“During a period when so much is fictitious, so many companies are built on air and frauds are uncloaked, Apple has been an emblem for the daring, ingenuity, and enterprise” (Moritz, 2010). Apple has consistently looked towards the future to capitalize on its opportunities, avoid and / or overcome its threats and sustain its business operations as an industry leader. One of the truest strengths within Apple has always been its ability to integrate their products into the lives of its customers. “Apple has excelled at selling a lifestyle” (Lashinsky, 2012). This “lifestyle” has recently suffered due to numerous threats within the industry of technology. Apple has faced and continues to face intense competition on a number of its business fronts from the likes of such companies as Samsung, Google, and Microsoft, which continue to etch away at Apples market share. China, as well as numerous other emerging nations, has emerged from within our global marketplace as major contributors towards the worlds product needs, however there has been severe issues regarding piracy as well as numerous complaints and allegations made towards many of these emerging nations governments’ for highly corrupt business practices.
In addition to the numerous issues which continue to threaten Apple, there has been tremendous uncertainty surrounding the organization due to the death of its founder and longtime CEO, Steve Jobs in late 2011. There are many in the industry which feel Apple will lose its direction as Jobs was a visionary, who seemingly could look into the future and move Apple directly towards his vision and always realize the dreams and visions he had. Shortly before his death, the board appointed longtime Apple executive, Tim Cook to lead Apple into its uncertain future. As Apple moves toward the future with Time Cook at the helm, there are numerous opportunities which Apple can capitalize on to thwart the threats which seek to eliminate Apple. The enterprise market (U.S. Government and the educational system) is brimming with opportunity at this moment. Apple recently was awarded a contract with the US government to replace all Blackberry mobile devices with the next generation IPhone over the next year. Also, while the nations which are emerging from the worlds shadow to become major contributors within the global present several threats to Apple, there are also numerous opportunities for growth within these nations, growth which Apples competitors are also looking to capitalize on. Within the growing global market, the potential for growth within the technology industry is staggering. As the world continues its evolution, Apple and its competitors stand waiting to profit on the next country to emerge within our global market.
Over the next few months, Apple will introduce its next generation devices along with what many hope will be another glimpse into the future. Apple has always been the company which looked outside of the box and into the future when bringing to market the products we all know and love. Apple TV is in its infancy now but stands to gain significant ground within the market as Apple looks to capitalize further on this market. Rumor has it Apple TV will evolve into what many call the iTV to compete with Sony and Microsoft within the gaming market. The world has witnessed the latest product offerings from Apple’s competitors and now anxiously await the next products Apple, long seen as the industry king, will bring to market later in the year. While the future for Apple seems to be uncertain with the untimely departure of Steve Jobs, there are numerous opportunities for Apple to capitalize on.
For every opportunity Apple looks to capitalize on, there is an equal threat present to derail that opportunity; however, while there are numerous threats faced by Apple presently, there is also, an equal number of opportunities waiting to be capitalized on. Apple will eliminate the uncertainty surrounding them with superior excellence, seamless integration and proven level 5 leadership within the organization.