The Mission and Vision of Apple

June 16, 2016

Apple is arguably one of the most valuable companies in the world today. Founded in 1976, they have revolutionized the way we see mobile devices and listen to music. Their mission and vision statements are arguably the foundations for their success. The organization has become synonymous with innovation and elegance in design, which are some of the key factors that continues to drive the company forward. Apple has arguably had a somewhat turbulent past in regards to leadership. In recent years Apple has seen another change in leadership with the death of Steve Jobs. Naturally the change in leadership has resulted in a change in their mission and vision statements and much like the company their mission and vision statement evolve over time. Their vision statement shows the growth of the organization and their product development. Where as their mission statement shows the actions that the company needs to take to continue on its path to success.

Apple’s current vision statement is: We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well. Their current mission statement is: Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store and is defining the future of mobile media and computing devices with iPad.



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