Apple© is a company that has ingrained itself in today's culture through its innovative design, development and marketing. Almost everything related to personal computing (personal computers, mp3 players, and cell phones) is made and sold by Apple. The Apple brand is recognized worldwide thanks to the strong brand image of its products and its logo. They command a premium price because of the design aesthetic that pop culture pushes. However, with the growing popularity of Android and its competing devices, Apple's market share is starting to decline. The main strength of the Apple organization is creativity. They have created products that are ahead of the IT industry's power curve, with forward-looking features. Things like touchscreens and the App Store have now become standard for mobile platforms thanks to Apple's engineering efforts. Other products created and offered by Apple like the iPad manage to find the rare balance between form and function. Other devices were available at the time, but the appeal for the look and the system wasn't there. The Apple company has maintained a specific vision of research and growth and has a long experience in developing new products in stages in order to keep users willing to move on from their old devices. Apple has also created a very defined subculture of outside-the-box thinking. The Apple company was able to realign certain areas, thanks to the success of its product lines, to raise a lot of cash money. The company has over $100 billion in liquid assets on its balance sheet. They are often criticized by shareholders and investors for not investing in companies that support Apple, or even for not returning the money via a division... middle of paper ......greener of l 'other side? I tell them... No... It's just the Android logo you're looking at. Apple is expected to continue to focus on developing and upgrading existing iPhone and iPad products, but also look forward to the next "big thing." The next product they create could have an even higher demand than current telecommunications devices and tablets… Apple's future lies in its ability to think forward and expand the brand and its capabilities. My favorite example is the “iBeacon” technology that Apple created. ; It is an indoor positioning system that Apple Inc. uses as a low-power, inexpensive transmitter that can notify nearby Apple devices of their presence. The iBeacon also supports Android devices within a limited range, and thus provides a gateway. so its customers can use Apple and Android devices on the same network in the salon.