What are the greatest challenges Apple is facing? Detail them by internal weaknesses and external threats. How can Apple transform internal weaknesses into strengths, and external threats into opportunities?

The biggest challenges facing Apple today may lie in its biggest marketing construction: its brand.

The Iphone has become a world reference in cell phones with advanced technology and differentiated features. The success of the Apple operating system, the IOS and the latest generation device configured an expressive recipe that configured the company in the world ranking of technological companies in the world.

However, despite being a favorable condition for organizational success, the brand operates with a programmed obsolescence system for its iphones to launch new versions with minor changes for users, such as adding a camera or changes to the design of the device, what constitutes an internal weakness of the company.

An external threat to the company is Chinese competing companies, such as Huawei, which has been growing more and more in the world market offering products as functional and technological as the Iphone.

For Apple to be able to transform weaknesses into strengths and threats into opportunities, it is necessary for the company to use all the added value of its consolidated brand to rethink marketing strategies and offer exclusive advantages to encourage consumers to change their devices newer versions that offer greater differentials and benefits.