The study will discuss about the approach of Apple towards their internal management strategies, customer evaluation, and technology advancement. The company is widely considered as an innovative company whose innovative strategies includes new products and new business models. They are always trying something new and innovative for themselves. Apple products come in sleek and customized designs that set the competition platform to a whole new level. The innovation and design excellence attributed to the products of Apple is a result of competence and focus on detail by Apple employees. The successes of Apple in the innovation market is attributed to its strategies in marketing and pricing of its products and services. The opening of new markets has been one strategy that has had a great impact on Apple and its achievement. The study will discuss about all the cultural and structural evaluation of this brand with detailed definition.