Strategic Plan

UNIVERSITY OF MAKATI
College of Business and Financial Science

BS in Management Accounting
Apple Inc.
____________________________
STRATEGIC PLAN
Presented to
The Faculty of the Marketing Management
____________________________
In Partial Fulfillment
of the Requirements for the Degree
____________________________
By
Joana Laren Canalita

Milliscent Delacruz
Beatrice Ella Domingo
Eloisa Magliquian
Gail Crisell Occidental
Karen A. Perreras
Ninia Francine B. Salud
Erica May Villafuerte
Francheska Ysabel Zeta
III-AMA
June 2023
“FOR ACADEMIC PURPOSES ONLY”

I. INTRODUCTION
DEVELOPMENT PLAN
Development planning is the process of setting quantifiable objectives to
advance a worker's career. This includes specifying the steps to take in order to
accomplish a goal and the time window for it to be accomplished. A well-thought-out
business plan will assist developers in taking a step back and considering a company's
essential components objectively. It will also guide decision-making as it proceeds
whether it requires a company loan or not. It is vital and must not forget that the plan
does not need to be comprehensive or contain all the solutions. The developers plan, in
particular, aids in critically evaluating the aim to determine its viability. By estimating
when the business will be able to reach its goal, it helps decision-making and enables
for creating a time range. Additionally, it specifies who will be in charge of measuring
achievement with regard to the established goals.
But why is it important and how does a company benefit from it? Developing a
plan ensures the most effective use of both people and productive resources. You can
identify several chances to reduce costs by starting the management process with a
solid plan that concentrates on the end objective and takes into account available
competencies. Without one, it is simple to be duped by alluring side offers. This might
culminate in the waste of organizational funds on raw materials that staff members are
unable to produce quickly, pricey automation, or online software that accelerates just
one part of the process without changing the end output. The plan's developers also
want the strategy to benefit the business, and in order to do that, one needs to have a
clear mental picture of how such an idea may actually materialize.

TIME FRAME
Making a strategic plan is a complex process that requires thorough research
and careful consideration. Hence, the developers of this strategic plan aim to finish this
in a span of 10 weeks. For a detailed discussion, shown below is the detailed timeline of
the step-by-step that the developers intended to accomplish
The first step in creating the strategic plan is to gain an understanding of the
company’s background. This includes identifying the company’s mission and vision, as
well as its current goals, strategies, and objectives. Gathering this information helps
ensure that the strategic plan is tailored to the organization's specific needs.
The second step is to analyze the external environment. This involves examining
factors such as the economy, competition, industry trends, customer needs, and
potential new markets. This gives an understanding of the external factors that may
affect the company’s performance.
The third step is to conduct an internal analysis. This involves looking at the
strengths and weaknesses of the organization, such as its resources, capabilities, and
personnel. It also looks at the organization’s existing strategies and objectives and how
they are being achieved.
The fourth step is to assess the competitive landscape. This involves analyzing
the strategies of competitors, as well as their strengths and weaknesses. This helps to
identify potential opportunities and threats, as well as any new strategies that may be
beneficial.

The fifth step is to develop the strategic objectives and strategic action plan. The
strategic objectives include the measurable goals that the organization is trying to
achieve. Once the organization’s strategic objectives have been identified, it is time to
create a strategic action plan. This section outlines the steps needed to achieve the
strategic objectives. It also identifies specific actions to be taken, a timeline, who will be
responsible for each action, and what resources will be needed.
Each step will consume two weeks of the overall time that the developers have.
Consequently, by completing the aforementioned steps, the developers now has a clear
roadmap to achieve their long-term goals. With a well-developed strategic objective and
action plan, the team is now well-positioned to move forward and achieve its goals.
THE DEVELOPERS
This strategic plan is written and prepared by the group of students taking the
Bachelor of Science in Management Accounting at the University of Makati. This paper
provides an in-depth analysis, evaluation, or interpretation of data of the specific
component about the company and this plan also includes details of how
implementation will be monitored and evaluated.
All content and information on this strategic plan is informational and academic
purposes only. Some of the statements here, including data contained by reference,
discuss concerning expectations for the future and provide those certain forward-looking
data. The above predictions are subject to known and unknown factors, uncertainties,
and other risks of which are outside of the chosen company's control, which could
cause the results to materially differ from what is anticipated in the statements.


II. COMPANY BACKGROUND
This chapter will feature details about the organization and/or the relevant department.
This portion may also contain a business overview.
HISTORY OF THE COMPANY
In accordance with the study of Katherine Johnson and four other people last
2012 about “The Innovative Success that is Apple, Inc.” they mentioned that Apple Inc.
began as a single man's concept. This man's name was Steve Jobs. Jobs and his
friend, Steve Wozniak, seemed to be two Silicon Valley high school dropouts with
extraordinarily inventive and bright brains (Santa Clara Historical Society, 2012). While
working for Hewlett Packard, the duo collaborated to launch Apple, Inc. from Jobs'
basement (Santa Clara Historical Society, 2012). And on April 1, 1976, the team
produced the first Apple computer and as they say, the remainder becomes history. The
development of that first computer, and the subsequent birth of Steve Jobs' brainchild,
set Jobs and Wozniak on the journey that has now altered the manner countless
individuals all over the world utilize computers, browse the internet, listen to music, and
even converse on the phone. Apple, Inc. is a perfect illustration of how a dream may be
realized yet another piece at a time.
In 1976, Ron Wayne, Steve Wozniak, and Steve Jobs created what would
eventually be Apple, Inc.; unfortunately, Wayne quit the firm soon after (Santa Clara
Historical Society, 2012). Steve Wozniak presented and designed Apple's first
computer, the Apple I, to Hewlett Packard (HP), who was unimpressed and decided not
to pursue the business (Doughtery, 2011). Jobs and Wozniak did not let this stop them

from developing and selling computers. The Apple II debuted in 1978, and sales
increased from 35,000 computers in 1979 to 78,000 machines in 1980. (Doughtery,
2011). The firm (which had roughly 1,000 workers at the time) then went public in 1980,
and the stock offering fared well (Santa Clara Historical Society, 2012).
Apple fared well in sales in the 1980s and early 1990s led to advanced versions
of the Macintosh and their growing business, office computers (Doughtery, 2011). Apple
created the Macintosh computer in 1984, and it quickly sold 70,000 units (The
Macintosh) (Doughtery, 2011). Soon after, a huge power struggle erupted among
executives. This power battle would force Jobs and other executives to resign (Santa
Clara Historical Society, 2012). The combination of sales success and the retirement of
the company's management resulted in Apple incurring a monetary loss in the mid-
1990s, which may be directly attributed to unfilled orders for the Power Macintosh
computer line (Doughtery, 2011).
After Apple, Inc. bought Steve Jobs' new business, NeXT, Inc. in 1997, he was
brought back to Apple as an advisor (Doughtery, 2011). Jobs was subsequently
appointed CEO of Apple, Inc., where he created the iMac, which sold 800,000 copies by
1998. (Doughtery, 2011). The firm fared really well after that. Jobs and Apple began
unveiling new, creative products one at a time, beginning with the iPod in 2001 and
ending with the iPhone in 2007. (Doughtery, 2011). The iTunes store sold more music
than Wal-Mart (the biggest music supplier at the time), and the creativity persisted with
the release of the iPad in 2010 (Doughtery, 2011).

In the previous several years, Apple, Inc. has seen significant changes in the
executives that oversee the corporation. Regrettably, the firm suffered the loss of its
founder and CEO, Steve Jobs. As a result, the organization is in need of fresh
leadership and direction. Apple, Inc. just appointed Tim Cook as its new CEO. Cook
was named acting CEO and member of the Board of Directors in August of 2011, as per
www.apple.com (2012).
Given Cook's previous experience as Apple's COO, where he was in charge of
global sales and operations, including management of "Apple's supply chain, sales
activities, and service and support in all markets," appointing him as the new CEO
appears to be a strategic and rational decision. Additionally, he previously served as the
head of Apple's Macintosh division and was a key player in the ongoing development of
"strategic seller and supplier relationships" (Apple, Inc., 2012).
Cook's education has been beneficial to him. He took his M.B.A. from Duke
University and B.S. in Industrial Engineering from Auburn University and used them
well. Before joining Apple, Cook gained prior experience working for computer
companies such as Compaq and IBM. His previous experience in such roles
demonstrated that he is a versatile and capable company leader (Apple, Inc., 2012).
Cook has a capable group of Vice Presidents supporting him, and they ought to
be able to keep Apple, Inc. successful. The iTunes store and Apple's online store were
developed mainly by Eddy Cue, Senior Vice President of Internet Software and
Services at the company for 23 years (Apple, Inc., 2012). Craig Federighi, Senior Vice
President of Software Engineering, spent significant time working for Jobs at Apple and

NeXT (Apple, Inc., 2012). Jonathon Ive, Senior Vice President of Industrial Design, is
recognized as "the driving force behind the look and feel of Apple's innovative products''
because he has been in charge of the company's design team since 1996. (Apple, Inc.,
2012). Bob Mansfield, Senior Vice President of Technologies, has directed numerous
technological advancements in Mac products since 1999. (Apple, Inc., 2012). Since
1996, Peter Oppenheimer, Senior Vice President and Chief Financial Officer, has been
employed by Apple, first as a controller and later as CFO. 2012 (Apple, Inc.). Since
joining the company in 1998, Dan Riccio has served as Apple's Senior Vice President of
Hardware Engineering. He oversees the engineering teams developing the Mac,
iPhone, iPad, and iPod products (Apple, Inc., 2012). With 25 years of marketing
management experience, Phillip W. Schiller, Vice President of Worldwide Marketing,
has spent most of those years working for Apple, serving the company in two different
capacities (Apple., Inc., 2012). As Senior Vice President and General Counsel for
Apple, Inc., Bruce Sewell has over 25 years of legal experience in the technology
industry (Apple, Inc., 2012). Jeff Williams, Senior Vice President of Operations,
oversees supply chain management and quality assurance and has over 25 years of
experience in operations and engineering (Apple, Inc., 2012). Given the combined
expertise of Apple Inc.'s top executives, who collectively have more than two centuries
of industry experience, it is no longer surprising that the company continues to
experience great success.
Tim Cook is a deserving candidate to be named CEO of the company, even
though Apple, Inc. has lost a brilliant and creative genius with the passing of Steve
Jobs. Compared to the same period the year before, when the company reported

revenue of $28.3 billion and a net profit of $6.6 billion, Cook saw Apple post revenue of
$36 billion and a quarterly net profit of $8.2 billion in his first quarter alone. (Apple, Inc.,
2012). He has the resources to continue advancing Apple, Inc. thanks to his training,
professional experience, and supporting cast.
MISSION
“To bring the best user experience to customers through innovative hardware,
software, and services.”
In the 2018 annual report, Apple's current CEO, Tim Cook, referred to this as the
company's mission statement. Apple emphasizes in their mission statement that it exists
to provide its customers with the best possible service. Additionally, the company's
strategy for achieving this is outlined in the statement. The company emphasizes the
scope of its operations and how it uses them to meet the needs of its clientele in this
current mission statement. Apple makes it clear that its primary goal is to bring about
positive change through innovation, even as it focuses on the ever-changing
technological landscape. The part about the "best user experience" shows that Apple's
top priority is making sure its customers have an easy time using its products. Apple
makes its products easy to use rather than a source of entertainment. Each product's
security features also contribute to a better user experience. Therefore, it comes as no
surprise that Apple products are expertly crafted and meticulously designed down to the
last detail. Apple reaffirms in the first section of its mission statement that the company's
mission is to make life easier for its customers by creating technology that is easy to
use. The company has been particularly motivated to link the demand for security

features that enhance the user experience with the identification of online security flaws.
The company's reach in the fields of education, business, and healthcare shows that it
has expanded the range of services it provides to its customers. The company's other
essential component is innovation. Apple is committed to helping to fill any technology
gaps that may exist. Apple is constantly coming up with new designs that also keep up
with the changing requirements of its customers because technology is always
changing. Apple's approach to achieving this part of its mission statement demonstrates
that the company sees its products as more than just entertainment tools. Instead, they
are a source of empowerment, which is why Apple is so prevalent at work. In fact, the
company finds this to be a significant source of inspiration for innovation.
The extent to which Apple goes to fulfill the third part of its mission statement can
be seen in the widespread popularity of its products. Providing customers with products
of the highest possible quality is, without a doubt, the company's most important guiding
principle. The goal of the business is to provide high-quality products in every way. The
business has an advantage over its rivals in the market thanks to the integration of high-
quality services, software, and hardware.
VISION
“To make the best products on earth and to leave the world better than we found it”
This statement demonstrates the company's constant determination to provide
customers with high-quality goods. Additionally, the statement emphasizes that they
intend to continue doing so for some time. It provides a comprehensive explanation of
the company's strategy for establishing itself as the market leader in its industry. This

statement is accompanied by the following elements: Innovation, Integration of partners
and excellence, and Market Specialization.
Apple has not restricted itself to a particular region. Instead, the company wants
to develop products that can be used anywhere. As of February 2019, Apple had
opened 506 stores in 25 countries in this category. It is abundantly clear from their
vision that the business has the goal of expanding to all continents and establishing a
global presence. The first part demonstrates that Apple is all about new technology. The
second aspect demonstrates that Apple intends to continue developing high-quality
products for a considerable amount of time. The business intends to maintain its
position at the forefront of cutting-edge technological solutions. It accomplishes this by
providing its workforce with cutting-edge, innovative, and client-focused resources. In
such a competitive era, Apple believes in the power of collaboration to stay ahead of the
competition in order to achieve this. It also encourages this by directing its resources
specifically in areas where they can have the greatest impact on quality.
OBJECTIVES
Establishing goals and objectives is important for an organization's success. A
goal is an effort aimed toward a specified goal, whereas an objective is an activity that is
meant to be accomplished with a single effort and motivates an individual while instilling
a feeling of accountability and concentration in them. Apple leads the technological
world with the best products in the business, such as the portable devices that are the
staple of modern life which include the iPad, iPhone, Mac and the operating system OS
X. Apple Inc. has strong and distinct corporate goals that helps the company to achieve

and to get ultimate success in the targeted market. We probably noticed that Apple
goods are getting increasingly popular among the general public. So how has the
corporation managed to achieve this? Aside from the marketing strategies it is because
of objectives that the company has which dictates how the company and its employees
operate and interact in the workplace and the world.
One of the Apple Inc. objectives is to bring the best personal computing
experience to students, educators, creative professionals, and consumers around the
world through its innovative hardware, software, and internet offerings. In line with that,
to expand their sales to customers who have not yet owned any Apple’s products is part
of their aims and to indicate the company’s desire for development and advancement of
their technology in Apple's products to reflect the needs of target markets. With this
parallel to their objective, Apple is committed to upholding the five core values such as
accessibility, education, environment, inclusiveness and diversity, privacy, and supplier
responsibility in line with their corporate mission.
Tim Cook, currently CEO of Apple Inc. stated that business, at its best, serves
the public good, empowers people around the world, and binds us together as never
before. In addition, Apple has repeatedly said, “Our objective is to make great products
and services that enrich people's lives and to provide an unparalleled customer
experience so that our users are highly satisfied, loyal, and engaged. As we accomplish
these objectives, strong financial results follow” Apple CFO Luca Maestri (2018).
Apple continues to pursue this goal, which has shown to be correct over the
years and therefore should continue to do so, including their SMART goals that indicate

better productivity to create innovative and accessible technology for their customers.
Another goal for Apple is to create products that are easy to use and give consumers
with service and enjoyment. To accomplish such a goal, Apple believes in constant
investment in its Research and Development department in order to continue delivering
high-quality goods.
Apple is a successful company and one of the parts of their objectives as a
company is to value their customers and shareholders. Therefore, the main aim of the
majority of Apple's goods are designed to merge numerous functionalities into a single
product so that people may get the most out of the things they buy from Apple. This
technique makes Apple products valuable to customers since they can achieve so much
with a single device. They offer premium products at premium prices while still
maintaining large market share and high profit margins thus, another objective is to
continue to develop innovative products and Apple has created a name for itself as a
market trend setter, with each of its products delivering something new and interesting
to the world.
The overall objectives of Apple Inc. are the following:
● To expand the sales of product to whom it is not introduced yet
● To produce products that are full of enjoyment and service.
● To become the best company in the mobile device companies.
● To expand the production rate and have high demand for the products.
● To lead the technology market by continuing to emphasize innovation.

● To design and develop its own operating systems, hardware, application
software and services.
● To increase and improve operating profit margins.
● To ensure that its market reach continues to grow.

III. EXTERNAL ENVIRONMENT ANALYSIS
A. DEMOGRAPHIC SEGMENT
Apple is one of the most influential, recognizable, and valuable technology
companies in the world. They have been developing some technologies such as
technology devices, wearable devices, subscription services and App Store that help in
changing the way of consuming entertainment like music, books, games, and TV.
According to Apple demographics, there are more than 1.8 billion people in the
world who are actively using Apple devices as of 2023. This includes not only iPhones,
iPads, and Macs laptops and wearable devices such as Apple Watches and AirPods but
also Apple's services such as Apple Music, Apple Tv, iCloud, and Apple Card.
Apple generated $394.33 billion revenue in 2022, becoming one of the highest-
grossing companies in the world. Apple revenue trends show an increase in sales every
year with $90,146 that represents an increase of 8.14%. The highest and largest Apple
revenue by country that brings a lot of sales in Apple products is the United States with
$169.6 billion, followed by Europe with $95.1 billion, China with $74.2 billion, Japan with
$25.9 billion, and the rest of Asia Pacific with $29.3 billion.

iPhone
One of the most popular Apple products that has been the main source of
revenue is iPhones even though there were many Apple devices and services but
iPhone is still the highest product shipped across the world. There are 1.74 billion active
iPhone users in the world, 51% of iPhone users are female while 49% of iPhone users
are male and the highest usage of iPhone users is 16-34 years old.

The highest grossing iPhone sales was in the year 2021 with 242 million units
that have been sold but declined in 2022 to 232 million units. This table shows the
iPhone's market share in different regions of the world.
Region iPhone Market Share
Asia 15.94%
North America 54.76%
South America 14.33%
Europe 35.84%
Oceania 55.55%
Africa 14.18%
Worldwide 27.6%
iPad
iPad previous annual sales was 57.8 million units and it was increased to 61.8
million units as of 2022. The annual revenue for iPad has remained still in the $20 to
$30 billion revenue since launch of 2011 together with the launch of iPad Mini in the
year of 2013. Apple Inc., has struggled to find new customers by selling iPad and their
annual revenue has always been in decline for more than years.

Mac Desktops and Laptops
In the past decades, Apple Mac was introduced and launched many core sets
of products such as MacBook Air, MacBook Pro, Mac Pro and iMac. It has remained
popular with a wide range of professional customers and part of the company's product
portfolio. Despite the fact that Mac sales have been declining for the past decade, Apple
has increased revenue and sales nearly every year since 2009.

Apple Wearable Devices
Wearable or Accessories devices is an important category in Apple Inc.
that includes the Apple Watches and Apple Airpods. Apple generated $41.1 billion
revenue as of 2022, it is estimated that Apple Watches has $14 to $18 billion and
Airpods has $10 billion every year. Apple Watches was launched in 2015 and it has led
the smartwatch market with more than 50% market share. It also surpassed more than
50 million annual sales in the year 2022. Airpods was launched in 2017 and it made a
huge impact on business for Apple Inc. with more than 80 million sales in 2022.

Apple Services
Apple's services revenue has increased year over year in comparison to revenue
from the iPhone, iPad, Mac, and wearable devices. As of 2022, Apple's services
generated $78 billion revenue with 900 million of iOS users who subscribed to one or
more apps on the platform, an increase of 20% on the previous year. One of the most
popular subscription services, Apple Music and Apple TV plus contributed the total price
increases on both services in 2022. Apple Music is the second largest music streaming
service with 88 million subscribers while Apple TV plus reached 900 million subscribers
across the world.
Apple App Store
Apple's App store had 2.184 million download apps and games in the year 2022,
with an increase of 21.4% on the previous year. The most popular Apple App store
among the categories is Games with more than 460,000 downloads while Business and

Education are the second and third most popular between 190,000 to 220,000
downloads among the categories in Apple's app store.
B. ECONOMIC SEGMENT
The global economy has become a crucial area for Apple Inc. on a local,
national, and even global scale. It is crucial for Apple Inc. to recognize the improving
economic climate in other nations. Three significant economic sectors are those that
Apple Inc. recognized, such as "money, recession, and inflation." For instance, if there
is a period of inflation in the United States, consumer purchasing power will decline,
which will cause Apple Inc. sales to decline. The US currency declines greatly at the
same time as a result of inflation. As a result, Apple Inc. purchases foreign currency and
receives income from those sources.

Apple Inc. set a "prestige cost" for their goods, as was already mentioned.
Because other companies, like Samsung, already dominated the Indian market, Apple
Inc. is unable to take advantage of it. As a result, many nations are still "price sensitive"
to such items, which has an impact on Apple Inc.'s sales. In essence, the value of US
dollars has increased dramatically, which has caused Apple Inc. to lose market share in
nations outside the United States, such as China and Europe. In furthermore, the
stagnation of "middle-class earnings in some developed countries" may cause Apple
Inc. to lose its "cost edge." China may also raise its labor and material costs, eliminating
that benefit for the company. While Apple Inc. focuses on "higher-end consumer items,".
Considering Apple Inc. has expanded its influence globally, it would thus not be affected
by the state of the US economy.
C. POLITICAL OR LEGAL SEGMENT
According to the study of Torres et al, (2012) Apple Inc. has concerns with the
organization's control system. The following challenges are: geopolitical risks, a lack of
authority in the organization's operations, and staff health issues, all of which disrupt
Apple's worldwide trade strategies. Because of the rising use of globalization policies
and outsourcing methods for cost savings, corporations such as Apple Inc. have shifted
their hardware divisions to nations such as China and Korea. The increasing
outsourcing created a hectic work environment for workers as well as suppliers. As a
consequence, Apple Inc. employees in supplier nations committed suicide. In May
2010, sixteen workers were hurt, and two killed, as a result of an explosion at Apple's
supplier country factory which that history became part of the political/legal
disadvantage in the part of Apple Inc. . On the other hand, as per Mr. John Dudovskiy

last February 2021, the degree to which Apple is able to fulfill its core goal of profit
maximization is determined by a variety of political/legal considerations. They include
government stability, bureaucracy, corruption, press freedom, home market lobbying
organizations, and so forth. Also, labor union actions might be cited as key political/legal
considerations for Apple Inc.
Tax Payments
Taxation is a significant political element impacting Apple. The international technology
corporation employs intricate legal strategies to make its tax payments as low as
possible across the world, particularly in the United States and Ireland. In the United
States, the computer behemoth keeps the majority of its cash abroad to avoid paying
corporate income taxes.
Dispute with US Federal Bureau of Investigations
The most notable instance illustrating the possible influence of a political aspect is
Apple's dispute with the US Federal Bureau of Investigations (FBI). Apple has fought
with the FBI over whether it should be required to hack an iPhone used by one of the
San Bernardino attackers. The topic became a significant political issue, splitting the
public into two camps: those who favor the corporation and those who oppose it on this
specific problem.

Political Lobbying
Annual lobbying by Apple Inc.
The company's level of political lobbying is an essential factor at Apple Inc.. Political
lobbying is an attempt to influence lawmakers and the external political environment in
favor of the iPhone maker. As seen in the figure above, the corporation has steadily
increased its yearly political lobbying expenditure over the last several years, reaching
USD 7,41 million in 2019. Yet, this sum is far less than the lobbying budgets of other
internet titans, including Facebook, Amazon, and Google, who shelled out USD 16.7
million, USD 16.1 million, and USD 11.8 million, respectively, over the same time.
Political issues among countries worldwide
“Apple has to cope with the effects of worldwide political considerations as well.”
Stated by Dmitry Gorotsov, a Russian Member of Parliament, to prohibit policymakers in

the home nation from "using iPhones and iPads to safeguard them from illegally spying
by foreign special services," this can be cited as an example of politics interfering with
business. Another Russian lawmaker known for his cruel approach to gay propaganda
has clearly and openly suggested Apple CEO Tim Cook be barred from visiting the
nation due to the latter's public condemnation of his perception concerning.
Another worldwide political/legal aspect relates to the iPhone maker's business
and long-term economic prospects is the trade dispute between the United States and
China. These examples provide a clear illustration of the possible influence of a political
element on Apple sales in Russia. It is critical to note that both of the preceding
situations include political reasons that are directly related to Apple.
D. SOCIOCULTURAL SEGMENT
“The journey to creating a more inclusive workforce and better world begins with
a commitment to a clear vision and accountability. At Apple, we take this responsibility
seriously, and we are continuing to make meaningful strides toward creating a more
inclusive and representative company.” Barbara Whye, Vice President of Apple Inc. on
Inclusion & Diversity.
The business of Apple is affected by social and cultural trends. In Apple's case,
the remote or macro-environment is dominated by the following sociocultural trends:
Rising use of mobile access, Increasing dependence on digital systems, and
International anti-Apple sentiments.

Apple Inc. has a chance to increase revenue thanks to the growing popularity of
mobile access. The rising demand for mobile devices like smartphones and tablets is
linked to this social external factor. Another socio-cultural trend that opens up
opportunities for Apple to sell more of its products on the basis of increased demand is
the growing reliance on digital systems. The company faces the social threat of
opposition to its business operations in spite of these opportunities.
Concerns about Apple's business practices are growing, including the company's
lawsuits against third-party repair services that fix products like the iPhone and
MacBook. The company's brand image and consumer confidence in its technological
products could suffer as a result of these feelings. The significance of Apple Inc.'s
strategy for corporate social responsibility is emphasized by these sociocultural factors.
Customers and governments, among other stakeholders, benefit from this strategy. In
addition, Apple Inc.'s corporate culture is important because it affects how well
customers are served.
The organization's inner social methodology should line up with the sociocultural
patterns impacting the worldwide market. Opportunities for expansion as well as threats
to Apple Inc. are identified in this section. The company must continue to improve its
technological innovation strategies and policies in response to these strategic concerns.
Additionally, such social external factors must be incorporated into Apple Inc.'s
marketing mix, or 4Ps.
Today, technology is a big part of our social lives, and Apple is known as the
technology king because of how well it works and looks. What's more, the music

business is another colossal social effect, which has become fundamental and set up its
market to the internet. iTunes, the largest digital music virtual media store, is
manufactured by Apple. Apple Incorporated benefits from the opportunities presented
by today's social lifestyle. The effects of social or sociocultural factors drive Apple's
business. Enhancing mobile access and social media use are Apple's primary social or
sociocultural external factors. Apple benefits from these sociocultural factors'
opportunities. Apple has begun to take advantage of the opportunity presented by the
rising popularity of mobile access to continue providing convenient mobile devices, such
as the iPhone, iPad, and Apple Watch. Additionally, as social media usage rises,
demand for Apple products will rise as well. Apple's business environment has more
opportunities in the sociocultural area than in any other area.
E. TECHNOLOGICAL SEGMENT
The smartphone market is one of the most abundant elements of technological
growth. Every firm relies heavily on technology. Being good with technology is essential
in today's fast-paced society. Especially for an electronics firm like Apple, the business
must continually integrate state-of-the-art technology. Apple's remote or macro-
technology environment's external variables often give prospects for the business.
Current technologies and technical developments are examined in this area depending
on their impact on business circumstances. Apple’s advancement in information
technology and the latest innovations influence the market a lot. The following
technological external variables are the most important in Apple's external analysis
case:

Growing cloud computing demand (Opportunity)
Apple has exploited the market by offering cloud-friendly products in all countries.
They have seen the rising demand for cloud computing as a commercial potential. But
only to a limited extent, the company currently provides cloud services. Taking
advantage of this potential, and with the backing of Apple Inc.'s corporate structure,
constructing an enlarged cloud infrastructure might optimize the business's profitability
in providing cloud-computing services. The company's maximum iCloud storage
allocation for a single user is 2 TB. As cloud computing technology advanced, Apple
could increase the profitability of its cloud service offerings. Our data show that Apple's
service-related revenue increased from 32,700 million in 2017 to 53,768 million in 2020.
Increasing technological integration in businesses (Opportunity)
Apple provides items to wealthy clients. As a result, commercial integration with
other tech businesses will assist APPLE in gaining a large market share in new and
developing nations. As the industry becomes more specialized, APPLE must introduce
goods with increasingly particular features. In this regard, the external strategic aspect
of expanding technology integration provides a chance to improve the company's
services and develop the business by giving its technical goods and services to a larger
number of consumers, including organizations.

Growing mobile market (Opportunity)
Additionally, this analysis considers the expansion of the mobile market as a
potential source of additional revenue for Apple Inc., including revenue from the App
Store and associated digital content distribution platforms.
Growing technological capabilities of other firms (Threat)
Other companies' technical advancements pose a danger to the company, since
more new competitors may enter the industry. Hence, in order to guarantee that Apple
Inc.'s corporate vision and mission statements are met, it is advantageous to strengthen
business skills in order to capitalize on opportunities and protect the company from the
competitive threats identified in this section of the study.
Apple faces strong competition from Google and Samsung for technologically
advanced products. Many of Apple’s signature products such as Apple Pay have been
easily replicated. It took Google less than a year to release Android Pay, which has the
same features as Apple Pay. As a result, many of Apple's defining services and
products are no longer distinctive. Thus, there are more potential impacts of
technological factors on Apple like Apple's ability to release new consumer products is
constrained. Several of its new products, like Apple TV, will have a limited market. Also,
as smartphones and tablets become more popular, demand for Apple's popular
personal computers will fall. Features like voice recognition, find my iPhone, face
identification, etc., keeps them ahead in the market. However, numerous Apple rivals
provide comparable technology items at reasonable prices. Sadly, this has a negative
impact on Apple's brand. Since only Apple devices can be integrated with Apple goods,

the firm cannot capitalize on this trend. Instead, it should create better methods for
connecting multiple devices. The competition keeps getting more difficult as technology
evolves and innovation occurs at a quicker rate. As a result, all technology has a limited
lifespan. This is the reason why Apple should upgrade their products more frequently in
order to easily outperform their competitors. In this circumstance, Apple will devote a
significant portion of its resources to research and development. One example is that
Apple employs its own brand operating system, which raises production costs, but Dell,
its competitor, utilizes Microsoft's operating system in all of its products. In this analysis,
Apple is ideally positioned to capitalize on such critical chances in its business
environment technology aspect.
Technology-related segments and variables consistently have a favorable impact
on the Apple brand's operations and results, computer use is expanding rapidly, and
this development is essential to the growth of the American business.Rapid
technological development is a feature of the Apple market and, in the world of
emerging technologies, technological advancement gives a fantastic opportunity for
businesses looking to maximize technology.
Apple is a great representation of this with its innovative product and devices. In
summary, Apple does business in a constantly developing market. A significant
innovation can be both a threat to the firm if it is missed and a huge opportunity if, on
the other hand, it is created by the company.

F. GLOBAL SEGMENT
Since Apple's founding in 1976, they have been able to create a global footprint.
Apple has achieved success in the global market by establishing strong brand
recognition, providing innovative products and services, and developing a customer-
focused approach to business. Its success is largely attributed to the company's core
values:
● Accessibility
● Educational support
● Carbon-neutral
● Inclusive work environment
● Privacy
● Equity and justice
● Supplier responsibility
These principles underpin the business' operations both locally and globally and
have an impact on the creation of its global branding strategy. Apple has a
standardization process to make sure all of its core values are applicable in all areas
and in all languages. Apple regards the entire world as one market and offers the same
kind of goods and services to everyone attributable to uniform worldwide branding. This

approach enables them to make the most of their technology and can accommodate the
diverse needs of individuals across the globe.
The majority of the world's nations were represented in Apple's geographic
segmentation. Their products were widely accepted due to the popularity of their brand
and other attributes. One of Apple's greatest successes was building a powerful brand
with a strong global recognition.
According to an article, The Rise of Apple Inc: Opportunities and Challenges in
the International Marketplace, Apple is a major player in technology worldwide. It owns
498 retail locations in 22 different nations. It has grown from a small domestic business
to a multinational corporation that enormous corporations like Samsung, Wal-Mart, and
McDonalds’ only rivals. However, Apple Operations International, a subsidiary of Apple
Inc. in Ireland, is more responsible for this success than Apple Inc. The Irish city of Cork
is the headquarters for Apple Operations International (AOI), which was incorporated
into Apple Computers Inc. in 1980. (Bloomberg). Apple Inc.'s subsidiary AOI is used to
operate many of its businesses internationally while bypassing American taxes. Two
additional subsidiaries, Apple Operations Europe and Apple Sales International are
located in Ireland in addition to AOI. For taxation purposes, these three subsidiaries do
not have a country of origin and are the primary source of Apple's record-breaking
wealth and expansion.
The sole purpose of Apple Operations International, which Apple Inc. owns, is to
remit dividends to Apple affiliates. This includes Apple Operations Europe, a wholly-
owned subsidiary that produces a line of computers for distribution throughout the

European Union. Apple Sales International, which collaborates with independent
Chinese manufacturers to create Apple products, is connected to these two. However,
the low tax rate of 2% that was negotiated with the Irish government when AOI was
founded in 1980 has been made possible by the company's numerous other
subsidiaries, which have allowed Apple to conduct business in Europe. The distributors
from Apple Distribution International (Ireland), Apple Retail Holding Europe (Ireland),
Apple Singapore, and Apple Asia are all covered by AOI. There are eight additional
retail subsidiaries within Apple Retail Holding Europe, which are dispersed throughout
the continent. Apple Retail locations in Belgium, France, Germany, Italy, the
Netherlands, Spain, Switzerland, and the United Kingdom are among them. All of these
tax-free dividends go to Apple Retail Holdings Europe, which pays dividends to AOI,
which then pays dividends back to Apple Inc.
Apple’s International Tax Structure

In addition to this, Morgan and Nicole (2021) stated that due to Apple's devices'
incredibly accessible and manageable, doors have opened for other business ventures
worldwide. Steve Jobs knew how crucial Apple's technological innovations were in
enabling the company to enter new markets like China. Their business strategy was
based on offering "high-quality mobile communication" to distinguish their products.
Multiple other business tactics, including foreign direct investments, imports, exports,
foreign outsourcing, and foreign licensing, contributed to global expansion in China. To
expand globally, Apple focused on China to benefit from the developing economy, low
labor costs, and large population. With a company called Foxconn in China that
generated $61 billion in revenue, Apple's business-to-business marketing strategies
helped them succeed internationally.
Apple also participates in several other developing markets, including Taiwan,
South America, Hong Kong, India, and the Middle East. In India, Bharti Airtel and
Vodafone are two businesses to which Apple catered its marketing strategies and
business plans. This presented a challenge to many Indian handsets, but it also
encouraged Apple to expand its products into this particular market because it faced
many dynamic rivals and had years of experience that allowed them to grow
internationally. Due to the iPhone's price sensitivity in the Indian market, Apple agreed
to reduce its prices to advance with market expansion. For many cities with famous
landmarks, Apple has established a fantastic retail experience. As a result, Apple was
better positioned to penetrate the Indian market more deeply and make further inroads.

According to a report on the analysis, brick-and-mortar stores will help 80% of
households achieve middle-class status by 2030. As a result, Apple is maintaining its
constant growth in the Indian markets.

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UNIVERSITY OF MAKATI

College of Business and Financial Science

Joana Laren Canalita

“FOR ACADEMIC PURPOSES ONLY”

Development planning is the process of setting quantifiable objectives to

accomplish a goal and the time window for it to be accomplished. A well-thought-out

essential components objectively. It will also guide decision-making as it proceeds

achievement with regard to the established goals.

clear mental picture of how such an idea may actually materialize.

“FOR ACADEMIC PURPOSES ONLY”

Making a strategic plan is a complex process that requires thorough research

the step-by-step that the developers intended to accomplish

affect the company’s performance.

they are being achieved.

“FOR ACADEMIC PURPOSES ONLY”

responsible for each action, and what resources will be needed.

Bachelor of Science in Management Accounting at the University of Makati. This paper

provides an in-depth analysis, evaluation, or interpretation of data of the specific

implementation will be monitored and evaluated.

“FOR ACADEMIC PURPOSES ONLY”

“FOR ACADEMIC PURPOSES ONLY”

II. COMPANY BACKGROUND

This portion may also contain a business overview.

HISTORY OF THE COMPANY

realized yet another piece at a time.

“FOR ACADEMIC PURPOSES ONLY”

increased from 35,000 computers in 1979 to 78,000 machines in 1980. (Doughtery,

computer line (Doughtery, 2011).

brought back to Apple as an advisor (Doughtery, 2011). Jobs was subsequently

the release of the iPad in 2010 (Doughtery, 2011).

“FOR ACADEMIC PURPOSES ONLY”

Given Cook's previous experience as Apple's COO, where he was in charge of

appears to be a strategic and rational decision. Additionally, he previously served as the

"strategic seller and supplier relationships" (Apple, Inc., 2012).

“FOR ACADEMIC PURPOSES ONLY”

Hardware Engineering. He oversees the engineering teams developing the Mac,

management experience, Phillip W. Schiller, Vice President of Worldwide Marketing,

of industry experience, it is no longer surprising that the company continues to

experience great success.

Tim Cook is a deserving candidate to be named CEO of the company, even

“FOR ACADEMIC PURPOSES ONLY”

professional experience, and supporting cast.

software, and services.”

positive change through innovation, even as it focuses on the ever-changing

security features also contribute to a better user experience. Therefore, it comes as no

“FOR ACADEMIC PURPOSES ONLY”

essential component is innovation. Apple is committed to helping to fill any technology

with the changing requirements of its customers because technology is always

company finds this to be a significant source of inspiration for innovation.

quality services, software, and hardware.

This statement demonstrates the company's constant determination to provide

intend to continue doing so for some time. It provides a comprehensive explanation of

“FOR ACADEMIC PURPOSES ONLY”

statement is accompanied by the following elements: Innovation, Integration of partners

and excellence, and Market Specialization.

second aspect demonstrates that Apple intends to continue developing high-quality

position at the forefront of cutting-edge technological solutions. It accomplishes this by

providing its workforce with cutting-edge, innovative, and client-focused resources. In

Establishing goals and objectives is important for an organization's success. A

a feeling of accountability and concentration in them. Apple leads the technological

“FOR ACADEMIC PURPOSES ONLY”

operate and interact in the workplace and the world.