Recommendations for Apple to improve its operational performance:

            Apple needs to conduct an in-depth SWOT analysis in order to identify its weaknesses. However, the following are some of the areas of the business that needs special attention. For instance, Apple has a limited distribution network plus high selling prices with the dependence of sales on high-end market segments (Gannett, 2000). Hence, the management should try focusing on increasing the distribution network in order to enhance its efficiency pertaining to supply chain management.

            Moreover, in order to compete with the growing popularities of its competitors like Huawei and Samsung, it needs to introduce the idea of competitive pricing in its organization which is more sustainable in the long term. Moreover, operation management cannot function effectively if the resources of the company are not helping to achieve the firm's objectives. Hence, it should be the most important aspect of Apple's strategy pertaining to operations. Furthermore, Apple needs to work on improving its approach at the functional level that involves which technologies and skills need to be adopted (Sawhney, et al., 2006).

            Apple should formulate such operation strategies that will enable and improve its objectives of attaining low-cost production while also maintain a high quality of output. Moreover, it is very difficult for an organization to improve in every strategic area of operations, but if you are the biggest firm in the world, it's imperative that you should (Gole, 2011).

Conclusion on Apple Technology company

            Apple is by far one of the biggest and most successful companies in the world. However, the advent of technology has allowed many other smartphone companies like Huawei and Samsung to give it a tough competition. Hence, Apple should allow flexibility in its operations and processes so that it can revamp and attain more market share, not only in the US, but also in other developing countries as well where the demographics do not entirely coincide with the internal strategy of the organization (White, 2007).

Reference of Apple Technology company