Apple Company

Mission/ Vision

In context of achieving the mission and vision of the company, Apple Inc. which was formerly Apple Computer, Inc., is a company multinational U.S. that designs and sells consumer electronics, from computers and computer software. Among the best-known products of the company's computers are Macintosh, the iPod, the iPhone and the iPod, the media player iTunes, the office suite work, the multimedia suite iLife and software for professionals such as Final Cut Pro and Logic Pro. In 2010, the company employed 46 600 employees for an annual turnover of 65.23 billion dollars. It operates with 301 Apple Stores in 10 countries and an online store that sells the hardware and software from Apple and third parties.

Company Description and History

Apple was established on 1 April 1976 to Cupertino (in California) by Steve Jobs and Steve Wozniak, and incorporated as a company on Jan. 3, 1977 originally under the name of Apple Computer Inc. For 30 years it reflected diversification of its products, so the word "computer" was removed on January 9, 2007. Its approach is based on innovation, ergonomics and aesthetics of its products popular with consumers in its advertising campaigns and original customers who identify with the company and the brand. Apple has built a reputation in the singular consumer electronics industry.

According to a ranking of the magazine Fortune, Apple is the most admired company in the world in 2008, 2009 and 2010. However, the company also received much criticism of working conditions of its workers, its business practices and environmental disregard. All of its products are manufactured in Asian countries such as the India or China, especially in plants of Foxconn described as concentration camps by a Chinese academic study.

Organizational Strategy & Goals

Apple's corporate motto is an apt description for the company's approach to this industry: "Think Different." While Microsoft has dominated the operating system market by partnering with most computer manufacturers, Apple refuses to license its operating system for third-party computers. This setup allows Apple to maintain a high degree of control over what programs can run on its computers. Furthermore, the relatively small number of Macs compared with Windows-based machines makes the platform a less attractive target for malicious viruses and spyware (Grady, 16-24). Apple's computers have a strong following in artistically oriented professions and are increasingly popular with consumers in general. During the last five years, Apple has been content to remain a niche player in the software space, preferring to focus on its lucrative line of mobile devices.

Organizational Culture

Apple has always favored technical trade reconciliation with its consumers and potential consumers. This is part of a technical marketing for global, among other things, to give the consumer the feeling of being part of a community of users close to the company. And several annual meetings between Apple customers, developers and especially the media are organized around the world.

In 1997, John Scullery, Apple's CEO for 10 years (and former CEO of Pepsi Cola), said (in an interview for the newspaper The Guardian) about his success ...