Apple Inc.’s Mission Statement and Vision Statement (An Analysis)

Apple corporate mission statement, corporate vision statement, consumer electronics, computer technology, cloud services business case study
Some of Apple’s products. Apple Inc.’s corporate vision statement and corporate mission statement align to support the company’s success in the computer technology, consumer electronics, and online digital services industries. (Photo: Public Domain)

Apple Inc.’s mission statement and vision statement are bases for the company’s success as one of the most valuable businesses in the world. Established in 1976, the firm has become a symbol of innovation and elegance in design. This condition supports the brand, which is one of the major business strengths identified in the SWOT analysis of Apple Inc. The company’s corporate mission and vision statements motivate employees to support and contribute to innovation for competitive advantage. Apple Inc.’s generic strategy and intensive growth strategies define such competitive advantage, especially to counteract the effects of competitors like Samsung, Google, Amazon.com, Dell, Lenovo, Sony, and PayPal. Apple has changed its corporate vision and mission statements over time, to reflect changes in the company from the time of Steve Jobs to the current leadership of Tim Cook. The vision statement and mission statement now represent the company’s efforts in addressing business opportunities in the computer technology, consumer electronics, cloud computing, digital distribution services, and semiconductors industries.

Apple Inc.’s corporate mission and corporate vision are linked in terms of how they push for the company’s continuous growth despite challenges in the competitive landscape. Considering the variety of industries where the business operates, it is essential that the diversity of strategic approaches for these industries be embodied in the corporate mission and the corporate vision. Porter’s Five Forces analysis of Apple Inc. shows that the business deals with strong competition. The company must ensure that its mission statement defines the strategies to keep the business competitive. In relation, Apple’s vision statement must direct business efforts toward a future of leadership in the global market.

Apple’s Corporate Mission Statement

Apple Inc.’s corporate mission has changed over time. The company considers the changing business landscape, which influences the possibilities of what the business can do. The company recognizes the changing market and industry environment. Apple’s current mission statement is as follows:

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.

Considering such a corporate mission statement, Apple Inc. is specific in enumerating its organizational outputs. For example, these outputs include Macs, iPods, iPhones, and iPads. Another characteristic of Apple’s corporate mission is its emphasis on digital distribution services via the Internet. For instance, the iTunes online store enables the company to distribute digital content. In this regard, the mission statement highlights the company’s focus on computing devices and related online services. The business outputs enumerated in the corporate mission partly determine Apple Inc.’s marketing mix or 4Ps.

Apple’s Corporate Vision Statement

Apple Inc.’s corporate vision influences strategic management in terms of the decisions that the company’s managers make to reach a future of leadership in the various industries where the business operates. Apple introduced a new vision statement under the leadership of Tim Cook, who stated the following:

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 Inc.’s vision statement provides specific details about various areas of the multinational business. For example, the company specifies innovation in product development. In addition, in saying, “to own and control the primary technologies behind the products that we make,” Apple’s corporate vision indicates a strategy of vertical integration. This strategy influences suppliers and the company’s supply chain. Focus on excellence is also emphasized. Based on these details, Apple’s corporate vision statement functions like a specification of values and business philosophy. These beliefs influence Apple Inc.’s corporate culture. The corporate vision helps set the strategic objectives for different areas of the computer technology, consumer electronics, online digital distribution services, cloud computing, and semiconductors business.

Apple’s Corporate Mission & Corporate Vision – Recommendations

Apple Inc.’s mission statement satisfies conventions regarding ideal corporate mission statements. For example, the company’s corporate mission provides information about products, customers, target markets, and technology. However, some adjustments can improve Apple’s mission statement. Ideally, the statement should contain information about corporate philosophy, corporate image, and employees, among other components of the business. Currently, Apple’s corporate mission focuses on products and leadership in product development. Thus, it is recommended that the company add information on corporate philosophy, corporate image, employees, and the current and possible future strategic aims of the business. In addition, the company’s mission statement lacks information about new products like Apple Watch, as well as other products in development. In this regard, another recommendation is to make the corporate mission’s product details more abstract to encompass the current and future products of the business.

Apple’s vision statement is comprehensive and detailed enough to show the firm’s future direction. It satisfies many of the conventional characteristics of ideal corporate vision statements. For example, Apple’s corporate vision is clear in terms of what the company aims for, such as leadership in product design and development, vertical integration, emphasis on innovation, and excellence as a business organization. Also, the company’s vision statement is abstract, inspiring, and stable to encompass the future of the business. However, to improve this vision statement, it is recommended that Apple Inc. make it more concise. Instead of providing a detailed list of beliefs and values, the company can make its corporate vision more concise, to make it easier for employees to understand and apply in their daily work activities. The resulting concise vision statement would be easier to integrate into more aspects of Apple Inc.’s business, including new operations in the future.

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