Apple Inc in Retailing

March 2017

Apple’s retailing business remains a core part of its overall development strategy; its flagship stores (which are in the middle of a redesign) and its in-store service offer support to the brand’s premium positioning. A lack of meaningful product development and a bump in the road in China means the company has had an atypically difficult 2016, with product volume sales slumping. It still has very deep pockets and explosive potential, but faces an increasingly credible range of competitors.

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Euromonitor International's report on Apple Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Retailing market and the global economy. Company and market share data provide a detailed look at the financial position of Apple Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Apple Inc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Apple Inc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Retailing research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key company facts
Apple stumbles, but remains strong
Latest financial data
R&D and the killer launch
SWOT: Apple Inc
Apple’s wider corporate strategy in 2016
Strategic objectives and challenges

Competitive Positioning

Apple falls into line with global electronics specialists market
Electronics retailers suffering from price pressure

Geographic Strategy and Opportunity

US still core business, but Apple aims to reduce exposure
4-phase entry minimises risk in international markets
Physical store share still important to Apple for global growth
Apple sees reversal in China, with external factors at root
Apple’s store-based presence expands to 20 countries in 2016
Middle Eastern promise
Dynamic markets offer problems and potential

Global Retail Strategy

Multichannel review: How Apple makes its money
Physical stores key to global retail strategy
Internet performance tracks stores
Stores still key in new markets
Angela Ahrendts emphasises the importance of personnel
Reboot of stores ongoing

Product and Services Strategy

The Apple ecosystem makes for loyal consumers
Apple Music sees company lining up with new market norms
Rethinking payments in their own stores and beyond

Brand Positioning

Apple’s premium position reflected in products and retail combined


Limited number of manufacturing partners


Apple needs to avoid complacency

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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