Apple in the Eye of the Consumer
What is Apple?
Apple is... cool, hip, trendy, innovator, smart, high price for high quality, dependable, sleek... It is positioned as more trendy than Dell, HP, etc. Because of this they are able to offer a higher price point. They own stores provide better service that generic computer stores. There promotion is up beat, simple, but effective.
Threats are being able to maintain quality to match price point, as well as continuously innovating to meet consumers wants. They also need to make sure they are always one step ahead of competitors.