Apple has consistently pursued market penetration by selling its existing products (e.g., iPhones, iPads, MacBooks) to existing markets. The company achieves this through regular product updates, marketing campaigns, and expanding its retail presence.

Apple has expanded into new markets by introducing its products to different geographic regions. For example, Apple has entered emerging markets like India, tailoring its marketing and pricing strategies to appeal to local consumers.

Apple expanded into the wearables market with the Apple Watch, and it has ventured into services such as Apple Pay and Apple Fitness+.

Adv:

• reduce dependence on single product
• These new sources of income can boost Apple's overall financial performance.
• The Apple Watch, in particular, has positioned Apple as a player in the health and wellness sector. This aligns with growing consumer interest in fitness tracking and health monitoring, creating opportunities for Apple to tap into a rapidly evolving market.
  -Apple can leverage its strong brand recognition and reputation for quality and innovation

Dis: -high competition

• Developing and marketing new product categories like Apple Watch and Apple Fitness requires significant investment in research and development, advertising, and promotion. These costs can impact profitability

ADV:

• enter new market (higher customer base/ can be lucrative)
• brand recognition
• economies of scale
• enjoy a broader pool of talent

DIS: - Cultural and legal differences - political and economic risks - competition