reword the following:

Considering the five forces, Apple must focus its attention on competitive rivalry and the bargaining power of buyers. This external analysis supports the company's current position of continuous innovation. Through rapid and continuous innovation, Apple effectively addresses the five forces in its external environment, although much of the company's effort is to strengthen its position against competitors and to keep attracting customers to Apple products. An applicable recommendation is to intensify research and development for innovation to develop novel products that will complement the iPhone, the iPad, and other existing products.