After the downfall of Apple, they learned that taking small steps towards their company success was the best plan and to stick with it. Apple's strategic plan is mostly based on improving their products for a better tomorrow. They try to develop new capabilities and convince customers through their merchandise, their own beliefs and their world view so everyone can do to. Apple has two main strategies which are employing "technology-push" and "market-pull." Apple's innovation on creating the most creative, modern useful technology is their "technology-push." They not only focus on their highly technical gadgets to be sold, but how they reach to people through their technology. Their branding also is a plan, is about lifestyle, imagination, liberty, passion, hope, dreams and aspirations.
Customer requirements also emphasizes on Apple's planning that serves with "market-pull." They take into account what customers demand and provide the best customer services. Apple's strategic planning evolves through their ideas of technology that reaches valuable customers and the way they serve their customers to fill their needs and demands. Apple's goal is to create design more innovating technological products that will serve to the public and be a change in the future.
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