Apple's vision is to bring the best personal computing experiences to students, educators, and consumers through innovative hardware, software, and internet offerings. Their mission is to integrate environmental protection, health, and safety practices into all aspects of business in order to offer innovative products and services while conserving resources for future generations. The mission statement addresses customers, products/services, markets, technology, concern for public image, concern for employees, and continuous improvement.

1. CASE ABSTRACT

2. VISSION STATEMENT
Apple ignited the personel computer revolution in the 1970s with the Apple II and reinvented
the personel computer in the 1980s with the Macintosh. Apple is committed to bringing the
best personel computing experience to students, educators, creative professionals, and
consumers around the word through its innovative hardware, software, and internet offerings.
MISSION STATEMENT
Apple Computer is committed to protecting the environment, health, and safety of our
employees, customers, and the global communities where we operate. We recognize that by
integrating sound environmental, health, and safety management practices into all aspects of
our business, we can offer technologically innovative products services while conserving and
enhancing resources for future generations. Apple strives for continuous improvement in our
environmental, health, and safety management systems and in the environment quality of our
products, processes, and service.(Source: Company documents.)

3. MISSION STATEMENT COMPONENTS
NO COMPONENTS YES NO STATEMENTS
1. CUSTOMER / customers
2. PRODUCTS OR SERVICES / technologically innovative products
services while conserving and
enhancing resources for future
generations
3. MARKETS / global communities where we
operate
4. TECHNOLOGYCAL / technologically innovative products
services
5. CONCERN FOR SURVIVAL,
GROWTH AND
PROFITIBILITY
/ improvement in our environmental
6. PHILOSOPHY / quality of our products, processes,
and service.
7 SELF-CONCEPT / quality of our products, processes,
and service.
8. CONCERN FOR PUBLIC
IMAGE
/ protecting the environment, health,
and safety of our employees,
customers, and the global
communities where we operate
9. CONCERN FOR EMPLOYEES / that by integrating sound
environmental, health, and safety
management practices into all
aspects of our business

4. EXTERNAL AUDITS
OPPORTUNITIES
NO. STATEMENTS KEY EXTERNAL FORCES
1.