Apple: Changing the industry rules, again and again. Apple's dominance in innovation and development of the world's most beloved products is unparalleled. The company kicked off a computing revolution in 1978 and then again in 1984. The growth of the PC industry was driven by lower prices and new features in the early 2000s. But the PC industry has also seen the emergence of alternative technologies such as smartphones, tablets, etc. which have changed the attractiveness of the PC industry. However, Apple saw these devices as part of an integrated strategy to deliver revolutionary user experiences. Apple currently faces the challenge of continuing its current success and reaching a new level by sustaining the culture that Steve Jobs left at Apple. Apple's recent success is due to its continued investment in research and development, the evolution of its products over time, and the development of a complete ecology-system around its products. Apple developed the idea of ​​the digital hub and took advantage of it by launching iPods, iPhones and iPads which set Apple on an explosive growth path. Apple's unique culture of innovation, tremendous brand value/customer loyalty, and strong leadership give it an enduring competitive advantage. The application of the VRIO framework, (Exhibit 1), shows that its core competencies are valuable, rare and difficult to imitate. Although Apple is a dominant player, it cannot ignore the external environment in which it operates. Porter's forces 5 (Exhibit 2) are used to analyze the factors that influence the external environment. Rivalry among existing competitors is high, and companies like Samsung have the capabilities and resources to challenge Apple. Buyers can easily switch to other products without considerable switching costs. The threat of new entrants is moderate due to high capital requirements. PESTEL ana...... middle of paper ......f Apple Products.Social - People today are aware of social issues and these issues influence consumers' purchasing decisions. Apple has outsourced most of its manufacturing to Foxconn in China. Many Foxconn workers in China committed suicide and Apple was forced to commission a study from the fair workers association. Apple will face the challenge of keeping up with tasks related to cultural aspects, emphasis on people's safety, etc. Technological: Apple faces the imminent threat of technological innovation from its competitors. Nearly all hi-tech companies strive for disruptive innovation to sustain a competitive advantage. Legal: Intense competition in the smartphone industry has caused various lawsuits over intellectual property issues. Almost everyone sued everyone in the industry. Apple has to spend resources on legal fees to fight these lawsuits.