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Running Head: APPLE INC. MILESTONES
Apple Inc. Milestones
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APPLE INC. MILESTONES
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The failure or success of a company entirely depends on the managerial decisions formed
by the leadership of the company. Every company’s corporate strategy must be aligned with the
set objectives and goals and requires continuous assessments and evaluations to ensure goal
focus is maintained. Over the years, Apple Inc. has been one of the most valuable companies in
the world whose success has been greatly influenced by the managerial decisions. The corporate
mission statement of the company focuses completely on the existing products and offering by
the company in the preset day. Since, a corporate mission defines the future vision of the
company, the Apple business is driven by its corporate mission. The company mission statement
has evolved overtime to cater for changing market conditions and organizational changes. In this
regard the paper will analyze the branding and ideal context as well as the product or service
need of Apple Inc.
The mission statement currently states that “Apple designs Macs, the best personal
computers in the world, along with OS X, iLife, iWork and professional software. Apple leads
the digital music revolution with its iPods and iTunes online store. Apple has reinvented the
mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile
and computing devises with iPad.” These details are vital in setting the baseline for the future
launch of Apple new products and service. Apple new products and services are in line with its
mission statement of defining the future of mobile and computing devices in that the company
continually invests in research and development on mobile devices, internet and other related
media. The corporate mission of the company is reliable and accurate in defining the company’s
situation and goals (Aguirre‐Rodriguez, 2014).
Apple Inc. should market its products through linking both internal and external markets.
This can be achieved through ensuring that its employees have a passionate and emotional
APPLE INC. MILESTONES
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connection with the new products and services even before they are availed in the market. In
winning the internal market, the company should ensure that the products and services are of
good quality. In the presence of such connections, the employees will not be able to undermine
other advertising expectations. When the apple employees care about and believe in the brand,
they will be inspired to perform and it increases their loyalty to the company. A common identity
and sense of purpose unites employees hence motivating them to spread a positive word of
mouth about the company and all its brands. The marketing department should be able to
convince the employees of the brand power and the brand uniqueness. They should also inform
them of the branding efforts and the new advertising campaigns about the company new
products without basically selling them the ideas.
For external marketing, Apple uses distinct and unique brand image, design, functions
and software’s with well-defined marketing strategies. For instance, all marketing materials and
product lines should be different in packaging, branding, advertisements and even quality to
entice customers each in its own way that is incomparable to the competitors. Apple also utilizes
the strategy of marketin...