Strategic Purpose

founders' vision

When the company launched in 1976 Steve Jobs, the co-founder of Apple had a single vision in mind, ‘a computer for the rest of us’ meaning putting technology in the hands of everyday people. This sparked ‘the PC revolution and made Apple an icon of American business’ (Fell and Sun, 2021). However, the launch of the iPhone was the product that fulfilled the tech entrepreneurs’ vision ‘Steve Jobs’ vision of Apple products helping to change the world has come true, Apple chief executive Tim Cook said, thanks to iPhone' (Kasperkevic, 2015).

mission statement

Apple’s Mission statement is the basis of the company’s success, as it stands company’s current mission statement 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' (ROWLAND, 2020). Although this differs from the original mission statement created by Steve Jobs which was ‘To contribute to the world by making tools for the mind that advance humankind’ (Investopedia, 2019), The current mission statement set by current CEO Tim Cook provides information about, products, customers, target markets and technology. However, it fails to state information about the company’s corporate image, employees, and strategic aims. Doing so could enable Apple to adopt the mission statement in daily operations.

Core Values

Apple's core values include ‘accessibility, environment, education, inclusion and diversity, privacy and supplier responsibility ' (Dvornechuck, 2020) these values play an integral role in the company’s success.

Accessibility

Accessibility is one of the companies’ key values, Apple products are designed in such a way that that they are easily accessible to people of all ages and regardless of physical disabilities, this is achieved through enhanced technology and innovation. An example is IOS is the platform on which all apple products are based, this platform is simplistic and user friendly and is what people have grown to love about Apple products.

Environment

Apple focuses on the environment just as much as it does in delivering quality products, through the company aims to build products that are both environmentally friendly and safe for its users. Through Apple Trade-in the components of the devices received are recycled and used in refurbished apple products. since its launch in 2013 the program has received nearly '8 million devices have been refurbished.' (LINDER, 2019).

Education

Since 2014 Apple has been at the forefront of providing educational solutions to education institutes across the world. products such as iPads are becoming a common necessity in modern-day education. 'iPad is so much more than just a textbook or just a notepad for students—it’s a powerful educational tool, a study partner'(Apple, 2014).

Inclusion & Diversity

One of the company’s greatest strength is the fact that Apple recruits’ people from all ethnicities, this can be seen when walking into any Apple retail store. ‘Different together’ is the company’s campaign to promote inclusion and diversity, from this Apple have stated that ‘At Apple, we’re not all the same. And that is our greatest strength. We draw on the differences in who we are, what we have experienced, and how we think. Because to create products that serve everyone, we believe in including everyone’ (Apple,2021).

Privacy

Apple Products store valuable user information, for most people they are used as daily drivers, therefore Apple take privacy very seriously. The company believes ‘privacy is a fundamental human right’ (Apple,2021). That is why with all Apple products the user has various security features to choose from depending on the device. IOS 13 debuts a new feature called ‘sign in with Apple’ (Nield, 2019). When using this to sign into anything, Apple creates a temporary email address to send unwanted emails to, this adds an enhanced level to user data protection.

Supplier responsibilty

Apple holds its suppliers responsible for ensuring products are made to the highest quality for the user. the company makes sure that their suppliers are ensuring the safety of their employees and make sure no discrimination is faced in the workplace as this would go against Apple's Inclusion and Diversity value.

Stakeholders

Apple's key stakeholders include: 'Consumers, Employees, Investors, Employees of Suppliers and Distributors'(THOMPSON, 2017)

Consumers

The Company prioritises customers as their top stakeholders, Apple has two types of customers, individual buyers, and organisational buyers. Over the years Apple has been known for launching quality products that work efficiently and cohesively with each other. These products are what entice customers to show, and so generate profit and sales from Apple. Due to the success of their products as well as increasing demand for them, the company distributes its products to various resellers such as John Lewis, Carphone Wearhouse, Walmart, etc.

Employees

Employees are internal stakeholders; they have a say in what happens within the organisation. The company takes real care in looking after its employees, this can be seen through its core values which includes diversity and inclusion. Apart from this Apple have several strategies to keep their employees engaged. Apple employees receive special employee discount, this encourages them to buy Apple products, and in return putting money back into the company.

Investors

Investors are another key stakeholder; they contribute to the company’s social responsibility program. Apple investors are mainly interested in maximising their returns on their investments. The company is now one of the most profitable organisations in the world, and therefore effectively addresses this stakeholder group through outstanding financial performance. Apple can maintain high-profit margins and has a high strong financial position involving high liquidity. The company has a large cash flow and has been able to avoid debt pleasing its investors.

Employees of Suppliers and Distributors

The company relies heavily upon its suppliers and distributors to help maintain its high financial performance. the interest of this stakeholder group consists of seeking proper compensation and job security. However, due to them being employees of suppliers and distributors these workers are indirect stakeholders in Apple. To address the interests of this stakeholder group Apple introduced a Supplier Code of Conduct. In 2014 ‘92% of suppliers now complied with the 60-hour-workweek rule’ (THOMPSON, 2017).

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