Apple’s
Vision Statement & Mission Statement
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Apple’s Vision Statement &
Mission Statement
Some of Apple’s products used in homes and offices. Apple’s
vision statement and mission statement align to support the company’s success.
Apple’s vision statement and mission statement are bases of
the company’s success as one of the most valuable companies in the world.
Established in 1976 in Cupertino, California, the firm has become a symbol of
innovation and elegance in design. These characteristics are linked to Apple’s
mission statement and vision statement, which continue to motivate the
company’s employees to support and contribute to innovation for competitive
advantage. Apple Inc. has changed its mission statement in recent times, including
changes to Steve Jobs’ original mission statement for the company. Also, Tim
Cook has introduced Apple’s new vision statement to reflect the current
position of the company. Thus, the firm’s mission statement and vision
statement evolve over time to address changing organizational and market
conditions.
Apple follows its vision statement and mission statement to
maintain its competitive strategy. The vision statement shows the direction of
the company’s growth and product development. In relation, Apple’s mission
statement indicates the actions needed to ensure that the company continues in
its success path.
Apple’s
Vision Statement:
Apple’s current vision statement was introduced by CEO Tim
Cook, who stated, “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.”
Apple’s vision statement is considerably detailed and
reflects the company’s comprehensive approach in ensuring continued growth and
success. For instance, the vision statement enumerates a number of major
points, such as the emphasis on innovation, which directly relates with Apple’s
rapid innovation strategy. In addition, the vision statement specifies
simplicity, which is also an integral aspect of the company’s approach to
product design and development. Apple is known for user-friendly and
easy-to-use products that help improve daily activities. For instance, the
simplicity of the design of iPhone and iOS make it easy to communicate, use
apps, and access the Internet. Moreover, Apple’s vision statement shows careful
selection of markets. This factor reflects the firm’s use of market research to
guide decision-making in product development and strategic formulation. Also,
even organizational culture is included in this vision statement. Apple
highlights employees’ collaboration and excellence as keys to its business.
This detailed vision statement is quite comprehensive in addressing the
different aspects of Apple’s business. It effectively shows the holistic
approach of the company’s leaders. Thus, based on conventions on vision
statement construction, Apple’s vision statement is satisfactory because it
clearly shows the direction of the company. This direction is stated for the
business as a whole, as well as the various aspects or components of Apple’s
organization. Such a detailed vision statement is beneficial to business because
it helps guide decision-makers and other employees in working toward the
desired condition, which in this case is a condition of Apple’s continued
global success based on excellence and innovation.
Apple’s Mission Statement:
Apple’s mission statement has also changed over time. The
company considers the changing business landscape, which influences the
possibilities of what Apple can do. The company recognizes the changing market
and industry. Apple’s 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.”
Apple’s mission statement is very specific in indicating
what the company does and will do. Details about certain product lines are
included to show the firm’s current condition. The mission statement mentions
Macs, OS X, iLife, iWork, and others. These details are important in
recognizing and setting the baseline for future actions that Apple will
implement. These future actions are also provided in detail. The mission statement
includes details about what Apple intends to do in its various businesses. For
example, the firm states that it is “defining the future of mobile media and
computing devices.” This part of the mission statement shows that Apple plans
to continue focusing its research and development on mobile devices and related
media. Such mobile media may include online media via iTunes, which is
accessible through mobile devices like iPad and iPhone. These points show that
Apple’s mission statement is accurate in depicting the company’s situation and
goals. However, the mission statement is quite narrow in representing
possibilities for Apple, which is currently in the best position to explore a
wider variety of options. It is also worth noting that this mission statement
is a departure from Steve Jobs’ original mission for the company: “To make a
contribution to the world by making tools for the mind that advance humankind.”
Apple’s mission statement has shifted away from a general picture of the
business, toward a specific reflection of what it wants to achieve in terms of
goods and services.
Analysis & Recommendation: Apple’s Mission &
Vision Statements:
Apple’s vision statement is comprehensive and detailed
enough to show the firm’s future direction. It covers various aspects of the
business. Thus, this vision statement is satisfactory and suited to the
condition of Apple. However, the company’s mission statement can be improved.
The details about products and defining the future of mobile media are strong
points. However, Apple’s mission statement fails to indicate actions or goals
for other areas of the business. It lacks details about factors like innovation
and market leadership, as well as corporate social responsibility, among
others. Apple’s mission statement is specific, manageable, achievable, and
realistic, but it is too narrow. It does not properly encompass Apple’s global
business. Therefore, this mission statement can be improved by widening its
scope to include details about the different businesses of Apple.
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