Apple PESTEL Essay

1715 Words7 Pages
1. Introduction

Apple Inc., is known to be one of the world’s most valuable companies. It is a multi-national company with a worldwide presence; approximately 72,800 employees and total net sales of $156 billion in the year 2012 (Apple annual report, 2012). Steve Jobs and Steve Wozniak, both college dropouts, founded this corporation in 1976 - “Steve Jobs, helped to transform the way in which the computer is used today through his creation of the first computer processing unit and his creative product innovations.” (Gupta and Prinzinger 2013). This paper will analyse the external environment, using the PESTEL model. The external environment incorporates all the factors that a company has no influence over and is only able to adapt to
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The company develops and creates new products on a yearly basis for all its categories to keep itself in the spotlight, ahead of the game, and constantly moving forward. However with the death of Apple’s founder and innovator Steve Jobs, this has proven to be a great handicap to the sustainability of the company and consumers has become sceptical and concerned about maintaining the uniqueness of Apple devices. Recently there has been the perception of a sacrifice in hardware capabilities for better design and better seen quality thus ruining Apple’s reputation in the eye of tech savvy consumers, who claim other competitors have better technology for a cheaper price (Yun Qing 2012) such as Samsung (Datamonitor 2011).

This figure shows the international sales of Samsung compared to apple, in the last few quarters Samsung is ahead. (FOSS Patents 2012)

e. Environmental/Ethical: The environment and ethical factors have been in the spotlight at a much larger degree lately. These include factors that keep a company green and also treat its employees ethically. Apple has recently improved its environmental credentials by rolling out new recycling campaigns, the company is now minimizing the environmental impact of its growth by using “less material”, shipping “with smaller packaging”, being “free of many toxic substances”, and being “as energy efficient and recyclable as possible”(Apple website, 2013). “Though our
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