business Strategic Unit (iPad unit) Apple is an American-based multinational company that deals in the sale and design of personal computers, computer software plus a range of hand-held gadgets. Apple Inc. is best known for its hardware products branded as Macintosh. Started in 1976 by Steve Jobs, Apple has grown to become one of the current day’s iconic designers of consumer electronics. Although Apple deals in a wide range of products, the company treats every product line in a unique way. Each product of Apple is treated as a standalone business unit. This report singles out the Ipad product of Apple Company and analyses this business unit in terms of its strategic competitive position, its external environment and the value addition proponent of its strategic position. This report is based on the UK market