Although change has always been a familiar term and phenomenon, the changes in the marketplace during COVID-19 pandemic time have never been so complex or rapidly evolved. Companies that operated or intended to operate in the international market strive to adapt to changes by carefully analyzing, taking an integrated approach, and monitoring business performance. The international marketing environment was always fraught with uncertainty and challenges and during COVID-19 time became more difficult. That’s why it became the main aim of this article. The changes that occurred on the international market, whether cultural, demographic, or technological, affected and still are continued to influence on the way customers and consumers react and make competition in the international marketplace more ardent. When competing in the international market, businesses need to be faster than their rivals in predicting the market needs. They must focus on providing their products and services with added value to make them as attractive as possible to potential customers and capable of meeting and exceeding expectations. These confirmations were analyzed using an Apple Inc. activity as an example. The SWOT analysis were made for analyzing advantages, disadvantages, opportunities and threats. The PESTLE analysis shown political, social, economic, legal and environmental factors and Apple Inc. there. Though the world is progressing in terms of information technology, innovative and superior methods of organizing marketing efforts (such as horizontal organization, network organization, virtual organization), global efforts for smooth international trades, and so on, international marketing is not easy to pursue and has become a challenge to accept.