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.

Strengths iTunes Music Store is a high source of revenue, especially with the accessibility on Windows platform. Apple Computer are expert in developing own software and hardware Apple’s niche audience provides the company with some lagging from the direct price competition. Innovative design of desktops and notebooks Web technology can be used to improve product awareness and sales Low debt—more maneuverable Apple Computers have good brand loyalty Partnership with Intel Computers in 2006 to present Managing product mix Strengths with the operating System (OSi) First mover in relatively seamless integration of hardware and software in the iPod and iPad Introduction of trendy retail stores

Weaknesses Weak relationship with Intel and Microsoft Weak presence in business arena The product life cycle of Apple products are very small for that reasons revenues are more depend on launch of new products and  services Weak presence in markets other than education and publishing Slow turn around on high demand products Apples market share is behind from major competitor Microsoft In the past, the relationships between Steve Jobs and the employees were not good which result in reputation loss