The mobile phone market. Then in June of

The 1976 Apple 1 was a
crudely designed personal computer. Apple followed this up to two years later
with the Apple 2. Then in 1984, the Macintosh was introduced but lacked the
speed, power and software capability to compete. Three years later (1987) Apple
introduced a revamped Macintosh. The Macintosh desktop line included the Mac
Pro, iMac and Mac Mini, while the notebook line included the MacBook Pro,
MacBook and MacBook Air. Despite this, most users preferred a PC that ran
windows 3.0 and Word. In 1991 and 1994, the first-generation notebooks were
released and were called the PowerBook and PowerMac family. In 1998, the iMac
was introduced and one year later an iBook line of notebook computers came out.
Then in 2001, the iPod was released and had modest sales until the launch of
the iTunes website in 2003. In 2010, the iPod line included the Shuffle, Nano,
Classic, and the Touch. This helped Apple get a 70% market share among all
legal online music download services. The successes of the iPod helped Apple
enter the market for smartphones in June 29, 2007 with the successful launch of
the iPhone, which was named invention of the year by the Time magazine. In 2008
and 2009, the iPhone 3G and the iPhone 3Gs were both introduced to the mobile
phone market. Then in June of 2010 the IPhone 4 was created.  The iPhone 6 was introduced in September of
2014 and the 6S in September of 2015. In addition, the development of the app
store helped developers build applications for current iPhones and sell them
for a small fee. In April of 2010, Apple introduced the tablet line to great
success. The iPad line is now on the 4th generation and includes the Pro, Mini
and Air. Apple, also recently made a jump into the watch industry by developing
the Apple watch in 2015.


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Apple’s mission statement
is very specific, detailed, narrow and accurate when describing the company’s
situation and goals. It is also worth pointing out that this mission statement
is a departure from Steve Jobs’ original mission for the company: “To make a
contribution to the world by making tools for the mind that advance humankind.”
Apple’s 2015 mission statement has shifted away from a general picture towards
a specific reflection of what it wants to achieve in terms of products and
services: “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.” (Farfan, 2017).

External Factor
Evaluation (EFE) Matrix

The EFE matrix, External
Factor Evaluation, is a tool for evaluating the business’ main opportunities
and threats. This evaluation allows people to understand how the company can
reach a competitive advantage within the industry or what the company can do to
prevail over its competitors. Also, by looking at the threats, the company
knows what the most important issues are and how to overcome these risks.


Opportunities are
external improvements the company can make to increase profits. As far as the
opportunities go, the company could take advantage of the following in order to
consolidate its market position:

1) Invest significantly
in the Internet of Things (IoT). According to Wikipedia, the so-called IoT is a
fast-growing market since today machines, smartphones, air conditioners or any
other electronic devices are connected via Wi-Fi and/or Bluetooth. The Internet
of Things is a highly lucrative market, where all the technology companies
compete to gain market shares. Nowadays, more than twenty billion devices are
connected to the Internet, and this number is expected to rise by 50% in 2020
to 30 billion. Apple, given the leadership position it currently enjoys, has an
excellent opportunity to invest in the growth of this market. The company, in
fact, has its own software platforms through which it can analyze all
information deriving from its customers’ devices; this allows the company to
satisfy the problems presented by customers in a more prompt and resolute