Apple’s strategy can be mostly offensive or mostly self-protective, variable from one to the other as market conditions and demands. It is because; current market condition is full of the portable multimedia and computing products. In the market, several kinds of competitors are running their business which mostly affect Apple’s top position and create different types of challenges towards Apple. It is also useful to specifics of its own company’s situation and market environment (Kenny, 2012). In this sense, there are as many competitive strategies as there are companies trying to compete such as The Ansoff Matrix, BCG Matrix and Porter Generic Strategies.
The Ansoff matrix advises to fore strategic options as market penetration, product development, market development and Diversification. In this strategy, Apple can apply any strategy option to maintain its competitive position and develop its competitive advantage with review market environment. BCG Matrix strategy is a corporate level which is used for growth of organization and to maintain its competition position. This strategy describes about the products or services and its markets (Lorange, 2011). From this matrix, Apple has excellence in diversification its business risk with creating different application and product designs.