Provide a situational analysis on Apple. Use the outline provided below however, you may add to this as needed.

Situation Analysis

A) Current Marketing Summary

1) Demographics of the target market

2) Needs

3) Trends

4) Growth

B) SWOT Analysis (From your previous assignment)

C) Competition and market research

D) Keys for continued market Success

E) Critical Issues As Identified from SWOT analysis

SWOT From previous assignment

Strengths

1) Advertising capabilities, which increase brand awareness

2) Strong and extensive U.S distribution channels.

3) Vertical integration

4) Brand awareness and reputation

5) Sound financial performance with one of the strongest cash flows.

Weaknesses

1) Overdependence on iPhone sales.

2) Weak direction distribution channels in India

3) Low expenditure in research and development compared to other companies leads to fewer innovations and products introduced to the market

4) Incompatability with other operating systems

Opportunities

1) The internet of things market is expected to grow significantly over the next decade.

2) Health related wearable gadgets could be introduced to the market.

3) Expanding mobile payments market.

4) The mobile enterprise app market will gain traction as more businesses shift toward buying subscription based software

Threats

1) Risk of data breaches.

2) Lawsuits over patent infringements resulting in damaged brand reputation.

3) The rising U.S dollar exchange rate could negative affect the company's revenue and profits.

4) Intensifying competition puts pressure on Apple's market share, revenue and profits.