Every year, cooperating companies have to make strategic decisions regarding the choice of products, the demanding needs of customers, employees, stakeholders and also recruit specialists as an advantage to create new opportunities. The important factor here is that Apple has an internal competitive advantage and the company is able to train specialized and innovative staff who would study ways to create additional innovative features to meet the high demands. The challenge is to meet long-term demands, particularly ensuring that products are unique and do not compromise their competitive advantage. Apple's strategy could illustrate the application of frameworks such as SWOT and PESTLE to analyze company values ​​in areas such as social, environmental, political, economic, legal and ethical values ​​in order to achieve an organizational structure of foreground and thus employ a marketing strategy and the challenges of social organizations