A Financial Analysis of Apple based on its External and Internal Environment

Since its inception, Apple Inc. has been in the first rank of market size competition for many years, and it has launched various businesses and services with a large customer base, and its financial health and unique competitive advantages have also made its competitors and market researchers interested in it. Therefore, Apple's market competitiveness and financial status were studied by collecting data from the company's public information and related literature, and analyzing the data with the Porter's Five Forces model and ratio analysis. The study found that Apple is financially healthier with some risk of overvaluation. Apple's competitiveness lies in its commitment to creating its own ecosystem, increasing the emotional value of its products, and increasing the position of services in its main business. Apple is subject to international influences and technological updates, and can improve its competitiveness in the future by continuing stock incentives, increasing the emotional value of its products, and improving the accuracy of its market forecasts.