# data[].attributes.body
2007

Computers

Phones

Ipod

IBook

Games Consoles

2020

SUBSTITUTES

Smartphones

Tablets

IPad

Kindle

Computer

Game consoles

COMPLEMENTS

Airpods

Apple Watch

Cash payments

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2007

Emerging market. With few dominant players. Apple just launched its smartphone with significant innovation (mainly the touchscreen).

Competitors: Few major players (Nokia, Motorola and BlackBerry).

High product differentiation. Each brand offered their own operating systems and hardware features.

Attractiveness: High for Apple due to high differentiation and not many competitors.

2020

Mature market. Saturated, with lots of competitors and intense price competition.

Competitors: Plenty and in different ranges and segments (Samsung, Huawei, Xiaomi, OPPO, etc.)

Low to moderate product differentiation. Similar hardware and software options. Advantages rely on ecosystem, brand loyalty or pricing.

Attractiveness: Lower for new entrants. High entry barriers, high R&D costs and price competition. Apple depends mainly on their ecosystem and brand loyalty.

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2007

Highly dependent on suppliers - Almost all hardware components.

Apple depends a lot on Foxconn for example.

Low supplier competition. Not many options.

Suppliers played important role in final prices.

Mid bergaining power.

High switching costs between suppliers.

2020

Move to a vertical integration of the supply chain but still depend a lot on different suppliers.

Qualcomm main smartphones suppliers.

Acquired Intel modem to produce in house components as 5g.

High switching costs between suppliers.

Increase in bergaining power in comparison to 2007.

# data[].attributes.body
2007: moderate

blackberry, Nokia, Motorola, Samsung

Competition's lower prices, with less features

Key: differentiation, premium segment

2020: high

market mature

high competition worldwide

economies of scale

price competition

Similar ecosystems in the market

Not only smartphones but streaming platforms, payment services, cloud storage services

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2007

Nokia, Samsung, Blackberry

Media players (mp3)

2020

Samsung

Other smartphone companies

Other ecosystem alternatives

Gaming consoles

Streaming services

Cloud services

Wireless headphones

# data[].attributes.body
2007: relatively high

dependence on third parties for almost all components

few supply alternatives

low power from Apple to influence design

2020: relatively low

Vertical integration

Developing own components

Economies of scale

still high in some components such as screen displays

Higher bargaining power from Apple

# data[].attributes.body
2007

Mobile phone Market Mature

They entered with a huge innovation that changed the rules of the game: Used their previous experience with the Ipod and added new features to build an innovative phone with internet access.

Emerging markets and Internet demand propelled smartphones

Large amount of R&D budgets

2020

Service trends

Large amount of R&D budgets

Radical innovations to attract the users

MAnufacturers offer low prices devices

# data[].attributes.body
2007: relatively low

Apple at the forefront, vanguardists

high brand loyalty

Apple ecosystem integration

2020: still low

High entry barriers

Market mature, more competition

Big players, economies of scale

Strong supply chain relationships

Apple software ecosystem, loyalty

# data[].attributes.body
2007

Strong loyalty due to new iPhone characteristics and innovation.

Buyers paid premium prices.

Limited choices in the smartphones Market. They create this new segment.

2020

Still loyalty but it has decrease due to competidores as Samsung and Huawei.

Prices of technology and smartphones have decreased.

Many smartphones options. Prices, features and characteristics.

# data[].attributes.body
2007

Buyer power is relatively low

high fidelity to Apple

limited competition

No subsitutes as far as design and UX

2020

Buyer power is relatively high

more competitors (market mature)

lower prices, good quality

variety of features

price sensitivity

There still remains a moderate - high switching cost (change in OS, interface, Apple ecosystem)