Apple’s Strategic Plan: Summary of Apple Company’s Strategic Plan

Apple’s strategic plan is key to the realization of the company’s its goals and objectives. Apple’s strategic plan focuses on its key products; the Mac computer, iPad, iPhones, and iOS. These innovative products are a crucial part of Apple’s strategic plan since it eases its penetration of the highly competitive digital technologies market.

Apple plans to increase its production of digital products while maintaining profitability. This summary includes the internal and external analysis of Apple’s strategic plan. It also highlights the manner in which the plan will be implemented, evaluated and controlled.

The Internal Analysis of Apple’s Strategic Plan

Apple’s strategic plan aims at, first, setting the objectives that the company should achieve internally. These objectives are increasing the company’s market share of its main products. This includes expanding its market share of the personal computers market.

Secondly, Apple’s strategic plan includes the development of high level innovations in order to position the company as a leader in the market. Currently, Apple is credited with top level innovation as seen in products like iPod, IPad and IPhone. Through innovation, the company can achieve a better competitive position in the market.

Apple’s strategic plan seeks to tighten intellectual property rights to safeguard its innovation. This is because the company invests lot of cash in research programs that drive its innovation projects. Apple is also known for developing unique digital technologies that, unfortunately, end up being mimicked with fake copies in the market.

This hinders Apple’s efforts to push its innovative products to potential customers in the market. By tightening its intellectual property rights, the company will be able to curb such incidences (Smith & Mann, 2004).

 The External Analysis of Apple’s Strategy

Apple’s strategic plan highlights the various alternative methods that the company will employ to increase its market share. To start with, Apple will reduce the prices of its products relative to the prevailing prices in the markets. Since the quality of its products is high, the company aims to take this advantage to increase its market share.

Secondly, Apple plans to expand accessibility of it goods outside the main U.S market. This will be done by opening additional supply chains and distributorships. In addition, it aims to include product focusing into its marketing strategy in order to meet consumer demands on specific areas.

  Strategy Analysis and Choice

To achieve the objectives of its plan on protecting intellectual property rights, the company plans to sign confidentiality agreements with employees that prohibit disclosure of information to third parties. Additionally, it plans to start sueing companies that infringe on its intellectual property rights.

Moreover, the company can also increase its distributors and partners, and subsequently, its market share. Sporting and recruiting exceptional talent will enable the company in innovation. In addition, the company can also reduce its price to leverage competition in the market (Cusumano, 2010).

  Strategy Implementation

Apple has already moved with speed to implement its strategic plan by producing relevant products that are consistent with current technology. Through innovation, the company has been producing high performance products for the markets. To sustain innovativeness, Apple has begun a training program to improve the education and expertise levels of its employees.

In future, Apple’s strategic plan will seek to adopt low prices to rival its competitors in the market for technology customers. The company requires employees and partners to sign confidentiality agreements. This is done to avoid the long and strenuous processes of filing lawsuits when its intellectual property rights are violated (Horn, & Brem, A.2013)


Smith, B. L., & Mann, S. O. (2004). Innovation and Intellectual Property Protection in the Software Industry: An Emerging Role for Patents?.The University of Chicago Law Review, 241-264.

Cusumano, M. A. (2010). Staying power: Six enduring principles for managing strategy and innovation in an uncertain world (lessons from Microsoft, Apple, Intel, Google, Toyota and more). OUP Oxford.

Horn, C., & Brem, A. (2013). Strategic directions for innovation management – a conceptual framework. Management Research Review, 36(10), 939-954

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