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An Internal Factor Evaluation (IFE) Matrix is a management tool used to evaluate a company's internal strengths and weaknesses. It highlights areas where the company is doing an outstanding job, and arecas where improvements are needed. The company can use the results to emphasize on the positive while improving the negative in order to perform better and stay competitive in the market. Company: Apple Inc - one strength and one weakness: Strength: Brand Identity: Apple products are unique 1n their simplicity, allegiance, luxury, and originality. Over the years Apple has built a powerful brand that is linked to innovation, quality, and design that represent a certain lifestyle. Their branding has generated a large number of loyal customers that believe in the company and the product. Weakness: Extortionate Prices: Apple's products are highly-priced compared to other competitive brands such as Samsung for example. They are made to sell for a middle- income and high - income customer base. Low income people may not be able to afford the high prices. This limits Apple products to a specific group of people who belong to a high end socioeconomic status, missing out of a large low income population