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One of the main problems that Apple is facing is trying to maintain their incredible
performance over the last few years. As the time of technology and Ai is rapidly evolving. Mega
tech companies like Apple need to keep up with their operational efficiency and technology
development in order to enhance their customers experience. The question for Apple in the
future is how could they maintain their competitive edge over other companies, while having a
optimized supply chain management and satisfy customers. Over the last 10 years Apple has
done very well by annualizing a return of 26.68%, however, Apple has been showing downfalls
as of in 2023, their gross margin is 169.148 billion which is a 0.96% decrease from 2022. They
are also experiencing a shaky start to 2024 as according to an article by Brian Swint, he states
that “with a price target of $160, down from $161. The shares fell 3.1% as the market opened to
$186.38.” (Swint, 2024) One of reasons behind this is because of the Apple watch patent issue
which restrict them from selling it in the United States.
One of the main technologies which Apple has been utilizing is Artificial intelligence or
also known as Ai. Not only has Apple been using Ai on their latest products but also in their
decision making. Key elements for Apples KPI scores include consumer behaviors and market
trends. By using the resources of Ai, Apple may obtain more profound understanding of
consumer preferences and competitive dynamics. Furthermore, this knowledge would also help
the company make more informed strategic decisions about product development, marketing
tactics and resource allocation. In addition, as one of the main problems that Apple faces is to
keep up with customer satisfaction, by using data collected of the customers it allows Apple to
create products of what the customers want and not what the company wants to see. In a recent
article by Olivia Barber she mentions that “Ai decision-making is revolutionizing business
intelligence by analyzing vast datasets to improve decision-making processes. Machine learning,
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natural language processing, and computer vision are key components of Ai that aid in faster and
more accurate decision-making.” (Barber, 2023) Not only would Ai be more accurate in decision
making, but it would also be faster which is crucial as Apple is always trying to come up with
new ideas to satisfy their customers.
Another crucial part of adopting Ai into production is the ability of it to detect error and
enhance the quality of their products. According to an article by LinkedIn, it states that,
“Companies like Apple, Boeing, and architectural pioneers rely on CAD to create products that
shape our future.” (Dcoza, 2023) Computer-aided manufacturing integrates computer software
and hardware systems to automate the manufacturing process. One of the key usage of this
technology for Apple is its ability to be able to detect error products and ensure quality control.
Being able to produce consistent high quality products is one of the main attribute of Apple
which sets them apart from their competitors. Despite stiff competition for smartphone nowadays
like Samsung, Apple still is 39.27 percent higher for market share as they are more known for
their quality. Furthermore, Apple reduces scrap, rework, and warranty costs associated with
faulty products by automating the inspection process and therefore identifying probable flaws
early in the manufacturing cycle.
Although that Ai has brought a lot of positives for Apples manufacturing process there
are also a lot of downsides of it. One of the main downside of this would be consistent
maintenance of both software and hardware which could lead to an enormous amount of cost.
According to an article by Nikita Duggal, she states that “AI also needs to operate on the latest
hardware and software to stay updated and meet the latest requirements, thus making it quite
costly.” (Duggal, 2024) Even though that Ai is quick and efficient, Apple would need to input
massive amounts of high-quality data in order to train Ai algorithms. After training the Ai it
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requires a large of amount of resource to keep the Ai up to date as Apple requires the newest
innovation ideas to always satisfy their customers. However, Apple does have an advantage of
being a multi-billion company meaning that they are able to fund that technology and keep it up
to date. Another downside for this would be that the Ai would ultimately replace human workers.
According to an article by Times India, it states that “Apple has fired hundreds of contract
workers.” (Garg, 2023) This incident happened in 2023 when Apple had to let go of hundreds of
workers, although that Apple did not specifically state the reason behind this, but during the start
of 2023 a lot of companies were implementing Ai into their workplace. Apple was not able to
state the reason as replacing employees with technology is still not a very ethical thing to do.
Although that the Bible does not explicitly say that employers should not replace humans with
technology but it does talk about unjust treatments. In Colossians 4:1 it says that “Masters,
provide your slaves with what is right and fair because you know that you also have a Master in
heaven.” (Holy Bible, NIV)
In summary, by adopting Ai into the workforce of Apple, it presents both opportunities
and challenges. The usage of Ai not only creates better consistency in the work, but it also
evidently increase the efficiency of the company. Furthermore, Apple uses Ai specifically to
maintain their competitive edge over other companies making them consistently the market
leader all year round. Although that the idea of bringing Ai into the workplace is good as a whole
but it also requires a lot of capital to maintain it and update it. In addition, Ai also took over a lot
of peoples job therefore making the employment rate sky rocket. In 2 Thessalonians 3:1 it states
that, “If a man will not work, he shall not eat.” (Holy Bible, NIV) This verse explicitly states that
us as humans, we should always work in order to survive and to deserve His glory.
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References
American Bible Society. (1986). The holy bible: Containing the old and new testaments
translated out of the original tongues and with the former translations diligently
compared & revised.
Barber, Olivia. “Artificial Intelligence in Decision Making - Big Overview.” InData Labs, 11
Dec. 2023, indatalabs.com/blog/artificial-intelligence-decision-making#:~:text=AI
%20decision%2Dmaking%20is%20revolutionizing,and%20more%20accurate%20decision
%2Dmaking.
Dcoza, Alan. “List of Top 5 Companies Using CAD Software in the USA.” LinkedIn, 28 Aug.
2023, www.linkedin.com/pulse/list-top-5-companies-using-cad-software-usa-alan-
dcoza#:~:text=Companies%20like%20Apple%2C%20Boeing%2C%20and,products
%20that%20shape%20our%20future.
Duggal, Nikita. “Advantages and Disadvantages of Artificial Intelligence [AI].”
Simplilearn.Com, Simplilearn, 16 Feb. 2024, www.simplilearn.com/advantages-and-
disadvantages-of-artificial-intelligence-article#:~:text=High%20Costs,thus%20making
%20it%20quite%20costly.
Garg, Ankita. “Apple Fires Hundreds of Contract Workers, Company Previously Assured Their
Jobs Were Safe.” India Today, India Today, 17 Feb. 2023,
www.indiatoday.in/technology/news/story/apple-fires-hundreds-of-contract-workers-
company-previously-assured-their-jobs-are-safe-2336055-2023-02-17.
Swint , Brian. “Apple Stock Drops on Downgrade. What’s Causing Concern. - Barron’s.” Apple
Stock Drops After Downgrade. What’s Causing Concern.,
www.barrons.com/articles/apple-stock-price-downgrade-a0fa12db. Accessed 17 Feb. 2024.
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