What are the current trends in your industry?

Company is Apple Inc.

What are the current trends in your industry?  What do you see as some of biggest challenges and opportunities your organization faces?  What strategy (or strategies) are you considering for improving your current performance (1 year) PLUS ‘leapfrogging your competitors’ (3 years)?

You must answer the discussion questions by speaking in the first person as the CEO of your organization and respond to your peers as a Board member of their organization.