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Apple faces a lot of competition from major competitors like Samsung and Google. They have a strong presence in the market, but they have to continue innovating to keep their customers happy. Otherwise, they risk losing customers to their competition. They do this in a few ways: 1. Excellent customer service. 2. Yearly releases of new phones. 3. They release products that work well together. Someone who has a Mac, an iPad and an iPhone depends on Apple a lot. They'll be a lot less likely to leave in this case. Hope that makes sense!