This article aims to highlight the Apple mission statement and vision statement. Apple is evidently one of the largest companies in the world in terms of product development, market opportunities and revenue flow. The corporate mission and vision statements are taken into consideration in this study to highlight the organizational efficiency in targeting potential markets and consumers across the world. Hence, the study will proceed to the corporate mission statement and vision statement of Apple and its strategies by providing a short background on the company.
Apple is considered to be one of the largest and most popular organizations, operating in the technology sector. It has become a leading name in personal computing and consumer electronic industry. Additionally, the company dominates the market for mobile devices as it considers itself to be the original innovator of smartphones, tablet computers and digital music players. The tablet computers such as the iPhone, iPad and iPod have acquired extensive market recognition within few years of their launch. The company was established in 1976 by Steve Jobs, Ronal Wayne and Steve Wozniak. Apple is regarded as the symbol of elegance and innovation. This is believed to be the brand’s major strength that has helped it to gain immense market opportunities as compared to Apple competitors. Apple has revised its corporate mission and vision statements through time that reflects the company’s leadership from Steve Jobs to Tim Cook. It is noted that the Apple mission statement and vision statements now outline the brand’s efforts and efficacy in addressing business opportunities in consumer electronics, computer technology, digital distribution services, cloud computing, as well as the semiconductor industry.
The mission statement of Apple is to “bring best user experience to its customers through its innovative hardware, software and services.” This outlines how the company offers efficient personal computing products and supports to designers, educators, students, engineers, scientists, business leaders and consumers in more than 139 countries across the world. The mission statement of Apple outlines that the changing business landscapes are likely to offer new opportunities for the brand so that the target customers can enjoy innovative services. For instance, the company is likely to bring innovation if it finds new trends in the consumer electronic market across the world. Thus, official statements and press releases of Apple present a way through which the company can interact with the consumers considering the latest concerns in the global market sphere. Moreover, from the mission statement of Apple, it can be stated that the brand is focused on presenting products as organizational outputs. On the other hand, it is also noted that Apple is committed to computing devices that includes smartphones, personal computers, and others services and commodities designed on computing technology.
Moreover, based on the Apple mission statement also allows the company to offer a wide range of services as well. It offers software, cloud storage, digital content distribution such as iTunes and App store, as well as online payment services such as Apple Pay. From the mission statement of Apple, it is also clear that customer base of the company is wide and it targets almost every customer of different demographics without any specification. Thus, Apple is competent to meet the needs and preferences of customers in multiple market segments, which also strengthens Apple competitive advantage. This highlights that the organizational operations possess a multinational reach, targeting online service markets and consumer electronics across the world. Therefore, the marketing mix strategy can be efficiently marked from the corporate mission of the organization emphasizing specifically on computing products. Conversely, it can be noted that the corporate mission statement of Apple also influences the vision statement of the company. This is likely to support the strategic planning of the organization concerning the correct utilization of technology to design and develop innovative products for the consumers.
The vision statement of Apple is as follows: “We believe that we’re on the face of the Earth to make great products, and that’s not changing. We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.” The corporate vision statement of Apple highlights the company's commitment to developing the best products on earth, thereby, emphasizing environmental sustainability. In this regard, Lisa Jackson, Apple’s Vice President for Environment, Policy and Social Initiatives stated that the company aims to develop the best products in the world, as well as for the world. It can be, therefore, noted that the vision statement of the organization aligns with the corporate mission statement, as well as the corporate social responsibility strategy. The vision statement of Apple primarily emphasizes environment conservation, sustainability and ecological impact of the business. On the other hand, the corporate vision statement of Apple also outlines the company’s strategic management concerning the decision taken by the organizational executive to develop an efficient leadership that can match the company’s future in the long run. The best products highlight the company’s efficiency in designing and developing innovative products that can match the environmental sustainability demands. Apple has always stood first in terms of novel innovation considering product development. Hence, it can be said that Apple’s vertical integration strategy can help in obtaining a coherent business scenario concerning leadership in software, computer technology and online service sectors. The vision statement also emphasizes the efficiency of the supply chain network of the company to design and develop the best products by propelling supplier excellence and improvement. Additionally, the development of a sustainable and eco-friendly product requires extensive support from stakeholders such as suppliers and manufacturers. Hence, the vision statement also outlines the efficiency of the suppliers of Apple to maintain environmental conservation policies to sell the raw materials for product designing and development. This presents the company’s efficiency in stabilizing operational processes that can harm the environment.
To Sum it Up
The study revealed that Apple is a renowned brand that is focused on computing products. Apple’s mission statement influences the company’s vision statement. The mission statement outlines the company’s focus on developing the best products for its customers, whereas, the vision statement highlights the efficiency of the company in developing the best products for the world too. Thus, business strategy is associated with environmental sustainability in Apple. Hence, it can be concluded that both the corporate mission and vision statements play a pivotal role in organizational productivity and efficiency. Additionally, both the corporate statements have outlined the long-term strategic approach of Apple in the competitive market sphere.
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