Role of Emerging Technologies

Role of Emerging Technologies: A Case Study for Apple Inc.


Technology is emerging exponentially and most of the technology companies have the chance to integrate the same into their strategic plans to obtain better outcomes regarding services, management, and customer satisfaction. In integrating the emerging technologies, the available resources for any company must be examined and goals set for the company to achieve within specified timelines. For any business, the strategic objectives developed can be actualized through proper planning and use of appropriate resources in execution. The purpose of this paper is to examine the role of emerging technologies in Apple Inc. by providing an overview of the company, conducting a SWOT Analysis of the same with regards to technology, describing Apple’s process of quality control, examining the invention, innovation and emerging technologies available and the ones that the company employ. The study will also provide recommendations on the same.

Overview of Apple Inc.

Apple Inc. is a technological company with its headquarters in California, United. The outfit develops, designs, manufactures and markets computer-related electronic hardware and software products. The company sells its products globally due to the high competitiveness of their products and excellent services. Steve Wozniak, Steve Jobs, and Ronald Wayne founded the Firm on April 1, 1976. Currently, the firm has an average of 480 stores, located in different parts of the world. According to Elmer-DeWitt, (2013), Apple Inc. was the first company in the United States to have a value worth $700 Billion in 2015.

According to Reeves, (2015), the Company has a large market for its products globally. Moreover, the loyalty for these products is high. Apple Inc. has 115,000 workers employed within the many Apple stores and offices globally. During the financial year that ended in September 2016, revenue for Apple Inc. was about $215.64 Billion, provided with a total of $84.27 Billion as gross margin.

SWOT Analysis for Apple Inc.


The organization focuses most on using advanced technologies for the development of their products. According to Dormehl, (2012), the company has developed most of their goods from the current technologies and have thus enjoyed the benefit of the same. For instance, the company has developed their latest product, iPhone X, which uses the best screen technology and Super AMOLED technology to develop curved pixel-based devices that have the ability to only light pixels that are in use and dim others. Moreover, the company has integrated technology to use face recognition in unlocking the mobile device. The camera is created with customized resources from Apple Inc. that enables the gadget to differentiate between twins through learning the user face and storing the data in an encrypted form.

Notably, the firm ranks as one of the financially stable corporates to obtain and integrate the best technology available. The company’s net worth and sales yearly anchors the use of available technologies thereby ensuring that the devices developed by the enterprise are efficient and useful. The net income and the operating income of Apple Inc. for the year 2016 were $45.70 Billion and $60.0 Billion respectively. Moreover, the total assets of the Firm summed up to $322 Billion. The cash and cash equivalents were slightly more than $236.95 Billion and the shareholder’s equity averaged to $128.25 Billion within the Fiscal year 2016. The company, therefore, is able to invest in invention and innovation. Moreover, the firm has qualified and rigorously trained personnel responsible for the development of the electronic devices. Most of the Apple’s products are developed within their headquarters and assembled in China. The personnel involved are well trained and equipped with knowledge to develop world-class products that suit client’s needs. The software designed by and for Apple Inc. is unmatched in the market. According to Nguyen, Barton and Nguyen, (2015), Apple Inc. has developed a stable software that is not prone to viruses. Therefore, many people prefer Apple iOS as opposed to other systems. Moreover, their systems are not prone to hacking. There an increased client’s preference regarding Apple’s systems relative to those of the competitors such as Windows and Chrome OS.


The major Apple Inc. weakness is the company’s support reduction for older devices as the firm focuses on improving and developing new products (Chao, 2016). When the enterprise makes a switch of their devices, the support for the older devices diminishes, and their software becomes obsolete. For instance, some of the Apple iPhone devices run on the sixth version of their operating system and cannot be upgraded further even with the development of version 10, which is currently in use, and version 11 to come soon. Another weakness is the high product cost from Apple Inc. The devices are relatively expensive relative to those of their competitors. Development of Apple products is undertaken from high-quality materials, which reflect the prices embedded on the firm’s products. However, the product’s higher prices, sometimes, push off customers to purchase cheaper products.


According..with the business setting transforming to integrating technology in managing their business activities, Apple Inc. can venture to expand their tablets and mobile phones development in the market. The firm can customize the developed products for business use by incorporating helpful additional features in conducting business activities efficiently. Moreover, due to the constant connection of the Apple devices with iCloud backup services, the company can enhance and customize the cloud experience for medical professionals in the medical setting and provide hospitals with the chance to use iCloud for archiving medical data.


Market control, especially in mobile devices, may end up with other companies such as Samsung, which continues to cut into Apple’s market share. Samsung is the largest competitor to Apple Inc. The company utilizes the best technology at their disposal (Jung, 2014). For instance, the firm developed Samsung S6 edge, S7, and S8 with a curved screen using the AMOLED technology long before Apple Inc. created the iPhone X. Notably, the products by Samsung are already in the market while the release of Apple’s iPhone X is scheduled in October 2017. The Apple operating system can only be used with Apple-family devices and not with any other devices as opposed to the products from other companies such as Android and Windows, which has easy integration with any products. The flaw poses a threat to the company since many of their customers may opt to use the competitor’s devices due to the easy customization as opposed to those of Apple Inc.

Quality Control

Quality is an important measure that every company must consider. Apple Inc. strives to provide products that are of an utmost quality, which can serve their customers efficiently and longer. According to Lindtner, Hertz, and Dourish, (2014), the company has developed measures to ensure that quality is upheld and maintained with every product produced. For instance, when considering the products evolving in each succession, the devices always have additional features that change not only the physical design but also the performance and quality of the product designed.

Controlling the quality of the Apple’s products can be improved through the emerging technologies. For instance, instead of having the verification of various devices to understand conformity with the reqired quality by the firm, the company can employ the current technologies to examine each product individually for any errors present and if the gadgets meet the quality standards set by the firm (Roco, and Bainbridge, 2013). To some point, Apple Inc. has integrated this technology by having their devices maintained over the iCloud services through iTunes. However, if the company incorporates the same into maintenance and physical development of the Apple products, the firm can benefit in targeting a wider market and improving the overall services provided to their customers (Heracleous, 2013).

Invention, Innovation and Emerging Technologies

Apple Inc. has developed various products, which are innovative and can be used by different people. According to Gubbi, Buyya, Marusic, and Palaniswami, (2013), the basis of Apple Inc. is grounded on invention and innovation to benefit the firm and the customers. Majority of the products that the company has developed are differentiable from the competing products in some ways. Quality, technology used, materials employed and functionality of these devices provide Apple Inc. with an upper hand in the competitive market for the same. For instance, Apple Inc. developed the cutting edge mobile device, iPhone and was the first in introducing the “Slide to Unlock” functionality among cell phones that use touch screens. Recently, the launch of the iPhone X detailed the functionality, quality, and competitiveness of the device in the market. The company used the emerging technology in both screen development, body design, functionality integration and improvement and in the general outline of the mobile device, which made the product outstanding. For instance, the mobile device has the face-unlock feature that learns about the different forms of the face of the owner depending on their mood. If the buyer is sad, crying, happy, bored, or wearing glasses, the device is capable of clearly articulating its respective owner. Moreover, the technology used is capable of differentiating between twin siblings after some time of learning.

Technological advancements have also led to improved standards with the innovativeness of the employees of the company. With the board governing the company having a background in Information and Technology, their guidance directs the firm towards achieving their objectives through the easiest means while embracing the necessary technological changes in the process. The company competitors such as Samsung strategically integrate technology after discovery of any available aspect. It is important to develop strategies to apply in competing with these giants in the market (Jung, 2014).

Strategic Plans and Approaches

For adequate competitiveness on the market, Apple Inc. must identify the strengths of their opposing markets in the development of products. According to Jung (2014), companies such as Samsung, LG, HTC and Microsoft pose as threats in the market share of the industry. For Apple Inc. to benefit more from the emerging technologies, the firm should devise plans to understand their competitor’s trajectory. With the details regarding the activities undertaken by Samsung to keep up with the technological trends, Apple Inc. will have a competitive edge since the firm can launch new products and integrate these technologies to improving the products already in the market.

Another approach is through diversifying their boundaries and market targets. The emerging technologies have eased the undertaking of operations and thus provided an opportunity to develop products that target specific demographics. For instance, the business sector is an excellent chance for Apple Inc. to venture and gain benefits. If the firm develops customized devices such as computers, iPads, and iPhones specifically for the company setting that are helpful in managing employee records, automating the salary disbursing process and distributing tasks will make Apple competitive in the market.

Another strategy would entail focusing on secrecy in the industry. The backbone of success in the technology industry is not letting the competitors identify the approaches undertaken and the resources used. For long, Apple Inc. has had a unique style within all their devices from physical design to the products features. The recent launch of their latest product, iPhone X detailed that the firm has improved the design of their devices and extended the timeline within which their devices if accidentally fall on water, can stay without being defective. Moreover, the company claimed that the additional features such as the live emojis that imitate the face of the user are among the technological aspects that have improved in their systems. The secret behind the exact technology used by the company remains a mystery. The initiative deters competition for some time.


Apple Inc. should venture into other available opportunities in the market and utilize the emerging technologies to develop products customized to meet the needs of these sectors. As stated earlier, the company can venture into business-related devices and use the technologies in developing products. Another important recommendation is that Apple Inc. should improve their systems to support older devices within the market instead of cutting short their support. From the marketing side, cutting down this support limits the functionality of these devices and thus forcing the consumer to purchase newer devices. However, the firm should keep supporting these devices partially as they transition into another era.

The company is expected to provide high-quality products that are not defective and that have improved performance from their predecessors. The venture results in these commodities being expensive in the market and, sometimes, beyond the reach of average people. As such, the research recommends that Apple Inc. design strategies regarding how the outfit can reduce the product prices to meet the competitiveness of the devices developed by other companies such as Samsung and HTC, which also have high-quality materials and improved features.

It is also important for the company to consider the threats in the market and technological factor concerning the competing firms. It is evident that Samsung has had a cutting edge in technology as much as Apple Inc. has. In this regard, both companies compete for a larger portion of the market with the devices that each will develop for the consumers. Apple Inc. should consider how they can focus on maintaining their competitive advantage and use the emerging technologies to benefit their products. Moreover, the company must identify the best approach to identifying the latest information and use the same in their product development.


The purpose of this paper was to examine the role of emerging technologies in Apple Inc. through a detailed description of information regarding the company and technology. The significant strengths identified by the SWOT Analysis of the enterprise is the company’s focus on using the advanced techniques in the development of their products. The discussion has unraveled that the firm is financially stable to purchase and undertake technological researchers and the uniqueness of their software. The weakness identified include high price product prices along with reduced support for other devices. The quality control, innovation, and innovativeness in the business is relatively high compared to that of competitors, and emerging technologies used in the same. However, the company has used advanced technology in the development of their devices thereby creating a competitive advantage over other firms. The research has recommended activities to be undertaken for the company to benefit from emerging technologies. Summarily, emerging technologies are important and have led to the competitivenes of Apple Inc. over time


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