Now Reading
Apple Inc.’s Mission Statement, Vision Statement, and Core Values: An Analysis

Apple Inc.’s Mission Statement, Vision Statement, and Core Values: An Analysis

Apple mission statement is: "To bringing the best user experience to its customers through its innovative hardware, software, and services."


Apple Inc. is one of the Big Four tech companies with its headquarters in California. The company is known globally for its innovative solutions for computer software, electronics, and online services. Since its inception in 1976, the company has been a global leader in the technology industry.

Apple’s mission and vision, as well as its core values, highlight the company’s purpose and its driving force. Here is an in-depth look at the mission, vision, and core values of this tech giant.

Mission Statement

The multinational corporation is committed “to bringing the best user experience to its customers through its innovative hardware, software, and services.Tim Cook, Apple’s current CEO, stated this as the company’s mission statement and included it in the 2018 annual report. Through their mission statement, Apple highlights that it exists to offer its clients the best service that it can. The statement also describes how the company intends to achieve this.

Here are the key points derived from the mission statement:

  • Best user experience
  • Innovation
  • Quality products

The component of ‘best user experience’ shows that Apple’s priority is ensuring its client base has an easy time while using their products. Rather than be a source of entertainment, Apple designs its products to be user-friendly. The security features added to each product also help to enhance user experience. It is no surprise, therefore, that Apple products are well-crafted and masterfully designed to the last detail.

Innovation is another crucial component for the company. Apple is dedicated to helping close any gaps when it comes to the technology space. Given that technology is ever-evolving, Apple is continually coming up with new designs that meet its clients’ evolving needs as well.

Apple is also determined to deliver high-quality products. The company aims to deliver on all aspects of its products. The integration of quality hardware, software, and services gives the company leverage over its competitors in the market.

Vision Statement

The company’s corporate vision is, “We believe that we are on the face of the earth to make great products, and that’s not changing.Through this statement, the company highlights that they are always determined to deliver quality products for its clients. The statement also points out that they intend to do so for quite some time.

The key points from the vision statement are:

  • Global presence
  • Great products over time

The first component comes from the company’s belief that they exist on the face of the earth. Apple has not limited itself to a specific geographical location. Instead, the company wishes to come up with products that will be used all over the world. In this element, Apple had opened 506 stores in 25 countries as of February 2019. From their vision, it is clear that the company intends to cut across all continents and achieve a global presence.

The second component shows that Apple intends to keep coming up with great products for quite some time. The company has always been at the forefront of innovative technological solutions and plans to remain ahead of the game.

Core Values

Apple’s corporate values are:

  • Accessibility
  • Education
  • Environment
  • Inclusion and diversity
  • Privacy
  • Supplier Responsibility

These values give us a sense of what Apple holds dear and considers vital for their success as a technology trailblazer. The company ensures that it aligns all its operations with its core values so that it holds on to its position as a global technology giant.

1. Accessibility

Apple products are designed so that everyone has access to them. The company uses enhanced technology and powerful innovations for better accessibility. Through these innovations, Apple has come up with products that ensure people with physical limitations are not left out and can carry out their daily activities with ease.

2. Education

Since 2014, Apple has been at the forefront of providing educational solutions to schools across the United States. Through a partnership with ConnectEd, the company has donated its products to students and teachers 114 underserved schools. They also pledged $100 million worth of teaching and learning solutions. The company continues to work with the students and teachers, teaching them how to use the products to enhance the learning experience, as well as for life.

3. Environment

Apple focuses on taking care of the environment just as much as they are determined to come up with quality products. The company aims to build products that are safe for both the users and the environment. They use recycled products for both the inside and the outside. Through Apple Trade-In, users can exchange their old devices for either credit or recycling, reducing the negative impact on the earth.

4. Inclusion and diversity

The company draws its greatest strength from the fact that people from all walks of life work there. Because it aims to provide products for people across different regions, ethnicity, religions, genders, and cultures, Apple believes in bringing on board a diverse team. Apple has made consistent progress by bringing people who are different in the way they think, what they have experienced, and in who they are.

5. Privacy

Apple products hold a lot of sensitive user information, and the company believes that privacy is a fundamental human right. As such, all products are designed to offer the utmost security for the user. The security features also allow them to choose what information to share and with whom. Enhanced security features such as face and touch ID ensure that only the user has access to the device and makes it difficult for anyone to gain unauthorized access.

6. Supplier Responsibility

Apple holds its suppliers and partners responsible for creating quality products for its users, who always come first. The company ensures that the suppliers meet all the requirements while building opportunities for them. It also holds its suppliers accountable to ensuring that their employees work in safe and conducive environments, do not have their rights infringed, and do not face discrimination in their workplaces.

What's Your Reaction?
In Love
Not Sure

© 2019 Copyright of Mission Statement Academy - All rights reserved

Scroll To Top