The attractiveness of the firm and its position in industry are major factors that determine effectiveness. Apple's case shows that it has been able to boost its market share for Smartphone in recent years. According to Porter's generic strategy, cost advantage and differentiation are two major factors that determine strength of a firm.
Apple has remained far positive with its market shares and larger number of shipping, and when considering Smartphone market, the market share was highly impressive. Apple's R&D is its main power that is a critical factor behind its differentiation; innovative design and technology focus strategies as well.