Fragmented Market of Apple Inc. (External Strategic Factors)

The bargaining power of consumers of Apple is comparatively low since the nature of market is fragmented. Services and products of the company appeal to a broad audience and they have a lot of uses. Products of Apple can be found in the home offices, government offices, high schools, and corporate environments. No subgroup or demographic has more influence than the other.

Collectively, however, customers of Apple have some specific and common requirements. Problems like availability of software programs, hardware quality, and operating stability are aspects which are actually paramount to the business of Apple. The organizational is sensitive to quality issues that can harm its brand and the presence of third-party content and apps. In this regard, the bargaining power of customers is quite high.