ely parrying competitors’ action. Offensive warfare is a policy whereby challengers aggressively seek market share by identifying any weaknesses in the leader’s and other challengers’ marketing mixes and developing a genuine corresponding strength. Apple iPhone’s generation is the market leader of smartphone market share in the UK. In the fourth quarter of 2011, the iPhone only had 15 percent penetration in British households. By the fourth quarter of 2017 this had risen to 42 percent penetration. In order to be the market leader and maintain its position in the market share, Apple has used “Offensive warfare”, which means that Apple learns any strengths and weaknesses from its competitors (Samsung, Google, HTC) and from there, Apple improves, innovates, develops and releases its own products every year in order to be a heavy competitor. iPhone X is an example of Apple’s marketing strategy, with a lot of new and innovative features and technologies that even Samsung and other competitors could not do well. In addition, Apple has protected its customers database to prevent any data leaks by other parties (iOS 11), which is also that other competitors could never do (this is their main weakness when they use Android as their main operating systems for their smartphones). This helps Apple to build the trust of customers and create the loyalty of customers. In addition, Apple is an monopolistic competition, which means that Apple’s brands are strong, registered and all right reserved, such as iPhone, iPad, MacBook. In addition, Apple can settle prices of its products by itself, for instance: in the US, iPhone X is $999 for 64 GB; in the UK, iPhone X is £999 for 64 GB. Furthermore, the barriers to entry are low so Apple has a lot of money to enter any market and set up their business if they see the bright future of the market (more profit, more loyal customers). Besides, Apple has a lot of money to invest the economy of the market that Apple is trading if necessary, such as Apple’s commitment to invest the workforce and more factories in the US in the next 5 years, which will contribute to the US economy $350 billion. Apple has some strengths of its products that other competitors might not have. 1. Controlled sales atmosphere. Apple always does market research to ensure that it has information about smartphone market share (customers and competitors) and from there, Apple control the sales atmosphere completely. Second, complete software and hardware package. Apple has done completely and p>