Apples Vision Statement

Apples current vision statement was introduced by CEO Tim Cook, who stated,
We believe that we are on the face of the earth to make great products
and thats not changing. We are constantly focusing on innovating. We
believe in the simple not the complex. We believe that we need to own
and control the primary technologies behind the products that we make,
and participate only in markets where we can make a significant
contribution. We believe in saying no to thousands of projects, so that
we can really focus on the few that are truly important and meaningful
to us. We believe in deep collaboration and cross-pollination of our
groups, which allow us to innovate in a way that others cannot. And
frankly, we dont settle for anything less than excellence in every group
in the company, and we have the self- honesty to admit when were
wrong and the courage to change. And I think regardless of who is in
what job those values are so embedded in this company that Apple will
do extremely well.

Apple Inc. Objectives

Product
Apple offers premium products at premium prices while still maintaining large
market share and high profit margins.
Objective 1- Continue to create groundbreaking products. Apple has made a name
for itself becoming a trend setter in the market with every one of their products
introducing something new and exciting to the world.
Objective 2- Innovate and dictate the movement for future technology. Technology
is forever changing and even the biggest companies can get left behind. The
consumer will always buy the next big thing and brand loyalty is hard to come by.
This is why Apple must continue to lead the serge of the innovative world.
Place
You can find an Apple product in most areas of the world and that is certainly the
overall goal for global business. However where there is product demand there
must be supply.
Objective 1- Expand nationwide chain of Apple stores globally.
The Apple store accounts for the majority of the companys sells. Therefore there
must be more stores to increase sells substantially.
Objective 2- Make products available in every other possible retail channel, ex.
Online, Big Box retailer. Even though the Apple store leads in sells, Apple must
make sure its products are accessible to every consumer since their demand is so
high.
Price

With every premium branded product there will come a premium price. Its to be
expected that the big name brands that present superior quality will bring the
highest price.
Objective 1- Enter and sustain premium pricing while attempting to gain market
share. As long as their products are cutting edge consumers will have no problem
paying more for them. Its important this trade off does not subside in order for the
premium pricing to be sustained.
Objective 2- Increase profit margins. Even with a high or low share of the market
its your margins that make or break you. Apple has great margins but a low market
share across the board due to competitors low price points.
Promotion
Building a brand may be the toughest challenge in all of business. To start at
absolutely nothing and build something that persuades millions of consumers to
buy your products. Success like this is not built without excellent marketing and
promotion strategies which Apple has certainly demonstrated they have.
Objective 1- Build hype and anticipation for new upcoming products. No better
promotion than getting consumers to anticipate your next release. Every great
products next version will always do great despite its functionality based solely on
the anticipation from its previous version. Ex: If you liked the iPhone 5 why would
you not like the 5S with newly added features and design?
Objective 2- Sustain and expand on strongly branded name. There is no bigger
name in the tech world and it can only get bigger as we go. Apple has changed the
way we look at phones and tablets. Who says the word tablet anymore, most
associate the device with iPad.

Supplier Responsibility
Accountability

In 2014 we performed 633 audits covering over 1.6 million workers.

In 2014 we audited suppliers in 19 countries.
In 2014 calls were made to 30,000 workers to make sure their rights were being
upheld.

Empowering Workers

Extended the Supplier Employee Education and Development (SEED) program to

5 more facilities, totaling 23 sites and 48 classrooms.
Trained 2.3 million workers on their rights in 2014, and over 6.2 million since 2007.
Expanded SEED participants by over 379,000 in 2014, totaling over 861,000
since 2008.
Launched a new mobile, app-based iPad education program at 10 sites.

Labor & Human Rights

Achieved 92 percent compliance with our 60-hour maximum workweek.

More than doubled the number of verified smelters in our supply chain to 135.
Recouped US$3.96 million in excessive recruitment fees for foreign contract
workers.

Health & Safety

Enrolled 156 more suppliers and 392 more participants in the EHS Academy.

Launched more than 870 EHS Academy projects in 2014.

Graduated the first class of EHS Academy participants.

Environment

Remediated violations at 50 sites flagged for violation in the IPE database.

Expanded our Clean Water program to cover 50 percent of total water withdrawal
for our top 200 suppliers.
Helped thirteen suppliers in the Clean Water Program pilot save a half billion
gallons of freshwater.