Apple Mission Statement and Vision Statement

Published October 8, 2020 | Author: PenMyPaper

Key Points

  • The mission is to bring the best customer experience through innovation.
  • Apple seeks to cater to specific markets by offering unmatched user experience.
  • The tech giant owns and controls primary technologies to develop innovative products

Apple is one of the leading technology companies in the world, which deals in personal computing devices, consumer electronics and digital services. As of 2021, the company has recorded a revenue of USD 365.82 billion, which is a significant growth over the past 5 years. The company also holds the leading position in terms of brand value, which is recorded to be USD 355.1 billion, surpassing the likes of Google, Microsoft and Amazon. According to our paper writing service, Apple is one of the most commonly referred case study company in B-schools, which is why we think it is absolutely necessary for you to learn about the mission and vision statement of the company, which highlights its key objectives and purpose.

Mission Statement of Apple

The mission statement of a company refers to its short-term goals, which are achievable with the current resources of the company. It allows the stakeholders to have a clear idea about how the company wants to achieve its operational objectives. Typically, the mission statement of a company presents easily measurable objectives, in clear and concise terms. In case of Apple, its mission statement is to, “bring best user experience to its customers through its innovative hardware, software and services”. Let us dig deeper and break it down to help you out with your college essay.

A close look at the mission statement, suggests that the company is highly focused on delivering the best possible ‘user experience’, through its products and services. Apple is a technology company which is constantly looking forward to develop new products and services that can add more value to the customers. It is important to understand that the company pays more attention to what the customers experiences from the products, rather than what features or attributes the products have. Apple competitive advantages also indicates that Apple is customer centric organization, which seeks to deliver the best possible experience in everything they do.


The pursuit of Apple to deliver the best user experience is reflected in its product and service design. Through rigorous research and development, the company comes up with innovative products which provides the most user-friendly experience, while delivering high utilitarian value. Innovation of the company in the field of ‘hardware, software and services’, has allowed the company to design products which are solely focused on improving user experience. For Apple, this superior user experience acts as a key differentiating factor which sets it apart from the industry rivals.

When discussing about the mission statement of Apple in your research paper introduction, you must include these keywords, as discussed above. They clearly highlight the fact that Apple, being one of the most popular technology brands, heavily invests on new technology development through innovation. However, the new technology is not just aimed at bringing new product features, but is more concerned with brining new ways to improve the user experience. Thus, the mission statement of Apple describes its philosophy of product design and how it has helped the company to attract its customers and create a strong brand image.

Vision Statement of Apple

The vision statement of a company determines its long-term goals. It highlights what the organization wants to see itself doing in the future. In case of Apple, its vision statement has been derived from an interview with the CEO, Tim Cook. According to him, vision statement of Apple is as follows: “We believe that we’re on the face of the Earth to make great products, and that’s not changing… We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.”

To help you with your assignment, the expert from the Best Assignment Writing Service has provided a detailed analysis of the vision statement. The vision of Apple is to keep on making great products for its customers. The terms ‘great products’, mean the products which are of great value to the customers. Apple is technology-based company, which makes and sells products which are reliant on new and advanced technologies. It is the vision of Apple to have full control of its technology and supply chain, while it develops its own products. This indicates that the company is eventually heading towards a vertical integration approach, where it has more control over the constituent components and technologies that are used to make the final products.


As mentioned earlier, Apple is a company which sells experience, rather than just products and services. Therefore, the company is extremely particular about choosing its target markets. The company only caters to the market segments, where its products can have the maximum contribution to user experience. Apple does not believe in selling the most products, but rather selling the best product, appreciated by its customers. As a part of the vision, the company wants to maintain its approach to selective catering of markets, by offering limited product variants with great user experience.

It should be noted that Apple has introduced a number of new product categories over the last decade, through diversification of its product line. One such example can be seen in a SWOT analysis example of Samsung. However, the company has adhered to its core principle of catering to a selected market segment. However, the company has adhered to its core principle of catering to a selected market segment. The new products and services are new ways to improve the product experience of the customers. The approach of vertical integration, allows the firms to have more control of its product development. In its pursuit, the company has recently announced that its MacBook lineup will no longer ship with third party micro-processors, but rather with its own home-grown A-series processors. Thus, it can be stated that Apple is gradually moving towards its vision, by following its mission of creating great value for its customers.

Summing it Up

The mission of Apple is highly focused on creating better user experiences for the customers through its products and services. When other companies are selling new technologies, Apple is selling new ways in which the lives of the customers can be made better. The company does so, by investing heavily on R&D, which gives it the competitive advantage for having better and exclusive technologies. On the other hand, the vision statement of Apple focuses on its future goal of adopting vertical integration in its supply chain to have better control of its product development and to create better products. Moreover, it also highlights how the company only caters to a streamlined group of markets, rather than the mass market. It focuses on markets which are most likely to be benefitted by and appreciate the value offering of the company. By now, you must have got an in-depth understanding of the mission and vision statement of Apple and prepare your paper without having to buy essay online.

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