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Strengths Reputation for value for range of products
Has grown substantially over recent years
Resistance to computer viruses
Combined functions in one device
Cool device designs/very sleek
Apple store/Itunes/Applications
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Weaknesses Choice of distribution to only AT&T
AT&T phone assistance is not great
Very expensive, does not offer lower priced models
| Opportunities Expand to other companies to gain customers
Allow a 1yr contract
Future hardware upgrades
| Threats Blackberry Storm
Target for competition
Not affordable due to current market
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