Strategic Management of Apple Inc

Academic Paper, 2022

30 Pages, Grade: A



1. Background Of Apple

2. Company’s Vision & Mission

3. Analysing Component(S) Of Mission Of Apple

4. Elements Of The Company

5. Macro Environment (Pest) – Country They Are Operating

6. Csr Of The Chosen Company (Whole Organization)

7. Why The Vision And Mission Is Important To The Company?

8. How Does The Company Benefit From The Opportunities Of The External Environment And Avoid Threats

9. Recommendations

10. Appendix

11. References


Apple Inc., headquartered in Cupertino, California, is a multinational technology company specializing in consumer electronics, software, and online services. Apple is the world's largest information technology company by revenue (US$365.8 billion in 2021), the world's most valuable company as of January 2021, the fourth-largest personal computer vendor by unit sales, and the second-largest manufacturer of mobile phones. Along with Alphabet, Amazon, Meta, and Microsoft, it is one of the Big Five American information technology companies.

Editorial note: This image was removed due to copyright issues.

Apple Computer Company was founded on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne to develop and sell Wozniak's Apple I personal computer. Apple Computer, Inc. was founded in 1977 by Jobs and Wozniak, and the company's subsequent computer, the Apple II, became a best seller. Apple went public in 1980, achieving immediate financial success. The company went on to develop new computers with cutting-edge graphical user interfaces, including the original Macintosh, which was announced in Ridley Scott's critically acclaimed advertisement "1984". By 1985, the company was experiencing difficulties due to the high cost of its products and power struggles among its executives. Wozniak left Apple amicably, while Jobs resigned to found NeXT, taking with him several Apple employees.

Throughout the 1990s, as the market for personal computers grew and evolved, Apple lost significant market share to the lower-priced duopoly of the Microsoft Windows operating system on Intel-based PC clones (also known as "Wintel"). Apple purchased NeXT in 1997, just weeks before declaring bankruptcy, in order to resolve the company's failed operating system strategy and entice Jobs back to the company. Over the next decade, Jobs led Apple back to profitability through a variety of strategies, including critical acclaim for the iMac, iPod, iPhone, and iPad, memorable advertising campaigns, the establishment of the Apple Store retail chain, and the acquisition of numerous companies to diversify the company's product portfolio. Jobs resigned from his position in 2011 due to health concerns and died two months later. Tim Cook succeeded him as CEO.

Apple became the first publicly traded company in the United States to be valued at more than $1 trillion in August 2018, followed by $2 trillion in August 2020 and $3 trillion in January 2022. The company is criticized for its contractors' labor practices, its environmental practices, and its business ethics, which include anti-competitive behavior and material sourcing. The company enjoys a high level of brand loyalty and is one of the most valuable brands in the world.


Apple's mission statement is “to bringing the best user experience to its customers through its innovative hardware, software, and services.” Apple's current CEO, Tim Cook, stated this as the company's mission statement in the company's 2018 annual report. Apple emphasizes in their mission statement that they exist to provide the best service possible to their customers. Additionally, the statement describes how the company intends to accomplish this.

The company's current mission statement emphasizes the breadth of its operations and how it leverages them to meet the needs of its client base. While focusing on the dynamic technological changes that occur over time, Apple is clear that its primary goal is to effect positive change through innovation. This mission statement generates the following components.

Editorial note: This image was removed due to copyright issues.

The mission statement of Apple is “We believe that we are on the face of the earth to make great products and that's not changing.” This statement demonstrates the company's unwavering commitment to providing high-quality products to its clients. Additionally, the statement indicates that they intend to continue doing so for an extended period of time. It details the company's approach to operations in order to establish itself as the dominant player in the sector in which it operates. Several components of this statement include the following:

- Innovations
- Integration of partners and excellence
- Market specialization


Apple mission is to bring joy to customers via its progressive on hardware, software program and the offerings through on their statement, Apple highlight that it exists to offer it's the clients the high-quality service that it may do. The company highlight the scope of its operations and the way it exploits those to satisfy the need in their customer base. While the Apple Company focusing on the dynamic technological changes over the years, Apple Company live clean that impacting high-quality change thru innovation is its relevant goal.

The component of mission of the Apple Company, first of all is first-rate user experience which means that it shows that the Apple priority is making sure its purchaser base has a smooth time whilst they the use of their product. As opposed to be a supply of leisure, Apple layout its product to be user-friendly. As a consequence, the security capabilities delivered to every product also assist to decorate consumer experience. Consequently, the Apple product are nicely-crafted and masterfully designed to the remaining element.

Furthermore, by means of improving the lives of people, Apple Company reiterates the obligation of the employer to stimulate ease inside the lives of its users thru simplified and the consumer-friendly generation. Therefore, the popularity of the vulnerabilities in the on­line area has specifically pushed by the agency to hyperlink this thing with the call for the safety functions that it can improves the user's experience.

Not only that, empowerment of the public the innovation is every other crucial aspect for the organization. Apple Company is dedicated to assisting close any gaps when it comes to the era space. By using for the reason that the generation is ever-evolving, Apple is usually coming up with the brand-new design that meet its clients evolving want as well.

Lastly, mission of Apple wants to be a top-high-quality product which means that that recognition associated with the Apple product is evidence of how some distance the employer goes to fulfil the third thing component of its mission. The most importantly, certainly one of the guidelines remains unbent in Apple Company and that is to offering their clients with the pleasant high-quality product. Apple employer aims to deliver incredible on all aspects of its merchandise consisting of the satisfactory hardware, software and the services deliver the Apple business enterprise leverage over its competitors inside the market.


4.1. Apple competitive advantage.

In our opinion Apple manufactures and sells a wide range of computers and consumer electronics, including smartphones and tablets. Apple key competitive factors and advantages are brand reputation, innovation, customer relationship, and premium pricing strategy. Apple brand equity is one of its competitive advantages. Brand reputation gives companies like Apple a competitive advantage in the marketplace and aids in the development of consumer loyalty. Apple is well-known for producing high quality goods and services. For many years, it has maintained a level of trust among customers.

The company's strong branding, and the relationship between its products, gets customers encouraged to try one Apple product and then they'll try another product. Apple does an excellent job of ensuring that its customers have the best possible experience. Apple has always been innovative, creating products that are vastly different from those of its competitors. Customers eagerly await new products from Apple and are willing to pay a premium for them. Apple understands how to please its customers in ways other than simply meeting their expectations, and this is what makes customers fall in love with the brand.

Besides that, Apple is known for being a highly innovative company that is dedicated to develop each of their products. It has created a number of innovative products such as iOS, MacBook, iPhone, iPod, iTunes, and others. Apple also creates cutting-edge products that use the same operating system, software, and applications. This reduces risk, time scale, and product development costs, allowing businesses to introduce new product lines while staying ahead of competitors. Apple innovative strategy of developing complementary products strengthens customer loyalty and aids in the construction of competitive barriers.

In today's era, customer relationships can be extremely rewarding. Every business strives to keep current customers and build customer loyalty. Apple generally focuses on providing customers with an experience rather than simply making a purchase. Apple support receives a wide range of feedback, both positive and negative. They make everyone feel valued by recognizing those who complete them and working quickly to resolve any issues.

To ensure consistent pricing across markets, Apple sets premium prices for its products and limits wholesaler discounts. While keeping prices high can lead to a drop in demand and the market, Apple's premium pricing policy has proven to be a source of strength and advantage for the company. The company's goal is to provide customers with high quality products that have unique features, and it uses high prices to reinforce the perception of added value and maintain profitability. The high pricing strategy also establishes a standard for competitors, who must offer comparable features to match Apple perceived value without losing money.

4.2. Apple SWOT analysis

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4.3. Stakeholders of Apple

Apple is a business that has both internal and external stakeholders. These stakeholders are extremely important within the business because they help to keep the business running and also contribute to Apple overall success. According to many analysts, Apple global success has been largely due to effective leadership.

Investors are typically key internal stakeholders and determinants of a company's corporate social responsibility programmed. In Apple's case, investors want to maximize their return on investment. This group of stakeholders is effectively addressed by the company's excellent financial performance. Apple is now one of the companies that can keep its high profit margins and has a strong financial position. Apple has also avoided incurring debt.


Excerpt out of 30 pages


Strategic Management of Apple Inc
Strategic Management
Catalog Number
ISBN (Book)
AppleInc, Management, Strategic, StrategicManagement, Business
Quote paper
Harris Dzulfaisal (Author), 2022, Strategic Management of Apple Inc, Munich, GRIN Verlag,


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