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Does Apple has a mission statement?

I don't know whether Apple has an official mission statement. "Think different" was more a marketing campaign slogan, IMO.
However Tim Cook has said the following, that I think embodies what Apple stands for:

"We believe that we're on the face of the earth to make great products and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex. ... 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."
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A very similar message with a different wording was in one of the beautiful iPad TV-ads:

"We believe"
 
thewitt said:
They list one on their Investor Relations website

-t
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True, thanks for the tip!
It goes like this:

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 reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.
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Kinda lame, if you ask me :p.
They should change it for that first sentence in the Tim Cook quote above:

We believe that we're on the face of the earth to make great products.
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There is an extraordinary breadth and depth and tenure among the Apple executive team, and these executives lead over 35,000 employees that I would call "all wicked smart". And that's in all areas of the company, from engineering to marketing to operations and sales and all the rest. And the values of our company are extremely well entrenched.

We believe that we're on the face of the Earth to make great products, and that's not changing. We're 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 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 don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're 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.
--- Tim Cook, 2009
 
Muro said:
It use to be Think Different, is it still?
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You should the Apple Retail credo card. It's essential six pages of mission statements. LOL

I'd be surprised if Apple Corp employees don't have their own version.
 
Henri Gaudier said:
It's like everybody else in business: Money Money Money Money Money Money Money Money Money Money Money Money Money!:(
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Acer is in it for the money. Apple is in it for the money, too.

However, the differences between these two organizations and the products they churn out is like night and day.

Note those differences. And then "money money money . . ." becomes an explanation that is far too simplistic to be tenable. It is at best a corollary of Apple's being in business. Profitability is the goal, no question. But you can achieve it by cutting corners and pushing sheer volume, or you can do it with a little bit of pride by creating products that are worthy of your ambitions.
 
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