Apple’s Product Portfolio Strategy Optimization In Post-PC ERA

Post-PC era means that the PC is no longer the center of the digital world, and to smart phones and tablet PCs as the representative of the "post-PC devices" will gradually replace the PC’s position become digital lifestyle and entertainment center, but the PC will not be completely replaced. Post-PC era marketing characteristics compared to traditional PC era, there are more changes in the main system, product characteristics, and other aspects of the user experience, to the industry’s development has brought a profound impact.Apple Inc. Since its establishment, and its products have been leading the trend of the digital age. In the post-PC era, Apple’s iPhone and iPad Liangkuan with revolutionary product to create a remarkable market performance. In2012, Apple’s sales continued to grow, but with an increasingly competitive market, market share continues to decline. Pressing harder and harder to face competitors, Apple’s product portfolio strategy of the existence of problems and defects continue to appear, and how to optimize the existing product portfolio to better meet market demands and challenges, is placed in Apple in front of a very pressing issue.This characteristic of the times after the PC era, and industry trends as a starting point, Apple’s first analyzed the internal and external facing marketing environment, determine Apple’s product strategy is to rely on their own advantages avoided adjusting external competitive threats, and then use to adapt to the post-PC era features product portfolio strategy optimization model, to take a combination of qualitative and quantitative analysis methods, from a competition point of view of Apple’s existing product portfolio in-depth analysis, and ultimately optimize the product mix strategy put forward suggestions.This conclusion is:Apple’s product portfolio should first focus on optimizing smartphones and tablet PCs that two product lines, rich product range and product number. Secondly, we should for the traditional Internet, mobile Internet and the problem of insufficient integration between hardware adjustments, the introduction of mature map service; increase R&D investment, to achieve the integration of the operating system; selective opening party APP market, to ensure the interests of developers. Through the above measures, one can improve Apple’s product portfolio’s overall competitiveness, two can expand the company’s existing strengths while eliminating the threat of outside competition, and ultimately reverse the sustained profitability and market share has continued the downward trend, reaching product portfolio product items in the market gain synergy effects.