Apple Inc. Company Analysis: Challenges and Strategies

Running head: CAPSTONE PROJECT
Capstone Project
Name of the student
Name of the university
Author note

CAPSTONE PROJECT1
Organisation: Apple Inc.
Project Type
This project is a company analysis which aims to examine the current issues
and problems faced by the company and bring about awareness regarding the
changes in the market scenario in the past year along with the strategies to be
implemented by the company in order to cope with the changing needs of the
consumers. This is a research project that aims to thoroughly analyse the major
challenges faced by Apple Inc. in the year of 2019 and years to come by means of
secondary data collection. The data will be collected from authentic web journals and
company to perform significant analysis using marketing tools.
Justification and Significance of the research project
Apple Inc. has been facing serious issues and is expected to face more
issues in the year of 2019. The year of 2019 is considered to be the most
challenging year for the company as it has witnessed reduction in sales in all their
products starting from Mac to iPhone (Gaus, 2019). Mac sales have flattened in the
past two years and there has been decrease in sales of iPad. The sales of iPad is
expected to go down even further in the next year which poses high level of threats
for the company. However, the biggest concern for the company is the sales of
smartphones.
Moreover, the new iPhones seemed like upgrades from the older version
without visible changes and new features. Smartphone has become dull due to lack
of innovation which is one of the main reason for the decrease in their sales.
Moreover, the US government has slammed 10% tariff on the iPhones and Macs
developed in China (Gibbs 2019). This means that in near future people have to pay
10% extra to an already expensive iPhone which is one of the major concern for the
organisation (Gibbs 2019). The uncertainty between the United States and China
trade policy has resulted in trade uncertainty and Apple stocks have been affected
significantly. Therefore, it will be necessary to move their production out of China to
other countries.
On the other hand, Apple has been involved in a lengthy laws suit with
Qualcomm over patent fees and licensing rates. This has also affected the