Reference no: EM131850030

Apple, Inc. is the world's most valuable company measured by the market capitalization metric which was circa $826 billion as of market close 08/04. For comparison GE, General Motors, and Walmart were valued at $243bil, $49bil, and $238bil respectively. Further, Apple recorded $216bil, and $46bil in revenue and net income respectively for 2016. It controls roughly 92% of mobile industry profitability but yet its global market share has been dwindling during past several years and is now less than 20% market but the global market seem to have stabilized lately.  

In China, the world's largest mobile phone market, Apple's wings have been clipped by domestic rivals offering either value-based pricing, competition-based, or cost-based pricing of their Android phones. Consequently, Apple's market share in China has dipped to less than 10% from circa 25%+ several years ago. Apple is now ranked at number five behind Oppo, Huawei, Samsung, and Vivo. Oppo and Vivo are relatively young entities with negligible name recognition less than two to five years.

After reading/comprehending the week's required readings and related materials, assume you are Tim Cook (CEO of Apple), would you tweak/reformulate your strategy (especially business level strategy) to the moderate/mitigate the growing competitive pressure from Samsung, Chinese and other global rivals or would you stick to your current strategy? Support answer with substantive arguments grounded in your understanding of strategy.