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)

• 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

• 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

• 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.

• Computers

• Phones

• Ipod

• IBook

• Games Consoles

2020

SUBSTITUTES

• Smartphones

• Tablets

• IPad

• Kindle

• Computer

• Game consoles

  
  

  COMPLEMENTS

• Airpods

• Apple Watch

• Cash payments

• 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.

  
  

• 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.

• 
  

• 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

• Nokia, Samsung, Blackberry

• Media players (mp3)

2020

• Samsung

• Other smartphone companies

• Other ecosystem alternatives

• Gaming consoles

• Streaming services

• Cloud services

• Wireless headphones

• 
  

• 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