The global market constantly presents new challenges that require business transformation. Quality and knowledge are two essential competitive requirements for sustainable market development. These requirements are also the basis of Apple's success, which has made the company a leader in the technology market for a long time. Apple products have almost become a status symbol. The name Apple itself reflects the way the company operates, for example, it follows the commercial logic of favoring the knowledge and quality on which its innovations are based, and it is perceived as an excellent consumer product. However, the market has changed radically since the 1990s. Competitors in the industry lag slightly behind or even offer products equivalent to Apple. Therefore, there is a substrate on the market and the possibility of the appearance of new competitors is increasingly certain. Furthermore, the bargaining power of both suppliers and buyers becomes more difficult as both have increasing requirements and demand. The aim of this thesis is to show how the integration of sustainability in business strategy can serve as a basis for long-term success and contribute not only to the company's profitability, but also to its positive impact on society and the environment.