Introduction Background of the company Apple Inc. is one of the most prosperous electronic firms in the world. This firm was started on April 1, 1976 by two scientists, Steve Jobs and Steve Wozniak. These two individuals were electronic enthusiasts. They were interested in turning their skills in electronics into a large business unit. Steve Wozniak, popularly known as Woz, was an astute electrician with a keen interest in computers (Tanke, 2000). It was during this time that computers were started. Steve Jobs on the other hand was a shrewd businessman. Although Woz was more knowledgeable than Jobs in the art of designing computer hardware, Jobs was smatter in entrepreneurship. While Woz considered his skills in making computers as a hobby, Jobs saw a huge potential of stating a computer firm that would rival the then leading computer firm, the IBM. They later incorporated Ronald Wayne, a rich businessman who came in to help the two financially. The trio formed a formidable force, which culminated into a company that is prosperous and very profitable. Although this company had various challenges that saw it eliminate its Chief Executive Officer, who was one of the founder members, in 1985, the firm was able to overcome these challenges using a number of strategies. Steve Jobs, having been forced out of the firm in 1985 as the chief executive, made a came-back in 1997 with strategies that transformed this firm to what it is currently. Kurtz (2010) says that Apple is one of the firms that were able to overcome the wave of.com crisis of the early twentieth century that brought down many firm, especially those that were computer based. Industry in which the company competes Apple Inc is operating in the electronics industry. This industry is very competitive, having some of the industry giants such as Samsung, Nokia, Tecno, Motorola and many others. The electronic industry has grown over the past century to become an industry that is large and very competitive. In China, there has emerged a new electronic firm that is offering Apple Inc a very still competition. Lenovo is fighting for the market share in the computer industry. In this industry, other competing firms include HP, Toshiba, IBM, and Dell among others (Weiss, 2011). The industry also has numerous other upcoming firms, especially in China and South Korea. Given the current trend, the industry is destined for a great expansion. Strategy of the Company Mission and vision of the company The vision and mission of a firm are the basic elements of strategic management. The vision of a firm has been very important in charting the path to be taken by the firm. Apple’s vision statement clearly demonstrates the far this firm sees in the competitive electronics market. The vision statement of Apple came from a statement made by its founder and former chief executive, Steve Jobs. He argued that man is the creator of change in the world. As such, he should be above structures and systems, and not subordinate to them (Charantimath, 2006). This vision has seen this firm become very competitive. This has been its driving force in innovations and creativity. Based on this, the firm has ensured that it remai