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Mission statement of Apple

By Ovidijus Jurevicius | 02.09.2013

This is Apple Inc. mission statement overview for 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

Name Apple Inc.
Logo Apple, Inc. logo
Industries served Computer hardware, Computer software, Consumer electronics, Digital distribution
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Tim Cook
Revenue $ 156.508 billion (2012)
Profit $ 41.733 billion (2012)
Employees 72,800
Main Competitors Samsung Electronics Co., Ltd., Amazon.com, Inc., International Business Machines Corporation, Cisco Systems, Inc., Google Inc., Microsoft Corporation, Dell Inc., LG Electronics, Lenovo Group Limited, Hewlett-Packard Company, Sony Corporation and many others.

Apple Inc. is an American multinational corporation, which designs, manufactures and sells personal computers, consumer electronics and software, and provides related services. The company has experienced a tremendous growth from 2001 when it has introduced its iPod mp3 player. Apple Inc. is considered to be the most successful electronics company in the world.

Mission

Apple mission statement 2013

“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.”
Evaluation
Does it include...?
Customers Products/Services Markets
No Yes Yes
Technology Concern for survival Philosophy
Yes No No
Self-concept Concern for public image Employees
No No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Product-oriented
No No Score
Excellence Integrity
No No 0.9/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

Apple’s mission is one of the poorest statements that can be found in our list of missions. According to Blodget from Business Insider, it’s merely a list of products rather than a true mission statement. That is true. Apple only lists its key products without mentioning its customers, concern for survival, philosophy, self-concept and concern for public image or employees. The company doesn’t explain what values guide its decision making. The statement is product-oriented, which means that it offers little flexibility to Apple to expand into other product markets. Otherwise, the company’s mission would become obsolete. In other words, Apple does little to communicate its purpose for being to its stakeholders. Nonetheless, Apple has a vision statement that sounds like a mission and could be used as one:

“Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”

This statement unlike previous one mentions key customer segments, products, markets and self-concept of Apple and is customer-oriented. It also reveals Apple’s core purpose. We would recommend Apple to replace its official mission statement with a vision statement to better communicate its message to stakeholders.