Cloud computing is becoming popular among individuals and organizations. Apple can exploit this opportunity by offering cloud-friendly devices and apps. On the other hand, technological integration of devices is a major trend. Apple can take advantage of this opportunity by continuing its strategy of providing products that can be seamlessly connected to each other. In addition, the apps market is growing. Apple has the opportunity to grow its App Store. Based on this part of the PESTEL/PESTLE analysis model, Apple is in a positive position to exploit such major opportunities in the technological dimension of its business environment.