Essentially Apple has been involved in technological business where the threats of substitute products tend to be very high. In the PC market different players in the market are exploiting the market potentials and different types of PC with different configurations are available in the market. This in turn gives the competitors the power to configure the price according to the market demands (Zeman, 2008). On the other hand, in the consumer electronic segments the technological revolution is continued and the potential is not only captured by the existing mobile phone producer but new entrants particularly from the PC producers are in its extreme. However, as the products produced by Apple in both laptops and consumer electronics are considered unmatched due to its level of innovation and unbelievable technology, the firm is comparatively lesser in danger as compared to other firms in the market. However, the Chinese brands and clone version of PCs and the consumer electronics could be termed as a real challenge for the strategists at Apple and the future of the organization rests on how successfully the organization maintain its differences in the market (Taylor, 2011). Apple through successful integration of software and hardware capabilities has been very successful in maintaining product differences that are hard for the competitors in the market to copy. Overall the threats of substitutes for Apple could be termed as moderate to high.