1. Introduction and BackgroundApple is a well-known company worldwide and one of the most successful multinational corporations in the world. Apple also has a range of products that it produces for example “iPhone”. iPhone is the most popular product that Apple is producing and many more.Apple Inc. is an American corporation that designs and manufactures computer hardware, software, and other consumer electronics. The company is best known for their personal computer lines such as iMac, smartphones, extremely loyal user-base, iTunes media application, the iPod personal music player, iPad tablets and Apple TV. The company headquarters is in Cupertino, California, CEO and co-founder are Steve Jobs and the company boasts 284 retail locations spanning 10 different countries.Apple was established on April 1st, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne to sell the Apple I personal computer kit.Apple has developed a unique reputation in the consumer electronics field. Those who use Apple electronics tend to be enthusiastic about and loyal to the products while those who have no experience with Apple’s products often criticize them as being overpriced.Apple’s current vision statement is that they believe that they are on the face of the earth to make great products and that’s not changing. They are constantly focusing on innovating. They believe in the simple, not the complex. They believe that they need to own and control the primary technologies behind the products that they make, and participate only in markets where they can make a significant contribution. Apple’s current mission statement is “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.”Apple is a multinational company that is involved in a number of markets beyond its home country. But it needs distinctive strategies for each of these markets because of customer demand and, perhaps competition, are different in each country. Importantly, competitive advantage is determined separately for each country. However, the Apple iPod was essentially following the same strategy everywhere in the world: in this case, the advertising billboard was in North America but it could have been anywhere.Apple iPods are made in China with the Chinese company manufacturing to the Apple specification.2. External Environment: • How is the industry changing?? There is a shift from smartphones being a communications device to a multi-function, voice-controlled computer that helps users run more and more aspects of your life.? With more devices becoming endowed with smarts of their own and wirelessly connected to the web, the major players are already creating master control apps such as Apple’s Homekit that will group devices into categories, or “suites” and allow all kinds of operations to be performed.? In the coming years, we are likely to see the growth of integrated health management applications that know the user history and receives data from sensors embedded in the user watch and the things he wears, all of which lets him keep tabs on his health status and environmental conditions.? The smartphone becomes the user personal physician that advises him in real-time how to stay healthy.? The technology of image capture is moving from digital to computational.? Lithium-ion, a revolutionary new battery technology being developed.? Wi-Fi is also likely to become pervasive with the phasing in of new technologies such as Hotspot 2.0 and Next Generation that will allow the user to stay in wireless contact almost anywhere he roams.? With several 3D models already on the market (LG Optimus 3D, Motorola MT810, and Samsung AMOLED 3D) it is not difficult to see this trend continuing in the short to medium term.? With smartphones morphing into powerful, multi-function computers that are moving closer to the center of our lives, perhaps the biggest problem is not technological but psychological.• What opportunities and challenges do it present?? Opportunitieso Eyeing the generous potential available in the education sector, Apple Inc is making a late push to regain its failing market share of the education market.o Though Apple’s current market share has declined, it has been a significant player since the beginning of education. Apple laid the foundation of desktop computing, making it popular among young individuals when personal computers were still in infancy.o For the second year in a row, Apple booked a perfect 100 on Greenpeace’s clean energy index. The company was given “A” ratings across the board for energy transparency, renewable energy commitment and siting policy, energy efficiency and mitigation, and renewable energy deployment and advocacy.o Becoming more health conscious due to the growth of integrated health management applications.? Challengeso Apple is forecasting a sales decline for the first time in more than a decade, adding to evidence that the market for smartphones is becoming saturated and that expansion in China is no longer enough to maintain the company’s unprecedented run of growth.o The technology company has been locked in a major legal battle against law enforcement officials over privacy and security.o Apple’s commercial triumph rests in part on the outsourcing of its consumer electronics production to Asia. Drawing on extensive fieldwork at China’s leading exporter—the Taiwanese-owned Foxconn—the power dynamics of the buyer-driven supply chain are analyzed in the context of the national terrains that mediate or even accentuate global pressures. Power asymmetries assure the dominance of Apple in price setting and the timing of product delivery, resulting in intense pressures and illegal overtime for workers. Responding to the high-pressure production regime, the young generation of Chinese rural migrant workers engages in a crescendo of individual and collective struggles to define their rights and defend their dignity in the face of combined corporate and state power.• Major trends for the industry and the impact this will have on the sector? Artificial IntelligenceIntroducing artificial intelligence can have a large impact on all the apple products and the staff that are working in the company.Since its debut in 2011, Siri has become a household name among Apple product consumers and has established a firm position as a leading intelligent assistant. Each month Siri is accessed across an estimated 375 million active devices throughout 36 countries.? Wireless HeadphonesAlthough Apple has already adapted to this trend, consumers have been showing a positive reaction to the change.Apple already had a major presence in the wireless headphone market previous to the Air Pods launch thanks to various wireless models of the company’s Beats headphones. • Apple’s Strengths (Internal Strategic Factors)This aspect of Apple’s SWOT analysis identifies the biggest strengths that enable the company to withstand threats in its business environment. These threats can reduce business performance. In Apple’s case, the following are the most notable organizational strengths:? Strong brand image? High-profit margins? Effective innovation processApple is one of the most valuable and strongest brands in the world. This part of the SWOT analysis shows that the company is capable of introducing profitable new products by virtue of its strong brand image. In addition, Apple maintains its premium pricing strategy, which comes with high-profit margins. This is a major strength because it creates flexibility for the firm to adjust prices while ensuring significant profits. Also, Apple is known for rapid innovation based on the company’s intensive growth strategies. Rapid innovation enables the firm to keep abreast with the latest technologies to ensure competitive advantage. Based on this dimension of Apple’s SWOT analysis, the company’s strengths are difficult to compete with, thereby supporting the firm’s continued leadership in the industry.• Apple’s Weaknesses (Internal Strategic Factors)In this aspect of Apple’s SWOT analysis, the emphasis is on the weaknesses or inadequacies of the company. Weaknesses can serve as obstacles to business growth. In Apple’s case, the following organizational weaknesses are the most notable:? Limited distribution network? High selling prices? Sales limited mainly to high-end marketApple has a limited distribution network because of the company’s policy of exclusivity. For instance, the company carefully selects authorized sellers of its products. This part of Apple’s SWOT analysis shows that such an exclusive strategy supports control over the distribution of products, but limits the company’s market reach. In addition, because of the premium pricing strategy, Apple has the weakness of having most of its sales revenues from the high-end market. This market is composed of customers from the middle and upper classes. Customers from the lower class, which represents the majority of buyers in the global market, are unable to purchase Apple products because of the relatively high prices. Thus, based on this dimension of Apple’s SWOT analysis, the company’s pricing and distribution strategies impose limitations or weaknesses in the business.• Opportunities for Apple Inc. (External Strategic Factors)This aspect of Apple’s SWOT analysis pinpoints the most significant opportunities that the company can exploit. Opportunities influence the strategic direction of business organizations. In Apple’s case, the following are the most significant opportunities in its business environment:? Distribution network expansion? Rising demand for tablets and smartphones? Creation of new product linesApple has the opportunity to expand its distribution network. Such opportunity directly relates to the weakness of the limited distribution network of the company. This part of Apple’s SWOT analysis emphasizes the need for the company to change its distribution strategy. An expanded distribution network can help the firm reach more customers in the global market. Also, Apple has the opportunity to explore new product lines. Its current product lines are highly successful. Through further innovation, Apple can introduce new product lines, like what the firm has already done with the Apple Watch. Developing new product lines can support the company’s growth. Thus, this dimension of Apple’s SWOT analysis indicates that the company has major opportunities for further growth despite aggressive competition.3. Summary and Conclusion• Overall evaluationYes, Apple keeps pace with the future by diversifying its products and developing old products.• What recommendations do you have for the company to strengthen its future?Apple’s SWOT analysis indicates that the company possesses major strengths that can be used to effectively address organizational weaknesses. The company can also use these strengths to exploit the opportunity to expand its distribution network. In addition, Apple can use its strong brand image and rapid innovation processes to successfully develop and launch new product lines. However, the firm faces the significant threats of aggressive competition and imitation, which are major challenges affecting players in the industry. A suitable course of action is to address these threats through a stronger patent portfolio, along with continuous innovation to ensure the competitive advantage of Apple products even when competitors try to catch up.• Would you like to work for this company?Yes, because Apple is all about Innovation.High expectations, great benefits, always a new challenge.Apple is one of the great companies of the word with a great potential, job security, and business stability add to all that the great experience I would gain from working for a company such as Apple with a great future.