Edsml - U12 - Strategic Planning - Lo - 1-3 - Neha Singh

International School of Management Studies
Pune – Maharashtra - India
STRATEGIC PLANNING
LEARNING OTUCOME 1, 02 &03
NEHA SINGH
(MBA INTERNATIONAL)
Statement of Authenticity
I certify that the work submitted in regard to this assignment is my own and wherever the works of
others have been used to support my work, the credit has been duly acknowledged.
Student Email: nehasingh.isms@gmail.com Date: 11.05.20

Extended Diploma in Strategic Management & Leadership
International School of Management Studies, Pune – Maharashtra - India
TABLE OF CONTENTS
Serial no. Particulars Page no.
1 Executive Summary 3
2 TASK1 4
3 TASK2 7
4 TASK3 10
5 TASK4 13
6 TASK5 15
7 Conclusion 17
8 Bibliography 18
Page 2 of 19
Executive summary
The aim of this report is to explain the brief history of Apple Inc and analyze the internal and external
environment and organizational culture of Apple UK. . Apple an American based multinational company
which was established on April 1, 1976 and founded by Steve Jobs, Steve Wozniak and Ronald Wayne
with headquarters in California. According to statistics it is the world’s third largest mobile phone maker
after Samsung and Nokia. Apple manufactures and sells a variety of electronics computers (Mac),
phones (iphones), iPods, ipads, application software printers, storage devices, speakers, headphones
etc. It is a highly competitive market. Apple’s brand is driven by 3 elements: confidence, competence
and customers, it sells worldwide through its online stores and retail stores, third-party, resellers etc.
Apple sold more than 45 million units of iPod according to their annual sales report in 2007, on May 19,
2001 and it opened its first official Apple retail store in Virginia and California .
Page 3 of 19
Introduction:
Apple Inc is an American multinational corporation with a focus on designing and manufacturing
consumer electronics and closely related software products. Headquartered in Cupertino, California,
Apple develops, Sells, and supports a series of personal computers, portable media players, computer
software, and computer hardware accessories; Apple is also currently involved in the creation of new
technology concepts, Such as the iphone, Apple TV, and many features of its own, upcoming operating
system, Mac OS X “Leopard”.
Apple also operates an online store for hardware and software purchases, as well as the iTunes store a
comprehensive offering of digital downloadable music, audio books, games, music videos, TV shows and
movies. The company’s best known hardware products include the Mac line of personal computers and
related peripherals, the iPod line of portable media players, and the Iphone.
Task 1:
Apple was on the verge of bankruptcy and then turned around to one of the most profitable
companies in the world. Identify the major stakeholders of Apple and their need and expectations.
Also, elaborate how Apple created value for stakeholders to become profitable company.
The company started as "Apple Computer," best known for its Macintosh line of computers in the 1980s
and 1990. Steve jobs and Steve wozniak a pair of 20 something college dropouts founded apple
computer on April fool’s day, 1976. It sparked a computing revolution that drove the PC industry to $1
billion in annual sales in less than three years. Apple quickly became the industry leader, selling more
than 100,000 Apple IIs by the end of 1980. In December 1980, Apple launched a successful IPO. Apple’s
competitive position changed fundamentally in 1981 when IBM entered the PC market. The IBM PC,
which used Microsoft’s DOS operating system (OS) and a microprocessor (also called a CPU) from Intel,
was a relatively “open” system that other producers could clone. Apple, on the other hand, practiced
horizontal and vertical integration. It relied on its own proprietary designs and refused to license its
software to third parties. IBM PCs not only gained more market share, but also emerged as the new
standard for the industry. Apple responded by introducing the Macintosh in 1984. The Mac marked a
breakthrough in ease of use, industrial design, and technical elegance. However, the Mac’s slow
processor speed and lack of compatible software limited sales. Apple’s net income fell 62% between
1981 and 1984, sending the company into a crisis. Jobs that was often referred to as the “soul” of the
company, was forced out in 1985. Apple nearly went bankrupt in 1996. In August 1997, Gates came in
and supported Apple, which at the time was on the edge of bankruptcy. The world's a happier
environment, "Jobs told Gates after Microsoft had decided to spend $150 million in Apple To save the
company, Jobs became the company’s interim CEO in September 1997.'Apple Computer' has been
Page 4 of 19
Renamed 'Apple Inc.' to reflect the company's penetration into the consumer electronics industry with
revolutionary non-PC devices beginning in the early 2000s.
The major stakeholders of apple and their need and expectations:
Customers and Consumers:

Apple prioritizes customers as its top stakeholders in devising corporate social responsibility strategies.
This stakeholder group is composed of individual and organizational buyers of Apple products. The main
interest of customers is to have effective and efficient products that are reasonably priced. Apple
products have higher price points. However, Apple’s premium pricing strategy is acceptable because it
matches the high quality and aesthetics of these products. The company also has environmental
programs for recycling and responsible sourcing to address customers’ demands for business
sustainability. Thus, Apple’s corporate social responsibility efforts satisfy the interests of customers as
the top stakeholders of the business.
Suppliers and Distributors:

Suppliers and distributors in Apple’s supply chain are also significant considerations in the company’s
corporate social responsibility efforts. The main interest of suppliers and distributors is similar to the
interests of Apple’s own employees, such as proper compensation and job security. To address these
interests, Apple has a Supplier Code of Conduct. The company monitors and imposes requirements on
the employment practices of firms in its supply chain. Part of Apple’s policy is to terminate business
relations with suppliers that continue to fail or refuse to satisfy this Code of Conduct. Apple’s 2014
assessment of suppliers shows that 92% of suppliers now comply with the 60-hour workweek rule. Thus,
to a certain high degree, Apple’s corporate social responsibility efforts satisfy the interests of the
stakeholder group of suppliers’ workers.
Investors:
Investors are typically major stakeholders and determinants of corporate social responsibility programs
in businesses. In Apple’s case, investors are interested in maximizing the returns on their investments.
The company effectively addresses this stakeholder group through excellent financial performance. For
example, Apple is now one of the most profitable companies in the world. The firm maintains high profit
margins. Apple also has a strong financial position, which involves high liquidity through large amounts
of cash. The company has also managed to avoid debt. Based on these corporate social responsibility
conditions, Apple effectively satisfies the interests of investors as stakeholders.
Page 5 of 19
Apple’s Employees. Employees are the most crucial stakeholders in Apple’s approach to corporate social
responsibility. This stakeholder group is composed of employees at Apple’s facilities. The main interests
of these stakeholders are proper compensation and career development. Employees as a stakeholder
group are important because they directly determine Apple’s human resource capabilities to innovate
and develop profitable products. The firm addresses the interests of its employees through
compensation packages competitive in Silicon Valley. Thus, Apple’s corporate social responsibility efforts
satisfy the concerns and interests of employees as a major stakeholder group.
Apple created value for stakeholders to become profitable company:

Apple has a considerably high performance in addressing its corporate social responsibilities by
satisfying the interests of stakeholders. The company satisfies the interests of customers, Apple
employees, and investors. However, Apple has the opportunity to improve its corporate social
responsibility performance in addressing the interests of the workers of firms in its supply chain.
Imposing rules on suppliers is difficult, considering differences in organizational contexts. However,
Apple has the power to compel suppliers to comply with its Supplier Code of Conduct. Thus, the
company’s main corporate social responsibility effort should be to improve overall compliance in its
supply chain.
Page 6 of 19
Task 2:
Using various strategic management tools, complete the internal & external environment analysis for
Apple. How, Apple has responded to the change of environmental factors.
Internal and external environment analysis of Apple using SWOT as strategic management tool:
Internal environment:
An internal environment is a set of elements that define the atmosphere within the company’s
structure. It describes the way activities and relationships are carried out inside the business, normally
within co-workers.
External environment:
On the contrary to internal factors, external elements are affecting factors outside and under no control
of the company. Considering the outside environment allows businessmen to take suitable adjustments
to their marketing plan to make it more adaptable to the external environment. There are numerous
criteria considered as external elements. Among them, some of the most outstanding and important
factors need to listed is current economic situation, laws, surrounding infrastructure, and customer
demands.
SWOT analysis of Apple:
Apple’s strength:
Most valuable brand: Apple is ranked 1 for the 7 th consecutive year with a brand value of $234 billion. It
has well established and strong brand name among the consumers and its competitors through quality
and introducing new products.
Globally iconic & loyal customers: Apple is one of the most reliable companies when it comes to
personalized advanced computers and smart technology devices. It has millions of loyal customers
because of the quality of product that Apple provides to its customers.
Top technology: Apple was the first to introduce some of the most innovative products that have
changed the world. Apple is still determined to build and craft better. Apple is been innovative since the
beginning, always come up with new ideas and products. Apple use to produce its own software for its
product but working with Microsoft and Intel gave edge to its profitability and Apple has strong research
and development to its competitor this is the reason apple always comes up with new innovation.
Product design: Apple puts dedication into its product designs. Careful study is initiated and further
research is performed to help understand customer needs and requirements.
Page 7 of 19
Apple’s weakness:
Highest priced products: Apple’s products can be considered a luxury due to their premium prices. The
products are priced for middle and high-income consumers. Low-Income consumers can’t simply afford
Apple products. Due to their premium pricing, only middle or high-class individuals can afford their
products.
Limited advertisement & promotions – Apple has solidified their grounds by establishing loyal
customers, even with limited advertising resources. Apple marketing relies heavily on its iconic and
flagship retail stores. Because of their success, Apple does not feel the need to have excessive spending
towards advertisement in comparison to other big brands such as P&G, Coca Cola co. and Samsung
technology.
Incompatibility With Other Software – When a customer buys an apple product, they enter the Apple
universe. Apple’s products do not support other software or technologies making them incompatible
with other devices. Customers have to exclusively purchase Apple apps or accessories to continue using
their Apple products.
Apple’s opportunity:
Qualified Professionals – Apple’s researchers, developers, and product specialists are a team of highly
qualified professionals that have years of experience in branding consumer products. With the
expansion of their team, Apple can continuously build new opportunities.
Expansive Distribution Network – Apple Inc. has the opportunity to expand its distribution network.
Currently, the distribution network that Apple has is very limited and leaves room for minimal growth.
Apple can generate higher revenue and sales if it focused on creating an expansive distribution network.
Furthermore, the company can benefit from diligent marketing and promotions. the world is already
using PCs as the study reveals that more than one billion PCs were used globally in 2010, and it was
expected to rise by three times. As one report reveals, in 2013, people in China had an interest in the
Apple Company, while Lenovo was on the Chinese market and retained 30% of the market share. There
is a big demand for Apple on the Chinese market
Improve Warranty and Reduce Prices: Apple can improve its warranty program and reduce its product
prices to challenge its competitor’s prices and hold a strong position in market.
Apple’s threat:
Increasing Competition – Although Apple as a brand has solidified itself, it still faces threats from
competitors. With the advancement in technology, brands like Samsung, Google, and dell are giving
Apple tough competition. As the competition is getting stronger, Apple either has to introduce new
technologies to stay ahead of its competitors. . And when it comes to other products, particularly smart
Page 8 of 19
Phones, there is also a big rivalry, such as Samsung, Lenovo and once Nokia, notably from 2009 to 2012.
It was 39% in 2009.
Market Penetration – There has been a significant change in market penetration by other brands in the
smart phone market. Companies like Samsung, HTC, and Lenovo are using Android software to create
new smart phones. Currently, Android has captured 72.23% of the market share while apple has only
24.55% of the market share globally.
Chance of foreign action: A significant and increasing portion of Apple's sales comes from foreign
operations. In the past three years, overseas revenues have risen and accounted for 56%, 47% and 44%
for fiscal 2010, 2009 and 2008 respectively. Therefore, Apple avoids breaching complicated global laws
and regulations, including foreign exchange caps, labor rules and anti-competition legislation most
notably, Apple are accused of developing a music monopoly. Compliance with this legislation reduces
the expense of doing business in international jurisdictions. Major overseas activities also subject Apple
to foreign currency exchange rate fluctuations toward greenbacks. The weakness of the US dollar
following the latest global financial crisis has forced Apple to increase international prices to reduce
foreign exchange exposure, potentially rising demand for its goods. US government has imposed a
higher tariff on imports from China, increasing the overall cost of the products. Consequently, it
adversely affects the gross margin on the products and may make the product more expensive for
customers.
Backdoor Mechanism – Apple has been under constant pressure by government agencies to unlock the
iphone via a backdoor, which means unlocking the encryption of the iPhone and giving access to its data.
Page 9 of 19
Task 3:
Opine about industry attractiveness for Personal Computer Industry. Evaluate Apple’s product
strategy across its business or product life cycle.
Apple marketing strategy can be classified as product differentiation. Specifically, the multinational
technology company differentiates its products and services on the basis of simple, yet attractive design
and advanced functionality.
Position of apple in its current market:
Apple’s ability to design and develop its own operating systems, hardware, application software and
services to provide its customers products and solutions with innovative design is placed at the core of
its business strategy. As of September 2018, the Apple had approximately 132,000 full-time equivalent
employees (Annual Report, 2018). The net sales of the world’s largest IT Company by revenue increased
16% or USD36.4 billion during 2018 compared to 2017.
Apple business strategy comprises focusing on design and capabilities of products and ever-
strengthening the company’s ecosystem. In short-to-medium term perspective, Apple is working
towards decreasing dependence of the business on the sales of iPhones. Leadership style at Apple is
known to be democratic. CEO Tim Cook practices ‘quiet leadership’ and he is widely recognized as an
effective leader. At the same time, a number of industry watchers and analysts criticize Tim Cook for the
lack of innovative genius his predecessor legendary Steve Jobs used to possess.
Apple has hierarchical organizational structure. Moreover, the company’s organizational structure also
integrates product-based grouping with a focus on collaboration between different groups and divisions.
Organizational culture of the multinational technology company, on the other hand, fosters creativity
and innovativeness coupled with intensive workload on employees at all levels. A high level of secrecy
and focus on diversity and inclusion can be also specified as important elements of Apple corporate
culture. Today, Apple is faced with a range of business threats such as quality problems with negative
implications on the sales and the company brand image and intensifying competition from China and
India.
Using the five-strong Porter, this section analyzes how Apple successfully places itself with its
separation strategy:
Rivalry of existing competitors:
Apple faces heavy rivalries from its established rivals due to the vast number of players in the different
sectors in which it works. In the Personal Computer (PC) market, its major rivals include large industrial
Page 10 of 19
players such as HP, Dell, Lenovo etc. and the smart phone field Samsung is one the biggest competitor in
the market.
Apple has its own unique design of product that made the company different from ad support to build
loyal customers.
Threat of new entrants:

New entrants in Electronic Equipment brings innovation, new ways of doing things and put pressure on
Apple Inc. through lower pricing strategy, reducing costs, and providing new value propositions to the
customers. Apple Inc. has to manage all these challenges and build effective barriers to safeguard its
competitive edge. Apple is electronic organisation it already has many competitors around so threat of
new entrant is high for Apple.
Apple inc. can tackle the threat of new entrants:
By innovating new products and service & New products not only bring new customers to the fold but
also give old customer a reason to buy Apple Inc. Products and By building economies of scale so that it
can lower the fixed cost per unit.
Bargaining power of suppliers:
All most all the companies in the Electronic Equipment industry buy their raw material from numerous
suppliers. Suppliers in dominant position can decrease the margins Apple Inc. can earn in the market.
Powerful suppliers in Consumer Goods sector use their negotiating power to extract higher prices from
the firms in Electronic Equipment field. The overall impact of higher supplier bargaining power is that it
lowers the overall profitability of Electronic Equipment.
Apple Inc. can tackle Bargaining Power of the Suppliers:
By building efficient supply chain with multiple suppliers and experimenting with product designs using
different materials so that if the prices go up of one raw material then company can shift to another.
Bargaining Power of Buyers:
Buyers are often a demanding lot. They want to buy the best offerings available by paying the minimum
price as possible. This put pressure on Apple Inc. profitability in the long run. The smaller and more
Page 11 of 19
powerful the customer base is of Apple Inc. the higher the bargaining power of the customers and
higher their ability to seek increasing discounts and offers.
Apple Inc. can tackle the Bargaining Power of Buyers:
By building a large base of customers’ and this will be helpful in two ways. It will reduce the bargaining
power of the buyers plus it will provide an opportunity to the firm to streamline its sales and production
process. By rapidly innovating new products, Customers often seek discounts and offerings on
established products so if Apple Inc. keeps on coming up with new products then it can limit the
bargaining power of buyers. New products will also reduce the defection of existing customers of Apple
Inc. to its competitors.
Threats of Substitute Products or Services:
When a new product or service meets a similar customer needs in different ways, industry profitability
suffers. For example services like Drop box and Google Drive are substitute to storage hardware drives.
The threat of a substitute product or service is high if it offers a value proposition that is uniquely
different from present offerings of the industry.
Apple Inc. can tackle the Treat of Substitute Products / Services:
By being service oriented rather than just product oriented and understanding the core need of the
customer rather than what the customer is buying.
Rivalry among the Existing Competitors:
If the rivalry among the existing players in an industry is intense then it will drive down prices and
decrease the overall profitability of the industry. Apple Inc. operates in a very competitive Electronic
Equipment industry. This competition does take toll on the overall long term profitability of the
organization.
Apple Inc. can tackle Intense Rivalry among the Existing Competitors in Electronic Equipment industry:
By building a sustainable differentiation and building scale so that it can compete better. Collaborating
with competitors to increase the market size rather than just competing for small market.
Page 12 of 19
Task4:
Identify the source of competitive advantages of Apple Co and evaluate whether are these
competitive advantages are sustainable in future or not. Using Value Chain, Resource-based view
(RBV) and VRIN framework, suggest how Apple Co can develop sustainable competitive advantages?
Apple’s Competitive Advantages:
At the outset, Apple had many competitive advantages that allowed it to become a profitable business.
Apple’s PCs relied on proprietary designs that only Apple could produce. When Apple developed the
Macintosh, it was very easy to use, had an industrial design, and technical elegance. People craved these
qualities in a PC, but the Mac was very slow and there were very few compatible programs due to the
proprietary design. To combat this, Apple was able to tap into the corporate sector, as the Mac became
the best PC with respect to desktop publishing. It was also able to hold more than 50% of the education
sector. In addition, Apple was able to control the Mac completely in both hard ware and software. It was
also able to develop its own peripherals that took advantage of a “plug and play” system. Many of
Apple’s current competitive advantages can be linked to its initial competitive advantages. Users in
today’s world still value the user experience just like when the Mac was initially introduced. Thus, the
current incarnations of Macs offer attractive design, ease of use, good security, and bundled software
that all contributes to an “Everything-ready” system that is very easy to use. The “plug and play” system
is still in use, though right now, the Mac has incorporated current standards such as USB ports. Thus, the
current Mac is a PC that “offers a cutting-edge, tightly integrated user experience,” meeting the needs of
most of the market. In addition, Apple has introduced Apple stores, which offers its own unique retail
experience, as people looked forward to a good shopping experience when buying computers.
Apple as a brand: Apple is the world’s second- largest information technology company by revenue
after Samsung electronics and the world’s third largest mobile phone maker after Samsung and Nokia. It
has become an obvious leader in the consumer technology industry.
Supply chain management: It has been argued that apple has achieved such efficiency in its supply chain
that the company operates as a one buyer and many sellers in that it can dictate terms to its suppliers.
This relationship is a huge advantage to apple.
Top executives: Apple rolls out the most innovative products in the consumer technology industry.
Without Steve jobs hiring of the most tech. mind such innovation provided by apple wouldn’t be
possible.
Page 13 of 19
Resource/Capab Do Is the company

ility es it have value Is it rare Is it inimitable organized to
exploit this
resource/capability
The Brand Yes Yes Yes Yes
yes Yes Yes Yes

Supply chain
management
Top executives Yes Yes Yes Yes

International Yes No No Yes
product distribution
International product distribution: Tim Cook expects china to overtake the United States as Apple’s
biggest market in 2013.
Page 14 of 19
Task 5:
Being the CEO of Apple Co, what will be your product wise (for every product mentioned in the case)
KPIs for next 2-3 years and how do you propose & justify your options to achieve those objectives.
(You can refer Exhibit 1 to 9 and set the KPI which is logical and SMART. You can go for BHAG target,
but the same needs to be justified).
Key performance indicator:
Is a measurable value that indicates how effectively company is achieving key business objectives.
Although some, like net profit margin, are nearly universal in business, most industries have their own
key performance indicators as well.
The first thing to be CEO of apple is to consider that what are the products which gives the most
revenue and which gives the less. In order to evaluate, let's take the 4 commodities of Apple on the
market and how it works on the market with the support of BCG Matrix. BCG growth-share matrix
classifies different business units or products into 4 different categories like Dogs, Stars, Cash Cows and
Question Mark.
Page 15 of 19
Cash Cow:
Products of Apple that fall under the Cash Cow category of BCG Matrix of Apple are Apple Mac book and
iMac’s. Over the years Mac Book and iMac’s have attained the position of being a Cash Cow for the
company. The company has carved a niche for itself and has its own base of loyalists who prefer Apple
products only.
Stars:
The business units that represent the star of an organization also share the feature of having a high
market share, but what makes them different from cash cows is that their respective industry can still
expand further.
For apple, their iphones are undoubtedly are the Stars for them. With every new launch of Apple
iPhone, the company manages to set new sales records. Known for its design and technology prowess,
Apple iPhones have its own set of loyalists thanks to which it easily manages to stride off the
competition available in the market.
Question Mark:
Apple TV makes a bit of money, but it’s not reaching its true potential. If Apple can solve a few
ecosystem problems, they could really own the TV space. There are tons of rumors of an Apple TV
product that might just maybe dominate like the iPod/iPhone/i Pad.
Dogs:
Dogs are those products that were perceived to have the potential to grow but however failed to create
magic due to the slow market growth.
Apple iPods were considered the next big thing when they were introduced in the market but eventually
failed to create a significant impact due to high competition and low customer demand.
Page 16 of 19
Conclusion
I have learned from this assignment about affects of external environment on an organization and the
importance of stakeholder of an organization. Apple internal business environment was analyzed by
using SWOT and Porter’s value chain analysis. SWOT analysis focused on strength, weaknesses,
opportunities and threats which explained Apple’s strength give it a strong hold against its competitors,
weakness and threats would overcome by research and development, opportunities will bring more
strength to organisation. Porter’s value chain analyzed Apple business system which is valuable but they
consider it to cut the prices of its product. Found that Apple’s brand image is a critical strength. It has
built strong trust on the market which is because of its high standards quality and design. Its customer
orientation has also helped it build a strong impression on its customers.
Page 17 of 19
Bibliography
“5 Human Resources Models Every HR Practitioner Should Know.” AIHR Digital, 22 Oct.
2018<www.digitalhrtech.com/human-resources-models/>.[Accessed 5 May 20]
‌ heartofcodes. “Anshul.” Heart Of Codes, 14 Apr. 2019,< heartofcodes.com/bcg-matrix-of-
apple/>
[ Accessed 7 May 2020]
‌ Business Insider. “Tim Cook Reveals Apple’s 10-Year Plan For Future Tech.” Futurism, Futurism, 8
June 2017,< futurism.com/tim-cook-reveals-apples-10-year-plan-for-future-tech>. [Accessed 9
May 2020].
‌ Taylor, James. “Key Performance Indicators for Apple Inc - Essay Typing.” Essay Typing, 29 Sept.
2017, <www.essaytyping.com/key-performance-indicators-apple-inc/>. [Accessed 10 May
2020].
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International School of Management Studies

Pune – Maharashtra - India

Student Email: nehasingh.isms@gmail.com Date: 11.05.20

Serial no. Particulars Page no.

The major stakeholders of apple and their need and expectations:

Customers and Consumers:

Suppliers and Distributors:

Apple created value for stakeholders to become profitable company:

SWOT analysis of Apple:

Position of apple in its current market:

Rivalry of existing competitors:

Threat of new entrants:

Apple inc. can tackle the threat of new entrants:

Bargaining power of suppliers:

Apple Inc. can tackle Bargaining Power of the Suppliers:

Bargaining Power of Buyers:

Apple Inc. can tackle the Bargaining Power of Buyers:

Threats of Substitute Products or Services:

Apple Inc. can tackle the Treat of Substitute Products / Services:

Rivalry among the Existing Competitors:

Apple’s Competitive Advantages:

Resource/Capab Do Is the company

yes Yes Yes Yes

Top executives Yes Yes Yes Yes

Key performance indicator:

“5 Human Resources Models Every HR Practitioner Should Know.” AIHR Digital, 22 Oct.

2018<www.digitalhrtech.com/human-resources-models/>.[Accessed 5 May 20]

‌ heartofcodes. “Anshul.” Heart Of Codes, 14 Apr. 2019,< heartofcodes.com/bcg-matrix-of-

[ Accessed 7 May 2020]

June 2017,< futurism.com/tim-cook-reveals-apples-10-year-plan-for-future-tech>. [Accessed 9

2017, <www.essaytyping.com/key-performance-indicators-apple-inc/>. [Accessed 10 May

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