1. What is the vision, mission, and goals of the organization?

- Apple’s Mission Statement

“To bringing the best user experience to customers through innovative hardware, software, and
services.”

This mission statement highlights Apple’s commitment to offering the best products and services to
meet each of its customer’s unique needs. It guides the company towards its long-term goals, which
has contributed to its success. Apple’s mission statement consists of three core components:

Best User Experience. Whether it is iPhone, iPad, or wearable, Apple designs all its products to be
user-friendly. The company does not compromise when it comes to user experience. Apple’s
products come with innovative and user-friendly features, delivering the best experience for the end-
user. In 2020, Apple introduced robust location and Bluetooth permissions in iOS 13. In 2021, it
unveiled an opt-in ad-tracking feature for iOS 14. These user-friendly privacy features can help
protect the personal data of iPhone users and improve their experiences.

Innovative Products. Apple designs products that address the unique needs of its customers. Since its
founding, Apple has pushed the standard in product design, usability, and functionality. Apple’s
hardware and software solutions cater to various market segments, including education, business, and
healthcare. In the past few years, Apple has increased its healthcare presence with innovative
products like Apple Watch for detecting heart irregularities. Its Apple Health Records feature for
iPhone allows patients to access their medical data via their mobile devices. In Q1 2020, Apple
reported $91.8 billion in quarterly revenues with record-high earnings from its healthcare products
and services.

Quality Service Delivery. From its App Store, Apple Care, and tech support, Apple is obsessed with
customer service. It oversees everything, from design to development, sales, and repairs. This hands-
on approach gives Apple an edge over its competitors. 2020 investigative research awarded Apple
51/60 for online support and 34/40 for phone support with an overall tech support score of 85/100.
This score is impressive given that most companies offer poor customer service.

- Apple’s Vision Statement

“To make the best products on earth and to leave the world better than we found it.

Apple’s vision statement guides the company’s decision-making processes, strategic management,
and operations. It ensures each decision takes the company closer to realizing its mission and goals.
The statement consists of two components:
Leadership in Product Design: From iPhones, iPads, iPods, Macs, microchips, and more, Apple
delivers high-quality products to the market. The company seeks to protect its leadership in product
design and development by pushing for novel innovations. In April 2021, Apple introduced the new
iPad Pro with an industry-leading M1 chip and ultra-fast 5G. Apple-designed M1 chips push the
limits of iPad Pro’s performance, making it the fastest device of its kind. The new iPad Pro is 5G-
enabled and can reach speeds up to 4Gbps. 5G is the future. So, Apple can rely on this next-gen
iPad to protect its global leadership position for many years to come. [6]

Carbon Neutral: Apple’s vision is to attain zero net climate impact across all its operations. In 2020,
the company unveiled a plan highlighting its commitment to ensuring all Apple devices are carbon
neutral by 2030. According to Apple’s 2020 Environmental Progress Report, the company plans
to reduce emissions by 75% and develop innovative carbon removal solutions for the remaining
25% of its footprint by 2030. “With our commitment to carbon neutrality, we hope to be a ripple in
the pond that creates a much larger change,” said Tim Cook, Apple’s CEO.

- Apple’s goal

Apple's main purpose is to create products that enrich people's daily lives and are to maintain

supply and provide excellent service to customers. That involves not only developing entirely

new product categories such as the iPhone and the Apple Watch but also continually innovating

within those categories.

2. Apply Mintzberg’s five basic parts of the organization illustrated in Exhibit 1.6A & B to

describe the basic components of the organization -

In the 1970’s when apple inc. was formed, it drifted from the traditional corporate structure that

is been practiced in most companies at that time and continued in a different and unique method

of managing its organisation. The company operated based on the concept of informal corporate

culture within the technology industry where it favoured a seemingly flat organisational ad hoc

structure than the tall structure.

Mintzberg (1983) suggests that administrative adhocracy occurs when an organisation has a

special need to be innovative, due to intense product competition or dynamic technology. This is
the case with Apple. They adopted adhocracy as it is the only structure suited to solving complex

problem and can match its sophisticated innovative culture.

Apple’s corporate culture is a unique corporal style that is only suitable for Apple. Measuring

against the traditional classical organisational culture, it can be said that Apple’s ad hoc approach

is out of date. However, when measured against the post classic, modern information generation

as supported by Hewlett et al. (2009) it can be argued that Apple is in line with today’s

requirement for success.

In contrast to the tall hierarchical structure, a flat organizational structure is characterized by

relatively few layers or just one layer of management. As a result, the chain of command from

the top to the bottom staff is short.

The merit of this type of organisational structures is their effectiveness in terms of innovation

and empowerment (Fayol 1949). Policies are easier and quicker to implement and there is

increased coordination. This explains why Apple inc. is famous for distinctive competence in

product design and innovation.

However, a major drawback is that if there is a change in leadership or culture, they may be

faced with damaging repercussion as other aspect of the strategic structures may not fit. This was

the case when Jobs was dismissed, and all other successors struggled with the organisation until

he was later reinstated.

The organisational structure in Apple is also a functional structure as the company is organised

along functional line (Torrington et al. 2005).

In functional structure, people are grouped on the basis of their common expertise, experience

and resources. Employees within the functional divisions of an organisation perform a

specialized set of tasks. This results in operational efficiency within the group. However, it could

also lead to lack of communication between the groups in the organisation as is the case in

Apple.

3. Organizational Environment of the company.

Apple operates in a fast-paced and constantly changing technology industry. The external

environment of the company is influenced by several factors such as technological

advancements, changing consumer preferences, competition, and government regulations. In

addition, the COVID-19 pandemic has had a significant impact on Apple's organizational

environment. With the global shift towards remote work and e-commerce, the demand for

Apple's products and services has increased, while supply chain disruptions and travel

restrictions have created new challenges for the company.

Apple has a strong brand reputation and customer loyalty, which provides a competitive

advantage in the marketplace. The company's products and services are designed to meet the

changing needs and preferences of consumers. Furthermore, Apple has a focus on sustainability

and is committed to reducing its environmental impact through the development of eco-friendly

products and initiatives such as its renewable energy programs.

Internally, Apple has a unique organizational culture that emphasizes innovation, excellence, and

secrecy. The company's organizational structure is designed to facilitate efficient and effective

product development, with a focus on cross-functional collaboration and teamwork.

References:
  Apple Inc. (2021). Environmental Responsibility Report. Retrieved from

https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2

021.pdf

 Statista. (2021). Apple's revenue from Q1 2007 to Q2 2021. Retrieved from

https://www.statista.com/statistics/263401/apples-revenue-since-1q-2007/

 Turak, N. (2021). Apple's organizational culture of secrecy is a 'double-edged sword',

says leadership expert. CNBC. Retrieved from https://www.cnbc.com/2021/03/26/apples-

organizational-culture-of-secrecy-a-double-edged-sword.html

4. Impact of Top Management on Goals of Apple

Top managers at Apple play a crucial role in setting the company's goals and ensuring that they

are achieved. As the strategic apex, the CEO and executive team are responsible for determining

the company's direction and strategy, which includes setting the vision, mission, and goals of the

company. The top managers at Apple also have the authority to make important decisions related

to product development, acquisitions, and new market entry, which can have a significant impact

on the company's future success.

Top managers also have an impact on the achievement of the company's goals by providing the

necessary resources and support to ensure that the operating core can deliver on the strategy.

They are also responsible for communicating the strategy to middle managers and employees

and for monitoring the company's performance to determine if adjustments are needed to achieve

the company's goals.

For example, under the leadership of Tim Cook, Apple has placed a greater emphasis on services

and software, diversifying the company's revenue streams and reducing its reliance on hardware
sales. Cook has also focused on improving working conditions for Apple employees and

suppliers, as well as advancing the company's environmental initiatives.

References:

 Apple Inc. (2021). Leadership. Retrieved from https://www.apple.com/leadership/

 Farrell, M. A. (2021). Why Apple is an excellent case study in effective leadership.

Forbes. Retrieved from https://www.forbes.com/sites/markfarrell/2021/03/30/why-apple-

is-an-excellent-case-study-in-effective-leadership/?sh=6f5c5a5d6b1c

 Lashinsky, A. (2012). Inside Apple: How America's most admired-and secretive-

company really works. Hachette UK.