Apple’s Mission Statement: Revolutionizing Consumer Electronics with Innovation and Quality

Apple Inc. is a multinational company that specializes in both hardware and software products. From preliminary research of their website, it major area of specialization is on consumer electronics such as smartphones, smart watches, tablets, and laptops. Theirline of products includes the app store, Mac, iPhone, Apple Watch, iPad, iPod, and iTunes(Army, 2013). With time, the company has transformed itself from just a pc maker to a fully-fledged consumer electronics company.

From their website, my initial expression is that of a company committed to creativity, innovation, and high quality products. For example, every product has a descriptive analysis of functionality of its component. For instance, the iPhone is shown to have a camera taking ultra-high definition photos. Moreover, the company seems to endeavor to give its customers a prestigious feeling while using their products. For instance, its Mac line of personal computers is thin with high definition screens. Such features goal is to boost the user’s ego hence a feeling of importance while using apple products. Lastly, from its store, the impression is of a company paying much regard to marketing(Rosa, 2011). Each of the products is listed with full description and with a video expounding on the functionality of the product. There is also use of very high quality images of the products that serves to reinforce the high quality of the product on sale. This leaves the visitor with a thrill of owning the product.

Apple’s vision is that man is the creator of change in the world. For this reason, he should be above systems and structures and not subordinate to them(Army, 2013). True to their vision, all its products exhibit it. The company strives to make its customers the controller of what they bought. This is by making their devices easy to use and providing software as IOS that enables their customers interact smoothly with their devices. Apple mission statement prides on its trendy technological products that are easy to use and run on efficient software systems. It also includes the descriptions of its products and services, their present and past technologies.

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The statement places apple as leading innovator in the consumer electronics industry. It also brands the company as revolutionary in its products making it famous around the world(Army, 2013). The mission also shows that the company sets the standards for other players in the industry hence making them Apple more competitive in the market. Lastly, according to Apple leading designer is to try to make great products. If they are successful in making their product great, people will fall in love with them and the company will make money.

With regard to globalization, Apple has set up industry in countries like china in order to increase its products presence in Middle East, Europe and china. To counter competition, Apple banks in making high quality products and introducing surprising new features in each of their products. For instance, iPhone 6 introduced new features such as speed and temperature sensors, high definition display, and ultra-high definition camera despite having low megapixels. This retains apple as the leader in electronics industry(Rabia, 2013). To ensure the company sustainability, the company has several procedures. First, all its suppliers have to accept the company’s supplier code of conduct. Secondly, the company conducts onsite audits to ensure no code of conduct violation. Moreover, apple ensures adherent to environmental requirements in the production of their products(Rosa, 2011). Lastly, the company has a strategy meant to phase out harmful materials from its production line.

External environment helps determine present situation of apple Inc. by finding out possible effect of political, economic, social, and technological factors on Apple. Bad political relations between US and other countries for example Russia, has negative impact on apple revenue from oversees. Secondly, fluctuation of the dollar in the international market and global economic crisis of 2008 led to people spending less on Apple products. Social factors such as rapid growth of music industry leading to increased market for apple in the cyber space through the iTunes. Moreover, globalization has made apple to mark its products in the international market due to their quality and design.

From the company’s 2014 annual report, the company’s sales rose by 7 percent due to increase in sales for the iPhone, Mac, iTunes, and software(Rabia, 2013). The iPhone was the major drive for the company sales with net sales of over one hundred and sixty nine billion dollars. Apple’s profit margin for the year 2014 stood at 24.6%. This was a rise by 4.06% from the previous fiscal year. This was due to the increased market share of the iPhone mainly in the Chinese market where it rose by about seventy percent.
Apple’s CSR are succinctly portrayed in the company values(Rosa, 2011). First, the company holds the value of empathy to its customers. Secondly, the company appreciates the value of positive social contribution(Rabia, 2013). This they achieve by making products with minimal waste and least possible carbon emissions. Lastly, the company holds to its core the value of innovation and vision. Through innovation, the company is able to changethe society positively.

SWOT analysis for the company shows its strengths, weaknesses, opportunities, and threats. The major strength for the company is its technological edge over its competitors especially with the iPhone(Army, 2013). Its major weaknesses include low presence in advertisements, poor relationship with other market players like Microsoft, and products with short life cycle. Its major opportunities are increasing purchasing power of common person, increase in computer viruses, and online sales(Rabia, 2013). The company’s major threat is competition from players like google and Samsung.

Technological industries do not offer easy competition. As for Apple, the company is progress is commendable. However, other businesses are also coming with more innovative products. Therefore, Apple needs to identify their areas of weakness such as limited range of products. Moreover, the company should contemplate on joining other segments of the market like the middle one to increase their revenue base. Continued aggressiveness in research and innovation is also imperative if the company desires to remain the flag bearer of consumer electronics.

References

1. Army, R. B. (4 November, 2013). The Sustainable Enterprise.Retrieved from http://www.slideshare.net/amyrosebroughall/apple-inc-pdf
2. Rabia, I (24th June, 2013). Implementing Strategic Management: Apple Inc. Retrieved from http://www.slideshare.net/raboz/strategic-management-at-apple-inc
3. Rosa, C (October, 2011). Corporate Social responsibility at Apple. Retrieved from http://www.imd.org/research/challenges/corporate-social-responsability-apple-opportunity-rosa-chun.cfm
4. Katherine, R (30 July 2012). Apple design chief: 'Our goal isn't to make money'. Retrieved from http://www.telegraph.co.uk/technology/apple/9438662/Apple-design-chief-Our-goal-isnt-to-make-money.html
5. Nikol, V. C. (2014). All About Apple Inc. New York, USA: Nikol Vega Canales

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