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Apple Inc.

Patrick Elijah Curry

BUS 205: Introduction to Business and Entrepreneurship

Professor Burcu Demarco

March 24, 2023

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The power and technology of Apple has become just as popular, famous, and well known as the

porn industry. Every year technology changes, Apple has completed its due diligence to keep up

with the way technology changes. Apple has become the forerunner to stay relevant to the

consumers and the world. The innovations Apple Inc., has made to change how people use

computers and our most beloved and accessible item the mobile device…cell phone. Apple is at

the top of its game and worth billions of dollars. In this paper, I will discuss Apple’s mission and

vision statements, SWOT analysis for Apple, Apple’s best practices in human resource, and the

growth and expansion for Apple.

Everyone and everything has a past or what we call it a history, so before dive into Apple as a

whole, let’s dissect Apple and start with the history. You have to know where you come from in

order to be successful in the future. The history of Apple, started when Steve Jobs and Steve

Wozniak founded Apple April 1, 1976. The foremost goal of Jobs and Wozniak was to alter the

way consumers saw computers. The way to accomplish this goal is to make computers small

enough for consumers to have in their offices or homes (Terrell, n.d). The company launched

Apple 1 built in Jobs’ garage as an introduction piece in the world of personal computers.

According to research (Terrell n.d.) the Apple I was sold without a monitor, keyboard, or casing

to surround the computer. The user-friendly, and simple design the personal computers used

were appealing to the consumers. Later, Apple II was released with the addition of color graphics

for the first time ever (Terrell, n.d). Eventually tech giants saw a bigger market and started

selling consumer electronics, such as iPhone, iPad, Mac, and Apple watches. The iPhone first

was introduced to the scene of technology in 2007 with a touch screen and swiftly became the

world’s greatest successful merchandise. Apple has since released several versions of the iPhone
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and modifications as well (Terrell, n.d). In early 2001, Apple introduced iTunes, a computer

program to play music on MP3 players and later in the same year Apple starting selling iPods

(Levy, 2019). According to the research (Levy, 2019), new features and phones such as iPhone

12 mini, and iPhone 12 pro max were launched in 2020. Apple revenues is contributed by the

sales of iPhone alone by 50% (Levy, 2019).

On January 3, 1977, Apple became incorporated as Apple Computer Inc. Apple based it

operations in Cupertino, California and became a multi-national corporation. Apple, Inc. has

made its digital imprint in the world of computers and the electronic industry. Apple Computer

Inc., evolved into Apple, Inc. after thirty years of business to show evolvement of Apple from

computers to consumer electronic. Apple has become as strong as its history and as one of the

Big five companies in the US. The history of Apple can be compared to the brain, all the

information is stored there.

So, moving forward lets now look at the heart of Apple, the mission and vision statements. The

mission and vision statements of Apple keeps the blood circulating and carrying the oxygen out

to the other parts of Apple. Next, I will explain how the statements are the core and existence to

Apple. According to Abbott (2021) the mission statement states, “To bringing the best user

experience to customers through innovative hardware, software, and services.” Apple’s mission

statement showcases Apple’s pledge to their customers to offer them the top products and first-

class services to meet their exceptional needs. Apple’s mission statement involves of three

simple gears: best user experience, innovative products, and quality service quality. Apple’s

vision statement coincides with their mission statement. According to Abbott (2021) the vision

statement states, “To make the best products on earth and leave the world better than we found

it,” The vision statement sets the tones of the company’s decision-making processes, strategic
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management, and operations. The statement is grounded off two apparatuses: Leadership in

Product Design, and carbon neutral. The values of Apple determine how the company and the

personnel function and interrelate in the world and workplace (Abbott, 2021). According to

Abbott, (2021), the seven essential values of Apple are accessibility, support education, a planet-

sized plan, we’re all in, privacy is a human right, racial equity and justice, and supplier

responsibility.

Next, I will discuss Apple’s 2023, SWOT analysis. A SWOT (strengths, weaknesses,

opportunities, and threats) analysis is vital for any company to progress competitive advantages.

No business is resistant to exterior and interior factors that can have an adverse or helpful

impression on their operations. Tim Cook is the current CEO with 164,000 employees under

him. According to Gupta (2022), in March 2023, the market cap is $2.29 trillion, annual revenue

of $394.32 billion, and the new income of $99.8 billion. Apple’s strengths are simple according

to Gupta (2022) are: Strong Brand Recognition and Loyal Customers, Innovative Products and

Services, high-quality Products with Unique Features, Leading Technology Edge, and Financial

Strength and Profitability. Apple’s seven weaknesses are expensive products and services, lack

of new innovative products in recent years, high degree of litigation, complacency in the face of

growing competition, limited customization options, dependence on iPhone, and closed

ecosystem, according to Gupta (2022). There is always room to grow and the six opportunities

Apple can use to elevate the company according to Gupta (2022) are as follows: leveraging its

strong brand image to enter emerging markets, incorporation of new product lines like virtual

reality, and augmented reality devices, increased focus on content streaming services, utilize

artificial intelligence, developing innovative technologies and products to stay ahead of

competitors, and growth of the advertisement market. Just like opportunities in company there is
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threats to harm a company as well. According to Gupta (2022) the threats for Apple consist of

four such as: Battle against counterfeit products, increasing competition in their various

industries, threat of reduction in demand due to economic downturns, and back door mechanism.

Apple is a market front-runner in the technology business for a purpose; its high-quality goods

are tremendously popular amid consumers. Apple’s robust brand acknowledgement and various

product portfolio give them a benefit over opponents. The company’s strengths have permitted

them to uphold a solid modest advantage.

The Human Resource Management Team is the core of Apple. I will describe in this paragraph,

the strategic Human Resource Management models. According to BohatAla (2018) the

marketing and technical staff positions are the key people employed by Apple. To attract and

retain its employees is the main objective of Apple. Apple is concerned in maximizing the

energies of its workforce by capitalizing in their skills. The crucial strategic human resource

roles are: recruitment and selection, diversity and equal employment opportunities, employment

benefits and compensation, employee appreciation and recognition, career opportunity, training

and development. It is apparent that Apple has the greatest capacities that have allowed it to be

rank as the superlative corporation in providing personal computing. Apple should implement

HRM guidelines that encourage systematic practice where personnel are involved in decision

making. This will permit the corporation to succeed in a diverse staff and understand justifiable

development (BohatAla, 2018).

Apple is acknowledged to be one of the utmost marketers of all time because they know that

marketing is one of the greatest vital pieces of a professional endeavor which significantly

determines its achievement in the buyer’s realm. Apple follows the thinking of simple is better

through their products, they do not overpower their targeted clients with too numerous
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selections, choices or even restrictions. Apple lets its products express for themselves and saves

it's messaging and illustrations simple. They know that their products will sell without depending

on on the upper and classy ads. The products have brief names that are easy to remember, along

with that it has well respected smooth and minimal design with simple color schemes. Apple

knows its target audience and how to reach them. Apple does not make its customers work hard

to find their product. When a patron visits the websites, they have to scroll past the attractive and

appealingly designed merchandise imageries and large font simple copy telling them about the

benefits of the product. According to Vyshnavi (2021) For example, the iMac product ads depict

iMac that it is not just “a computer” it helps make your computing experience exhilarating and

enjoyable or the iPhone is not just “a smartphone” it lets you place the control of an Apple

computer in your phone. According to Phil Schiller, the Apple SVP of global marketing,

“Apple’s employees work closely with Hollywood on so-called product placement so its gadgets

are used in movies and television shows.” It is intelligent for the company, as the price is

reduced than the hardware itself, and offering it up for free can decrease a portion of money that

is placed in advertising television and film finances while putting the products in the limelight in

front of loads of individuals.

Apple has six sustainability initiatives they are doing to save the environment. In 2030, Apple’s

plan is to be totally green with a goal of becoming 100% carbon neutral. One innovation Apple

has come up with is “Dave”, a recycling machine to recover rare supplies such as earth magnets

and tungsten from previous phones. Another step Apple has taken to research new recycling

solutions is partnering their specialist Material Recovery Lab in Texas with Carnegie Mellon

University to lower carbon materials. The cornerstone to Apple’s green policies is moving to

renewable energy. The new headquarters of Apple opened in 2017 in California and is powered
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100% by solar panels. Apple did not stop with the solar panels, they also planted 9,000 new trees

as well at the headquarters. In 43 countries, its stores, offices, and data centers are totally driven

by renewable energy. Apple spreads this to its supply chain. Seventy plus contractors have

dedicated to using 100% renewable energy. Apple is leading the industry in terms of innovations,

but also material innovations as well. In steps to develop the first carbon-free aluminum smelting

process, apple is working closely with two of their aluminum suppliers. As we all know China is

a chief slice of Apple’s business. About 30% of all iPhone 6 orders are manufactured there.

Recently China has been facing major pollution issues with their coal-burning power plants.

Apple invested right at $300 million to help with clean energy in China and helped launched the

China Clean Energy Fund.

Over the next 5 years, Apple committed $430 billion to make new contributions and to add

20,000 new employment across the word over the next five years. Part of Apple’s expansion and

growth is establishing a new campus in North Carolina. The plans for this new campus from

Apple are to invest in $1 billion for construction on the new campus and engineering hub in the

Research Triangle area. The new campus will create at least 3,000 new jobs. Apple will support

schools and community enterprises in Raleigh-Durham area and across the state by establishing a

$100 million fund. Apple will also contribute $110 million in infrastructure to the eighty North

Carolina counties in the utmost need.

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References

Abbott, A. (2021, June 8). Apple Mission Statement, Vision, & Core Values. Business Strategy

Hub. https://bstrategyhub.com/apple-mission-statement-vision-core-values/

Apple. (2021, April 26). Apple Commits $430 Billion in US Investments over Five Years. Apple

Newsroom. https://www.apple.com/newsroom/2021/04/apple-commits-430-billion-in-us-

investments-over-five-years/

BohatALA. (2018, February 18). Strategic Human Resource Activities at Apple Inc. Bohat ALA;

Bohat ALA. https://bohatala.com/strategic-human-resource-activities-at-apple-inc/

Conn, R. (2020, December 30). Six sustainability initiatives Apple is doing to save the

environment. Apple World Today. https://appleworld.today/archives/61878

Dudovskiy, J. (2021, February 3). Apple Organizational Structure: a Brief Overview. Business

Research Methodology. https://research-methodology.net/apple-organizational-structure-

a-hierarchical-structure-that-may-change-in-near-future/

Gupta, S. K. (2022, January 17). Apple SWOT 2020 | SWOT Analysis of Apple. Business Strategy

Hub. https://bstrategyhub.com/swot-analysis-of-apple-apple-swot/

Levy, S. (2019). Apple Inc. - Desktop publishing revolution. In Encyclopædia Britannica.

https://www.britannica.com/topic/Apple-Inc/Desktop-publishing-revolution

Momin, A. (2022, March 31). Apple SWOT Analysis 2022. Pestleanalysis.com.

https://pestleanalysis.com/apple-swot-analysis/

Terrell, E. (n.d.). Research Guides: This Month in Business History: The Founding of Apple

Computers, Inc. Guides.loc.gov.

https://guides.loc.gov/this-month-in-business-history/april/apple-computers-

founded#:~:text=Apple%20Computers%2C%20Inc.%20was%20founded
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Vyshnavi, P. (2021, January 30). The Secret Behind Apple’s Successful Marketing Strategy.

StartupTalky. https://startuptalky.com/apples-marketing-strategy/