As I started to research this article I found something interesting: Apple doesn’t really have a Vision. In the Visionary sense, at least.
There’s no webpage on their site with their Driving Purpose, there are no taglines that say “we disrupt things” besides their obvious marketing. And there is no public narrative of their desired future state. We can now access SEC filings and earnings reports, and whatever former CEOs have said in the news, but that’s still an assumption.
What we do have, are bits and pieces from the CEOs themselves, that highlight a focus on innovation and simplicity as core values in designing their products.
According to David Andre of Interbrand Pacific, author of “Brand Revitalisation and Extension,” Apple’s original Vision was:
Apple is dedicated to the empowerment of man—to making personal computing accessible to each and every individual so as to help change the way we think, work, learn, and communicate.
The closest thing they have to a stated Vision are these, but none are actually official
This 2017 quarterly earnings report, which states:
The Company is committed to bringing the best user experience to its customers through its innovative hardware, software and services. The Company’s business strategy leverages its unique ability to design and develop its own operating systems, hardware, application software and services to provide its customers products and solutions with innovative design, superior ease-of-use and seamless integration.
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As part of its strategy, the Company continues to expand its platform for the discovery and delivery of digital content and applications through its Digital Content and Services, which allows customers to discover and download digital content, iOS, Mac, Apple Watch and Apple TV applications, and books through either a Mac or Windows personal computer or through iPhone, iPad and iPod touch® devices (“iOS devices”), Apple TV and Apple Watch. The Company also supports a community for the development of third-party software and hardware products and digital content that complement the Company’s offerings. The Company believes a high-quality buying experience with knowledgeable salespersons who can convey the value of the Company’s products and services greatly enhances its ability to attract and retain customers. Therefore, the Company’s strategy also includes building and expanding its own retail and online stores and its third-party distribution network to effectively reach more customers and provide them with a high-quality sales and post-sales support experience.The Company believes ongoing investment in research and development (“R&D”), marketing and advertising is critical to the development and sale of innovative products, services and technologies.
There’s also supplier responsibility commitment and subsequent progress reports that mostly stem from allegations of human rights violations in manufacturing facilities around the world connected to Apple products.
Then, this 2022 press release on second quarter earnings ended with this sentence in the About Apple section:
“Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.”
This is the phrase blogs picked up, with over 32,000 results on Google! But is it actually their Vision? Are any of these statements their Vision?
When you read the history, Apple was started because both Steves were in a microcomputer hobbyist club. The name was chosen because Jobs’ just got back from a farm, thought it was fun, and would appear before Atari in the phone book.
And despite their rocky start, and Jobs’ infamous reputation as a very charged leader, Apple is an absolute behemoth today, and one that is quite loved.
Maybe all of those statements are their Vision.
Why “Innovation” works as a Vision
In Visioninig, this looks like: An extremely specific outcome, EG: “make computers accessible to the average consumer”; with intentionally vague details on how to get there – “innovation”, “best user experience” and “leaving the world better than we found it” are all pretty broad and could mean various things in different applications.
This is the best part about Visioning – you don’t have to know exactly how to get there (by building the Iphone), you just have to know where you’re going (Innovation).
Visioning is still part of Apple’s success
Why is Apple still a Visionary company despite not having an official Vision statement:
It’s led by Visionaries. From the iconic Steve Jobs to the even-keeled Tim Cook, Apple has always had a Visionary Leader at the helm who people looked toward to lead. There weren’t too many cooks in the kitchen, rather the company looked to the Chef for guidance and direction.
They focus on innovation. Apple's R&D process has always been centered around innovation. They are constantly looking for ways to push the boundaries of what is possible and to create products that are ahead of their time.
This has been evident in their product launches, from the iPod to the iPhone to the Apple Watch. This has helped them capture market share and maintain a competitive edge. By being at the forefront of technological advancement, they have been able to stay ahead of the curve and attract a loyal customer base.
They keep it simple. A core part of their process, is their belief that technology should be intuitive and accessible to everyone. By prioritizing simplicity, Apple has been able to appeal to a broad audience and create products that are user-friendly. This emphasis on simplicity has also helped Apple differentiate itself from its competitors. In a crowded marketplace, simplicity and ease of use have become key selling points for Apple products.
Excellence above all. They are also dedicated to creating products that are of the highest quality and that meet the needs of their customers. By focusing on excellence, Apple has been able to build a reputation for reliability and trustworthiness.
Predictability. Even through innovation, the core focus on user experience, intuition and accessibility drives loyalty purchases.
Their focus on innovation, simplicity and a commitment to excellence has helped them capture market share, maintain a competitive edge, and create a loyal customer base. As a result, Apple has become one of the most successful and iconic brands in the world – even if their Vision is up for debate.
Learn how to make your own company Vision statement, then get an example from my fave, Zingerman’s.
