ComInno

Apple has introduced a variety of premium products and has continued to develop them, including the iMac, iMac Pro, iBook, Mac Pro, Mac mini, MacBook (Pro, Air), iPhone, iPad (Pro, Air, Mini), Apple TV, Apple Watch, iPod Touch, and numerous accessories.

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Apple has been the most valuable brand (brand equity) for many years due to its product quality, loyal customer base, world-class iCare Service, and successful and ongoing marketing communications. Global warranties and support are available.

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Thailand is also a leading Southeast Asian country in the use of social media. Facebook, YouTube, Line (a Japanese company), Instagram, and Twitter are the most used social media in the country. However, it is worth mentioning that tech activities are mostly Bangkok-centered. Therefore, more initiatives are required to take those activities across the country.1

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The lockdown and shutdown of businesses as a result of the COVID-19 pandemic have slowed economic growth in 2020.

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The computer and mobile device users in Thailand are getting younger. Hence, computers and digital technologies are essential. The characteristics of generation Z, also called digital natives, represent considerable growth potential for the Apple brand. It is an ultra-connected generation.

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The Thai government is developing new policies to increase investments and making the regulatory framework more transparent to attract investors from international countries. Starting a business is a simpler practice with streamlined procedures, allowing for more people to become small business owners, which increases competition, product investment, and supply and demand

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The global market for new digital technologies is marked by an increasingly high level of competition. Being the number one company in the world is not easy, but staying on top for a long time is even more difficult. Apple’s various products face fierce competition, especially from Chinese and Korean companies (Samsung, Sony, and Huawei).

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With limited advertising resources, Apple's marketing relies heavily on its iconic and flagship retail stores. They don't spend as much on advertising as other big brands like P&G, Pepsi, Coca-Cola, etc.

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Because of Apple's brand name and reputation, some companies make cheaper imitations of Apple items. It is difficult for the corporation to overcome this since it may jeopardize their consumers' trust in Apple company and product quality.

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iOS, the operating system iPhones use, is known for its user-friendly interface and smooth performance. However, it offers limited customization options compared to Android. Users cannot change the default apps for certain tasks, and the system is more restrictive regarding personalization and third-party app integration.

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