In supply chain management, reverse logistics is a strategy used by companies to collect and reuse some part of their distributed goods. The typical supply chain management creates a network path through which a company reaches its consumers by moving their products from their point of production to the collection centers. However, in reverse logistics, the company creates a new supply chain network that functions backward to allow consumers to reach the company (Govindan, Soleimani, & Kannan, 2015) . One of the main aims of reverse logistics is to reduce waste and environmental impact, mostly by recycling their product to manufacture new products. One of the successful global companies in applying reverse logistics is Apple Inc. The company manufactures iPhones and other technological devices which are then sold in the various Apple stores across the world. When the need to upgrade arises, the consumers return to the stores to buy the latest models. They get a discount on the new product by turning in their old products.
Apple Incorporation is a United States of America global company whose headquarters is in California, Cupertino. The company designs and sells computer software, consumer electronics, and online services. Among Amazon, Facebook, and Google, Apple is regarded as one of the Big Four of technologies. Formerly known as Apple Computer Company, Apple Inc. was established in 1976 by Steve Jobs, Ronald Wayne, and Steve Wozniak although it changed its identity to Apple Computer Inc. the following year when it formally started trading as a public company (Edwards, Desai, Oduro, & O’Rourke, 2017) . This company, founded in April, was first put up to develop and sell Apple I personal computer, a concept by Wozniak. Twelve days later, Ronald Wayne sold his share of the company back. The sales of the company's other products, including Apple II, snowballed after the January 1977 incorporation of Apple Computer Inc.
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Apple went public in 1980 after it had recruited a staff of computer designers and had established a production line. This move was in a bid to increase its financial success. Due to its expensive products and the limited application library which caused technical problems, coupled with power wrangles between the executives, Wozniak left Apple in 1985 to remain an honorary employee, while Jobs led the pack that departed to found NeXT. Through the 1990s the market for PCs grew and evolved, which saw Apple lose its share in the market to the lowest priced duopoly of MS Windows on Intel PC clones. To save the sinking ship, the board hired CEO Gil Amelio to restore the financially sinking company (Edwards, Desai, Oduro, & O’Rourke, 2017) . In 1997, Amelio led the company to buy NeXT, bringing Jobs back on board and solving the failing operating system strategy. Jobs regained his leadership status, and in 2000 he became CEO.
Having launched the iMac in 1998, and opened the retail chain of Apple Stores in 2001, Jobs swiftly returned Apple to profitability through the ‘Think Different’ campaign. He renamed the entity in January 2007 to Apple Inc. in alignment with the shifted focus on consumer electronics. This transition was marked by the launching of the iPhones, which did exemplary well in the market to receive significant acclaim and to mark the company's financial success. However, in 2011, August, due to health complications, Steve stepped down as Apple's CEO, with Tim Cook taking over as the company's CEO. Jobs died two months after his resignation, marking the end of his era in the company (Edwards, Desai, Oduro, & O’Rourke, 2017) . For all his contributions and sacrifices, Apple stepped up its production of the iPhones line, to continue with jobs' legacy. Over the years, Apple has risen to become one of the most influential yet highly productive technological companies.
Apple Inc. is globally recognized for its revenues and size. As of the 2018 fiscal year, Apple's global annual revenue stood at $265 billion, making Apple the world's largest technology firm by revenues, in addition to it being the world's most valuable corporation. After Huawei and Samsung. As the first American entity to be valued at over $1 trillion, Apple has over 123,000 full time workers across its 504 retail shops across the world in 24 states (Heracleous & Papachroni, 2016) . Apart from producing the iPhones mobile phone series, Apple generates part of its revenue by operating the iTunes Store, the world's largest music retailer. Currently, there are roughly 1.3 billion Apple products in active use across the globe. By being ranked the world's most valuable brand, Apple Company equally has massive brand loyalty, adding to its global reputation.
However, like any other business venture, Apple Inc. has not been without its fair share of negative criticism. The corporation has received significant criticism from its consumers and foes alike regarding its labor practices. The company is criticized for the manner in which it handles its contractors, the alleged unethical firm practices, and its self-centered environmental practices, such as its lack of proper CSR Practices (Heracleous & Papachroni, 2016) . Being a reverse logistics company, one of the most significant issues Apple Inc. has had to deal with is the question regarding the authenticity of the origins of its source materials. After all is said and done; however, Apple Inc. has worked its way up the corporate ladder to establish itself as a force to reckon with in the world of technology. It is impressive to see how the dream of three young men five decades ago has gone to change the impact of millions of individuals across the globe, ensuring they stay connected with their friends and loved ones, as well as staying on top of information across the world.
References
Edwards, J., Desai, A. N., Oduro, A., & O’Rourke, J. S. (2017). Apple incorporated: European commission fines for tax evasion (A) . The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.
Govindan, K., Soleimani, H., & Kannan, D. (2015). Reverse logistics and closed-loop supply chain: A comprehensive review to explore the future. European Journal of Operational Research , 240 (3), 603-626.
Heracleous, L., & Papachroni, A. (2016). Strategic Leadership and Innovation at Apple Inc . SAGE Publications Ltd.
