1.1 Understanding the Process of Strategic Planning Apple is market trend-setter and pioneer in Information Technology part worldwide. The strategies of Apple are an impression of its mission statement, vision and extent of the company and focused on objectives and destinations, permitting it to become market monster and assemble its centre competencies its competitive playing point: Mission Apple designs the best PCs in the world, Apples, alongside the I Life, OS X, I Life and proficient programming. Apple drives the music insurgency with its iPods and the online store iTunes (Henry, 2013, p.n.d). It has re-examined the mobile telephones with its progressive iPhone and Application Store, and is demonstrating the eventual fate of computing gadgets with its iPads. Vision Apples vision is to make better than the best. Apple has a solid faith in delivering the best for its customers and better than the competitors. Apple's solid vision is to advance, to improve and to reexamine; it is in the DNA of Apple. To utilize greener materials with less bundling and to do all that we can to keep our products the best, and make changes that advantage individuals as well as the environment. Objectives• Apple needs to maximize its business benefits. • To become the dominating innovative brand worldwide. • To enhance and make products that engage its customers with individual concentrate in Asia, Canada, UK and USA. • To become the number one Information Technology (IT) company in the world. Goals