Reflect on whether the 2016 decline in market share price is a one-off or more serious issue, and consider whether it is possible to identify any future threats or challenges that should be addressed.

The 2016 decline is a graver issue that may have occurred due to high prices and reduced investment in destructive technologies. Since Tim Cook took over the company, it has gravitated more towards continuing technology, which increases the competition it encounters in the market. Destructive technologies were more common during the Steve Jobs era. They yielded higher margins due to the low cost of investment. However, the risk was high. Regardless, this provided a first-mover advantage to the organization (Liu, 2021). This decline points to competition as a threat and complacency in innovation within the entity. It is essential to address these to avoid additional declines in the future.

Apple is well-positioned, well-resourced and a financial giant, but it also needs to build on strengths and opportunities. Which strategic direction would you recommend and why?

I would recommend that Apple reconsiders its management of human resources. Employees form a significant aspect of an organization. Apple can barely lead the IT market without employees. It is known for high secrecy. However, this aspect affects the employees who are not allowed to raise issues regarding work safety or remuneration freely. Retaliatory management styles are common at Apple. These elements have attracted the attention of respective agencies, such as the National Labor Relations Board, due to complaints by employees (Turner, 2021). Therefore, Apple should work on increasing transparency in the organization, which should enhance the trust that employees have in management.