This means that Apple would adopt a different reinvestment strategy than the one suggested by the BCG matrix due to this strategic outlook. However, as we know, many of Apple’s products are interrelated – as they use the same operating system and rely upon each other’s components – Apple would see their PC division as having strategic value in an overall customer relationship strategy. As a result, the BCG matrix considers this portfolio to provide little long-term potential and the outcome of the matrix guidance would be to limit future investment. This means it is operating in a mature market and they are a relatively small player in the market. The computer division would be classified as a dog. Therefore, at this time, it is a cash generator, whose profits can be reallocated to other parts of the business that offers great potential. This is because it remains quite profitable without any real need to continue to support the portfolio to any significant extent.
