1. Advancement in technology will allow Apple to come up with new products and create new market segment.
2. Improvement in technology will also help the company to introduce efficient-manufacturing systems which will decrease the overall cost of production.
3. Apple is in the Rapid changing industry; innovation is the only way to remain in the industry and be competitive.   
4. Customer Preference changes very frequently. They always look for new and updated products. Being a customer-oriented is the sign of success in this industry.
5. Diversification in related and unrelated business such as: Security devices, soft wares, broadband and PC software are a few of the fastest growing segments.
6. Backward and forward integration may result in lower cost and increase in quality and service.
7. Sustaining low-cost leadership is also an important opportunity for the company.
8. The company must sustain differentiation in iPods, iPhone etc in order to remain competitive.

Threats

1. Advancement in technology obsoletes the manufacturing facilities as well as products of the company.
2. Apple is facing strong competition to sustain its market share.
3. Industry is witnessing strong Price War between PC producers.
4. Apple has Strong competitors in the industry such as Dell, IBM, Intel, etc.
5. Apple has also presence in the developing countries; currency changeability in those countries create problem for its business.
6. The company is facing various problems in developing countries such as: political instability, government regulations, tariffs etc.