Apple Mission and Vision Statements: An analysis

Mission and Vision statements of Apple

Apple has expanded upon its original mission and vision statements in the recent years. Its vision statement lays stress on its fundamental values like product excellence and innovation. The mission statement of Apple however, is mainly about its products and technology. It must include more factors like the people it serves and its social responsibility to the society. Since its foundation, Apple has believed in delivering value and performance through technology.

It is known both for excellent quality and elegant designs. Apple’s vision of the future is given in detail in its statement. Most important focus areas are continuous innovation and product quality. However, the kind of products Apple makes can be made possible only by striving for excellence. This fact is highlighted in both its vision and mission statements. Following is an analysis of its mission and vision statements.    

Apple mission and vision

                                                                                             Apple mission and vision statements


Vision statement

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."

The vision statement of Apple is quite detailed; much more detailed than most companies have. The stresses is mainly upon the core philosophy. Main focus remains on innovation and complete quality. It also stresses upon Apple’s values like honesty, product excellence and deep collaboration. The vision statement also talks of its core beliefs like simplicity. Apple believes in doing meaningful work that really adds value to the company’s image. Apart from these things, it highlights the high standards Apple has set for itself. The vision statement beautifully explains the company’s focus and cause. Innovation is enshrined in the foundational values of the organization and employees at all levels know and understand it.

The statement shows what is most original about Apple and which is never going to change. It is here to deliver matchless performance and unequalled product quality. Technology is the basis of all innovation but Apple is not focused at just profits. It believes in contributing to the society in the right way. It works in areas where its contribution really generates value and operates only in the markets where its contribution holds significance.  Apple has set high standards for itself and is focused on achieving them, gets clear from its vision statement. Still, there are just two things mainly that it keeps talking about - technological innovation and values like simplicity and honesty. there is nothing about employees, a vague description of asocial responsibility and little about the business, customers and markets.


Mission statement

“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”.

A mission statement states the objective for which a company exists. Apple’s mission statement mainly sums up the products it makes and their technological value. One important thing that is well known to all Apple fans and users is the quality of its products. Apple is into both personal and professional computing. It makes great hardware and software to provide unmatched performance. On top of all are the Macs that are considered the best in the category of laptops. Next are the Apple OS and the other software that deliver unmatched performance. Its Iphone and ipads are equally popular. Iphone specifically is a huge success and is very popular among the millenials.

Apple is using a more detailed mission statement than the one its founder Steve Jobs had originally drafted. Its mission is more focused at what it really does and how it is contributing to the world it is trying to serve. Specifically, its focus is on the products and there benefits. If the main idea behind the existence of Apple is to revolutionize the world of computing, then its mission statement sums up the entire idea beautifully. The mission statement also showcases the best work of Apple from Macs to Itunes and iphones. Still, the mission statement is mainly focused upon the products and does not highlight the other aspects of Apple’s business like CSR, customers or markets which are equally crucial. Neither does it highlight the global size and scope of Apple’s business. While one can gain a slight understanding of the customers from its mission statement, it does not provide a clear picture of this aspect of business. It is a type of product oriented mission statement and highlights what significant products the brand has created.

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