Apple Mission Statement, Core Values & Vision Statement

Apple Inc. has a clear mission statement and vision statement as it has become one of the world’s most valuable companies.

The company was founded in 1976 and has since become a symbol of elegance and design innovation. 

Apple SWOT analysis identifies the brand as one of Apple Inc.’s significant competitive advantages.

Apple is one of the Big Four technology giants, headquartered in Cupertino, California. 

The company has made its name worldwide by developing innovative computer software, electronics, and online service solutions.

Apple’s purpose and vision statements encourage employees to support and contribute to innovation for the company’s competitive advantage.

Apple Inc. has adopted a generic strategy and an aggressive growth strategy to deal with competitors like Samsung, Google, Amazon, IBM, Dell, Lenovo, Sony, and PayPal.

Apple’s vision and mission statements evolved as the company changed under Steve Jobs and Tim Cook.

Apple has made itself a benchmark for quality in the market it serves, and the significance of this association can be boiled down to the company’s mission and vision statements.

Apple’s vision and mission statements have been revised in response to commercial prospects in computer technology, consumer electronics, cloud computing, and digital distribution services.

It’s now regarded as the only cause of the revolution in personal computer design and other software changes. 

A company’s vision statement should provide customers with a sense of who they are and what they stand for.

The corporate mission and vision of Apple Inc. are intertwined in that they work to keep the company growing despite the competitive landscape’s hurdles.

Apple’s mission statement outlines the company’s focus areas and long-term objectives. 

Apple is a dynamic company that strives to keep up with changing times based on its purpose and vision statements.

The corporate mission and vision reflect the wide range of strategic methods the technology company uses in the various industries in which it operates.

Apple Inc. faces fierce competition, as shown by Porter’s Five Forces analysis. A technology firm needs to make sure its mission statement indicates how it will maintain its competitiveness.

Apple’s mission statement must reflect the company’s future as a global leader.

What Is Apple Inc.?

Apple Inc. is a multinational technology company based in Cupertino, California. The company was founded by Steve Jobs, Steve Wozniak, and Wayne in April 1976.

Apple, the company behind the smartphone, digital music player, and tablet computer, quickly became one of the foremost brands in personal computing.

Apple Computer, Inc. was incorporated in 1976, two years after releasing the Apple I and Apple II. 

Its products include consumer electronics such as the iPhone and iPad and peripherals such as the iPod, Mac, and Apple Watch.

Apple Mission Statement, Core Values & Vision Statement

The corporation had grown tremendously since 2001 when the iPod mp3 device was launched. Apple Inc. is one of the most recognizable names in electronics.

It also creates software and provides internet services. iPhone sales currently account for more than half of Apple’s total income.

Apple posted record revenues of $111.4 billion in the first quarter that concluded on December 26, 2020, thanks mainly to robust iPhone sales. 

Apple’s quarterly revenue surpassed $100 billion for the first time, with iPhone sales contributing $65.6 billion.

Quality products and services for its clients, on the other hand, are constant throughout these changes. 

Apple’s underlying beliefs go a long way toward ensuring its steady growth, despite the company’s periodic modifications to its mission and vision statements.

Apple’s overseas sales increased by 64% during the quarter, demonstrating the company’s rapid expansion in areas like India.

A few of the issues that need to be addressed include inclusion and diversity, education, accessibility, the environment, supplier responsibility, and privacy.

Along with Google, Microsoft, Amazon, and Facebook, Apple is a significant player in the US information technology industry. 

If you want to know why Apple has been so successful, look beyond its goal, vision, and core principles.

Employees who embrace these values will be inspired, motivated, and committed to the company’s mission and vision.

All of these components and the company’s goal and vision statements lead to Apple’s future success.

CompanyApple Inc.
Year foundedApril 1, 1976
IndustriesComputers & Electronics
CEOTim Cook
FounderSteve Jobs, Steve Wozniak, Ronald Wayne
HeadquarterCupertino, California, United States
Market Cap$2.08 Trillion
Revenue$274.52 Billion

What Is Apple Mission Statement?

Apple mission statement is to provide quality personal computing products and services to students and educators worldwide for more than 140 years.

Apple makes it clear in their mission statement that they exist to provide the greatest possible service to their customers. 

Additionally, the statement explains what steps will be taken to make this happen.

This mission statement takes into account how the evolving business landscape affects Apple Inc.’s potential.

For example, the corporation has a keen eye for trends and shifts in the industry environment when it comes to consumer electronics.

The company discusses how it uses its extensive operations to serve its clientele better. This is reflected in the present mission statement.

When it comes to the worldwide market, news releases and public statements from Apple all reference the company’s corporate goal as a means of addressing current concerns.

Apple Inc.’s mission statement emphasizes computing items as the company’s primary output.

Apple does not lose sight of its primary goal of positive change through innovation, even while the technology landscape changes rapidly.

The word “computing products” covers many goods and services, not simply computers and smartphones.

This business goal is highlighted in Apple’s official statements and authoritative announcements as a way of addressing current market concerns on a global scale.

Apple’s mission statement also establishes that the innovation organization’s target customers are essentially everyone else.

Apple is expected to release products that cater to the wants and needs of customers in various market segments.

It provides cloud storage, software, digital content distribution (App Store, iTunes, etc. ), and online payment services (Apple Pay). 

In addition, the mission statement states that the target market for the technology company is pretty much everyone.

This means that Apple builds products to appeal to a wide range of market sectors.

Furthermore, its objective indicates that its operations have a global scope, focusing on the consumer electronics and internet services industries worldwide.

Apple Inc.’s marketing mix, or 4Ps, is partially determined by its emphasis on computing goods in its mission statement.

These goals impact how a company’s mission is communicated in its corporate vision statement, which directs its strategic planning.

This mission statement impacts the company’s corporate vision announcement, which helps anticipate how the innovative business will carry the corporate mission into the future with critical accuracy.

Apple’s mission statement consists of the following components.

Exceptional User Experience

Apple’s ‘best user experience’ strategy indicates that its top priority is to keep its users as happy as possible while using its products.

The purpose of Apple’s products is to make them easy to use, not to amuse.

Apple Mission Statement, Core Values & Vision Statement

Apple creates its products for the end-user, whether it’s an iPhone, an iPad, or a wearable. The company does not compromise on user experience.

Security features also improve the user experience. Therefore, it is no surprise that Apple products are well-made and meticulously planned down to the last component.

Innovation in Products

Apple creates products tailored to the individual needs of all its customers. Apple’s products have been setting the bar high for design, usability, and functionality since its founding in 1976.

Among the many markets served by Apple’s hardware and software solutions are education, business, and healthcare. 

The Apple Watch, which detects abnormal heartbeats and identifies them in real-time, has boosted Apple’s healthcare footprint in recent years.

Apple Health Records for iPhone gives users mobile access to their medical records at any time.

Apple’s healthcare products and services brought in record profits for the company in the first quarter of 2020, with quarterly revenues totaling $91.8 billion.

Delivering Quality Service

Apple is wholly devoted to its customers’ needs, whether it’s through the App Store, Apple Care, or technical assistance. It’s in charge of everything, from concept to completion, sales to maintenance.

Apple’s mission statement begins with a reminder that the company owes it to its customers to make their lives easier by developing simple and intuitive technology to use.

Apple has an advantage over its rivals because of this personal approach. Study results from 2020 indicate that Apple received an overall support score of 85/100, including a score of 51/60 for online help and 34/40 for phone support.

This is quite an accomplishment, given how poorly most companies treat their customers.

This component’s demand for security features has prompted the corporation to attach it to the need for such features, which has improved the user experience.

A High-Quality Product

Apple’s popularity is proof of the company’s dedication to the third part of its mission statement.

The most important rule in any business is that the best quality products are always provided to the clients.

The company’s goal is to produce high-quality items in every way. Hardware, software, and services of the highest quality provide the business an advantage over its rivals.

What Is Apple Vision Statement?

Apple’s vision statement states: “We believe we are here to build amazing goods, and that won’t change.”.

The vision statement of Apple Inc. aligns with Apple’s system of corporate social obligations and emphasizes maintainability, natural preservation, and the overall betterment of the biological influence of the company.

The corporation shows its commitment to high-quality products by making this statement.

Apple Inc.’s corporate vision is to develop the best products and leave the world better than we found.

“We want to develop not just the best products in the world but the best products for the world,” Lisa Jackson, the company’s Vice President for Environment, Policy and Social Initiatives, commented similarly.

The statement states that they plan to continue doing so for a while. It provides an in-depth look at how the business tackles its operations to become the industry leader.

Consequently, Apple’s mission statement supports its corporate social responsibility approach and emphasizes sustainability, environmental conservation, and reducing the organization’s overall environmental impact.

The company’s vision statement seeks to position Apple for future leadership across multiple industries, so the strategic management decisions made by Apple’s executives will have an impact.

The word “best products” implies that the firm’s corporate vision envisions the technology company as a world leader in product creation.

Apple’s desire for the best products forces it to seek new and innovative ways to improve its products.

A corporation can achieve leadership in computer technology, software, and online services by implementing vertical integration.

Apple’s supply chain policies promote product design and development by improving supplier quality.

A company’s vision is achieved through policies and strategies present in its operations and those of business partners, including suppliers and makers of semiconductor componentry.

With regards to environmental and labor policies, in particular, Apple expects compliance from third-party suppliers.

These initiatives directly address the need to improve the business’s influence on the world, specified in the consumer electronics company’s vision statement.

Apple’s corporate strategy, in a way, broadens the company’s global reach. The vision statement impacts Apple Inc.’s corporate culture and human resources because of the focus on excellence and environmental protection.

Notably, both the corporate vision statement and the corporate mission statement mention the goal of the technology firm is to have the most satisfactory goods.

Apple’s vision statement guides its decision-making processes, strategic planning, and business processes. 

Every decision makes the company a step closer to achieving its mission and goals. This statement is divided into two parts:

Product Design Leadership

Apple makes high-quality products, including iPhones, iPods, iPods, Macs, and even microchips. With a focus on new technologies, the company hopes to maintain its position as a market leader.

The next iPad Pro with an industry-leading M1 chip and ultra-fast 5G will be unveiled by Apple in April 2021. 

Apple developed the M1 CPUs for the iPad Pro, which makes it the fastest of its kind.

The new iPad Pro is 5G-ready and capable of up to 4Gbps download and upload rates. The future belongs to 5G. 

As a result, Apple’s global leading position will be protected for many years to come, thanks to the next-generation iPad.

Toward Carbon Neutrality

Apple wants to have a net-zero environmental impact with its current operations. Apple announced in 2020 that by 2030 all of its devices would be carbon neutral.

After cutting emissions by 75% by 2030, Apple said in its Environmental Progress Report for 2020 that it would find new ways to remove the remaining 25% of CO2 emissions through research and development by that time.

Apple CEO Tim Cook stated, “With our commitment to carbon neutrality, we want to be a ripple in the pond that produces a far more enormous impact.

What Are Apple Core Values?

Apple Core Value holds what drives its business and how it interacts with its employees and the rest of the world. 


Apple provides users and organizations with hardware, software, services, and technology they need to succeed.

Apple’s App Store ecosystem is vital to developers who want to create applications. Apple plans to cut the percentage of small businesses paying App Store commission to 15% by 2020.

What Is Competitive Strategy & Its Types

Apple Store access has been made easier for small developers, which means they can reinvest more in their businesses and expand them.

An Earth-sized Plan

Apple is currently carbon-neutral, and its goal is to eliminate carbon emissions by 2030.

The Apple Restore Fund was announced in 2021 as a groundbreaking move to reduce carbon emissions. 

This $200 million investment in forestry projects will result in an annual reduction of about 1 million metric tons of CO2.

Apple has previously been involved in forestry conservation through partnerships with Colombian non-profits to rehabilitate a 27,000-acre mangrove forest.

Education Support

Apple donates products, services, and resources to schools in need from its Cupertino, California, headquarters.

Apple has provided over $100 million in teaching and learning solutions to more than 100 underprivileged schools in the US as part of the connectED project since 2014.

Apple donates an iPad to every kid, a Mac and an iPad to every teacher, and an Apple TV to every classroom, says the company.

We’re all in

Apple has redoubled its efforts to make the workplace a more welcoming for all employees and promote social justice globally.

As early as May 2021, Apple terminated ad manager Antonio Garcia Martnez after learning that his 2016 book, “Chaos Monkeys,” contained anti-Semitic and anti-Feminist sentiments.

Numbering in the thousands, Apple workers have signed a petition protesting workplace discrimination based on gender and race.

DicksSportingGoods Survey and Feedback

Apple is committed to equal opportunity and valuing differences among its employees. 

Discriminatory or demeaning behaviors have no place in the Apple ecosystem, according to the company.

Equity and justice for all

Apple recognizes its role in combating global systemic racism and injustice with its global leadership in technology.

The corporation pledged $100 million as part of its Racial Equity and Justice Initiative (REJI) to assist in the fight against prejudice that affects people of color.

Apple removed Parler from its app store because it allowed users to spread hate and prepare for the January 6th storming of the US congress.

Apple re-released Parler in the app store in April 2021 with improved anti-hate speech and illegal content detection features.

A human’s right to privacy

As a result, Apple’s devices are built to give customers privacy and control over their data.

The business considers privacy to be a fundamental human right. Apple released a new set of privacy controls for iPhone users in April 2021 as part of an update to its mobile operating system (iOS).

More than a billion iPhone users will notice a notification asking for permission to collect data in some apps.

Businesses cannot use this feature to monitor a customer’s online activity.

Responsibility of Suppliers

Apple pays attention to labor and human rights, health and safety, and environmental practices.

Apple expects nothing less from its suppliers; the business conducts a comprehensive supplier performance assessment procedure.

Salesforce Mission Statement, Core Values & Vision Statement

Apple completed 291 examinations at smelting and refinery sites in 2019 in addition to 80 assessments in manufacturing facilities, 50 in the services supply chain, and 80 assessments in the services supply chain.

Final Words on Apple Mission Statement

Apple’s corporate mission statement and vision statement are outlined in these statements, along with public announcements of products and services.

However, these claims enable Apple to distinguish itself from its competitors and transform people’s lives and ways of living as a global leader.

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