@APPLE 1. Apple is an American multinational technology company headquartered in Cupertino, California, that designs, develops and sells consumer electronics, computer software and online services. It is considered one of the Big Five companies in the US. Apple was founded by Steve Jobs, Steve Wozniak and Ronald Wayne in April 1976. In 1996, the Apple brand was bordering on bankruptcy. They were making bad decisions with inconsistent strategies, and most importantly, there was no big idea of what Apple stood for. After Steve Jobs came into Apple in 1997, everything he did was built around the big idea of "making technology so simple that everyone can be part of the future." He took a consumer-first approach to gadgets, bits and bytes in the market. 2. STRENGTHS: Most valuable brand Apple is ranked #1 for the 8th consecutive year by Interbrand, with a brand value of $ 322 billion. Globally Iconic One of the most reliable companies for personalised advanced computers and smart technology devices. Proficient Research Apple puts dedication into its product designs. Careful study & further research is performed to help understand customers' need and requirements. WEAKNESS: High-priced product The products are priced for middle and high-income consumers. Low-income consumers cant simply afford Apple products. Incompatibility with other software Apples products do not support other software or technologies, making them incompatible with other devices.