Introduction and overview of the company strategy

Apple Inc, established in 1976 by Steve Jobs, Ronald Wayne, and Steve Wozniak, is a multinational technology company headquartered in Cupertino, California. It is one of the world’s most valuable companies and is often considered to be the most innovative. Apple Inc is most well-known for its iPhones, iPads, Mac computers, and Apple Watches, and its services such as iTunes, Apple Music, and iCloud (Ahmed et al. 2016). Apple Inc. is a technological behemoth that has had a monumental impact on the world thanks to the introduction of game-changing devices such as the iPhone, the iPad, and the MacBook. It has a market cap greater than $2 trillion, making it the most valuable firm in the world. However, its market share and profitability have been declining in recent years. This is because the company has made several strategic mistakes, resulting in a fall in its market share, a drop in its share price, and a lack of innovation.

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