1.

Vision and Mission Statement

Vision Statement: Apple’s vision is “to create the best products on earth, and to leave
the world better than we found it.” This embodies the company’s commitment to
innovation, quality, and sustainability.

Mission Statement: Apple’s mission is “to bring the best user experience to its
customers through innovative hardware, software, and services.” This mission is central
to Apple’s approach across all product and service lines.

2. Introduction of Organization

Apple Inc., founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, has
grown from a small garage project to a global technology leader. Known for its focus on
high-quality products and software integration, Apple continues to redefine the
consumer electronics industry. Headquartered in Cupertino, California, Apple’s product
and service ecosystem includes a variety of offerings, from smartphones and
computers to wearables and subscription-based services.

3. Company Profile

Industry: Consumer Electronics, Software, Online Services

Founded: April 1, 1976

Headquarters: Cupertino, California, USA

Revenue: Approximately $394 billion (2023)

Net Income: Around $94.68 billion (2023)

CEO: Tim Cook

Employee Count: Over 164,000 full-time employees worldwide

Primary Products: iPhone, Mac, iPad, Apple Watch, Apple TV, AirPods, and software
services such as iCloud, Apple Music, Apple TV+, and Apple Pay.

4. Organizational Structure

Apple operates under a functional organizational structure, often described as a matrix,

combining aspects of both product-based and function-based divisions:

Product Divisions: Key product areas like iPhone, Mac, and wearables each have
dedicated teams.

Functional Divisions: Teams for software engineering, design, retail, marketing, and
operations that work across products.

Executive Team: Led by CEO Tim Cook, the executive team oversees operations, with
various VPs leading key functions (e.g., Jeff Williams as COO, Craig Federighi as SVP of
Software Engineering).

5. Distribution System

Retail Stores: Apple has over 500 Apple Stores globally, contributing to a strong brand
experience and direct consumer engagement.
E-commerce: The Apple Online Store facilitates direct-to-consumer sales worldwide,
handling everything from new product sales to personalized device configurations.

Third-Party Retailers: Partnerships with high-profile retailers (e.g., Best Buy, Amazon)
expand reach and accessibility.

Enterprise Partnerships: Through alliances with companies like IBM, Apple devices are
integrated into corporate environments, allowing large-scale distribution to enterprise
clients.

6. Products

Consumer Electronics:

iPhone: Apple’s flagship smartphone, consistently contributing over 50% of revenue.

iPad: Market-leading tablet device for consumer and business use.

Mac: A range of desktop and laptop computers, including the MacBook Pro and iMac.

Apple Watch: The leading wearable with a focus on health and fitness.

AirPods: Best-selling wireless earbuds.

B2B Solutions:
Enterprise Software: Apple Business Manager and Apple School Manager streamline
device management for enterprise and educational clients.

Integration with Other Systems: Collaborations with IBM and SAP provide custom iOS
applications for industries such as healthcare, retail, and logistics.

7. Promotional Strategy

Apple’s promotional strategy includes:

Event Marketing: Annual events, like the Worldwide Developers Conference (WWDC)
and Apple Keynote, spotlight new products and updates.

Digital Marketing: Through social media platforms, Apple shares product updates and
customer experiences.

Minimalist Advertising: Apple’s commercials and print ads focus on clean design,
emphasizing product quality and user experience.

Public Relations: High-profile press releases and controlled media coverage ensure
Apple’s brand narrative is consistent.

8. Sales Force and Issues

Retail Employees: Apple retail employees undergo extensive training to provide high-
quality customer support.
Corporate Sales Teams: Apple’s enterprise sales team focuses on partnerships with
businesses, schools, and governments.

Challenges: Maintaining a consistent customer experience across diverse markets and

stores is a challenge, as is retaining talent in highly competitive technology hubs.

9. Performance Appraisal Methods

360-Degree Feedback: This method incorporates input from managers, peers, and self-
evaluations, focusing on Apple’s core competencies such as innovation, problem-
solving, and teamwork.

Key Performance Indicators (KPIs): These include customer satisfaction metrics,

product sales numbers, and innovation milestones.

Annual Reviews: Conducted for all employees, from retail workers to executives, to
determine eligibility for bonuses and career advancement.

10. Pay Structure and Incentives

Base Salaries: Highly competitive, reflecting the premium talent Apple attracts, with
higher-than-average salaries for tech roles.

Stock Options and Equity: Many Apple employees receive restricted stock units,
promoting alignment with Apple’s long-term success.

Performance-Based Bonuses: Based on individual and team performance, particularly

in product and sales divisions.
Benefits: Include comprehensive healthcare, parental leave, and retirement plans, with
retail employees eligible for bonuses based on customer service metrics.

11. Recommendations

Enhance Global Supply Chain Resilience: In light of global supply chain disruptions,
Apple should continue diversifying its manufacturing base.

Invest in Emerging Markets: Increased focus on regions like India could drive revenue
growth in untapped markets.

Sustainability Initiatives: Expanding efforts to make Apple’s products carbon neutral

and increase recycled materials usage will align with consumer expectations for
sustainability.