Apple Ansoff Matrix

Apple Ansoff Matrix is a marketing planning model that helps the multinational technology company to determine its product and market strategy. Ansoff Matrix illustrates four different strategy options available for businesses.  These are market penetration, product development, market development and diversification.

Apple Ansoff Matrix

 Apple Ansoff Matrix

Within the scope of Ansoff Matrix, Apple uses all four growth strategies in an integrated manner:


1. Market penetration. Market penetration refers to selling existing products to existing markets. Existing market for Apple consists of its global operations divided into five operating segments: Americas, Europe, Greater China, Japan and Rest of Asian Pacific.[1] Moreover, the multinational technology company operates 506retail stores across 24 countries, including 272 in the United States and 234 elsewhere.[2]

Apple engages in market penetration strategy via effective application of marketing strategy.  Apple’s ecosystem of products and services also plays an instrumental role in pursuing market penetration strategy with high level of efficiency.


2. Product development. This involves developing new products to sell to existing markets. New product development in a regular manner is one of the core growth strategies pursued by Apple. The multinational technology company regularly introduces updated versions of its existing products and services and introduces totally new products. The company’s investments on research and development for new products equalled to USD14,24 billion, USD11,58 billion and USD10,05 billion in 2018, 2017 and 2016, respectively.[3]


3. Market development. Market development strategy is associated with finding new markets for existing products. This strategy has been adapted as the main growth strategy by Apple. Specifically, the world’s largest IT company by revenue focuses of emerging economies in Asia as attractive markets for long-term perspective.


4. Diversification. Diversification involves developing new products to sell to new markets and this is considered to be the riskiest strategy. Up do date, Apple has not been famous for engaging in diversification business strategy. However, taking into account the global market saturation for iPhone, which is the largest source of revenues for Apple, the company is expected to embrace diversification strategy in the short-to-medium term perspective.


Apple Inc Report contains a full analysis of Apple Ansoff Matrix. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Apple. Moreover, the report contains analyses of Apple leadership, business strategy, organizational structure and organizational culture. The report also comprises discussions of Apple marketing strategy, ecosystem and addresses issues of corporate social responsibility.


[1] Annual Report (2018) Apple Inc.

[2] Apple Stores (2019) Mac Rumors, Available at:

[3] Annual Report (2018) Apple Inc.