Introduction and BackgroundApple, Inc is a well-known name in the world of computer technology; Apple, Inc leads the computer industry in innovation with the award-winning desktop and laptop computer known as the OS X operating system (Yoffie & Slind, 2008). This article will focus on Apple Inc., strategic management and why it is essential to the success of the organization in achieving its goals and mission. It is therefore important to define strategic management, according to Certo, Peter & Ottensmeyer (2005), strategic management is a continuous process that guides an organization to be adapted appropriately to its internal and external environment. Strategic management benefits organizations by providing personnel, capital, helps set standards, and most importantly, activates people. For an organization to have a successful strategic management plan, managers must learn to think strategically and have the ability to evaluate their environment and develop new ideas. Steve Jobs, one of the founding fathers of Apple Inc, used strategic planning to his advantage by making Apple's mission a simple one: to bring easy-to-use computers to the mainstream market, thereby revolutionizing the computer market . In 2007, after thirty years, the organization changed its name from Apple Computer to Apple Inc., this was a significant change as the organization became more independent and was no longer known as a supplier of the range of Macintosh personal computers (Yoffie & Slind, 2008). This strategic decision bore fruit; a year and a half later, Apple Inc.'s third quarter net income of $1.07 billion on revenue of $7.46 billion (Yoffie & Slind, 2008). SWOT Analysis of Apple, Inc. Strengths (Competitive Advantage) Apple brand is a well-known, Apple, Inc. brand value improved to $13,724 million in 2008 from $11,037 million dollars in 2007 (Datamonitor PLC, 2009). Apple stands out from its competitors because it produces high quality products, its products are also unique and attractive, which has helped to increase its market share. Since Apple became known globally, 54% of profits have come from foreign markets (Datamonitor PLC, 2009). Apple products are easy to use and carry, the majority of its products are light, small and very easy to carry and they have a major advantage in the diversity of products, there is something for all tastes and ages..