INTRODUCTION

Steve Jobs began the apple computers, Inc. in 1976, a modern vision to the advancement of revolution within the utilization of computers. Apple’s headquarter located in California, America and it subsidizes around half of the advertising share in the premium smartphone section.

The mission statement of apple is “to bringing the best user experience to its customers through its innovative hardware, software, and services.” From this statement visibly states that the firm emphasizes on the value of their product to accomplish client fulfilment.

The vision statement describes “we believe that we are on the face of the earth to make great products and that’s not changing.” The firm vision is to create prodigious quality items for the clients and focus on advanced concepts that accommodate the client to meet their requirements.

The development of the apple company basically concentrates on the research and promotions. With the most recent advancement and modern merchandise design, moderately high marketing cost apple is one of the leading corporations among other modest firms like Dell, Lenovo, HP, Microsoft, Google, and Samsung. By this rigorous strategy, apple keeps up a solid position in this worldwide advertising.

The design of Apple products is more helpful for people to work for their career and done their business to make revenue. Clients can do their work proficiently and find new possibilities in their trade by getting to the iPhone, iPad, Mac, and Wearables accessories. The main service activities that apple provide include one-year warrantees, online and in-store assistance facilities, trade-in facilities for old generation gadgets and other value-added services like iCloud, iTunes Store, Apple TV and Apple Pay. (Apple at Work, n.d.)

External Environment Analysis. 

Macro Environment Review

Current performance of Apple Inc. is related to the efficiency in addressing the external factors in the macro-environment which has a huge influence on opportunities that are helping to grow and threats that could hinder them. We have analyzed six different factors in the industry, and they are Political, Economic, Socio-cultural legislation, and environmental factors.

Political 

Apple can enter more countries and start the distribution of products to the new market with the help of political factors such as flexibility in trade policies and thereby they can increase the share in a particular segment. Currently, there is a trade war between the U.S and China. Chinese goods are having tariffs imposed by the U.S and as a response, U.S goods will be imposed tariffs by China. This creates a loss in sales for apple products as they will be more expensive in the market.

Economic

Apple mainly focuses on developing countries and their rapid growth creates an opportunity for Apple to increase its sales and make a profit out of it. Currently, we can see a decline in the interest rates of many countries such as Germany, Switzerland, and Denmark. This provides an opportunity to buy the high-cost product in an instalment manner and this will have a positive impact on Apple. (LOMBARDO, 2019)

Socio-cultural

Currently, society is increasing their dependence on digital devices and therefore this has become a socio-cultural norm and it creates a necessity to buy a smartphone, Now the smartphone device can replace the products such as calculators, computers, television, etc. All these trends can have a positive impact on Apple products as people will be more dependent on smartphone devices. (Usman Ali Khan, 2015)

Technology

Technology has a huge impact on the success of Apple and the core of the organization is technology. They are always beyond the customer expectations and introduce the advanced technologies the customers want in the future. They have introduced cloud storage in their smartphones at the time where people used memory cards for storage. This can also be considered as a threat as new technologies are rising day by day and if they failed to introduce advanced ones there is a chance that their supremacy in the market will gradually decrease. (Usman Ali Khan, 2015)

Legislation

There are certain legislation factors to be followed by a company, there are certain privacy regulations that should be followed by Apple while introducing every new product or technology. They should maintain their compliance, and these will create a lot of limitations to Apple. Even though Apple is having ethics in anything and everything they do, they should follow the Government regulations to reduce the causes such as lawsuits. (Johnson, 2011)

Environmental

Energy efficiency can be considered as an environmental factor that helps in strengthening the brand. Apple must continue with their current strategies and lead the global market in energy efficiency by introducing more efficient technologies to the customers. (LOMBARDO, 2019)