Introduction Apple Inc. is a publicly listed American company specializing in the production of high technological electronic products, computer hardware, and software. The company sells software, Smartphone, e-Book readers, Electronic music, Computers, and other consumer electronics. An entrepreneur named Steve Jobs started up the corporation in the fiscal 1977 (Rich, 2012). Even though many products urbanized under his watch including PowerBook G3 and iMac online store, the company continues to rely on electronics and box computer to prevail in the market and make sales. The company has been bringing out cut-price versions of its Smartphone. Looking even further, the company is staking its future on new products that could take electronics and computing power even deeper into everyday lives of consumers (Antràs & Helpman, 2004). The marketing aim of Apple Inc is to achieve a 20 percent market share in the next five years while the financial aim is to increase profitability by 15 percent through increased sales. This is anticipated to occur through a marketing plan as well as opportunities and problems that the company has researched on and identified. The marketing model involves five forces analysis that an organization uses in positioning the product. The functions of Apple are steered by specific organizational structure comprising of experienced marketing and sales officers. The success is measured through measurement controls and close monitoring of the implementation process. Nevertheless, Apple Inc anticipates changes in the market trends to come up with effective contingency plans (Mallin & Finkle, 2011). The Apple business level strategy Marketing strategy is referred to as the process that allows firms to focus on limited resources and greatest opportunities to reach a sustainable competitive advantage that would augment sales or profitability. Apple marketing strategy is based on the positioning of Smartphone through differentiation. The major consumer targets are professionals and students who need a state-of-art, convenient, secure, and internet-enabled Smartphone. The secondary consumer target entails the rural population who need quality but state-of-art Smartphone (Schonfeld, 2010). The Competitive advantage The growing technology in manufacturing and price threats has made Apple Inc to add new features and lower prices of Smartphone. The earlier establishment of strong brands and cheap cell phones by competitors such as Chinese Mobile is a factor to consider. Major competitors include Nokia, Samsung, HTC Corporation, LG, Motorola, and Sony Erickson. Though the market is highly competitive with new models entering the market, Apple Company is venturing into newly exploited market and innovative products that increase its competitive advantage (Apple Inc, 2010). The Model used at Apple Inc The Five force analysis The buyers’ power When the company opened its doors into the Smartphone industry, it offered the consumers innovative technology that disrupted the electronic industry. The products changed the platform requiring competitors to change their marketing strategies in order to remain relevant in the industry. The Smartphone industry presents the company with competitive forces (Debajani, 2012). Threat from new entrants The entrants present a th