The most important thing to say is that 90’s were the year of the internet advent, so the company was influenced by demographical and cultural trends that were addressed to this new type of communication. This interest of the consumer brought to the famous “Boom” of the technological companies, so 90’s were the years of extraordinary growth for all the tech companies. From a legal point of view, Apple had to fight to maintain its Intellectual property. There weren’t particular law that didn’t allow them to export their products all over the world. Another relevant thing is the target of Apple: in 90’s it was prevalently made by business people, so Apples main force wasn’t the appeal of the devices but their feature.
Nowadays we are living an economic recession, and Apple’s product that aren’t primary goods are vulnerable. For some months this year, low dollar made Apple’s product attractive to foreign customers and the Ipod and Iphone are the most attractive devices for foreign costumer. Legally speaking Apple have same problems about privacy violation and legal action by competitors. Lots of money is also used to carry out the so called “patent wars” which involve almost every tech company. Demographical and cultural trends are the best environmental opportunities for Apple: easy to use devices have an huge market. Only in the USA people from 15 to 24 yo (that is the prevalent target for ipods) are about 45M. The changed lifestyle also is important: internet everywhere, massive communication and stylish, light weight devices are the dominating lead in this market. And Apple know that. Moreover, Apple is becoming a leader in implementing new technologies in its devices[think about multi touch and accelerometers].
Now I’m going to talk about the SWOT analysis. ...