Apple Mission Statement

This is Apple Inc. mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

NameApple Inc.
LogoApple logo
Industries servedComputer hardware, Computer software, Consumer electronics, Digital distribution
Geographic areas servedWorldwide
Current CEOTim Cook
Revenue$ 156.508 billion (2012)
Profit$ 41.733 billion (2012)
Main CompetitorsSamsung Electronics Co., Ltd.,, Inc., International Business Machines Corporation, Cisco Systems, Inc., Google Inc., Microsoft Corporation, Dell Inc., LG Electronics, Lenovo Group Limited, Hewlett-Packard Company, Sony Corporation and many others.

Apple Inc. is an American multinational corporation, which designs, manufactures and sells personal computers, consumer electronics and software, and provides related services. The company has experienced a tremendous growth from 2001 when it has introduced its iPod mp3 player. Apple Inc. is considered to be the most successful electronics company in the world.


Apple mission statement 2013

“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.”
Does it include…?
CustomersProducts/ ServicesMarkets
TechnologyConcern for survivalPhilosophy
Self-conceptConcern for public imageEmployees
Does it mention values like…?Customer or product-oriented?

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)


Apple’s mission is one of the poorest statements that can be found in our list of missions. According to Blodget from Business Insider, it’s merely a list of products rather than a true mission statement. That is true. Apple only lists its key products without mentioning its customers, concern for survival, philosophy, self-concept and concern for public image or employees. The company doesn’t explain what values guide its decision making. The statement is product-oriented, which means that it offers little flexibility to Apple to expand into other product markets. Otherwise, the company’s mission would become obsolete. In other words, Apple does little to communicate its purpose for being to its stakeholders. Nonetheless, Apple has a vision statement that sounds like a mission and could be used as one:

“Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”

This statement unlike previous one mentions key customer segments, products, markets and self-concept of Apple and is customer-oriented. It also reveals Apple’s core purpose. We would recommend Apple to replace its official mission statement with a vision statement to better communicate its message to stakeholders.


  1. Apple (2013). Investor Relations. Frequently Asked Questions. Available at:
  2. Blodget, H. (2013) at Business Insider. Apple’s ‘Mission Statement’ Is Making People Worry That The Company Has Gone To Hell. Availabl at:
  3. Retail Industry (2013). Apple mission. Available at:–Mission-Statement.htm

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