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Thomas Unterstenhoefer
Do things accurately and with passion.
Do things accurately and with passion.

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Apple SWOT Analysis 2017
Continuously more Ss in SWOT
It's a Long Way to Tipperary Enter Businesses

Here is a revamped version of my SWOT Analysis including some groundbreaking decisions and engagements including the announcement of partnerships with IBM (2014), Cisco (2015), and SAP (2016).

The deal with China Mobile, iOS in the car, engagement in mobile payment systems with Apple Pay, development of disrupting technologies based on wearables, the partnership with IBM, CISCO, and SAP are essential parts of Apple's long-term strategy to open the doors of big and medium-sized businesses.

The Indian government didn't allow the import of refurbished iPhones. The main reason for not granting the application was that it will confront the ’Make in India’ initiative and burden the country with electronic waste. This problem seems to be solved now with the start of "Made in India" iPhones, a first step to break into one of the biggest emerging markets.

Strategic Partnerships ...

In 2014 Apple and IBM announced an exclusive partnership aiming to redefine the way work will get done, address key industry mobility challenges and spark true mobile-led business change. With IBM’s unparalleled industry expertise, businesses can take the first step in empowering their workforce through mobile technology. These apps, exclusively for iPhone, iPad, and Apple Watch, give enterprises a simple way to solve workflow and role-specific challenges, while transforming industries from the ground up.

Cisco's CEO Chuck Robbins gave voice to the new Apple-Cisco partnership:

"I’m thrilled about our new partnership we announced today with Apple. We are coming together to optimize Cisco networks for iOS devices and apps, integrating iPhones with Cisco environments and providing unique collaboration capabilities on iPhones and iPads. Together, we will enable mobile apps and experiences that deliver the quality and experience we need while meeting enterprise requirements for management and security."

But there are also setbacks ...

China's government is always good for surprises. Apple finds itself in new heat with Chinese regulators. News surfaced that its iBooks Store and iTunes Movies services were suspended in the country at the request of government regulators. The services opened in the country just six months ago, with the blessing of the authorities.

With Huawei (8.9% China), Oppo (5.7% China), and BBK (4.8% China) Samsung (20.5% Korea) and Apple (14.4% USA) are under pressure regarding worldwide smartphone sales. In my opinion it doesn't take a long time until Samsung and Apple will be overtaken by a Chinese company. I think this won't be a problem for Apple with its strong position in the high-end market but for Samsung.
(Stats 2016 by Gartner)

Summary ...

After Steve Jobs' death many publishing media rumored that Apple's power of innovation would be over. The contrary is the case and after the tech visionary Steve Jobs the business visionary Tim Cook took successfully control by delegating the technology area.

Companies that continually create value over the long term - meaning decades or more, learn how to ingrain the ability into their corporate makeup; it becomes part of their culture and DNA. They create value, jobs, and growth because of their ability to institutionalize innovation.
(Andrew Taylor, Boston Consulting Group)

About the map ...

A SWOT analysis is used to evaluate the Strengths, Weaknesses, Opportunities, and Threats in a business venture. It's used in any decision-making situation when a desired end-state has been defined.

SWOTs may look completely different if created from external or involved people. They also may change within a short timeframe depending on business risks of the company itself or its competitors.

Related ...

Apple - IBM Partnership

Apple - Cisco Partnership

Apple - SAP Partnership

IBM MobileFirst for iOS

Feel free to download my concept map as a PDF file

Thanks for paying attention.


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R.I.P. Windows and Blackberry.

Market share isn't everything but a good indicator of the developer's ability to bring the power of mobile devices to the people.

It's not only the price which affects the market (except for emerging markets) but also the

• availability of high-quality apps
• innovative approaches
• durability and design
• ecosystem
• continuity
• simplicity
• support

which convinces people in the long-term to stick with a product/operating system and remain loyal customers.

It must always be kept in mind that iOS runs on a handful of devices whereas the number of different devices running Android is near to 18k.

It's also quite interesting not to look at the OS but the smartphone sales of the most prominent vendors in 2016: Samsung 20.5% (Korea), Apple 14.4% (USA), Huawei 8.9% (China), Oppo 5.7% (China), BBK 4.8% (China).

To get back on the track is a sheer impossible endeavor for Microsoft and Blackberry no matter what they will do. We heard about a so-called Microsoft Surface Phone but Mr Nadella's announcements are hazy. Do they really think they could do something unique so that customers change their mind? Keep on dreaming.

Stats by courtesy of Gartner, Feb 2017
Chart created with Apple's app Numbers on an iPhone 6S Plus

Thanks for reading.


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iPhone 8 Pocket
This is Reliable News

Beside the rumored 4.7" and 5.5" anniversary iPhone there will be a 2.5" pocket version according to KGI Securities' analyst Ming-Chi Kuo.

Kuo’s track record has elevated his Apple predictions to the level of gospel. He’s been called "the most accurate Apple analyst in the world" by Business Insider and the "most reliable industry watcher on the planet when it comes to Apple" by BGR.

But seriously,
here is what a top manager of the most valuable company of the world said last week:

‘We all have responsibility’ for fake news.
Apple’s Eddy Cue

Don't believe everything you read on the internet just because there is an image with some text next to it.


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Lock Screen

In case you lose your phone and you're still lucky because an honest guy finds it he easily can contact you via this Lock Screen.

You can create your own individual wallpaper with an image of your choice and e.g. Apple's app KEYNOTE. Add the image and the text to a slide, take a screenshot and assign it as the wallpaper for your Lock Screen.

More about creating collages

Thanks for reading.


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and hopefully we will see this coming soon.
It's a first step to use the increased energy for more independence of an iPhone by implementing modules for establishing data connections.

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Think different.
But please, not like Mr Trump.

What's going on in the USA?

Is Mr Trump the leader US citizens like to have?
A single person is on the way to do what he likes to do. Democracy? Proud nation? Civil Rights? Human Rights?

OMG. Stop this man before it's too late.

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Distracting wallpapers?
Not on my iPhone.

Think about these words of Sir Jonathan Ive, responsible for Apple's iconic design.

"You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential."


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This is somewhat embarrassing, isn’t it?

About 40 years ago I used this SEIKO calculator watch to do some maths on the go. Today I'm a proud owner of a high-tech wearable device made by the Cupertino based tech giant Apple (AAPL).

But where is the Calculator?

You might argue that there are 3rd party apps doing what your brain today is no longer capable of. Yeah, there are some apps but they're horrible. If I pay lots of bucks for an admittedly awesome watch I also expect the device coming with useful software.

Apple released watchOS 3.x still without a built-in calculator and, what's quite annoying for me, without Voice Memos.

Oh dear.


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Apple Watch 2016
Did we see innovative features?

The first iPhone and iPad are shining examples of high level innovation, an ocean boiling new kind of device whereas follow-ups could be described with the words of Apple's leader Tim Cook

Some people see innovation as change, but we have never really seen it like that. It’s making things better.

An innovative product is only born if it provides space for essential improvements in the future. This is what Apple did with its first wearable device.

Apple Watch
launched Apr 24, 2015
Apple Watch Series 1
launched Sep 16, 2016
Apple Watch Series 2
launched Sep 16, 2016

With Series 2 Apple upgraded the 1st gen Watch in a number of ways, and all of them useful. The extended battery life, the GPS abilities and the water-resistance now make this a top smartwatch, in my opinion the best approach to wearables - but it doesn't quite do enough to make you need such a watch in your life... yet.

That's what I also thought a year ago but today it's my preferred device when it comes to messages from my family in Germany, reminders, control of bank accounts, codes for my many accounts with 2-Step Verification, and last but not least for taking care of my fitness with the Activity app.

Features I sorely miss on my 1st gen Watch:


Although watchOS 3 was a good move the performance is still poor.

Thanks for dropping by.


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I took this shot with my iPhone 6S Plus in a distance of about 10cm.

But be careful.
Sometimes frogbits can hurt a lot more than bugs living in your iThing.
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