has yet to reach its full potential. A truly unique entity in terms of results and organization, Apple thanks to the conviction and leadership of Steve Jobs, its founder and then CEO; they pioneered the mobile technology revolution. When it comes to strength, Apple Inc has a great marketing team with great marketing and advertising skills, strong brand awareness, strong and extensive distribution channel and above all vertical integration and the most obvious one which is customer loyalty clients. With the acquisition of valuable companies such as Beats, WhatsApp, mobile payment systems with the iPhone 6, wearable gadgets such as the IWatch, Apple exploits these opportunities to satisfy its fans