What are Apple’s core competencies? Because core competencies allow a company to

What are Apple’s core competencies? Because core competencies allow a company to gain and sustain a competitive advantage, what should Tim Cook do to extend Apple’s competitive advantage? Be specific.
Submissions should be at least 2-3 pages of content (not counting title, reference, etc) with at least 3 external quality references.
May be able to use the attached as reference.