The Star
The iPhone is by far one of Apple’s most iconic and successful products (CITE really). Apple’s iPhone would be categorized as a star under the BCG Growth-Share Matrix because of its high market share and because of its high growth rate (CITE MARKET SHARE 1). The iPhone currently dominates the U.S. smartphone phone market (CITE MARKET SHARE 1). Apple’s market share of the smartphone market in the U.S. is 44.2% and …show more content…
According the BCG Growth-Share Matrix, Apple TV would be categorized as a question mark because of its high growth rate and its relatively low market share . Over the past years Apple TV has a seen a huge increase in sales every year and with every new generation of Apple TV (TV UP). To illustrate, in 2013 Apple TV experience an 80% increase in its sales, selling more than 10 million units (TV UP). However, Apple TV’s market share has been significantly lower than its competitor Roku since its launch (CITE APPLE STILL LIVES & APPLE DOWN). Furthermore Apple TV’s market share suffered a huge drop in 2014 with introduction of Chromecast (CITE APPLE DOWN). Chromecast did not only steal a huge chunk of Apple TV’s already low market share but also managed to surpass it in terms of sales in 2014 (CITE APPLE