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1. Issues
According to the SWOT analysis, there are six issues that could be found as below:
1. Decreasing market share. In fact, Android’s strong capabilities had made it the
number-one smartphone platform in the United States with a 50.9 percent market share in
May 2012. Apple’s iPhone platform accounted for a 31.9 percent share of smartphones in
the United States in May 2012. Thus, there was little doubt that Google intended to exploit
its status as the number-one smartphone platform to end Apple’s dominance over the
markets for smartphones and tablet computers.
2. High price. Many consumers and business users who owned PCs were hesitant to
purchase a Mac because of Apple’s premium pricing. Besides, some technology sector
observers believed that Google’s $199 Nexus 7 tablet computer might challenge the iPad,
but would likely be a more direct rival of other Android-based tablets such as the $199
Kindle Fire.
3. Further change in management. Under Steve Jobs’ leadership, Apple kept bringing
innovative products to the market, while closely guarding the secrets behind its
technology. Apple achieved great success in that period. However, Jobs’ illness eventually
forced his resignation shortly before his death on October 5, 2011. The company’s further
development could be a big challenge to the new CEO—Tim cook.
4. Patent infringements. Google’s entry into the market with its Android operating system
had allowed vendors such as HTC, Motorola, and Samsung to offer models that matched
many of the features of the iPhone—so much so, that in August 2012 a jury awarded Apple
