Apple

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A vision statement is, “A broad declaration of the big picture of the organization and/or a statement of its dreams for the future” (Book). Apple's vision statement is, “Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them” (http://www.scribd.com/doc/67899754/15/Vision-Statement). Although at first glance this might not seem to be forward looking and motivational, it really is because it is saying that the company needs to keep moving forward in order to improve and continue to strive for excellence.

A mission statement is very similar to a vision statement but is present oriented. Jones, George, Rock, and Haddad describe is as, “A broad declaration of an organization's purpose that identifies the organization's products and customers and distinguishes the organization from its competitors” (Book). Apple's mission statement clearly outlines the products however does not specify their customers. Perhaps a reason the customer is not clearly stated is because they want to have every person in every part of the world using their products? Apple's mission statement 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” (http://investor.apple.com/faq.cfm?FaqSetID=6). However, Apple has a second mission statement which is, “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” (http://www.scribd.com/doc/67899754/15/Vision-Statement). In this mission statement Apple clarifies who the customer is and what they want the customer to have in...
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