This paper has discussed current developing situations of Apple Inc, and based on its choices and sale conditions, this paper analyzes its advantages, disadvantages and outside effects such as financial problems with PESTEL and other popular analyzing methods. After these analysis, the paper gets a conclusion that although the high-quality products and good brand awareness of Apple Inc allow this company to attract an lot of potential customers and strengthen their loyalties, it is also very important to capture the market shares from other strong competitors such as Dell, Samsung, and Lenovo by investing more money into the emerging markets than other rivals, keeping innovation and lowering pricings.