Apple Mission Statement and Key Leaders

Company Name, Mission Statement, and Key Leaders
In this research paper, the company of interest will be Apple. Its mission is to use innovative technology to develop hardware and software that takes user experience to another level. The mission was declared by the seating CEO Tim Cook in the annual report of 2018. Apple is known worldwide as a technology company that develops classy electronics, and it is rated among the four top companies in the world (Apple Mission and Vision Statement Analysis, n.d).
Tim Cook was announced as the new Apple CEO in August 2011, and he took over from former CEO Steve Jobs. Under the leadership of Cooks, the company has grown its value to $2 trillion, which is a recommendable growth. Despite being a top brand globally, they are expected to address several concerns, such as advancing global antitrust and weak bonds with app developers. Greg Joswiak is the current senior vice president in charge of marketing, and he has overseen the launching of Apple's most loved products (Gurman, 2020).
2 Company History and Timeline
Apple started its operation in 1976, and the founding fathers were Steve Jobs and Steve Wozniak. The dream to have the giant technology company was developed in a garage, and the two co-founders had met to build a computer that would transform people's perspective on computing. Their innovation was accepted in homes and businesses, and in the past four decades, they have made huge sales. Apple's most popular products include Mac computers, iPod Mp3 player, and the stylish iPhones (Alba, 2016).
In this image, we can see the transitions in different years.
3 History of Ethical Decision Making and Social Responsibility
Apple products are very popular, and it is one of the most admired companies globally. However, in recent years consumers and governments have raised some ethical issues that should be addressed to avoid hurting the brand in the future. The first issue was with the iPhone 4, which had some network problems, and coming from Apple, which is known for quality, it was unexpected. Another matter of concern was in 2011 when Apple and Google revealed that apple devices included a feature that captured personal data such as location. This was viewed as misconduct, considering they had not notified the feature's users (Sawayda, 2011).
4 History of Lack of Ethical Decision Making and Social Responsibility
Apple is known to adopt new technology as much as possible, and the customers are expected to move with them. To some, this idea of pushing people to adapt to new technology through upgrades is unethical. Apple has introduced different programs to address the concerns, and one of the strategies is using materials that can be recycled if no longer in use. This means the customers can return older devices to the company for a trade-in. Trade-ins attract a 10% discount, which is a great way to encourage people to participate in the program (Sawayda, 2011).
Another issue that is seen as unethical is the lawsuit that involved Cohen and Apple. Cohen was the original owner of the domain iTunes.co.uk, but Apple took the domain from him through legal paths. Cohen had registered the domain in 2000, and he used the domain to compete with Apple. Apple tried to negotiate with him, but they never arrived at a deal. Apple decided to fight a legal war by filing a case in the UK registry Nominet. The final decision was that Cohen took advantage of Apple, so the domain's legal owner was Apple (Sawayda, 2011).
5 Marketing and Distribution Strategies
Apple distributes its product through two main channels: apple stores and third parties such as authorized Apple dealers. Sales done via Apple's stores are categorized under the direct distribution channel, while those done via authorized dealers under the indirect channel. Having different distribution channels with central control ensures expansion while maintaining high-quality services (Nguyen, 2020).
Apple also collaborates with retailers who have a vast market influence to help in distribution. Companies such as amazon sell Apple's products worth billions of dollars, and through the use of online presence, they can reach a huge population across the world. Expanding the distribution network across the world is a major contributor to apple's growth (Nguyen, 2020).
6 Operations and Strategic Planning
Apple's plan and strategy are always included in their annual 10-k reports. They always ensure the strategy aligns with the company mission to use innovation to develop products that take user experience to another level. The innovation touches the hardware, software, and services offered by the company. Innovation used in developing new products should be classic and yet easy to use. In many cases, classic products come with some level of complications, and that's why Apple invests in research to ensure their designs are easy to use. As part of strategy and marketing, Apple uses iTunes to deliver digital content, and this discovery has helped expand the Apple market. (Aljafari 2016).
7 SWOT Analysis Complete a SWOT analysis on the company and respond with your comments and insights in 1-paragraph for each area: Strengths, Weaknesses, Opportunities, Threats.
The strongest pillar of Apple is a strong brand known for quality and durable products. Apple always invests in innovation to ensure that the market release is in line with their mission. User experience is another factor that they ensure is integrated into the innovation to avoid developing products that are difficult to use. Being consistent in quality has created a huge following, and now they have loyal customers who only believe in their products (Aljafari, 2016).
The death of Steve Jobs, who held the founding dream, was a hit to the company and many consumers felt that the heart of innovation was gone. The absence of Steve Jobs is a weakness, and keeping the original dream needs some extra work. Some customers already feel that the company cannot deliver what they used to get with Steve Jobs. As a result, they are shifting to competitors' products (Aljafari, 2016).
Apple is a famous company in the world, but they have not exhausted the market opportunities. There is a need to expand the distribution network while at the same time identifying the market gaps. Competitors are busy taking advantage of their weaknesses, and therefore intensive market research is necessary (Aljafari, 2016).
Apple's biggest threat is the android operating system, which has dominated the world of smartphones. Google has made its free android operating system very popular, and it is currently the most used platform in mobile devices. Samsung has also improved its products, and a significant number of people like them. Apple should continuously evaluate their strategy to ensure they are relevant in this competitive environment (Aljafari, 2016).
8 Financial Outlook Next 5 Years
In the financial year 2021, Apple's earning is expected to rise by 20.3%. Revenue growth is expected to hit $311.3 billion, which is a 14% increase. The positive prediction always adds value to Apple's stock over the years, and it is an advantage to affiliated investors (Kramer, 2020). According to Apple's 2019 SEC filing, The US remains the main revenue source accounting source for 45% of the total income. The company has also contributed a lot towards the US economy's growth, with a 2018 report showing an estimate of $55 billion. The US is expected to benefit with over $350 billion from Apple in the next five years (Khan, 2019).
Apple's earnings and PE multiple
According to Forbes magazine, the Apple brand remains at the top of the list in value. What is makes it more impressive is that they have maintained the position for over ten years, a thing not common in the world of technology where things change very fast. In the next five years, the brand is expected to get more robust, especially in hardware design (Duberstein, 2020).
9 Global Presence and Standing
Apple is known across the globe as a company that produces quality and classy electronics. The distribution network has contributed a lot to the expansion of the brand in different geographical locations. Apple can penetrate new markets by developing new products that target specific cultures (Khan, 2019).
Demand for customized products is growing over time, and apple should start thinking of private labels. As part of its vision of 2030, Apple should introduce alternative services in entertainment, finance, and other consumer services to ensure the brand's growth above electronic devices (Duberstein, 2020).
References
Alba, A. (2016, March 31). Apple turns 40: Here's a timeline of how the tech giant evolved throughout the years. Retrieved December 13, 2020, from https://www.nydailynews.com/news/national/apple-turns-40-timeline-tech-giant-evolution-article-1.2581048
Aljafari, A. (2016). Apple Inc. Industry Analysis Business Policy and Strategy. Retrieved December 12, 2020, from https://www.ijser.org/researchpaper/Apple-Inc-Industry-Analysis-Business-Policy-and-Strategy.pdf
Apple Mission and Vision Statement Analysis. (n.d.). Retrieved December 12, 2020, from https://mission-statement.com/apple/
Duberstein, B. (2020, May 31). Where Will Apple Be in 10 Years? Retrieved December 13, 2020, from https://www.fool.com/investing/2020/05/31/where-will-apple-be-in-10-years.aspx
Gurman, M. (2020, September 11). Apple's Rising Class of Leaders Will Shape a Post-Tim Cook Era. Retrieved December 12, 2020, from https://finance.yahoo.com/news/apples-rising-class-leaders-shape-100042248.html
Khan, U. (2019, December 13). All You Need to Know about Apple's Global Presence. Retrieved December 13, 2020, from https://marketrealist.com/2019/12/need-to-know-apples-global-presence/
Kramer, M. (2020, November 10). Apple May Have To Beat and Raise To Keep The Stock Moving Higher. Retrieved December 13, 2020, from https://www.forbes.com/sites/kramermichael/2020/10/26/apple-may-have-to-beat-and-raise-to-keep-the-stock-moving-higher/?sh=481ba9811fff
Nguyen, W. (2020, March 29). APPLE DISTRIBUTION OVERVIEW. Retrieved December 13, 2020, from https://medium.com/@wvynguyen/apple-distribution-overview-9372f1df9270
Sawayda, J. (2011). Apple Inc's ethical success and challenges. Daniels Fund Ethics Initiative, University of New Mexico.