2.1 The Mission of Apple CompanyA mission statement refers to description of a company's fundamental purpose. Themission represent the company's purpose, direction, responsibility. It stipulates the company'sdevelopment purpose, development direction, struggle goals, basic tasks and guidingprinciples. The mission statement of Apple is“to bringing the best user experience to itscustomers through its innovative hardware, software, and services” by Apple current CEO,Tim Cook. This mission statement is exists to give the best services and product to theircustomer. There are the components from the Apple mission statement1. Best user experience- Apple is ensuring that their customers have an easy time while using their product. TheApple products design is prefer to user-friendly rather than entertainment. The Appleproducts also added on the security features to enhance user experience. From this view, wecan found that Apple is well-crafted and masterfully designed on their products.2. Improving the lives of people-In second mission statement, Apple have improve the user’s experience from link with thedemand for security features. Besides that, Apple also expanded the services its customerscan enjoy such as education, business, healthcare and others.3. Empowerment of the public-Apple is dedicated to innovate on the technology space. Apple is coming up with the newdesign that fulfil the customer needs. The approach adopted by Apple of the missionstatement shows that the Apple products is just not an entertainment tools but also a source ofempowerment.4. Top-quality products-Most importantly, Apple always provide the top-quality products to their customer. It makesApple became the top sales of phone in the world. The integration of quality hardware,software, and services gives the company leverage over its competitors in the market.
2.2 The Vision of Apple CompanyA vision statement refers to a company desires to achieves the long run achievement in atime frame of 5 to 10 years, or more than. It formulated by organization members, throughteam discussions to obtain a consensus of the organization. It can ensure a direction to theorganization what should they to achieve in the future. The vision statement of Apple is “We