Apple Mission Statement, Core Values & Vision Statement 2023

Apple’s Mission Statement and Vision Statement Explained

Apple Mission Statement: Apple’s mission statement reads, ” bringing the best customer experience by providing them with the most innovative technology, software as well as services. “ Tim Cook, the current Apple CEO, declared this as Apple’s mission statement.


He also included it in the annual report for 2018. In its mission statement, Apple emphasizes that they exist to give its customers the best possible service it can. The statement also outlines how Apple intends to accomplish this.

Apple's Mission Statement and Vision Statement


In its new mission statement, Apple exposes the extent of its operations and how it uses these to meet the requirements of its clients.

As it focuses on the dynamism of technological developments in the past, Apple stays clear that creating positive change by innovating is its primary goal. The following parts are derived from the mission statement.

Best user experience.

The element of “best user experience” shows that Apple’s primary goal is to ensure its users have an enjoyable experience when using its services.


Instead of serving as an entertainment source, Apple designs its products to be easy for users. Security features that are added to every product help improve the user experience.

It’s not a surprise then to learn that Apple products are carefully crafted and meticulously designed down to every highest level of minute detail.

It is improving the lives of people.

In the first part of its mission statement, Apple affirms its responsibility to the company to promote convenience for its customers through simple and user-friendly technologies.


The awareness of vulnerabilities on the internet has led Apple to tie this element with the requirement for security tools that enhance the user experience.

As a result, the company has widened the range of services its customers benefit from, as evidenced by its education health, business, and education range.

Empowerment of the public.

Innovation is an additional essential element for the business. Apple is determined to overcome any barriers in technology.

Since technology is constantly evolving, Apple is continually coming up with new products that can also meet their customer’s changing needs.

The way that Apple meets this part of its mission demonstrates that the company can see the products it sells to be much more than instruments of entertainment.

They’re an opportunity to empower people, which is the reason for the broad involvement of Apple in the workplace. Indeed, this is an essential motivation to innovate for the business.

Top-quality products.

The recognition of Apple products is proof of the extent to which Apple strives to meet the third element in its mission statement.

One policy remains unchanged in the business: offering customers top products of the highest quality.

The company aims to offer top quality in all aspects of the products it sells. Integrating high-quality software, hardware, and services gives the company an advantage over competitors in the marketplace.


Apple Inc. is one of the Big Four tech firms with its main office in California. The company is renowned worldwide for its cutting-edge solutions for electronics, computer software, and online services.

Since its beginning in 1976, the firm has established itself as an innovator in the technology field.

Apple is the best definition of a business that has made itself an indicator of quality within the industry in which it operates.

The prominence in the field of Apple reduces to its vision and mission declarations.

Apple has grown as the main force behind innovation for more than twenty years since its inception by Steve Jobs, Steve Wozniak, and Ronald Wayne in 1976.

It is now seen as the primary factor that has led to the revolutionary design of personal computers, among other technological changes.

In general, the mission of a business mission statement explains the essence of its business. It focuses on a specific range of products, services, and quality for its clients.

Apple’s mission and vision, along with its core values, are a reflection of the purpose of the company and its motivational force.

This article thoroughly reviews the mission, vision, and values that define the technology giant.

Apple Mission Statement

apple history

Furthermore, the vision statement is a reflection of what the company’s vision is as a technological innovator.

To this end, the business’s mission statement describes the methods it will employ to move it toward its ideal future.

In this instance, the Apple mission statement defines the areas in which it focuses and the goals of guiding its direction towards its goal.

Apple is a remarkably modern company looking at ways to adapt to the ever-changing world, as demonstrated by the evolution of its vision and mission statement over time.

One aspect remains constant in these changes that are the high-quality products and services offered to the customers.

Despite the frequent changes to the vision and mission statements, The core values adopted by Apple can be a significant factor in sustaining its constant expansion.

They include inclusion and diversity as well as accessibility, education and accessibility, environmental responsibility, and privacy.

These fundamentals keep driving employees’ enthusiasm and devotion to the vision and mission of the business throughout the day.

The interconnections of all these parts with the vision and mission statements point towards Apple’s success. Apple.

Name Apple Inc.
Industries served Computer hardware, Computer software, Consumer electronics, Digital distribution
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Tim Cook
Revenue $ 156.508 billion (2012)
Profit $ 41.733 billion (2012)
Employees 72,8

Apple’s Mission Statement

Apple’s mission statement is:

“To bringing the best user experience to customers through innovative hardware, software, and services.”

What does Apple’s mission statement mean?

This mission statement outlines Apple’s commitment to providing high-quality products and services that satisfy each customer’s requirements.

It directs the company’s efforts toward its long-term objectives, which has been instrumental in its continued success. Apple’s mission statement is comprised of three fundamental elements:

Best User Experience. 

Whether it is an iPhone, iPad, or wearable device, Apple makes all its products to make them easy for users. Apple does not make compromises on the user experience.

Apple’s products feature advanced and user-friendly features that provide the best experience to the user.

In 2020, Apple added robust location and Bluetooth permissions for iOS 13. In 2021, Apple unveiled an opt-in option for tracking ads in iOS 14.

These user-friendly privacy features will help safeguard data privacy of individual data from iPhone users and enhance their experience.

Innovative products. 

Apple designs products that meet the specific requirements of its consumers. Since its inception, Apple has pushed the standards of product design user-friendliness, usability, and performance.

Apple’s hardware and software offerings serve a variety of markets, such as business, education, and healthcare.

Over the last few decades, Apple has increased its healthcare products with innovative ones such as the Apple Watch to detect heart problems.

The Apple Health Records feature for iPhone lets patients access their health data using the mobile device.

In the quarter ending January 2020, Apple reported $91.8 billion of quarterly revenue with record-high profits from its health-related products and services.

Qualitative Services Delivery. 

From its App Store, Apple Care, and technical assistance, Apple is obsessed with customer service. It manages everything, from development to design as well as repairs and sales.

This approach is hands-on and provides Apple an advantage over its rivals.

In a 2020 study, an investigative researcher awarded Apple 51/60 on online support and 34/40 for telephone support, with a total customer support score of 85/100.

This is a remarkable score considering that most companies offer inadequate customer support.

Apple’s Vision Statement

Apple’s vision statement is:

“To make the best products on earth and to leave the world better than we found it.“

What is the meaning of Apple’s vision statement?

Apple’s visionary statement governs the company’s decision-making process, strategic management, and operations.

Each decision is designed to bring Apple closer to achieving its purpose and objectives. The statement has two parts:

Leadership in Product Design: 

From iPhones and iPads to iPods, iPads, Macs microchips to many more, Apple delivers high-quality products to the marketplace.

Apple is seeking to secure its leading position in the design and development of products by pushing for new technologies.

The company’s April 20, 2021, launch date was Apple unveiled the new iPad Pro with an industry-leading M1 chip and a super-fast 5G.

Apple-designed M1 chips are pushing the iPad Pro’s performance boundaries, making it the most powerful device in its class.

The latest iPad Pro is 5G-enabled and will reach four times faster than 4Gbps. Five-G technology is the next frontier. Therefore, Apple can rely on this new iPad to safeguard its position as a global leader for the next several years.

Carbon neutral: 

Apple’s vision for the company is to have zero net environmental impact in all of its operations.

In the year 2020, Apple announced a new plan that outlines its determination to ensure that every one of Apple devices is carbon-neutral by the year 2030.

In the company’s Environmental Progress Report, it intends to reduce its emissions by 75 percent and develop new methods to remove carbon from the remaining 25 percent of its footprint before 2030.

” With our commitment to carbon neutrality, we want to be a small ripple in the water that will result in an even larger shift,” said Tim Cook, the Apple CEO.

Apple’s Core Values

Apple’s fundamental values comprise ” inclusion and diversity education, accessibility, the environment, supplier responsibility, and the protection of privacy.”

These values reveal the elements Apple is convinced are crucial to its achievement as an innovator and technological leader.

Apple is very critical of the values that have helped it establish itself as an enterprise that values quality over the past two years.

To remain true to these principles, Apple makes sure that all its operations conform to each of these values, as outlined in its declaration of its core values.

Apple’s core values include:

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

These values give us an idea of what Apple believes in and are essential to its growth as a technological innovator.

Apple ensures that it aligns all of its activities with its core values to maintain its status as a significant technological player.

1. Accessibility

Apple devices are created to ensure that everybody can access the products. Apple utilizes advanced technology and advanced innovations to ensure greater accessibility.

With these advances, Apple has come up with products that make sure those with physical disabilities aren’t excluded and can perform their daily tasks efficiently.

2. Education

In 2014 and beyond, Apple has been at the forefront of offering education-related solutions for schools all over the United States.

Through the partnership with ConnectEd, Apple is donating its technology to teachers and students in schools needing assistance.

They also committed 100 million dollars worth of learning and teaching solutions. The company is still working with teachers and students and teaches students how to use tools to improve the learning experience for everyday use.

3. Environment

Apple is focused on the environment as much as they strive to develop high-quality products. Apple aims to create items that can be safe for users and the environment.

They make use of recycled materials for both the inside as well as the outside. With Apple Trade-In, users can trade in their old devices for credit or recycling to reduce the environmental impact.

4. Inclusion and diversity

Apple’s greatest strength from the fact that employees from every walk of life are employed at the company.

As it strives to provide services to customers from various areas, ethnicities and religions, genders, and even cultures, Apple believes in bringing to its team a diverse group of people.

Apple has been making steady improvements by bringing in people with different perspectives on their approach to thinking, what they’ve experienced, and how they are.

5. Privacy

Apple products contain any personal information from users, and Apple believes privacy should be an essential human right.

So, all of its products are made to provide the highest level of security to users. Security features allow users to select the data to disclose and to who.

Security features that are enhanced, such as fingerprint and face IDs, ensure that only the person who is using it is granted an access right to their device, which makes it impossible for anyone to gain unauthorized access.

6. Supplier Responsibility

Apple has its partners and suppliers accountable for delivering quality products to the customers who have priority.

Apple ensures that suppliers comply with all requirements and provides opportunities for them to grow their businesses.

It is also liable to its suppliers for ensuring that its workers are in safe and sanitary conditions, aren’t subject to their rights violated, and do not suffer discrimination at work.

Possible Improvements to Apple’s Corporate Mission & Corporate Vision

Apple Inc.’s mission statement aligns with some norms when creating the ideal corporate mission statement.

For instance, the company’s corporate mission is a source of information regarding its products, customers, targeted markets, and technologies.

But, some changes could make Apple’s mission statement more effective.

The idea is for the statement to include information on the corporate image and its employees, as well as different aspects related to the business of computer technology.

Apple’s current mission is focused on products, advancement of products, industry leadership, and business sustainability.

Therefore, it is recommended to add information regarding the corporate image and employees, as well as the current and future goals of the company, including goals related to the latest devices and services online.

This change will make Apple’s mission statement simpler to implement and apply to daily activities.

Apple’s vision statement outlines the future direction of the company. It meets some of the typical characteristics of the ideal business vision statements.

For example, the company’s vision is clearly defined regarding what Apple is aiming for, including leadership in the design and development of products and a strong emphasis on the importance of excellence in a business company.

The mission statement itself is abstract inspirational and robust enough to reflect the future of the technology industry.

To improve Apple’s vision statement, one suggestion is to expand it.

Instead of presenting an overall statement, the company can create a more specific one regarding strategic direction and the future of various business areas, such as Internet service and Artificial Intelligence.

The additional information could help Apple’s employees to grasp and follow the corporate vision statement.

How does Apple build a business platform on top of a product

The most important thing to learn from Apple’s business model is that it created a platform behind a highly well-known product.

If it is an item like the iPhone has been successful due to a well-planned system (and distribution) strategy.

This is in addition to the massive price the company can offer its products.

The price is Apple $501 to create its iPhone 14 Pro Max, and it is sold at a starting price of $1099.

This puts Apple’s markup for the latest iPhone model at 119%.

Apple is the only technology company that can sell its products for this high a price due to the combination of software, hardware, and the marketplace.

This is the result of what I refer to as a platform for business strategy in which the product functions as the platform for an ecosystem of business to develop, and in the process the company can earn large margins for many years:

Below is another image that explains:


Apple’s slogan is: Think different


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

Apple Mission Statement History

Apple’s mission statement remains unchanged through 2020 and 2021


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Apple is a household electronics company that is a leader in accessibility to the typical user, and innovation, in green and sustainable initiatives.

They have been delivering on what they say they will deliver with a consistent pace and keeps customers returning to get more.

They are clear about the purpose and purpose behind their mission and declarations, and they will only get better from here.


Q.1 What is Apple’s vision mission and values?

ANS. Apple’s goal is ” to bring the best experience for its users through new hardware, software, and other services.” In the manifesto of January 1, 2019, Tim Cook set the vision that reads, “We believe that we’re in the best position on the planet to create amazing products, and we’ll never stop.”

Q.2 What is Apple’s original mission statement?

ANS. When Steve Jobs started the now-famous company with his first mission statement, it included: ” To make contributions to the world through creating tools to help the mind improve the lives of humans.” Wow! That’s something I’d want to rise to early in the morning.

Q.3 What is Apple’s why statement?

ANS. Apple is committed to empowering humanity by providing personal computers to everyone to change how we think about work, study and communicate.

This was Apple’s initial mission statement, as per marketing expert David Andrew, who is also Interbrand Pacific founder David Andrew.

Q.4 What is Apple’s motto slogan?

ANS. The slogan “Think differently” was conceived in the hands of Craig Tanimoto, an art director at Chiat\Day, and played a role in the original concept.

Q.5 What is Apple’s strategy?

ANS. Apple’s business strategy comprises four elements: Focus on product design and function. We are enhancing the Apple ecosystem. We have improved customer service.

Q.6 What is the promise of Apple?

ANS. Apple’s promise to customers is dual-sided is their promise to develop products that reflect the world differently and to inspire customers to think differently as well.


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