apple external environment analysis

Topics: Apple Inc., IPhone, Steve Jobs Pages: 8 (2794 words) Published: October 20, 2014

Business background

Apple.Inc. was founded in 1976 by Steve Wozniak and Steve Jobs. It became successful in the personal company industry because of its incredible innovative products and business strategy. Small computer was the costumer- friendly product that has a clear future vision. Steve Jobs found this market and believe the demand for this market was big. Apple was the most successful initial public offering after Ford Motor Company in 1980. Apple also was the fast company that hit the Fortune 500 in the history. However, Apple nearly goes into bankruptcy by the middle of 1990s due to the fierce external competition from the IBM and the Microsoft and the internal rapidly growth. In order to stay afloat, apple focused on innovated their personal industry line. This helps Apple became successful ever after.

Nowadays, the Apple Company involved in designs, manufactures, and markets personal computers, mobile communication and media devices and portable digital music players. It also sells the relative service, software, third- party digital content and applications and etc. The main product included IPhone, IPad, Mac, Ipod, AppleTV. The professional software applications and operating system IOS and OS X are also the part of product for the Apple. Apple sells the delivers digital content and application online through ITunes Store, App Store, iBooks Store, and Mac App Store to provide service for the item they sale such as Mac. Customer can buy the entire product through online store, the retail stores, direct sales force that located worldwide. Not only these, customer can buy the Apple product as well as through third-party cellular network carriers, wholesalers, retailers, and value-added resellers. (Apple Inc. Form 10-K, September 28, 2013)

Mission statement

According to the information show on the Apple website, there is no clear “official” Apple’s mission statement. The following paragraph can be seeing as the mission for the Apple Inc on the Apple Corporation website.

“Apple designs Macs, the best personal computers on 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 devises with iPad.” (Apple Inc. Form 10-K, September 28, 2013)

This is Apple’s mission statement because it matches with the characteristics of a mission statement in some parts. During this paragraph, the product, services and the market for Apple has been clearly described. Customer can understand who are they and what they do through this short paragraph. However, in another way, this “mission statement” is more like a product list. Without list all the product, this mission statement nether mentioned customer nor the value or the purpose for the company. It is clear to see that Apple Corporation is the product-oriented company.

Vision statement

The vision for the Apple Corporation is also can be seen as its mission statement.

“Apple is committed to bringing the best personal computing experience to student, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.” (Apple Inc. Form 10-K, September 28, 2013)

Unlike the mission statement, the vision statement is clearly customer- oriented. The market, product, customer and the self-concept for the future Apple Corporation has been mentioned in this one sentences. The future path of the Apple is clearly described as to bringing the best personal computing experience to all the customers.


Based on the vision of Apple Corporation. Company will continue bringing the best product for the customers by innovation. Using unique ability Apple will continue design and improve its own operating system and all the other service, hardware and...
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