•    Apples market share is far behind from major competitor Microsoft.

•    In past the relationship between Steve jobs and employee were not good which result in reputation loss.

Opportunities

•    Increase in worms and viruses on PCs so the antivirus solution can be developed by Apple

•    Large population (Gen X&Y) which are extremely individualistic and name brand conscious.
•    The ties of apple other companies are weak, Apple can develop good relationship for joint ventures

•    Downloadable music and MP3 players are highly marketable.

•    The online sales of computer are increasing with rapid speed.

•    The laptop market growth is high; Apple Computers should focus to develop new models to cater the need of customers.

Threats

•    Companies not seeing Apple as compatible with their software.

•    Apple facing strong competition from Dell, HP, Sony and Toshiba in laptop segment.

•    Downloading free music from other online source without paying cost is common it may impact the iTunes sales.

•    Apple software, Cell phone and hardware are expensive as compared to other competitors such as Dell.

•    The long lasting recession may impact the sales of the company due to higher prices of the products and services

•    Microsoft launched Microsoft Vista, Windows 7 which is gaining market share.

•    The switching in technology is very fast.