Apple has had issues with customers changing to other phones because other companies charge less. Apple does not want to compromise the high-quality features and products just to reduce their prices. Apple has also had some shipping issues. The last issue is maximizing sales and profits in a competitive market. Develop a list of alternative options that can be used to rectify these issues. There should be multiple alternatives/options for actions to solve the problem (3-8 is typical). Evaluate the alternatives by considering if the company can afford it; whether it will evoke a response from competitors; how employees/customers/ stakeholders are likely to view the change; and how the alternative fits with organizational culture, vision, mission, and goals.