Identify how Apple reconfigured its resources and capabilities to meet the needs of the changing environments of its market.

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It acquired mobile telephony capacities and integrated them with capacities from music and phone app developers.

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It analysed the market and realised the need for phones with multimedia functionality.

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It upgraded the mobile phone to include an intuitive interface and multimedia functionalities containing the App store and iTunes.

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It upgraded the mobile phone to provide a richer experience in design, fashion and functionality for the first time.

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