Analysis of Apple

Analysis of Apple
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Running head: CASE OF APPLE

CASE OF APPLE
Discussion
Mission statement specifies goals and purpose of firms which supports strategic plans and
vision. While structure outlines the manner organisational goals are attained. In this
discussion study is made about mission statement, strategy and organisational structure of
Apple which is one of the most successful technology based firm.
1. As stated by Lee & Soon (2017) Apple’s current mission 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”.
With time Apple’s mission statement has altered by considering changes in business
landscape and these have influenced opportunities about what Apple can do. In
current mission statement, Apple has incorporated base for their most successful and
valuable products which had made them a symbol for innovation and elegance. In
particular Apple has enumerated their organisational outputs in their state of mission
to support and contribute their competitive edge. Like these outputs involve Macs,
iPOds, iPhones, iPads that had defined elegant competitive designs and edge to
counteract effect of rivals like Samsung, Google etc (Purkayastha & Sharma 2016).
Other aspect of Apple’s current mission is its emphasis on digital services through
internet. Example, iTunes online store has facilitated them to distribute digital content
so their mission clearly represents company’s focus on computing device and online
services. Also Apple’s mission statement has enumerated changes in market and
industry landscape as when seen a bit deeper, it presents Apple’s desire to be cutting
edge for which the company is popular and in their current state of mission this
inspiration is still there (Mangelsdorf 2016). The mission statement has terms like
“revolutionary” and “defining the future” which corresponds to people to understand
that Apple is still pushing towards innovation. Hence, it can be summarised that
Apple’s mission offers information on products, target markets and technology.
The strategy currently being used at Apple is specific product development and
innovation that is centred on reactive and proactive innovation further developed to
facilitate simplicity. This means that Apple’s strategy is to use cues from existing
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