Concise BCG Matrix of Apple Inc

Apple is one of the world’s most valuable and dynamic companies, recognized for its innovation, design excellence, and unmatched customer loyalty. The company’s remarkable performance can be attributed to its strategic management approach, which has evolved over the years to keep pace with changing market dynamics. One such framework that has been instrumental in Apple’s strategic decision-making process is the BCG matrix.

In this blog, we will delve into how Apple uses the BCG matrix to evaluate its product portfolio and make informed decisions about investment priorities, growth opportunities, and future direction. So, let’s get started and explore the exciting world of Apple and BCG together!

BCG Matrix of Apple

Introduction to BCG Matrix of Apple

The Boston Consulting Group (BCG) matrix is a tool used to analyze a company’s product portfolio. Apple, one of the most successful companies in the world, also uses this tool to manage its products.

The BCG Matrix has four categories – Cash Cows, Stars, Question Marks, and Dogs. The introduction to the BCG Matrix of Apple provides insight into how the company has been able to grow and manage its product portfolio by categorizing its products based on their market share and growth rate.

BCG Matrix Analysis for Apple



When it comes to the BCG matrix of Apple, the stars are the shining products that generate high cash and are also big cash users. These products have a high growth potential and are major players in the market.

 Apple invests heavily in these star products like the iPhone and iPad. These products are so successful that their growth potential is massive, and Apple can’t make enough of them. The company’s focus on these high-growth products has been a significant driver of its success.

In the BCG matrix, the star products hold a crucial position, and companies should invest in these products to see significant returns. Overall, Apple’s star products play a vital role in its success and are a key part of its diverse portfolio.

Cash cows

Cash cows are products with low-growth rates but with a substantial market share. It is recommended for companies to invest in cash cows to maintain their current level of productivity or to “milk” the gains passively.

Apple’s BCG matrix analysis has identified several products as ‘Cash Cows. Despite being in a market with low growth rates, these products maintain a large market share and generate significant profits for the company.

The MacBook laptop, for instance, is one of the market leaders in its segment, and the iMac is a preferred all-in-one desktop for many users.

These products have been so successful that their growth potential remains unknown.

Question marks

Question marks are a vital component of Apple’s BCG Matrix. As mentioned earlier, these are products or business units with a low market share but operate in a rapidly growing market.

It means such products have high growth potential, and their success is not guaranteed. Therefore, they require extensive investment, resources, and managerial attention to increase their market share.

Apple TV is one such product that falls in this category. Although it makes some money, it has not yet reached its full potential. However, if Apple can solve a few ecosystem problems, it could become a star in the future.

Hence, to focus on innovation, increasing investment in stars and question marks could be a wise decision for Apple’s future growth. While question marks come with their set of challenges and uncertainties, if managed effectively, they can become a significant source of revenue and profits for the company.


In BCG Matrix for Apple, dogs refer to products or business units with a low market share and slow growth in the market. An example of this is the Apple iPods, which despite creating a huge demand upon release, eventually became stagnant due to intense competition and limited consumer demand.

While some of Apple’s products may have “dog” qualities, the company’s overall strategy enables it to leverage its strong brand image and continually innovate and improve its products.

Implications for Apple’s future

After analyzing Apple’s BCG matrix, its implications for the future of the company are evident. Apple has a strong portfolio of products, including the iPhone, iPad, and MacBook, which are all currently in the star quadrant of the BCG matrix due to their high market share and growth potential.

However, Apple may face challenges in maintaining these products’ dominant positions in their respective markets, which could result in a shift to the cash cow quadrant.

Additionally, some of Apple’s products, such as the Apple Watch and HomePod, are currently in the question mark quadrant due to their low market share and growth potential, which may require additional investments to turn them into stars.

Finally, Apple must also consider how to handle any products in the dog quadrant, which have low market share and growth potential and may require divestment or discontinuation.


In conclusion, the BCG matrix proves to be an essential tool for understanding the dynamics of Apple’s product portfolio. While Apple’s laptops may be considered cash cows, their iPhones remain the flagship product, with high demand and uncertain growth potential.

The limitations of the BCG matrix must also be taken into account, as it only considers market share and growth, without accounting for other external factors.

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