Apple’s Competitive Positioning


Apple is currently positioned at the top end of the technological market. Due to the release of its latest model, the iPhone X, it managed to corner roughly 50% of the world’s smartphone market in the last quarter of 2019 (Mahajan 2020). In between producing flagship models, the company holds firmly unto at least a third of the entire market. With a strong brand name, loyal consumer base, massive yearly revenues, and significant investments in the R&D department, the company managed to remain strong throughout the 2010s, successfully showing the capacity to carry out the legacy of Steve Jobs (Birkinbine, Gomez & Wasko 2016). Nevertheless, the technological market remains highly competitive, as all businesses, from mega-corporations to small startups are seeking to steal away Apple’s competitive advantage. The purpose of this paper is to critically evaluate the company’s existing competitive positioning as well as potential venues as to how it may evolve.

Apple’s Current Competitive Positioning

Competitive positioning stands for the ability of the company to carve up one’s own piece of the market by differentiating itself from others and providing value that nobody else could. Apple’s competitive positioning at the moment is comprised out of internal and external factors. The company’s external positioning and environment can be evaluated through Porter’s Five Forces (Douglass, Ford & Essam 2015):

  • Competitive rivalry: Strong force. The company faces aggressive competition from various companies, such as Samsung, Sony, Huawei, Xiaomi, Meizu, and others (Birkinbine et al. 2015). The reason why this force is labeled as strong is due to the fact Apple has a relatively low differentiation of products – it focuses on high-end models meant for premium markets, thus leaving lower price tags to be claimed by their competition. In addition, due to similar functionality between different brands, the costs of switching are not very high, which adds to the aggressiveness of advertising and constant comparisons between Apple and other phones (Birkinbine et al. 2015). Although Apple maintains its presentation as a premium model, Samsung and Huawei have models similar in price and functionality, while quickly gaining prestige.
  • Bargaining power of buyers and consumers: Strong force. Although the number of products purchased by individual customers is relatively small, usually constituting only a phone plus some accessories, the customers have plenty of opportunities to switch to a competitor phone (Birkinbine et al. 2015). Costs of switching are typically not high, especially when going for a model in the economic segment. Finally, customers in the electronics market are especially well-informed, capable of comparing models using the Internet and understanding the differences between multiple features. Any significant flaws in the model are quickly exposed, leading to a poor reputation and decreased sales. Byers is capable of forming online communities and placing pressure on the company (Birkinbine et al. 2015).
  • Bargaining power of suppliers: Weak force. Suppliers traditionally have a submissive position in the high-tech industry due to the wide availability of standard components and parts as well as contractual obligations (Birkinbine et al. 2015). Apple’s conditions towards its suppliers prevent them from selling parts that could be used to create or repair iPhones and other products to 3rd-party producers, effectively tying them to the company. On the other hand, working for Apple can effectively support 100% of the supplier output, effectively making certain suppliers Apple-exclusive (Birkinbine et al. 2015).
  • The threat of substitution: Weak force. While separate phones, cameras, and computers exist, it is unlikely for customers to purchase three of these items in order to replace the functionality of 1 smartphone (O’Rourke 2018). In addition, the performance of the iPhone surpasses the performance of standard digital cameras and cellular phones, making it even less likely for individuals to substitute their devices for analogue services (O’Rourke 2018).
  • The threat of new entrants to the market: Moderate force. The availability of basic components and parts enables companies to design and produce services and products that are similar in nature to those of Apple (O’Rourke 2018). The development of the global economy and the availability of cheap Asian workforce allows for the creation of new tech companies that would seek to compete with Apple for market share. Nevertheless, the majority of new entrants will take time to make their brands known (O’Rourke 2018).

As it is possible to see, currently Apple is positioned favorably in the external marketing environment. However, the competition is seeking to supplant these positions in the long-term (Heraclios & Papachoni 2015). Samsung, which is considered Apple’s main competitor, does not only produce a broader range of equipment but also tends to sport higher functionality for the same price. Apple’s main selling point, besides the brand name, is its propensity towards innovation. Samsung and Chinese companies, in particular, have a tendency to copy or create analogous functionality in a very short time in order to minimize Apple’s competitive advantage. In addition, the Android platform is more wide-spread and inclusive when compared to Apple’s iOS and closed-off systems (Heraclios & Papachoni 2015).

In order to maintain a strong brand image and create a loyal customer base, Apple has been actively engaging in relationship marketing (Jannesson, Nilsson & Rapp 2017). It features a multitude of benefits to its members, ranging from the closed-off (and inherently more secure as a result) operational system, the ease of data backup, recovery, and transfer, as well as various boons for subscribing to their technology. Based on the Ladder of Loyalty ratings, the majority of Apple’s customers have become their advocates, encouraging others to buy their products as well as coming up with excuses and apologetics for any blunders the company had throughout the last decade (Janesson 2017). Almost every Apple product, despite the benefits, also came out featuring significant design flaws, be that the capacity to bend from prolonged carrying in the pocket, the long-standing cooling issues in MacBook Pro, or the poor chip soldering in MacBook Aero (O’Rourke 2018). Although the company was eventually forced to address these flaws, what could have been a major disaster instead left a fleeting impression due to high levels of trust between Apple and its consumers.

If we apply the 6 Markets Model to Apple, it would be easy to discover that the company has a strong position in 5 out of 6 markets, with the exception being made to the referral market (Laszlo & Zhexembayeva 2017). This comes from the fact that while Apple produces valuable and noteworthy products, they are not essential to any specific industry sectors. While Apple is making venues into the medical field by producing specialized software dedicated to surgery, scanning, and other applications, these specialized goods constitute a very small representation in the overall medical market (O’Rourke 2018). Apple is a luxury brand company, not a specialized equipment vendor.

Possible Position Changes for the Future

Apple’s brand sustainability currently resides on three major advantages: the social component (loyal userbase), the brand image (propensity towards high-tech), and the beautiful software design (secure, free of bloatware) (Birkinbine et al. 2016). However, should Apple lose even one of these advantages, its competitive position would be denigrated from amazing to average. In the future, there is great potential for it to happen. Primary competitors, at this stage, have much more accessible systems that are more prone to bloatware. It is likely for them to evolve and become leaner, matching both the functionality and security of iOS (Birkinbine et al. 2016). Google’s Pixel phone already does that, running on its own operating system. The moment the landscape of mobile phone operating systems changes to a higher standard, matching that in the PC industry, Apple’s iPhones are going to lose one of their core advantages. It is already visible in laptops and personal computers – Windows users have no incentives to switch to Mac, while Mac’s audience is retained only through familiarity rather than functionality (Mahajan 2020).

Beautiful technological packaging has always been Apple’s strong suit – iPhones, thin MacBooks, and other products created by the company are aesthetically pleasing (O’Rourke 2018). However, that has since become a standard for most companies, even those producing phones in the economy sector. Apple’s capacity to innovate, despite the growing expenses in the R&D, has been called into question, as there have been no revolutionary changes to their products beyond cosmetic changes (Mahajan 2020). Without innovation, their competitors would be able to match Apple’s hardware and already do.

Finally, the existence of cross-platformer programs threatens Apple’s relationship marketing strategies. Integration with Android-based services and platforms reduces the incentives for customers to purchase Apple and stay loyal to the brand, as they could get Apple’s functionality from these cross-platformers (O’Rourke 2018; Mahajan 2020). Examples of such include Apple Music, which is available to both iPhone and Android users. While this may seem like an attempt to grab at Android markets, it may have an opposite effect. Therefore, all three major competitive advantages of Apple are under threat in the near future.

The company could prepare for the inevitable changes by either strengthening their three pillars or building additional ones. It must be admitted that revolutionary innovation is a stroke of genius that cannot be generated at a constant basis each year. The competition will inevitably catch on and take away some of Apple’s core markets. This could be counteracted by expanding Apple’s product line to include the economy sector, which offers a wide untapped potential for expanding. In addition to claiming many new customers, the company would be able to cultivate brand loyalty among them, turning them from suspects into advocates. Second, Apple could make its iOS systems more exclusive and more usable at the same time (De Chernatony et al. 2000). In combination with the first proposition, it will allow the company to make its client-base more widespread and more tied into the company’s own servers. Cross-platformers should be rejected, as they would only benefit the competitor’s Android platform.

Lastly, Apple should focus on improving the excellency of its hardware. The company built its reputation on building reliable tech. However, the blunders of the past decade, while not affecting the opinion of Apple among the majority of its old userbase, will disappoint the newcomers. Demographic changes indicate that younger generations are more enlightened and demanding towards their hardware, and not afraid to broadcast their outrage regarding poor performance on the Internet (David & David 2016). In order to maintain a healthy relationship marketing with these new customers, the company will have to improve its quality, possibly at the cost of overall profits they derive from manufacturing goods in China, and selling them off incredibly expensively in the West.


Birkinbine, B. J., Gómez, R. & Wasko, J. (2016) Global media giants. New York: Routledge.

Douglass, W., Ford, J. & Essam, I. (2015) Strategic marketing: creating competitive advantage. 3rd edn., Oxford: Oxford University Press.

Heracleous, L., & Papachroni, A. (2016). Strategic leadership and innovation at Apple Inc. New York, NY: Sage.

Jannesson, E., Nilsson, F. & Rapp, B. (2016) Strategy, control and competitive advantage. Berlin: Springer.

Laszlo, C. & Zhexembayeva, N. (2017) Embedded sustainability: The next big competitive advantage. New York: Routledge.

David, F. & David, F. R. (2016) Strategic management: A competitive advantage approach, concepts and cases. New York: Pearson.

De Chernatony, L., Harris, F. and Dall ‘Olmo Riley, F. (2000) ‘Added value: its nature, roles and sustainability’, European Journal of Marketing, Vol. 34, No.1/2, pp. 39-56.

Mahajan, S. (2020). Mobile tracking software market size & share analysis report, 2019-2026. Web.

O’Rourke, A. D. (2018) The world apple market. New York: Routledge.

Walmart Business-Level Strategy & Corporate-Level Strategy

What Will You Get? is a professional writing service for anyone who needs help with their essay, research paper, or other writing assignments. We provide high-quality content at an affordable price, in a convenient and timely manner.

Premium Quality

Get result-oriented writing and worry no longer about your marks. We adhere to the highest quality standards to ensure you receive flawless assignments. Every essay or paper we complete is thoroughly checked before it reaches the customer--we have a strict quality assurance process in place to produce only the best work.

Expert Writers

Our writers have experience working with papers at all academic levels. You can confidently rely on our skilled professionals' knowledge. We understand that not everyone has the time they need to meet deadlines--to make it easier for our customers, we offer 24/7 support through different channels such as live chat and email so that there's always help when you need it.

On-Time Delivery

Your deadline is our success metric, and we take it extremely seriously. We ensure that you receive your papers before the deadline you choose. You can order an essay and have it delivered to you within 3 hours! If that's not enough for you, we also offer a 24-hour rush option. Don't sweat it! Our writing service can help you brainstorm, find interesting topics, or even do all the work for you. All you have to do is give us a topic and our professional writers will take care of the rest in no time at all.

24/7 Customer Support

There is always a member of our customer service staff available to react to your inquiries. Contact us if you have any questions or concerns. We have access to thousands of experts in multiple fields of study and we have been providing our services for years now. You will never have to worry about quality again — our essays are always original and well-researched. We understand the struggle - we've been there too. That's why we offer our customers 24/7 customer support and fixed prices that are always transparent.

Total Confidentiality

Relax while we help you with the writing of your essays. We have a strict policy regarding the confidentiality of your personal and order-related information. We offer a variety of payment methods including credit cards and PayPal which allows for fast transfer of funds into your account after ordering. You can also make payments at any time using your credit card or when funds are due using PayPal automatic withdrawal from your bank account or credit card balance without having to log into your account.

Authentic Sources

We guarantee that your essay will be thoroughly screened for plagiarism and grammatical issues, as we only use credible, trusted sources. At, everything is done according to your instructions - that means no plagiarism will ever be detected. That also means more money in your pocket as well as a perfect paper to submit as your own work.

Moneyback Guarantee

Still hesitating to place an order? Our 100% Money-Back Guarantee protects you in the unlikely event that you are not happy with the writing.

Preferred essay writer

At any time, hire your favourite essay writer. Simply indicate if you would like your favourite expert to compose your paper, and we will make it happen. We only select the best, most qualified essay writers to join our team. These people have years of experience in essays, research papers, term papers, dissertations, and more. We also prefer to hire essay writers with English as their first language as we want your satisfaction to be guaranteed every time.


Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.

Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.


Trusted Partner of 9950+ Students for Writing

Priority is given to customer pleasure, and we try every day to enhance custom essay writing. We ensure that only the most qualified and knowledgeable writer will complete your project. Your directions will be followed precisely, including all specifics. Editors will proofread each sentence, correct typos, and rectify grammatical and lexical errors.

Professional Essay Writer at Your Service

Quality over quantity is a tenet that Essaywriter adheres to. Our team is the best of the best. In addition, we select writers based on their academic credentials, enabling us to increase the overall field specialization depth! This version enables consumers to buy an essay or any other type of project from our fast paper writing service; just be sure to select the most qualified writer.

Write My Essay Service Helps You Excel!

If you are seeking for a reliable essay writing service that can complete a lengthy report for a reasonable fee, you have come to the perfect place. We recognize that each client has distinct requirements, thus we will tailor each product to meet those specifications! We recognize that it is difficult to balance everything in the agenda. By using our expert writing service, you will no longer need to wonder, "Who can help me with my essay?".


Compared to other essay writing services, our firm cares about its customers and offers premium services that are affordable for any budget. We understand how challenging it can be for students to earn or save money, therefore our costs begin at just $13.99 per page. Because of this, we have a large number of repeat customers that utilize our services frequently. Essaywriter's objective is to provide a cheap online essay service.

Plagiarism Report

You no longer need to be worried about plagiarism. Get a plagiarism report to validate the originality of your work.

Free Features $66FREE

  • Most Qualified Writer $10FREE
  • Plagiarism Scan Report $10FREE
  • Unlimited Revisions $08FREE
  • Paper Formatting $05FREE
  • Cover Page $05FREE
  • Referencing & Bibliography $10FREE
  • Dedicated User Area $08FREE
  • 24/7 Order Tracking $05FREE
  • Periodic Email Alerts $05FREE

Our Services

Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.

  • On-time Delivery
  • 24/7 Order Tracking
  • Access to Authentic Sources
Academic Writing

We create perfect papers according to the guidelines.

Professional Editing

We seamlessly edit out errors from your papers.

Thorough Proofreading

We thoroughly read your final draft to identify errors.


Hire Your Personal Essay Writer Today

With our essay service, you'll find an essay writer for any task. Their rating is based on previous customer reviews and successful orders. Before you hire a writer, you can familiarize yourself with their track record in detail!

Check Out Our Sample Work

Dedication. Quality. Commitment. Punctuality


It May Not Be Much, but It’s Honest Work!

Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.


Happy Clients


Words Written This Week


Ongoing Orders


Customer Satisfaction Rate

Process as Fine as Brewed Coffee

We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.

See How We Helped 9000+ Students Achieve Success


Why students choose Essaywriter Essay writing service?

Essaywriter is a reputable, trustworthy, rapid, and well regarded online essay writing service that offers cheap, high-quality papers. We offer an exceptional service and a multitude of outstanding features, including:

Our authors offer the greatest essay writing service since they hold degrees in a variety of fields. From MBA to law to nursing to business, we cover nearly every degree. Our writers can compose any type of essay, including creative, critical, and scientific articles. We employ the greatest writers in the United States to ensure that you obtain the best essay writing services.

  • Clear elicitation of your requirements.
  • Customized writing as per your needs.

Essaywriter Offers an Outstanding Essay Writing Service with No Risks

We recognize that ordering an essay online may appear intimidating. There is a possibility that the quality or formatting will be inadequate. When working with tight schedules, these dangers cannot be tolerated. Therefore, we evaluate the degrees and qualifications of our authors before hiring them. Our writers are actual persons, and we evaluate samples of their past work to ensure that it corresponds to all American university criteria. We mitigate the hazards, so you can feel secure knowing you're collaborating with a reliable professional essay writing service.

  • Proactive analysis of your writing.
  • 24/7 proffesional customer service.

Hire a Skilled Essay Writer and Get More Done!

Are you entirely overwhelmed by work? Having difficulty juggling everyday, work, and other responsibilities? You've come to the right location, as we will alleviate your concerns. Request "write my paper for me," and we will provide you with access to hundreds of competent and experienced writers. Choose an essay writer, provide them with all of your instructions, and then catch up on work or other responsibilities, secure in the knowing that you will receive a high-quality assignment before the deadline.

  • 100 percent unique content based on the instructions you provide.
  • we offer top-notch essay writing service to boost your grades.
Place an Order Start Chat Now