Apple Mission Statement and Key Leaders Research Paper

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Company Name, Mission Statement, and Key Leaders

In this research paper, the company of interest will be Apple. Its mission is to use innovative technology to develop hardware and software that takes user experience to another level. The mission was declared by the seating CEO Tim Cook in the annual report of 2018. Apple is known worldwide as a technology company that develops classy electronics, and it is rated among the four top companies in the world (Apple Mission and Vision Statement Analysis, n.d).

Tim Cook was announced as the new Apple CEO in August 2011, and he took over from former CEO Steve Jobs. Under the leadership of Cooks, the company has grown its value to $2 trillion, which is a recommendable growth. Despite being a top brand globally, they are expected to address several concerns, such as advancing global antitrust and weak bonds with app developers. Greg Joswiak is the current senior vice president in charge of marketing, and he has overseen the launching of Apple's most loved products (Gurman, 2020).

2 Company History and Timeline

Apple started its operation in 1976, and the founding fathers were Steve Jobs and Steve Wozniak. The dream to have the giant technology company was developed in a garage, and the two co-founders had met to build a computer that would transform people's perspective on computing. Their innovation was accepted in homes and businesses, and in the past four decades, they have made huge sales. Apple's most popular products include Mac computers, iPod Mp3 player, and the stylish iPhones (Alba, 2016).

In this image, we can see the transitions in different years.

3 History of Ethical Decision Making and Social Responsibility

Apple products are very popular, and it is one of the most admired companies globally. However, in recent years consumers and governments have raised some ethical issues that should be addressed to avoid hurting the brand in the future. The first issue was with the iPhone 4, which had some network problems, and coming from Apple, which is known for quality, it was unexpected. Another matter of concern was in 2011 when Apple and Google revealed that apple devices included a feature that captured personal data such as location. This was viewed as misconduct, considering they had not notified the feature's users (Sawayda, 2011).

4 History of Lack of Ethical Decision Making and Social Responsibility

Apple is known to adopt new technology as much as possible, and the customers are expected to move with them. To some, this idea of pushing people to adapt to new technology through upgrades is unethical.

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Apple has introduced different programs to address the concerns, and one of the strategies is using materials that can be recycled if no longer in use. This means the customers can return older devices to the company for a trade-in. Trade-ins attract a 10% discount, which is a great way to encourage people to participate in the program (Sawayda, 2011).

Another issue that is seen as unethical is the lawsuit that involved Cohen and Apple. Cohen was the original owner of the domain iTunes.co.uk, but Apple took the domain from him through legal…

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…competitive environment (Aljafari, 2016).

8 Financial Outlook Next 5 Years

In the financial year 2021, Apple's earning is expected to rise by 20.3%. Revenue growth is expected to hit $311.3 billion, which is a 14% increase. The positive prediction always adds value to Apple's stock over the years, and it is an advantage to affiliated investors (Kramer, 2020). According to Apple's 2019 SEC filing, The US remains the main revenue source accounting source for 45% of the total income. The company has also contributed a lot towards the US economy's growth, with a 2018 report showing an estimate of $55 billion. The US is expected to benefit with over $350 billion from Apple in the next five years (Khan, 2019).

Apple's earnings and PE multiple

According to Forbes magazine, the Apple brand remains at the top of the list in value. What is makes it more impressive is that they have maintained the position for over ten years, a thing not common in the world of technology where things change very fast. In the next five years, the brand is expected to get more robust, especially in hardware design (Duberstein, 2020).

9 Global Presence and Standing

Apple is known across the globe as a company that produces quality and classy electronics. The distribution network has contributed a lot to the expansion of the brand in different geographical locations. Apple can penetrate new markets by developing new products that target specific cultures (Khan, 2019).

Demand for customized products is growing over time, and apple should start thinking of private labels. As part….....

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