Introduction

Over the past decades, mankind has managed to step into a new informational era. There has been
a global shift from a traditional industry to a digitized, computerized industry based on information
transfer (Yoffie and Baldwin, 2016). Today, revenue and sales growth can be achieved through the
use of Smart wireless technologies and artificial intelligence. Communication and information
technology companies have played an important role in technological growth, progress and
success. The American corporation Apple is rightfully considered one of these companies.
Apple is one of the largest American corporations that brings together extraordinary-minded
professionals who are constantly improving its products and methods of work so that people
around the world can use the latest technologies in their daily lives. In its activities, Apple is
primarily guided by the goals and philosophy that define its essence. The company’s goals are
determined based on what the company does directly for its employees and customers and its
vision for the future. Hence, it would be relevant to discuss Apple’s case in terms of external and
internal environments, as well as suggest an emergent strategy.