Thispaper provides a Boston Consulting Group (BCG) Matrix analysis ofApple Inc. The matrix is used to help choose which product should behighly prioritized and which product isn`t worth the investment. Themodel contains four classes: stars (growing demand and high marketproportion), cash cows (no demand and considerable marketproportion), dogs (no demand and low market proportion), and questionmarks (growing demand and low market proportion) (Doherty & Lu,2012). In the year 1976, Apple was established in California. Itoffers various products such as smartphones, iPads, iPods, iCloud,Mac computers and accessory devices.
Figure 1 BCG Matrix Table
Asshown in figure 1 above, the model classifies Apple products intoiPhones, Mac computers, Apple Watch, iPads, iTunes, Apple TV, andiPods. The cash cow quadrant contains Mac computers and iPhones. Thetwo products are the highest Apple earners with a constant growth insales annually. Next, the star quadrant contains Apple watch, iPads,and iTunes. These products have experienced high sales and bring inhuge revenue. Additionally, their demand is growing at a high ratesuch that the company has to keep producing to meet customer demand.Apple TV falls in the question mark quadrant. The product bears somefruit, but there is no proof of growth just yet. It does not earnApple much income, but Apple has not pulled it out of the market justyet. Finally, iPods fall squarely in the dogs quadrant. It was atsome point a huge seller for Apple, but its growth stagnated. Nobodypurchases iPods anymore. Therefore, Apple should stop investing init.
Doherty,N., & Lu, F. V. (2012). Strategic Marketing: Models andPlans. ServiceScience Research, Strategy and Innovation: Dynamic KnowledgeManagement Methods: Dynamic Knowledge Management Methods,417.