Evaluation Essay on Apple Inc: Visioning Process and Mission Statement

Paper Type:  Essay
Pages:  4
Wordcount:  827 Words
Date:  2022-11-15


Apple Inc. is a multinational organisation based in Cupertino, California, the U.S. it engages in the design, creation and marketing of products such as electronics, computer software, personal computers and online services. The founders of the corporation are Steve Jobs, Ronald Wayne and Steve Wozniak who started the company in April 1976. The company's mission and vision statement s have been a strong pillar for the achievement of their goals. The specific features contained in the company's mission and vision statements have played a vital role in the motivation of the employees to support and accept change for the long term goal achievement. In line with the strategic objectives, the company changed its mission and vision statements which had earlier been developed originally by Steve Jobs. Tim Cook introduced a new vision statement to the company to make a reflection on the company's current position. This indicates that the company's vision and mission statements have been changing over time to favour the changing market and organisational aspects. The company's mission statement has changed; the organisation recognises the transitions in the business outlook which can manipulate the business abilities (Nonaka & Kenney, 1991).

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Apple's Vision Statement

Apple Inc. has a vision statement that states," 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 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" (Cruikshank, 2006). The vision statement is a clear outline of the company's desires and the world it wishes to operate in. This is a long term vision, and the company embarks on building the best future. The vision statement further details to specify the various areas of the global business which is critical in the development of strategic objectives.

Apple's Mission Statement

Apple Inc. mission statement states that" 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" (Heracleous, 2013). This statement describes the primary objective of the organisation making a description of the main reason for its existence and the targets and goals it should achieve.


The company's mission statement, however, fails to acknowledge some common elements that are key to its success. This includes the target market and the neighbourhood's geographic domains. It should explain the boundaries on the resource allocation and the strategic goals and the operation that would be undertaken to achieve this. Similarly, their vision should be restructured to cater their weakness, threat and opportunities that exist (Scott, Jaffe & Tobe, 1993).


Cruikshank, J. L. (2006). The Apple Way. McGraw-Hill.

Heracleous, L. (2013). Quantum strategy at apple inc. Organizational Dynamics, 42(2), 92-99.

Nonaka, I., & Kenney, M. (1991). Towards a new theory of innovation management: A case study comparing Canon, Inc. and Apple Computer, Inc. Journal of Engineering and Technology Management, 8(1), 67-83.

Scott, C., Jaffe, D., & Tobe, G. (1993). Organizational vision, values and mission. Crisp Learning.

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Evaluation Essay on Apple Inc: Visioning Process and Mission Statement. (2022, Nov 15). Retrieved from https://proessays.net/essays/evaluation-essay-on-apple-inc-visioning-process-and-mission-statement

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