This document provides a BCG matrix analysis of four Apple products: iPhone, MacBook, iPod, and Apple TV. The analysis examines each product's 2014 market share and growth rate to determine their position in the BCG matrix. The iPhone is classified as a star due to its high market share (15.4%) and growth rate (27%). The MacBook is a cash cow with a large market share (9.3%) but low growth (2%). The iPod is labeled a dog with declining market share (5%) and growth (-5%). Apple TV is a question mark with low market share (1.05%) but high growth (17%). The report recommends growth, maintain, harvest, and divest

1. Army Institute of Business Administration, Sylhet
ReportonBCG matrixanalysis ofApple Inc.
Course name: Principles of Marketing
Submitted to:
Shahriar tanim
Lecturer
Submitted by
Md.Rasadul Islam
ID No.10116034
Batch: BBA 3
Due Date: April 10.2017

2. INTRODUCTION
The BCGMatrix
BCG matrix is a framework created by Boston Consulting Group to evaluate the strategic
position of the business brand portfolio and its potential. It classifies business portfolio into
four categories (stars, cash cows, dogs, question marks) based on industry attractiveness
(growth rate of that industry) and competitive position (relative market share). These two
dimensions reveal likely profitability of the business portfolio in terms of cash needed to
support that unit and cash generated by it. The general purpose of the analysis is to help
understand, which brands the firm should invest in and which ones should be divested (1).
To prepare my report I have chosen Apple Inc. because it is one of the global fast moving
technology companies. Among the Apple products i have chosen: IPhone, MacBook, I pod,
and Apple TV
DISCUSSION
Apple was founded in 1976 in California and counts today as a multinational corporation that
designs, develops, and sells consumer electronics, computer software, online services, and
personal computers. It is one of the most famous technology companies in the world, offering
a diverse range of products.
To observe the Apple growth share matrix I select four kinds of products, by which we can
know the market position of this company. Market growth axis, correlates with the product

3. life cycle and predicts the cash requirement a product needs relative to the growth of that
market.
BCG Matrix analysis of my assign products:
Product Market Share
(2013-2014)
Market Growth
(2014)
Relative Market
Share(2014)
IPhone (3) 15.4% 27% 0.62
MacBook (4) 9.3% 2% 0.46
IPod (2) 5% -5% 0.25(appx)
Apple TV(2) 1.05% 17% 0.07(appx)
1.Stars (high growth, high market share)
Among the products that i choose for analysing the BCG matrix IPhones is one of them. In
2014 Market share of apple iPhone is 15.4 percent (Relative market share is 0.62) and growth
rate is 27 percent. The company is selling lots of these products and they bring them great
money. The demand is so high and it keeps growing. . So according to the concept of BCG
matrix any product which has high market growth and market share is classified as star.
2. Cash cows (low growth, high market share)
Relative market share

4. Another product that i have chosen for analysing the BCG matrix Mac Books is one of them.
I think it is under the Cash cow category. In 2014 market share of apple Mac Books is 9.3
percent (Relative market share is 0.46) and growth rate is 2 percent (low). As a popular
computer software that generates huge profit and market share is high. But it’s in the cash
cow category because they are losing growth. They are losing growth because todays’
computing is now moving more mobile moving to phone moving to ipad. Laptops are
becoming less useful in today’s society that’s why they are cash cows products of apple.
3. Dogs (low growth, low market share)
The product I put into the dog category for Apple is their iPods. In 2014 market share of
ipods is 5 percent and growth rate is -5 percent. Their ipods are very simple product that has
been beat by competitors. It’s not growing product as no potential. Its not making the profit
that it should be. Its frequently break even, neither earning nor consuming a great deal of
cash. The era of the iPods is fading and almost nobody buys it anymore. The company should
be aware of this and not investing more in this product.
4. Question Mark (high growth, low market share)
In 2014 market share of apple tv is 1.05 percent and growth rate is 17 percent. Apple TV
makes a bit of money, but it’s not reaching its potential. If Apple can solve a few ecosystem
problems, they could really own the TV space. There are tons of rumors of an Apple TV
product that might just maybe dominate like the iPhone/i Pad
Post analysis strategy
Based on the BCG analysis and above described product market matrix, company has to
decide what objective, strategy, and budget should be assigned to each SBU.
Growth (Build) - strategy
For Apple TV, Apple can use a growth strategy financed by Cash Cows

5. The part of the Cash Cows' revenues would strengthen the positions of Question Marks that
have the potential to become Stars. In that case, Apple can increase its market share
substantially.
Maintain position (Hold) - strategy
The strong positions of the Stars should be maintained. As it is providing high growth rate
high market share
Harvest or milk – strategy
Apple can reduce their investment and try to take out the maximum cash flow from Apple
MacBook, which increases its overall profitability and generate more cash flow
Divest- Strategy
For ipods Apple can release the amount of money already struck in the business.
Conclusion:
Through the whole survey and research, it is very clear that the products that i have chosen
among the Apple products are fall into the four categories of BCG Matrix. And i think that
the four products are fit the BCG matrix correctly and I put them according to their market
growth rate and relative market share. And we can analyze for our future investment decision
by post analysis strategy.

6. References
1. https://www.strategicmanagementinsight.com/tools/bcg-matrix-growth-
share.html
2. Apple Inc., (2014). Form 10-K. Cupertino, CA, United States of America: Apple
Inc.
3. http://www.gartner.com/newsroom/id/2996817
4. http://www.digitaltrends.com/computing/apple-2015-notebook-market-share
5. https://en.wikipedia.org/wiki/Apple_Inc.