My Diploma Thesis is aimed to clarify the position of the Apple Incorporated in the world economy, as well as expectations and anticipations for future. I decided to write about Apple not only because it's one of the leading company in the technology Market, but because interest to its production is increasing day by day, making it highly competitive. Coming to the content of my work: It consists of 3 chapters, with several subchapters being included into each chapter. The first chapter is an overview of the company's history, showing step by step its growth, rise and fall periods, first computers and production. As all the history of Apple existence is connected with the name of Steve Jobs, I decided to express my opinion about Post-Steve Jobs era. Second chapter consists of PEST,SWOT,Competitor and product analysis of the company's product, where iPhone, Ipad and Mac were analyzed. and the third and last chapter reveals vision and mission of the company,its preferences, values, finishing with very positive note, such as the short overview of the most successful products of the company.