
processors packed with apps for Android (the operating system for non-iPhones), and a
long-lasting battery.

Increased competition: Smart phones are easier to make now more than ever. More companies may enter the
market, and competitors or even Apple contractors can maneuver around patents to create similar devices.
Downward pricing pressure: The iPhone is marketed as a high-end phone, but phone prices are almost certainly
going to fall when other companies undercut the price of iPhones.
Difficulty expanding into Asian market: There is less hype and interest in Asia since smart phones are better
known and already widely used

Competition (Palm): Palm has the longest history in PDA market and has experience-developing software for
mobile devices. It is also a well-known brand for business people. Existing software is well established and
compatible with many products for this market. The market is familiar with Palm products; significant
switching costs are involved in going to an iPhone. Palm can add many similar capabilities to their products
that match the iPhone and expand to a wider market through lower cost and higher-power products

2. Product Market strategy:

The first important factor that Apple has used in the marketing of iPhone X is
differentiation. This time Apple has clearly used a strategy to differentiate its
product from the entire crowd including the best premium smartphones currently
available in the market. This differentiation strategy is at the root of the marketing
strategy of Apple iPhone X. The market is full of smartphones and while iPhone has
always remained a celebrity, the challenge from Samsung Galaxy and some other
premium models currently available in the market has been enormous.
Opportunity analysis for Iphone x:
Market segmentation is the process of dividing a broad consumer or
business market, normally consisting of existing and potential customers, into
sub-groups of consumers (known as segments) based on some type of shared
characteristics.

Market segmentation is based on variables such as behavior, demographics

(e.g., gender, age, education, and income), geography, and psychographic
characteristics, or those based on lifestyle and personality. In market
segmentation you are forming customer personas that suit the best for your
brand.

Learn more about what is customer persona and its importance in forming

marketing strategies

Targeting is when the company decides on which target customer

segmentthey want to go after, which they think will be profitable for them.

For Apple, the market segmentation and target are clearly defined as 

 Age group: 22 – 55
 Gender: Male and Female
 Income: Being an affluent brand, Apple targets medium to high-income individuals
 Lifestyle: Income becomes synonymous with lifestyle and since Apple has medium to
high-income individuals as segments, the lifestyle they target is to Modern, young, open
to change etc.
 Behavior: Hardcore loyalists  – Once an Apple user, always an apple user!. These
customer groups become very loyal to a brand and hardly change their brand.
 
POSITIONING OF APPLE :

Positioning of a brand is a marketing effort and can only be done through

promotion and advertising. A company’s brand identity, its elements, its
product and its communication, they all play an important role in
positioning a product.

So, what really is positioning of apple in the market?

In layman terms, positioning is nothing but an emotional value that you have
towards a brand 

Apple is all about the experience, it goes after the emotional branding
something which is felt in the heart and the mind of the customer. 

Apple brand is reflected through their core beliefs about innovation, design,

and imagination. 

All these 3 beliefs are strongly reflected and promoted through their products,

advertisements and customer experiences. 

Apple is positioned as a luxury brand that carries a huge emotional

connection and loyalty among its customers.

Apple’s value proposition

Posted on September 29, 2013 by junyuandeng
A company’s value proposition is as important as a person’s soul. A company without
a clear and singular is like an individual without energy and power. Value proposition
is a company’s strategy that attracts customers to purchase its products. The value
proposition convinces customers that company’s products and service are the best
among all the rivals so that they will buy the products. Apple is a company which has
such a great brand and a great value proposition. When Iphone 4 came out in 2010, it
suddenly occupies the smart phone market. Several months later, people could see
Iphone everywhere. Why are Apple’s products so popular that people decide to
purchase their phones rather than other brands in that time? Let’s have a detailed look
at its value proposition.

First, the Apple company was the first producer who created a powerful and
convenient smart phone with touch screens. Generally, consumers tended to think the
first company that entered the market would produce the best products in that realm.
Plus, the design and ISO operation system of the new Iphone 4 was so unique that
made it stand out from its competitors. Moreover, the Apple’s Apps were connected
to a lot of businesses such as Air Canada, Nike, Facebook; these relationships
certainly render the Apple company a much stronger one in the world. Therefore,
more and more people became aware of the company and the strength of it products.
That was why the Iphone 4 made such an unbelievable purchase storm in 2010 when
it first came out.

Competitive Advantages
If one uses one Apple product it is most likely that there will follow another product
soon. The link between Apple products is extraordinary, they fit together and one is able
to get all out of the Apple network. Apple created also exit barriers for their customers,
because many software solutions are only available with Apple products. On the other
hand software solutions from competitors are available for Apple products, which create
an even bigger competitive advantage.

The Company continues to develop new products and technologies and to enhance
existing products that expand the range of its product offerings and intellectual
property through licensing and acquisition of third-party business and technology,
which is reflected in their research and development spending.
 Pricing strategy
Competitive based pricing strategy

I-phone X current price is $725 and its closely competitor brand galaxy S9 price is $720

Customer Value Based Pricing Strategy for I-phone x:

Most of the customers are upper class so they have developed their pricing strategy based on

customer’s level.

Distribution channel:

They are following multiple channel -direct and semi direct sales.

Apple I-Phone X

Third Party
Direct sales force
wholesaler

Final
Retailer Retailer
Customer
On-line Store Retail Store
Final Final Final
Customer Customer Customer
Final Customer Final Customer
Recommendation:
At present I-phone market performance is very well and their unit sales of 2018 is 217.72 but they have
some lacking. Such as the lack of USB-C is iPhone X demerit and It's disappointing to see iPhone X lacks split
tasking, another feature iPhone X disadvantages over Android. So, we think that if Apple focus on those problems
then it can bring more success for them .