Mission vision and logo


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Mission vision and logo

  1. 1. Mission: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinventedthe personal computer in the 1980s with the Macintosh. Apple is committed to bringing the bestpersonal computing experience to students, educators, creative professionals and consumers aroundthe world through its innovative hardware, software and Internet offerings.topVision: An Apple at every deskAppleStoreMaciPodiPhoneiPadiTunesSupport
  2. 2. Welcome to the Apple procurement website. Over the years, Apple hasdeveloped an entire ecosystem of suppliers who support our businessoperations. Our goal, in a nutshell, is to obtain stellar products andservices within tight timeframes, at a cost that represents the bestpossible value to our customers and shareholders. If that sounds like adaunting task, it’s the same one we assign ourselves.We are proud of the strong relationships we have built with our suppliers, many of whom havebeen working with us for years. And we are always looking to expand our supplier base toaccommodate our rapidly growing customer base. To that end, we periodically review ourrelationships and add new suppliers as needed.Suppliers at Apple
  3. 3. Apple requires each of its suppliers to meet the highest standards for all goods and services. Ourrequirements include a commitment to rigorous quality assurance. In addition, suppliers must becommitted, as we are, to ensuring the highest standards of social responsibility.The ideal suppliers are those who understand our culture and expectations. We value supplierswho take the time to learn about and understand our business and who look for ways to addvalue. These suppliers know the importance of making and meeting commitments and deliveringthe highest quality goods and services.Our business environment is competitive and fast-paced. Our suppliers must understand thisdynamic and be agile and flexible in responding to changing business conditions. Above all,Apple values innovation. We appreciate suppliers who truly understand and share in ourchallenges, and who help us find the best possible solutions.Supplier Diversity ProgramWe take our social and environmental responsibilities seriously. A good example is our strongand longstanding commitment to a diverse supplier base.Apple’s Supplier Diversity Program was formally established in 1993; since that time thecompany has continued growing and supporting the long list of suppliers who participate. Appleactively participates in the program through the National Minority Supplier Development Council(NMSDC), the Women’s Business Enterprise National Council (WBENC), and Veteran–OwnedBusiness Expositions, as well as Supplier Diversity Business Opportunity Trade Fairs around thecountry.The businesses we categorize as diverse suppliers are Minority-Owned, Women-Owned,Veteran-Owned, and Service-Disabled Veteran-Owned Small Businesses, as well as businesseslocated in Historically Underutilized Business regions (HUBZone) and Small DisadvantagedBusinesses (SDB).So how does a business join Apple’s Supplier Diversity Program? That’s simple: You start bycompleting the online Supplier Registration Form. Following a swift verification and screeningprocess to ensure a good fit between supplier strengths and capabilities and Apple’s current and
  4. 4. future requirements, Apple reviews the supplier information. The business then becomes apotential supplier who may be used in the procurement process as business needs dictate. In theinterest of encouraging the success of our diverse supplier base, we work with the SupplierDiversity Program participants to help them develop their businesses. This often involvesworking with a number of organizations that offer training and feedback.Suppliers who wish to participate in Apple’s Supplier Diversity Program should complete theonline Supplier Registration Form so their information can be entered into Apple’s SupplierInformation Database (SID). We have included special areas within the form that prompt thedatabase to alert our supplier diversity team and relevant procurement professionals about theavailability of qualified participants in Apple’s Supplier Diversity Program. This helps increase thevisibility of these suppliers and can improve their potential for engagement.Sourcing ProcessApple’s sourcing process is designed to ensure equal and fair treatment of suppliers so that theycan fully participate in a competitive procurement process.We ask suppliers wishing to participate in the process to register with our Supplier InformationDatabase (SID), a secure online database that Apple maintains with regularly updated informationon current and potential suppliers. SID enables Apple procurement professionals to access keyinformation about potential and current suppliers, including capabilities, Supplier Diversitycertifications, product/service descriptions, Universal Standard Products and ServicesClassification (UNSPSC) codes, contact information, and so on.The First StepThe first step any supplier should take in seeking opportunities to do business with Apple is toregister with our Supplier Information Database. If your company registers with SID and there’s aneed for the type of products or services you provide, an Apple procurement professional canthen contact you to explore potential opportunities.If there’s no immediate opportunity for engagement (as sometimes happens), the informationwill remain in Apple’s confidential Supplier Information Database for six months or for as long as
  5. 5. you continue visiting Apple’s procurement website to keep your company’s information up todate.Please note that all purchases are made in the competitive marketplace. Submitting yourcompany to SID does not automatically place your company on a “bidder’s list,” nor does itconstitute approval of your firm as an Apple supplier or obligate Apple to solicit requests forquotations.Register with the Supplier Information DatabaseRegister with the Supplier Information DatabaseSuppliers are invited to register their information and capabilities with Apple’s Supplier Information Database (SID).Our Supplier Code of ConductThe Supplier Code of Conduct requires our suppliers to ensure safe working conditions, to treat their employeeswith respect and dignity, and to establish and maintain environmentally responsible manufacturing processes.Responsible Supplier ManagementApple is committed to ensuring the highest standards of social responsibility in everything we do.Apple’s Unsolicited Idea Submission PolicyHome>Apple and ProcurementShop the Apple Online Store (1-800-MY-APPLE), visit an Apple Retail Store, or find a reseller.Apple InfoSite MapHot NewsRSS FeedsContact UsCopyright © 2011 Apple Inc. All rights reserved.Terms of UsePrivacy Policy
  6. 6. Apples motto, "Think Differently," is a concept that the company doesvery well by creating innovative products that continue to define theworld of computer design. Other computer manufacturers have attemptedfor decades to replicate the icono· clastic appeal of the Apple design.None have succeeded in the manner of Apple.When Steve Jobs assumed the post of CEO in 1998, he re-revolutionizedthe entire company. Apple introduced the iMac and iBook product linesfor the more basic computer buyers and the Power Book and G seriescomputers for the advanced purchasers. Apple continues to forge ahead indesign with the introduction of the iPod digital music player and theiTunes Web site for the sale and download of music. Among giant rivalfirms, such as IBM, Apple is on the forefront of a revolution oftechnology, integrating music, images, and animation.Apple ValuesApple Values are the qualities, customs, standards, and principles that the companybelieves will help it and its employees succeed. They are the basis for what we do andhow we do it. Taken together, they identify Apple as a unique company.These are the values that govern our business conduct:Empathy for Customers/UsersWe offer superior products that fill real needs and provide lasting value. We deal fairly
  7. 7. with competitors and meet customers and vendors more than halfway. We are genuinelyinterested in solving customer problems, and we will not compromise our ethics orintegrity in the name of profit.Aggressiveness/AchievementWe set aggressive goals and drive outselves hard to achieve them. We recognize thatthis is a unique time, when our products wil change the way people work and live. It isan adventure, and we are in it together.Positive Social ContributionWe build products that extend human capability, freeing people from drudgery andhelping them achieve more than they could alone. But beyond that, we expect to makethis world a better place to live. As a corporate citizen, we wish to be an economic,intellectual, and social asset in communities where we operate.Innovation/VisionWe built our company on innovation, providing products that were new and needed. Weaccept the risks inherent in following our vision, and work to develop leadership productsthat command the profit margins we strive for.Individual PerformanceWe expect individual commitment and performance above the standard for our industry.Only thus will we make the profits that permit us to seek our other corporate objectives.Each employee can and must make a difference. In the final analysis, individualsdetermine the character and strength of Apple.Team SpiritTeamwork is essential to Apples success, for the job is too big to be done by oneperson. Individuals are encouraged to interact with all levels of management, sharingideas and suggestions to improve Apples effectiveness and quality of life. It takes all ofus to win. We support each other and share the vistories and rewards together. We are
  8. 8. enthusiastic about what we do.Quality/ExcellenceWe care about what we do. We build into Apple products a level of quality, performance,and value that will earn the respect and loyalty of our customers. At Apple, qualitymanagement is critical to our continued success.Individual RewardWe recognize each persons contribution to Apples sucess, and we share the financialrewards that flow from high performance. We recognize also that rewards must bepsychological as well as financial, and we strive for an atmosphere where each individualcan share the adventure and excitement of working at Apple.Good ManagementThe attitudes and behaviors of managers toward their people are of primary importance.Employees should be able to trust the motives and integrity of their supervisors. It is theresponsibility of management to create a productive environment where Apple Valuesflourish.__________________Attendees of the American Management Associations Strategic Planning course often ask me,“What’s the difference between a mission statement and a vision statement?” Here’s my answer…
  9. 9. Mission StatementYour Mission Statement describes what business you’re in and who your customer is. As such, itcaptures the very essence of your enterprise - its relationship with its customer.Developing your mission statement is the step which moves your strategic planning process from thepresent to the future. That’s why, in the figure, the arrow depicting the mission statement connects“today” with the “future.” Your mission statement must “work” not only today but for the intended life ofyour strategic plan of which your mission statement is a part. If you’re developing a five year strategicplan, for example, you develop a mission statement which you believe will “work” for the next fiveyears.Focus is a primary benefit of your mission statement. It should be broad enough to allow for thediversity (new products, new services, new markets) you require of your business. And it will also bespecific enough to provide the focus necessary to the success of your business.Here’s an example of a mission statement:“Clayton Instruments Company designs and manufactures highly reliable monitoring equipment foruse in harsh or unusual environments within the process industries.”Note that this mission statement has both an internal and an external dimension. Internally, itdescribes the products which the company offers: “highly reliable monitoring equipment.” And it alsolists the functions the company performs: “design and manufacturing.” The mission statement alsoincludes the necessary external dimension. It identifies the customer: “the process industries.” And itcites the company’s “market position” - the reason why customers would prefer to buy products andservices from the company. Specifically, the company’s products are “for use in harsh or unusualenvironments.”
  10. 10. Vision StatementNote the arrow (in the figure) which depicts the vision statement. This arrow begins not at “today” butat some point in the future. That’s because a vision is not true in the present, but only in the future.Your strategy team will need to develop a compelling vision of the future. A vision which youremployees will enthusiastically embrace - because the vision is worthy, and because it challengesthem to grow. Let’s consider an example: that of a drive-up window at a fast food restaurant. Thevision might be one of “Saving time for busy people.” See? A big vision! Providing direction foremployees. Some years ago, a client of ours remarked, “Our employees are eager to feel a sense ofpassion; it’s up to us to tell them what to feel passionate about.” That’s what the vision is all about.In order for you to get your employees passionate about your vision, it has to be compelling. It has tomatter… not just to your management team, but also to your employees. “To triple sales revenue nextyear,” doesn’t do it. For, who cares? Only a few. To make a difference to customers, to thecommunity, to the world. To improve the lives of human beings. That matters.Your vision should project a compelling story about the future. When Steve Jobs said, “An Apple onevery desk,” well there wasn’t then an Apple on every desk. In fact, there won’t ever be an Apple onevery desk. That’s OK. The vision can be figurative, rather than literal.The History of the Bitten Apple LOGO DESIGN ARTICLESThe “bitten apple” is the logo of the well-known computer manufacturer Apple Inc. It is oneof the easily recognizable logos in the whole wide world, a fitting symbol to the name of thecompany behind the picture. Here is one bite out of the apple’s history, to enlighten readerson how the logo sprang into existence.Newton: Apple’s First Image
  11. 11. The “bitten apple” logo has had a complicated yet very fitting history to its current image.The first logo for Apple Inc. during its incorporation in the 1970’s was entirely different, butwas still related to the apple. To be specific, the first image to represent the computercompany was Isaac Newton, the man who first discovered the company when a fruit fell onhis head. What was that fruit? You guessed it: an apple!Founders Steve Jobs and Ronald Wayne had come up with the logo, citing Wordsworth’squote “Newton… a mind forever voyaging through strange seas of thought.”The Apple Gets Its TurnThe Newton logo was short-lived, as designer Rob Janoff right away changed the logo intothe familiar apple shape with a bite off its right side. This version is adorned with multiplecolors, the familiar colors in the rainbow.Janoff’s motivations for the logo revamp have been a subject of several speculations. Somepeople think that the shift to the apple design was to make it more appropriate for thecompany name. Others think of it as a more fitting tribute to Newton and his discovery of thecolors and gravity. The rainbow colored apple may have been an advertisement for the colorcapabilities of the second computer produced by the company, Apple II. There are alsopeople who think that the apple symbolizes Alan Turning – the father of modern computing –who took a bite out of an apple poisoned with cyanide that ultimately took his life.Just lately, the rainbow apple has been phased out and changed. The logo still features thefamiliar outline of the “bitten apple” but with a different color scheme. There are currentlytwo color schemes for the symbol: white, and raw aluminimum.The bitten apple logo may have had quite a history, a history whose parts remain unknown topeople. However, it has not stopped the logo from being recognized all over the world. Infact, the company does not even have to print its name alongside the logo. The logo itselfalready tells it all.