AuditCommunicationand ReputationAudit of Apple Inc.MBA 595 N1 Effective Professional Communicationby Heather SchottMarch 6, 2013
Apple’s Mission Statement and ValuesDesign and manufacture Macs, the best personal computers inthe world, along with OS X, iLife, iWork and professionalsoftware.Apple will continue to lead the digital music revolution withits iPods and iTunes online store.Apple has reinvented the mobile phone with its revolutionaryiPhone and App Store, and is defining the future of mobilemedia and computing devices with iPad (Apple).Recognize their corporate social responsibility to minimizethe environmental impacts of their operations and products.Apple values their employees, shareholders, customers,government, community and environment.
Apple’s Social Media ChannelsApple is the most concerned with customers obtaining the productsthat will satisfy their technological needs, at the same time stressingthe importance of the fair treatment of employees and improving thecommunities in which they live.Facebook page is https://www.facebook.com/1infiniteloopCA withover 8.7 million likes for AppleTwitter page is https://twitter.com/AppleOfficiaI with 132,880followers on Twitter.On the Apple website, there is an Apple media helpline (408) 974-2042 along with an e-mail address of email@example.com forany media related assistance.Apple has made 514 TV commercials; YouTube linkhttps://www.youtube.com/playlist?list=UUKB83fAKU3YoXXuGDH5B1YA&page=1
Apple’s S.E.C. FilingsApple Inc. is a publically held company and is required to file financialstatements and formal documentations such as the 10-K and proxystatements to the U.S. Securities and Exchange Commission.The 10-K filing contains information relative to Apples performance, likefinancial statements, company history, the market value of commonstock, voting and non-voting stocks, which are held by non-affiliates ofApple.As of March 30, 2012, Apple’s market value of voting and non-votingstocks held by non-affiliates of the company was approximately$560,356,000,000. As of October 19, 2012, there were 940,692,000,000shares of common stock issued and outstanding.The proxy statement outlines how management and the board of directorsare paid, potential conflicts of interest, information on votingprocedures, and background information about the board and directors.Apples annual meeting of shareholders was last held on February27, 2013, in building 4 of the company’s principle executiveoffices, located in Cupertino, California.
Apple’s Environmental Footprint Apple reports the environmental impacts comprehensively. They do this by focusing on their products: what happens when they design them, what happens when they make them, and what happens to them when they are taken home and use. Total Manufacturing Transportation Product Recycling FacilitiesFootprint Use Apple adds up the emissions generated from the manufacturing, transportation, use, recycling of products, and the emissions generated by the facilities. They have learned that about 98% of Apple’s carbon footprint is directly related to the products, and 2% is facility related.
Fortune’s Most Admired Companies in the World 9 8 7 6Rankings 5 2012 4 3 2011 2 1 0 HP Apple EMC Apple was ranked first in 2012 and 2011 in the computer industry, followed by EMC, and HP was ranked sixth in 2012 and third in 2011.
Harris Interactive Reputation Quotient 90 85Rankings 80 2012 75 2011 70 65 HP Apple Amazon.com In 2012 and 2011, Apple and Amazon.com received an excellent ranking while HP received a good and very good ranking. Rankings > 80 are excellent, 75 – 70 are very good, and 70 – 74 are good.
Milward Brown BrandZ for Technology Brands $200Earnings in Millions $150 $100 2012 2011 $50 $0 HP Apple IBM Brand contributors and brand momentum factors are used to rank the company’s earnings and future earnings. In 2012 and 2011, Apple was ranked first, IBM ranked second and third, and HP ranked eighth and fifth in the technology brands.
Actionable Recommendations for Apple Inc.Over the past years, Apple has struggled with laborpractices, environmental, and supply chain management issues. Keepthe labor practices in line with industry standards and strategicallycommunicate to constituents, this will assist in improving Applesreputation and corporate social responsibility.Maintain the support of the supply chain, Apple will continue toprocure environmentally friendly materials to use in theirproducts, which will improve their social responsibility rankings.Apple needs to improve upon their transparency and governance. Sincenongovernmental organizations are some of the most trusted in theworld, Apple should continue to build strong relationships with moreNGO’s. This will show constituents that Apple means what theysay, and they follow through with their commitments.Continue to improve upon their environmental and sustainabilitytransparency through continuous monitoring and reporting ofachievements and deficiencies.Apple is the leader in the technology industry and should be anexample for other companies.