The interaction of political, economical, social and technological factors creates a turbulent and complex environment. The interaction between the Porter Five creates, for Apple, an environment of full competition, in which is hard to survive. Since Apple Inc. is a global corporation, it is important to have a department, specialized in trend monitoring and scenario plan and analysis. If the intra-corporate relations between employees, managers and the board of directors are based on friendship, trust, loyalty and creativity, they will achieve maximum success.