Apple© is a company that has entered today's culture with its innovative design, development and marketing. Almost everything that has to do with personal computing (personal computers, mp3 players, and cell phones) is made and sold by Apple. The Apple brand is recognized worldwide due to the strong branding of its products and logo. They are priced at a premium because the design aesthetic can push pop culture. However, with the growing popularity of Android and its competing devices, Apple's market share is starting to shrink. The main strength of the Apple organization is creativity. They created products that moved ahead of the IT power curve with forward-looking features. Elements such as touch screens and app stores have now become the standard of mobile platforms thanks to Apple's engineering efforts. Other products created and offered by Apple such as the iPad manage to find the rare balance between form and function. There were other devices available at the time, but the appeal of the looks and system wasn't there. The Apple company has maintained a specific vision of research and growth and has a long history of developing new products incrementally to keep users willing to abandon their old devices. Apple has also created a very distinct subculture of out-of-the-box thinking. The Apple company was able to realign some areas, thanks to the success of its product lines, to raise a lot of cash. The company has more than $100 billion in cash on its balance sheet. They are often criticized by shareholders and investors for not investing in companies that support Apple, or even returning the money via dividends... middle of the paper... greener on the other side? I tell them... No... What you are looking at is just the Android logo. Apple should continue to focus on developing and updating existing iPhone and iPad products, but also look to the next "big thing." the next product they create may have even higher demand than current telecom devices and tablets... Apple's future lies in their ability to think ahead and expand the brand and its capabilities. My favorite example is the "iBeacon" technology that Apple created; is an internal positioning system that Apple Inc. uses as a low-power, low-cost transmitter that can alert nearby Apple devices of its presence. The iBeacon also supports Android devices in a limited range and with this provides a gateway to allow its customers to use Apple and Android devices on the same network in the living room.