Considering the technological macro factors, the company has significantly developed the production strategy and adjusted its technologies to the changing demand of society. Initially, the company aimed at creating personal computers (Giachetti, 2019). However, with the urgent need for portable devices, the company has changed the direction of its activities and developed technologies helping to create unique products (Qiu et al., 2018). The touch-screen was the fundamental technological breakthrough that allowed the company to implement their products in the market as exceptional, making them in demand (Qiu et al., 2018). As a result, the company’s internal activities changed to comply with the technological advancement within production. Another technological opportunity that Apple has used to develop its business is the growing popularity of mobile devices. From the very beginning of its functioning, the company has proved the indisputable quality of smartphones to the whole world. Using this technological opportunity for benefit, Apple INC managed to take the leading position in the devices market and stay relevant over time.
The economic factors have also significantly affected the company’s activities and contributed to its successful external functioning. Here the pricing policy of the company should be mentioned. Producing the unique technologies, the company had no need to compete with other companies. The demand for Apple production will never decrease because its products have a unique structure (Giachetti, 2019). Thus, the prices for such products are reasonably high compared to the similar technologies of other brands. Having a significant technological advantage, Apple has no need to adjust its pricing policy for the competing companies (Kurita et al., 2021). Another economic factor influencing Apple’s activities is long-term strategic planning (Qiu et al., 2018). Over time, the company has created trading policies that contributed to the distribution of products worldwide. It included the planning to increase the net revenue over time thanks to the other countries’ product distribution (Qiu et al., 2018). As a result, the company focuses on improving the quality of the products instead of participating in price wars.
Giachetti, C. (2019). Explaining Apple’s iPhone success in the mobile phone industry: The creation of new market space. In: Smartphone Start-ups. Palgrave Macmillan, Cham. Web.
Qiu, H., Shao, Y., Wang, Z., & Wu, T. (2018). Ambidextrous activities of internet-based entrepreneurship in Apple App Store: two sides of user feedback. Technology Analysis & Strategic Management, 30(10), 1210–1225. Web.
Kurita. J., Ohkusa, Y., Sugawara, T., & Sugishita, Y. (2021). Evaluating Apple Inc Mobility trend data related to the COVID-19 outbreak in japan: Statistical analysis. JMIR Public Health Surveill, 7(2), 6–12. Web.