4 When using Barney s Approach to preform internal analysis of Apple Inc s competitive advantages we can start to make sense of the reasoning behind Apple Inc s emergence in the past few decades What can be credited the most for the success that has been realized by Apple is the tremendous amount of value that customers enjoyed while using their products Despite the premium price tags for Apple products Steve Job s designs provide a cohesive line of products and services that allowed for consumers to preform essentially any technological task in a way that was more intuitive and organized than any other products that were previously offered in the market The features and software offered with their products were able to cater to nearly all consumers despite their familiarity to technological devices at a rate that outpaced any competing products The essence of this value creation stemmed from the vision and execution of Steve Jobs who was distinguishable from any other firms in his ability to anticipate the needs and wishes of consumers One of Job s greatest contributions was the popularization of touch screen technology which initially was exclusive to consumers via the devices that apple offered however this patent along with other intellectual property of Apple has been imitated either directly or indirectly by many of their competitors who are now under scrutiny in the court systems While Apple was considered pioneers in many technological markets including the potential to transform the television market Steve Jobs last project before his passing they are being inhibited by the ongoing Patent Wars which is attempting to hold firms accountable for the infringement that they have on each other s designs Unfortunately for Apple this has led many smart phones and even PC s to have become very similar in very fundamental ways including the touch screen technology interface designs and Digital Hub orientations Moving forward without the vision of Steve Jobs it will become increasingly difficult to anticipate these markets in a way that exceeds competition However the persistence shown from Apple Inc to keep all of its resources both vertically and horizontally integrated in the past coupled with the tremendous strengthening of their brand will become an advantage in the future in the sense that they will be able to adapt and evolve more efficiently than other firms who have licensed and collaborated components of their operation in the past The organization of Apple Inc is impeccable in the sense that they have found ways to integrate several technological markets and build future products to be fluidly attuned with their existing products Their ability to offer top preforming technology with intuitive designs and access to their digital hub combine to offer an inclusive packaged service that not many other firms can offer