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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
  • File format: Text
  • Number of pages: 2

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Introduction of Apple

Apple Inc was founded by college dropouts in April 1976. The founders were Steve Jobs, Steve Wozniak and Ronald Wayne (Richardson, 2008)The founders wanted to create such computers which are small and portable enough for individuals to have at home and in their offices for daily use. It is today that Apple Inc. have been able to mark new methods of success and has the product range that incorporate iPhone, iPad, iMac, Watch series and Air Pods. (Richardson, Business reference services, 2008). Since July 2011 the company operates 317 retail stores in 10 countries and 1 online store where they sell hardware and software products.

Vision Statement

The current vision statement of Apple Inc. was stated by the CEO Tim Cook who stated “We believe that we are on the face of the earth to make great products and that's not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don't settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we're wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.” (ROWLAND, Panmore institute, 2017)

Mission Statement

   Apple Inc. has been changing its mission statement over time as the company think that a continuous change in business landscape would keep them relevant and competitive in the market. So on the basis of that the current Mission statement for Apple Inc. is “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 is defining the future of mobile media and computing devices with iPad.” (B., 2015)



The company's major focus has always been to be innovative in order to provide latest and most advanced hardware with better functions, software and services to their customers. Apple's business strategy helps its unique ability to make and design its own operating systems and its own software and hardware. As its strategy includes, Apple continues to broaden its platform for the discovery innovation and applications through its online service, which lets the customers to find out and download digital data, iOS, Mac, Apple Watch and Apple TV applications, and books through either a Mac or Windows personal computer or through iPhone, iPad and iPod touch® devices (“iOS devices”), Apple TV and Apple Watch. The Company also encourages the development of third-party software and hardware products and digital content for the community that accompaniment the Company's handout. The Company believes a superlative buying experience with well-informed salespersons who can deal with the customers in a way he can convey the value of the Company's products and services to the customer. Also the Sale's person has a good ability to persuade the customer to buy the products. Therefore, the Company's planning also includes building and enlarging its own retail and online stores and its third-party supplying network to effectively reach more customers and provide them with an excellent quality sales and post-sales support experience. The Company believes ongoing investment in research and development (“R&D”), marketing and advertising is critical to the development and sale of innovative products and technologies.

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