Ansoff Matrix in Apple Inc.

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Ansoff Matrix in Apple Inc.

This article explores the application of Ansoff Matrix in Apple Inc. It examines how market penetration, market development, product development, and diversification strategies have been implemented by Apple Inc. over the years. Apple Inc. is an American multinational technology giant headquartered in California, the USA.

Ansoff Matrix was introduced in 1957 by Igor Ansoff, a Russian American mathematician. It is a very useful tool that businesses can use to devise four alternative growth strategies i.e. market penetration, market development, product development, and diversification.

Market penetration strategies of Apple Inc.

Market penetration refers to selling existing products/services into existing markets (BPP Learning Media, 2010). It is a less risky strategy and the primary aim of pursing this strategy is to increase the market share. Like many other organisations around the world, Apple uses market penetration strategy intensively. For instance, the sale of more and more iPhones in the existing markets demonstrates the application of this strategy by Apple. The company implements this strategy by making iPhones available for purchase in multiple platforms e.g. Apples stores,, and telecommunications companies such as 3, O2, Vodafone, EE, and BT. It also uses promotions through media outlets, its own website, and others to penetrate further into the markets.

Market development strategies of Apple Inc.

Market development refers to selling existing products/services to new markets or regions. Since the inception, Apple has been continually developing its presence globally. It is now a global brand and had long moved from home country (the USA) to many other countries in the world. Apple did not confine itself to the key markets such as the United States, Europe, and China only, rather moved on to develop larger footprint in emerging markets such as India and Indonesia (Business Insider, 2019). This strategy is very important for Apple as the demand for products in the existing markets may stagnate at one point.

Product development strategies of Apple Inc.

Developing new products and selling them to the existing markets are called product development. Certainly, Apple has been brilliant in designing and developing new products. No wonder, why product development is the forefront of its intensive growth strategies. Apple started its journey with Apple I, a hand-built computer. It then continued to develop new products and services such as iPhone, iPad, iPod, Apple Watch, Apple TV, HomePod, iOS, macOS, iCloud, and many others. And importantly, this development is certainly is on-going. This list shows that Apple has been persistent in developing new products to address the demands of customers and to keep pace with time.

Diversification strategies of Apple Inc.

Diversification refers to selling new products to new markets. It is one of the most risky growth strategies as both products and markets are new and unfamiliar. Application of this strategy is evident from Apple’s development of products e.g. Apple Watch, Apple Pay (mobile payment and digital wallet service), and Apple Card (credit card). It is important to note that Apple started its journey with a computer product and moved on to come up with some products that are fundamentally new and different from the original ones. In fact, the Apple story is more diversified than what many people think (Yarow, 2018).

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Last update: 28 July 2019


BPP Learning Media (2010) Business Strategy, London: BPP Learning Media

Business Insider (2019) Apple is focusing more on emerging markets, available at: (accessed 24 July 2019)

Yarow (2018) Apple proved that it is no longer just an iPhone company, available at: (accessed 01 July 2019)

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Author: M Rahman

M Rahman writes extensively online with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He is a graduate of Leeds Metropolitan University and London South Bank University.