What Is Apple's Mission Statement?

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Apple Company Mission Statement Not Innovative, Inspiring, or Jobs-ish

© Barbara Farfan for About.com

As a leader in innovation, you might expect that the mission statement of Apple would be all about innovation and inspiration. Both officially and unofficially, though, Apple's "mission statement" is barely a mission at all.

The Mission Statement, Global Vision, and Values of Apple, Inc.

It was widely reported that a famous quote from Steve Jobs in the 1980's was the Apple company mission statement:

"Man is the creator of change in this world. As such, he should be above systems and structures, and not subordinate to them."

The "official" mission statement on the Apple corporate website, however, is not really a mission statement at all, but rather a list of products and past accomplishments. As stated, Apple's "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 has recently introduced iPad 2 which is defining the future of mobile media and computing devices."

Apple ends its press releases with a statement that resembles what a traditional mission statement is expected to be…​

"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."

More About U.S. Company Mission Statements, History, and Headquarters:

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Apple's Founding

Justin Sullivan / Getty Images

 Apple was founded by Steve Jobs, Ronald Woyne and Steve Wozniak, who started working together in 1970 to create a personal computer. The Apple company was incorporated in the state of California on January 3, 1977.

​In 1984, Apple launched the Macintosh computer, the first personal computer without a programming language. However, the computer was expensive and software limited, so its growth was relatively small.

​But as desktop publishing software became available, such as PageMaker, Macintoshs became more popular.

​During this time, Jobs was ousted from the company and he went on to found another technology firm.

​Macintish computers began to see more competition from PCs, as software for PCs, particularly around graphic design and desktop publishing, became available.

In the 90's, Macintish computers struggled, and Jobs was brought back to Apple.

​Jobs worked to rebuild Apple's profitability. And in the late 90's he succeeded with the launch of iPod. They also launched the Apple Online Store, allowing customers to purchase online.

And with the development of the iMac and MacBook, Apple became a dominant force in the personal computer realm. ​And in 2001, they launched the first Apple Stores, which became hugely successful throughout the country.

​Since then, they have continued to innovate. Producing such new products like the iPad and MacBook Air, they have delivered powerful tools that are slim, portable and user-friendly. They also have managed to create products that are more safe than PCs when it comes to viruses and hacking, protecting customer data.

​From its humble beginnings, Apple has had a tumultuous history, but is now one of the largest technology companies in the world. With a devoted fan-base who is quick to purchase any new product the company launches, Apple's continued success is assured.

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Apple and Discounts

Apple CEO Tim Cook. Andrew Burton

Apple is famous (or infamous, depending on who you ask) for not discounting their products. But that's not the whole story. Get the scoop on Apple's policy on discounting its products.