Apple Mission Statement 2022 | Apple Mission & Vision Analysis (2023)

Apple mission statement is “ to bringing the best user experience to its customers through its innovative hardware, software, and services. ” Tim Cook, Apple’s current CEO, stated this as the company’s mission statement and included it in the 2018 annual report. Through their mission statement, Apple highlights that it exists to offer its clients the best service that it can. The statement also describes how the company intends to achieve this.

In this current mission statement, the company highlights the scope of its operations and how it exploits these to satisfy the needs of its client base. While focusing on the dynamic technological changes over time, Apple stays clear that impacting positive change through innovation is its central objective. The following components arise from this mission statement.

  • Best user experienceThe component of ‘best user experience’ shows that Apple’s priority is ensuring its client base has an easy time while using their products. Rather than be a source of entertainment, Apple designs its products to be user-friendly. The security features added to each product also help to enhance user experience. It is no surprise, therefore, that Apple products are well-crafted and masterfully designed to the last detail.
  • Improving the lives of people. In the first component of its mission statement, Apple reiterates the duty of the company to stimulate ease in the lives of its users through simplified and user-friendly technology. The recognition of the vulnerabilities in the online space has particularly pushed the company to link this component with the demand for security features that improve the user’s experience. While doing so, the company has broadened the services its customers can enjoy as shown in its education, business and healthcare reach.
  • Empowerment of the public. Innovation is another crucial component for the company. Apple is dedicated to helping close any gaps when it comes to the technology space. Given that technology is ever-evolving, Apple is continually coming up with new designs that meet its clients’ evolving needs as well. The approach adopted by Apple in meeting this element of its mission statement shows that the company considers its products to be more than mere tools of entertainment. They are instead a source of empowerment, and this explains the extensive presence of apple at work. In fact, this emerges as a major source of innovation motivation for the company.
  • Top-quality products. The popularity associated with Apple products is evidence of how far the company goes to fulfil the third component of its mission statement. Most importantly, one rule remains unbent in this company, and that is providing the customers with the best quality products. The company aims to deliver high-quality on all aspects of its products. The integration of quality hardware, software, and services gives the company leverage over its competitors in the market.

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Apple Inc. is one of the Big Four tech companies with its headquarters in California. The company is known globally for its innovative solutions for computer software, electronics, and online services. Since its inception in 1976, the company has been a global leader in the technology industry.

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Apple is perhaps the ultimate definition of a company that has positioned itself as a metric of quality within the niche it operates in, and this prominence associated with Apple narrows down to its mission and vision statements. In fact, Apple has grown as the driving force of innovation for over 20 years now ever since it was founded by Steve Jobs, Steve Wozniak and Ronald Wayne in 1976.

Today, it is seen as the single source of revolution in designs of personal computers among other software transformations. Ideally, the vision statement of a company details what it is all about with a focus on specified range of products and quality for its customers.

Apple’s mission and vision, as well as its core values, highlight the company’s purpose and its driving force. Here is an in-depth look at the mission, vision, and core values of this tech giant.

Additionally, its vision statement reflects where the company sees itself in the future – a technological invention leader. In relation to this, a company’s mission statement outlines the tactics the company looks to implement to propel it towards its future state. In this case, Apple mission statement describes the areas it majors in, and the intended goals of driving it towards its vision. Apple is particularly a dynamic company that looks to readjust itself to the changing world as evidenced by the changes in its mission and vision statement over the years.

One element, however, remains rigid within these adaptations – quality products and services for its customers. Despite these frequent changes in the mission and vision statements, the core values adopted by Apple go a long way in maintaining its consistent growth. Some of these comprise inclusion and diversity, education, accessibility, environment, supplier responsibility and privacy.

These are the guiding principles that continue to spur employee motivation and commitment to the mission and vision of the company at all times. In fact, the interlinkages in all these components together with the mission and vision statements all point towards the success of Apple.

(Video) Mission Statements Apple vs. Samsung

NameApple Inc.
Industries servedComputer hardware, Computer software, Consumer electronics, Digital distribution
Geographic areas servedWorldwide
Current CEOTim Cook
Revenue$ 156.508 billion (2012)
Profit$ 41.733 billion (2012)


Apple vision statement is “We believe that we are on the face of the earth to make great products and that’s not changing. “Through this statement, the company highlights that they are always determined to deliver quality products for its clients. The statement also points out that they intend to do so for quite some time. It gives a detailed account of how the company approaches its operations to position itself as the dominant player in the sector it operates in. Some of the components associated with this statement include:

  1. Innovations
  2. Integration of partners and excellence
  3. Market specialization

Apple has not limited itself to a specific geographical location. Instead, the company wishes to come up with products that will be used all over the world. In this element, Apple had opened 506 stores in 25 countries as of February 2019. From their vision, it is clear that the company intends to cut across all continents and achieve a global presence.

The first component shows that Apple is all about technological innovations. The second component shows that Apple intends to keep coming up with great products for quite some time. The company has always been at the forefront of innovative technological solutions and plans to remain ahead of the game.

It does this by stimulating its employees with the best innovative resources that are also client-focused. To achieve this, Apple believes in the power of collaboration in such a competitive era to stay ahead of the rest. It also promotes this by specially targeting its resources in areas where it can have maximum quality impacts.

Core Values

Apple core values include “inclusion and diversity, education, accessibility, environment, supplier responsibility and privacy.” Values reveal the aspects that Apple considers integral to its overall success as a technological and innovation leader. Apple is critical about the principles that have seen it model itself as a quality-oriented company in over two decades. To stay true to these standards, the company ensures that all its operations are in line with each of these values as highlighted in its statement of core values.

Apple core values include:

  • Accessibility
  • Education
  • Environment
  • Inclusion and diversity
  • Privacy
  • Supplier Responsibility

These values give us a sense of what Apple holds dear and considers vital for their success as a technology trailblazer. The company ensures that it aligns all its operations with its core values so that it holds on to its position as a global technology giant.

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1. Accessibility

Apple products are designed so that everyone has access to them. The company uses enhanced technology and powerful innovations for better accessibility. Through these innovations, Apple has come up with products that ensure people with physical limitations are not left out and can carry out their daily activities with ease.

2. Education

Since 2014, Apple has been at the forefront of providing educational solutions to schools across the United States. Through a partnership with ConnectEd, the company has donated its products to students and teachers 114 underserved schools. They also pledged $100 million worth of teaching and learning solutions. The company continues to work with the students and teachers, teaching them how to use the products to enhance the learning experience, as well as for life.

3. Environment

Apple focuses on taking care of the environment just as much as they are determined to come up with quality products. The company aims to build products that are safe for both the users and the environment. They use recycled products for both the inside and the outside. Through Apple Trade-In, users can exchange their old devices for either credit or recycling, reducing the negative impact on the earth.

4. Inclusion and diversity

The company draws its greatest strength from the fact that people from all walks of life work there. Because it aims to provide products for people across different regions, ethnicity, religions, genders, and cultures, Apple believes in bringing on board a diverse team. Apple has made consistent progress by bringing people who are different in the way they think, what they have experienced, and in who they are.

5. Privacy

Apple products hold a lot of sensitive user information, and the company believes that privacy is a fundamental human right. As such, all products are designed to offer the utmost security for the user. The security features also allow them to choose what information to share and with whom. Enhanced security features such as face and touch ID ensure that only the user has access to the device and makes it difficult for anyone to gain unauthorized access.

6. Supplier Responsibility

Apple holds its suppliers and partners responsible for creating quality products for its users, who always come first. The company ensures that the suppliers meet all the requirements while building opportunities for them. It also holds its suppliers accountable to ensuring that their employees work in safe and conducive environments, do not have their rights infringed, and do not face discrimination in their workplaces.

(Video) Steve Jobs on Apple's Vision


Apple’s slogan is: Think different


Apple’s main headquarters is in Cupertino, California, United States

Apple Mission Statement History

Apple mission statement remains unchanged through 2020 and 2021


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What is Apple's mission and vision statement? ›

Vision – We believe that we are on the face of the earth to make great products, and that's not changing. Mission – Bringing the best user experience to its customers through innovative hardware, software and services. Apple's vision statement is clear, concise, and to the point.

What are Apple's goals and objectives for the year 2022? ›

Apple is preparing to shake up its product offerings in 2022 after a relatively quiet 2021. The company plans on adding new iPhones, AirPods, and possibly a new VR headset in 2022. Although 2021 was Apple's biggest year for revenue, it was not their most innovative year in terms of new products.

What was Apple's original mission statement? ›

When Steve Jobs started the now iconic company, his mission statement was: "To make a contribution to the world by making tools for the mind that advance humankind." Wow; that's something I would get out of bed in the morning for.

Where can I find apples mission statement? ›

Apple's corporate mission is “to bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons and consumers in over 140 countries around the world.” This mission statement considers the changing business landscape that influences the possibilities of ...

What is Apple's value statement? ›

Tim Cook on Apple core values

We believe that we're on the face of the Earth to make great products. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products we make. We participate only in markets where we can make a significant contribution.

What is Apple's why statement? ›

Apple's mission statement at the moment is “to bring the best user experience to its customers through its innovative computer hardware, computer software, and services.”

What is Apple's strategy 2022? ›

Apple's new strategy, which focuses on services and chips, plays to Tim Cook's strengths as a leader. It heavily emphasizes quantifiable business and technical decisions that Apple executives can objectively “get right,” instead of taking the more taste-based approach of the Jobs era.

What are the five core values of Apple? ›

Below you can find the original Apple core values:
  • One person, one computer.
  • We are going for it and we will set aggressive goals.
  • We are all on the adventure together.
  • We build products we believe in.
  • We are here to make a positive difference in society, as well as make a profit.
11 Jan 2016

What is Apple planning for the future? ›

September 2022 - iPhone 14 and iPhone 14 Plus. September 2022 - iPhone 14 Pro and iPhone Pro Max. September 2022 - AirPods Pro 2. September 2022 - Apple Watch Ultra.

When did Apple change its mission statement? ›

Back in 2009, when Steve Jobs was on medical leave, Tim Cook set the stage for the Apple manifesto, a long-form vision that also set the mission the company had to accomplish after the death of its legendary founder!

What is Apple's brand message? ›

That's simple. Apple prioritizes the consumer in everything they do. Through its branding strategy, Apple has positioned itself as an innovative company, embodying its “Think Different” slogan.

What is Apple's motto? ›

Think Different” is one of the most recognizable slogans of the 21st Century. The idea was first introduced in the 1997 TV commercial. “Think Different” is still on Apple products today, 23 years after the TV debut. Crazy Ones is hands-down one of the best one-minute commercials in history.

What is an example of a vision statement? ›

Vision statement: To be Earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

What are some examples of a mission statement? ›

12 Examples of the Best Mission Statements
  • “To inspire humanity — both in the air and on the ground.”
  • “To accelerate the world's transition to sustainable energy.”
  • “Spread ideas.”
  • “To connect the world's professionals to make them more productive and successful.”
13 Feb 2020

What is the meaning of mission statement? ›

A mission statement is a concise explanation of the organization's reason for existence. It describes the organization's purpose and its overall intention. The mission statement supports the vision and serves to communicate purpose and direction to employees, customers, vendors and other stakeholders.

What is Apple's strategy? ›

Apple's brand strategy and marketing strategy have always made it a point to promote itself as a luxury brand while focusing on differentiating itself from its competitors. Apple makes sure that it puts forth the following brand image – Apple competes against itself and not against others.

What is Apple's value strategy? ›

Breaking down Apple's platform strategy. Apple's value proposition is built thanks to its ecosystem. In short, Apple's “implicit promise” is to create a smooth experience, as long as you are within Apple's ecosystem. This is what enabled Apple to become a multi-trillion-dollar company.

What is Apple's culture? ›

Apple Inc. has an organizational culture for creative innovation. The company's cultural features focus on maintaining a high level of innovation that involves workers' creativity and a mindset that challenges conventions and standards, such as in the area of consumer electronics design.

Why is Apple so successful? ›

Apple's success lies in a strategic vision that transcended simple desktop computing to include mobile devices and wearables. Both performance and design are key drivers of the Apple brand and its ongoing success.

Why is Apple the most admired company? ›

Apple, for example, landed in the top 10 — among all companies in all industries — in eight of those nine categories, and got the top score overall in three: 'quality of products,' 'ability to attract, develop, and retain talented people,' and 'soundness of financial position.

What is Apple social responsibility? ›

At Apple, we work every day to put people first — by empowering them with accessible technology, being a force for equity and opportunity, creating an inclusive and diverse work environment, and respecting the human rights of everyone whose lives we touch.

What is a SWOT analysis for Apple? ›

SWOT Analysis is a useful technique for assessing a business based on four key aspects; Strengths, Weaknesses, Opportunities, and Threats. As a marketer, you'd be conducting experiments with many marketing strategies.

What is Apple's competitive advantage? ›

Apple's Ecosystem is the company's strongest competitive advantage, giving it unprecedented strength in withstanding disruption and competitive threats in its markets.

What is the one Apple philosophy? ›

Thus the three principles might be summed up as (1) understand and serve the customer better than anyone else, (2) forget about everything else, and (3) make sure every little thing you do serves (1), always and everywhere.

What makes a good vision statement? ›

A vision should unite the organization and provide a stable, transcendent goal. The vision should avoid using jargon and buzz words and should use understandable terminology. Writing concise sentences is another way of clarifying a vision statement. An effective vision statement sets an abstract yet challenging goal.

What was Steve Jobs vision for Apple? ›

Co-founder of Apple Computer Inc.

Steve Jobs ' vision of a "computer for the rest of us" sparked the PC revolution and made Apple co an icon of American business. But somewhere along the way, Jobs' vision got clouded - some say by his ego - and he was ousted from the company he helped found.

What's the next big thing for Apple? ›

Apple's next big product is not just a headset but an entire 'Reality' ecosystem. There have been rumors for a long time that Apple will introduce its own mixed reality headset that will allow users to interact with immersive apps combining AR and VR.

What did Apple release in 2022? ›

The Apple Silicon M2 was launched at Worldwide Developer Conference 2022, building on the success of the M1 hardware and introducing the next-generation chipset on the MacBook Air and consumer-level MacBook Pro.

What is Apple's next technology? ›

Cook is also a big proponent of AR, and Apple is reportedly developing an AR/VR headset that could hit the market in 2023, according to Bloomberg. The future of AR “will go much, much further” than today's applications, Cook told Bright on Friday.

How do you write a vision statement? ›

Quick tips for your vision statement
  1. Project five to 10 years into the future.
  2. Dream big, and focus on success.
  3. Use the present tense.
  4. Use clear, concise, jargon-free language.
  5. Infuse it with passion, and make it inspiring.
  6. Align it with your business values and goals.

What is Apple's brand identity? ›

Apple has a branding strategy that focuses on the emotions. The starting point of Apple brand personality is how the product makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.

What is Apple's promise to its customers? ›

Apple's brand promise is two-sided–their guarantee to create products based on seeing the world a little differently, and their promise to inspire their customers to do the same.

What makes Apple different from other companies? ›

1. Apple is a global leader in technology. Apple has achieved the most critical job of earning the trust of people on a global scale by adhering to a set of core values. Not only does the company have the trust of the buyers, but also its employees who believe in its mission.

What does the Apple logo mean? ›

It was designed by Wayne and was an image of Isaac Newton sitting under a tree with a book when an apple fell on his head. The image depicts Newton discovering gravity and even includes a poem quote by William Wordsworth.

Why should I work at Apple? ›

Your work is as meaningful to us as it is to you. Apple is where you'll work with others who share your passion. Where business serves expertise. Where a healthy respect for courage and original thinking inspires you to bring your best to what we do together.

What is Google's mission and vision? ›

Mission: "Google's mission is to organize the world's information and make it universally accessible and useful." Vision: Google's Android phones offers its users free access to Google Maps and provide navigation and communication.

What is Amazon's mission and vision? ›

Amazon's mission statement is to “serve consumers through online and physical stores and focus on selection, price, and convenience.” Amazon's vision statement is “to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its ...

What is Starbucks mission and vision statement? ›

Starbucks highlights its mission as “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” And its vision is to “treat people like family, and they will be loyal and give their all.”

What is Walmart's mission and vision statement? ›

Walmart's mission can be summarized as “helping people around the world save money and live better – anytime and anywhere – in retail stores and through eCommerce.” While its vision is to “make every day easier for busy families.” Walmart defines “busy families” as the bull's eye of its business strategy and Walmart ...

What is Facebook's vision statement? ›

Our full mission statement is: give people the power to build community and bring the world closer together. That reflects that we can't do this ourselves, but only by empowering people to build communities and bring people together. Our lives are all connected.

What is the mission of Netflix? ›

At Netflix, we want to entertain the world. Whatever your taste, and no matter where you live, we give you access to best-in-class TV series, documentaries, feature films and mobile games. Our members control what they want to watch, when they want it, with no ads, in one simple subscription.

What is the mission and vision of Microsoft? ›

Our mission is to empower every person and every organization on the planet to achieve more.

What is Samsung mission statement? ›

Our mission & approach

Samsung follows a simple business philosophy: to devote its talent and technology to creating superior products and services that contribute to a better global society. To achieve this, Samsung sets a high value on its people and technologies.

What is Tesla vision statement? ›

Tesla's vision is to “create the most compelling car company of the 21st century by driving the world's transition to electric vehicles,” while its mission is “to accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.” Tesla used a transitional ...

What is Disney's mission? ›

The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world's premier entertainment company.

What is Amazon mission statement? ›

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth's most customer-centric company, Earth's best employer, and Earth's safest place to work.

What is McDonald's vision statement? ›

McDonald's vision statement is “to move with velocity to drive profitable growth and become an even better McDonald's serving more customers delicious food each day around the world.” The statement reveals the growth potential and development trajectory of the company.

What is McDonald's mission statement? ›

Our mission is to make delicious feel-good moments easy for everyone. This is how we uniquely feed and foster communities.

What is the vision statement of Nike? ›

Nike Vision Statement

We see a world where everybody is an athlete — united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to bring inspiration to every athlete in the world and to make sport a daily habit.

What is the mission of Coca Cola company? ›

Coca-Cola's Purpose is to “refresh the world. make a difference.” Its vision and mission are to “craft the brands and choice of drinks that people love, to refresh them in body & spirit.

What is Air Jordan mission statement? ›

Background Information. Air Jordans Mission Statement is: "To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete."


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