Apple Inc. is a very successful producer of computer software and hardware that leads in its competitive industry. To evaluate the progress, success, and faults of the company, the SWOT analysis is used. SWOT analysis stands for Strength, Weakness, Opportunity and Threat for a particular organization, which can help in formulating a strategy for its business and can also help in analyzing its internal environment (Strengths & Weakness) and external environment (Opportunities & Threats). First of all, according to the article “Apple Inc. : Services - Company Profile, SWOT & Financial Report”, the author states that strong R&D capabilities and great brand image are the biggest strengths of the company. Apple’s strength relies on focusing Research and Development, “In the last three years, the company invested more than $7,592m in research and development. The R&D team of the company executed several projects to enhance and develop various products and technologies.” (“Apple Inc. : Services - Company Profile, SWOT & Financial Report” 19). R&D helps the company to create innovative products and stand out from its competitors. Apple expenditure trend shows that the money spent for R&D increases year after year. Apple’s return of investment on R&D paid off with innovative products and with company’s revenues. Moreover, Apple’s brand image is highly recognizable and holds brand awareness to the majority of consumers. This solid brand image can increase the sales of the new products compared to their competitors. For example, according to the article “Apple Inc. : Services - Company Profile, SWOT & Financial Report”, the author reports that “Among the top 100 brands, it was ranked 1st in 2012 as well as in 2011, an improvement over the 2010 ranking of 3rd. Apple’s brand value is about $75 billion ahead of its competitor Google.” (19). Strong brand image helped the company to