Apple Inc. Research Paper

Mission

Apple Inc. has many visions; they’re one of the few companies who are trying their best to make a difference, from their goals, to their mission statement. Apple’s mission statement straight from the company itself is: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. (Apple.com, 2011). They indeed do lead the digital music revolution; music stores are nowhere to be found.

The company also is focusing making their products greener, as well as making all aspects of their company as green as possible. Establishing clear goals to reduce the company’s greenhouse emissions, Apple has completed a comprehensive inventory of the impact it has on global warming (Climatecounts.org, 2011). While Apple is far from being the best company at being green its effort are extremely noticeable, and meets its timelines that it sets for itself. Apple even went as far as resigning from the US Chamber of Commerce over the trade group’s opposition to comprehensive climate and energy legislation (Climatecounts.org, 2011).

Marketing Environment

The company’s marketing strategy gains a lot of strength through its use of its own operating system which it has developed and designed. The Company participates in several highly competitive markets, including personal computers with its Macintosh line of computers, consumer electronics with its iPod line of portable digital music players, and distribution of third-party digital content through its online iTunes Store. Its advertisements throughout the markets are designed to sell products to creative individuals.

Apple strategy becomes more potent by its spending power. Apple no longer really has to research their own technology; the success of the iPad has given them so much revenue that they can just buy small companies for their technology. In some ways this can be seen as monopolistic. Siri is a perfect example of bought technology for Apple. Currently Apple is in talks to buy the company Anobit, their proprietary MSP (Memory Signal Processing) technology is designed to improve speed and performance, while driving costs down; makes sense for Apple to own the company that helps them achieve the performance they get out of the iPad (Cerejo, 2011).

Product Marketing

One question many people ask is what market is the iPad supposed to be in? That question when asked to Apple itself was simple answered with “New Category”. Initially it’s intended to compete with netbooks, tablet computers, handhelds, and e-readers. Theoretically speaking the device