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Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. Its best-known hardware products are the Mac personal computers, the iPod portable media player, the iPhone smartphone, the iPad tablet computer, and the Apple Watch smartwatch. Apple's consumer software includes the OS X and iOS operating systems, the iTunes media player, the Safari web browser, and the iLife and iWork creativity and productivity suites. Its online services includes the iTunes Store, the iOS App Store and Mac App Store, and iCloud. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976 to develop and sell personal computers. It was incorporated as Apple Computer, Inc. on January 3, 1977, was renamed as Apple Inc. on January 9, 2007, to reflect its shifted focus toward consumer electronics. Apple is the world's second-largest information technology company by revenue after Samsung Electronics, the world's largest technology company by total assets and the world's third-largest mobile phone manufacturer. On November 25, 2014, in addition to being the largest publicly traded corporation in the world by market capitalization, Apple became the first U.S. company to be valued at over US$700 billion. As of July 2015, Apple employs 115000 permanent full-time employees, maintains 453 retail stores in sixteen countries and operates the online Apple Store and iTunes Store, the latter of which is the world's largest music retailer.

External Factors Evaluation(EFE) for APPLE:
EFE Matrix Key External Factors | Weight | Rating | Weighted Score | Opportunities | | | | High demand of iPad mini and iPhone 5 | 0.15 | 4 | 0.60 | Growth of tablet and smartphone markets | 0.06 | 3 | 0.18 | Strong growth of mobile advertising market

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