Running head: APPLE COMPANY 1 APPLE COMPANY 5 APPLE COMPANY Name Institution Affiliation History of the Apple company, and the contributions of various executives The Apple company was founded in the year 1977 from very humble beginnings in a garage. It was founded by Steve Jobs and Steve Wozniak. The company is known for designing, manufacturing, and marketing mobile phones, media gadgets, computers, and digital music devices. In 2018, the company had achieved an incredible milestone by reaching trillion-dollar capitalization. The 10th, 9th, and 8th generations of the iPhone product were the definite golden geese of the company due to their worldwide recognition and generation of billions. In 2003, the company launched the iTunes music store where customers could purchase music for about ninety-nine cents. According to Steve Jobs, this provided a legal means for the customers to download music, and also protected the rights of the musicians (Galloway, 2017) In 2004, the company launched the Apple iMac and the revolutionary iPod mini gadget. The iPod received an upgrade the following year, which enabled it to have video capabilities. The first iPhone was introduced by Steve Jobs in 2007, which really helped in globalizing the company and increasing revenue generation. As the company kept growing, they introduced the first iPad in 2010, and smart watches in 2015. That 2015, the company experienced its highest revenue generation of about 235 million dollars. Although this revenue had a sudden decline in 2016, it had a six percent recovery in 2017. The company has enjoyed such innovativeness and growth due to its various of executives over its history. Currently, the CEO is Tim Cook, who launched the iPhone X in 2017. Other important figures include the likes of Phil Schiller, who is vice president of the global marketing. In 2018, the COO of the company, Mr. Jeff Williams, introduced the latest Apple watch which has a wide range of cutting edge features, like the detection of falls, and the heart rate (Daniel, 2016) 2018 also saw the introduction of the most expensive iPhone gadget, by Tim Cook, at a price of about one thousand dollars. The current mission statement and code of ethics According to Steve Jobs, a human being is creates change within the environment, hence he/she shouldn’t be a subordinate to systems. The mission statement of the company is somehow unorthodox and states that the company aims at designing the highest quality computers in the world, as well as the best operating systems, and software. Additionally, it aims at leading the digital music market through its innovative products like the iTunes and iPods (Cheng, 2016). The statement also speaks about revolutionizing mobile communication through various devices like the iPhone. The company’s code of ethics states that Apple has a commitment to abide to the best communal and environmental requirements. The company stores should provide the safest workin.

1. Running head: APPLE COMPANY 1
APPLE COMPANY 5
APPLE COMPANY
Name
Institution Affiliation
History of the Apple company, and the contributions of various
executives
The Apple company was founded in the year 1977 from very
humble beginnings in a garage. It was founded by Steve Jobs
and Steve Wozniak. The company is known for designing,
manufacturing, and marketing mobile phones, media gadgets,
computers, and digital music devices. In 2018, the company had
achieved an incredible milestone by reaching trillion-dollar
capitalization. The 10th, 9th, and 8th generations of the iPhone
product were the definite golden geese of the company due to
their worldwide recognition and generation of billions.
In 2003, the company launched the iTunes music store where
customers could purchase music for about ninety-nine cents.
According to Steve Jobs, this provided a legal means for the
customers to download music, and also protected the rights of
the musicians (Galloway, 2017) In 2004, the company launched
the Apple iMac and the revolutionary iPod mini gadget. The
iPod received an upgrade the following year, which enabled it

2. to have video capabilities.
The first iPhone was introduced by Steve Jobs in 2007, which
really helped in globalizing the company and increasing revenue
generation. As the company kept growing, they introduced the
first iPad in 2010, and smart watches in 2015. That 2015, the
company experienced its highest revenue generation of about
235 million dollars. Although this revenue had a sudden decline
in 2016, it had a six percent recovery in 2017.
The company has enjoyed such innovativeness and growth due
to its various of executives over its history. Currently, the CEO
is Tim Cook, who launched the iPhone X in 2017. Other
important figures include the likes of Phil Schiller, who is vice
president of the global marketing. In 2018, the COO of the
company, Mr. Jeff Williams, introduced the latest Apple watch
which has a wide range of cutting edge features, like the
detection of falls, and the heart rate (Daniel, 2016) 2018 also
saw the introduction of the most expensive iPhone gadget, by
Tim Cook, at a price of about one thousand dollars.
The current mission statement and code of ethics
According to Steve Jobs, a human being is creates change
within the environment, hence he/she shouldn’t be a subordinate
to systems. The mission statement of the company is somehow
unorthodox and states that the company aims at designing the
highest quality computers in the world, as well as the best
operating systems, and software. Additionally, it aims at leading
the digital music market through its innovative products like the
iTunes and iPods (Cheng, 2016). The statement also speaks
about revolutionizing mobile communication through various
devices like the iPhone.
The company’s code of ethics states that Apple has a
commitment to abide to the best communal and environmental
requirements. The company stores should provide the safest
working conditions, in addition to treating the employees
respectfully and with dignity, and also utilize practices that are
environmentally friendly in the production of products and
services. The code also emphasizes on the compliance to the

3. rule of the land, and the importance of integrity (Chen & Ann,
2016)
Areas of concern
The company’s mission statement is unorthodox and could not
be clear to some. The code of conduct should also be expanded
to cover other areas of concern like the important labor rights
and managerial practices. Incorporating the labor rights would
ensure that their employees are fully covered. Subsequently,
covering the managerial practices would ensure that everyone
knows their roles and responsibilities clearly, and also ensuring
that the right channels are followed (Paulins, Hillery & Sturgill,
2016).
New mission statement
“commitment to making the best computers, phones and other
digital media in the world, via the provision of state-of-the-art
hardware, software, and online services.”
This statement is shorter and goes straight to the point,
highlighting the general purpose of the company, in simpler
terms.
References
Chen, C. M., & Ann, B. Y. (2016). Efficiencies vs. importance-
performance analysis for the leading smartphone brands of
Apple, Samsung and HTC. Total Quality Management &
Business Excellence, 27(3-4), 227-249.
Cheng, C. (2016). Samsung Elecs. Co., Ltd., et al. v. Apple
Inc. Intell. Prop. & Tech. LJ, 21, 157.
Daniel, S. F. (2016). Apple Watch App Development. Packt
Publishing Ltd.
Galloway, S. (2017). The Four: The Hidden DNA of Amazon,
Apple, Facebook, and Google. Penguin.
Paulins, A., Hillery, J., & Sturgill, A. (2016). Developing
Value-Driven Mission Statements. In Developments in Business
Simulation and Experiential Learning: Proceedings of the
Annual ABSEL conference (Vol. 43, No. 1).

4. Running Head: COMPANY SELECTION 1
COMPANY SELECTION 4
COMPANY SELECTION
Name
Institution
Company selection.
I choose to develop a strategic management plan for the Apple
Company. The company is famous since it is among the most
significant manufacturing iPhones, MacBook, iPad, Apple
watches as well as breakthrough camera systems. It has a unique
manufacturing system in that it produces products with high
quality graphics and improved progress and dependability. Its
pricing policy is also efficient within the competitive market
(Blenko.et.al, 2016).
The company is known for the manufacture of high quality
technological devices. The company works towards advancing
the world’s mobility by creating products that offer workers all
they need to become better decision-makers at all times. It
ensures the connectedness of people through manufacturing
secure, intuitive and compelling devices through which they can
communicate effectively (Daniel.et.al, 2017).
I choose this company for the reason that it has a clearly
outlined vision of what it works to achieve. Having a clear goal

5. shows the enthusiasm of the company in its bid to make the
world a highly connected region. By providing products that are
necessary for communication, different individuals are at a
better position to communicate, which promotes international
unity. It also helps in improving business transactions amongst
people by getting them more connected (Kim & Jun 2017).
Also, I believe that the progress of the company will keep other
manufacturers on their toes in a bid to match the quality of
products offered by the organization. Consequently, different
competitive organizations produce high quality goods as
required in the market. Being a global market, the company
could be a benchmark for other competitive establishments.
The company is also a source of wealth to many countries in
which it has its branches as well as those that provide a market
for it (Chen & Bai, 2016). Setting up new strategies to market
Apple products will assist the company to develop further as
well as accomplish its goal of increasing the connectedness of
different nations.
References
Blenko, D., Waldron, K., Cornelius, J., Nespoli, G., & Lee, D.
(2016). ORGANIZATIONAL ANALYSIS: APPLE RETAIL
STORES.
Chen, J., & Bai, H. (2016, September). Analysis of the Reasons
for Social Responsibility Management Deficiency of
Multinational Corporations' Supply Chain Based on PDCA
Model-a Case Study of Apple Company. In 2016 6th
International Conference on Management, Education,
Information and Control (MEICI 2016). Atlantis Press.
Daniel, M., Neves, R. F., & Horta, N. (2017). Company event
popularity for financial markets using Twitter and sentiment
analysis. Expert Systems with Applications, 71, 111-124.
Kim, J. M., & Jun, S. (2017). Integer-valued GARCH processes
for Apple technology analysis. Industrial Management & Data
Systems, 117(10), 2381-2399.