Apple: Organizational Vision, Mission and Values Statements

Apple: Organizational Vision, Mission and Values Statements

Apple Inc. was founded by Steve Jobs and Steve Wozniak who began working together in 1970 for the purpose of creating a personal computer. In the 1980s, Steve Jobs is noted as having stated as follows:

"Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them." (About.com, 2012)

The mission statement of Apple is stated to be as follows:

"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 has recently introduced iPad 2 which is defining the future of mobile media and computing devices." (About.com, 2012)

Apple states that it is committed to "…bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings." (About.com, 2012) Apple's commitment is reported as having been "quality over quantity" since the beginning as the company has a preference to "design and build products that are simpler, better looking and more reliable than their competitors." (www.buybuildsell.com.au, 2012) In fact, the report states that there is no other company that is able to "match the passionate tribe of loyal fans and customers that Apple has created from day 1." (www.buybuildsell.com.au, 2012) Apple is stated to "consistently enroll and inspire its followers, its customers to get excited about the design, simplicity and functioning of its products." (www.buybuildsell.com.au, 2012) The work of Mitton (2010) entitled "APPLE: A Case Study Analysis" states that the organizational business strategy at apple is explained by Steve Jobs in the statement describing a typical day at Apple, Inc. As follows:

"…not business as usual. A lot of big companies are about endless meetings. Massive bureaucracy. Executive parking spaces. And suits. We don't see what any of that has to do with great work. So we don't bother. This isn't your cushy corporate nine-to-fiver. Fortunately. Prepare to be inspired. We've got an environment where you can make things happen. Fast. There's plenty of open space -- and open minds. Collaboration. And of course, innovation. We also have a shared obsession with getting every last detail right. Leave your neckties, bring your ideas." (Mittan, 2010, p. 10)