Innovation is the strength of the company's success. It created rare, cutting-edge products like the iPhone that brought touch screen engineering to normalcy. There were other touch screen devices available at the time, but these devices didn't look as attractive and didn't have the best system. Other products such as the iPad were created by Apple, which was also ahead of the market, in terms of design and competition. This company's tradition of a specific vision of research and growth into new product concepts and out-of-the-box thinking has created a large subculture within the company. “One of the things Apple has been able to do with the success of its product lineup is raise a lot of money in cash. The company has over $100 billion in available cash on its balance sheet. The money has been criticized by its corporate investors for not investing it in companies or not returning it through dividends. Apple only began to take this information into account after Steve Jobs' death and bought companies, issued dividends and bought back its own shares. This inflated the stock price more and also allowed Apple to use the technologies of the company acquired in its product range, such as Touch ID on the latest iPhone 5S "Brand loyalty is one of the best things the company has pursued. This created a type of loyalty with consumers that Apple has had to maintain and grow over time while their competitors, such as Android-based smartphones, have struggled to recapture some of this market. The brand and the company logo itself are known worldwide by most people and could name at least one product made by Apple. Cu… middle of paper… the Apple TV set-top box.” Apple competitions are their biggest threat. Like Samsung, Nokia and Sony are making it harder for Apple to retain its buyers, mainly because the different features it has to offer are available at an affordable price compared to the cheapest Apple product. Furthermore, the rapid development of technology represents a threat as well as a strength for Apple. If the industry moves faster than the company, you can fall behind. This may not be the case for Apple, but it can change how products are used in the future. Plus, just as previously mentioned, Apple can be its own worst enemy in situations like the Apple Maps disaster... combined with Apple filing so many patent lawsuits that some loyal customers are starting to wonder... Is the grass greener on the other side? I tell them... No... This is just the Android logo you're looking at.