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Apple Mission and Vision Statement Analysis

Apple Mission and Vision Statement Analysis

Apple 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 is perhaps the ultimate definition of a company that has positioned itself as a metric of quality within the niche it operates in, and this prominence associated with Apple narrows down to its mission and vision statements. In fact, Apple has grown as the driving force of innovation for over 20 years now ever since it was founded by Steve Jobs, Steve Wozniak and Ronald Wayne in 1976.

Today, it is seen as the single source of revolution in designs of personal computers among other software transformations. Ideally, the vision statement of a company details what it is all about with a focus on specified range of products and quality for its customers.

Additionally, its vision statement reflects where the company sees itself in the future – a technological invention leader. In relation to this, a company’s mission statement outlines the tactics the company looks to implement to propel it towards its future state. In this case, Apple mission statement describes the areas it majors in, and the intended goals of driving it towards its vision. Apple is particularly a dynamic company that looks to readjust itself to the changing world as evidenced by the changes in its mission and vision statement over the years.

One element, however, remains rigid within these adaptations – quality products and services for its customers. Despite these frequent changes in the mission and vision statements, the core values adopted by Apple go a long way in maintaining its consistent growth. Some of these comprise inclusion and diversity, education, accessibility, environment, supplier responsibility and privacy.

These are the guiding principles that continue to spur employee motivation and commitment to the mission and vision of the company at all times. In fact, the interlinkages in all these components together with the mission and vision statements all point towards the success of Apple.

Apple Mission statement

Apple mission statement is “ to bringing the best user experience to its customers through its innovative hardware, software, and services. ” In this current mission statement, the company highlights the scope of its operations and how it exploits these to satisfy the needs of its client base. While focusing on the dynamic technological changes over time, Apple stays clear that impacting positive change through innovation is its central objective. The following components arise from this mission statement.

  • Improving the lives of people. In the first component of its mission statement, Apple reiterates the duty of the company to stimulate ease in the lives of its users through simplified and user-friendly technology. The recognition of the vulnerabilities in the online space has particularly pushed the company to link this component with the demand for security features that improve the user’s experience. While doing so, the company has broadened the services its customers can enjoy as shown in its education, business and healthcare reach.
  • Empowerment of the public. The approach adopted by Apple in meeting this element of its mission statement shows that the company considers its products to be more than mere tools of entertainment. They are instead a source of empowerment, and this explains the extensive presence of apple at work. In fact, this emerges as a major source of innovation motivation for the company.
  • Top-quality products. The popularity associated with Apple products is evidence of how far the company goes to fulfil the third component of its mission statement. Most importantly, one rule remains unbent in this company, and that is providing the customers with the best quality products.


Apple vision statement is “We believe that we are on the face of the earth to make great products and that’s not changing. “ It gives a detailed account of how the company approaches its operations to position itself as the dominant player in the sector it operates in. Some of the components associated with this statement include:

  1. Innovations
  2. Integration of partners and excellence
  3. Market specialization

The first component shows that Apple is all about technological innovations. It does this by stimulating its employees with the best innovative resources that are also client-focused. To achieve this, Apple believes in the power of collaboration in such a competitive era to stay ahead of the rest. It also promotes this by specially targeting its resources in areas where it can have maximum quality impacts.

See Also
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Core Values

Apple core values include “inclusion and diversity, education, accessibility, environment, supplier responsibility and privacy.” Values reveal the aspects that Apple considers integral to its overall success as a technological and innovation leader. Apple is critical about the principles that have seen it model itself as a quality-oriented company in over two decades. To stay true to these standards, the company ensures that all its operations are in line with each of these values as highlighted in its statement of core values.


Apple’s slogan is: Think different


Apple’s main headquarters is in Cupertino, California, United States


  • Apple – About.
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