The technological innovation of the company is the major competitive advantage for the company and is also the main indicator for company’s success. Every year the company come up with a new technologically innovative in its product to grasp the attention of its customers and also make sure to stand a step ahead of the competitors in market. As far as the development in technology is concern the company not fear change, and to be innovative it always encourage change in the technological features of their product. Although changing the features of product, can be a risk for the organization, but Apple knows very well that the innovation and technological change according to demands in market is their only way to survive. The customers of Apple are very loyal towards the brand and they prefer creativity and innovation over expense (Eassa, 2018).

References of Retaining competitive advantage in face of technology

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