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Apple Computer Long Term Strategy Essay

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Apple Computer Incorporated (Inc.) primarily operates in the US. It is headquartered in Cupertino, California and employs 46,600 employees. Apples faces a major challenge to continue growth at the level it did when Steve Jobs was CEO. The first stage of the strategic management process is for Apple Computer Inc. to evaluate its mission statement. The purpose of this mission statement is to define in simple terms the organizations reason and purpose for its existence. Strategic planning is a leadership role and the new CEO should have his vision and share with his executive team. The Balanced Scorecard as a tool for measuring organizational performance and strategic management tools.
The mission statement for Apple is “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad (Blodget, 2013).” As a leader in innovation, the mission statement of Apple is not very innovative or inspiring, it is more like a list of products and past accomplishments.
The two factors for long-term strategy growth Apple should develop is innovation and profitability. A disadvantage Apple Inc. has in the industry is they tend to finance the expensive research and development programs while competitors piggyback off Microsoft and Intel. They have a reputation and dominant in the technological leadership in the iPad and iPhone. The iPad 4 technology was released within 7 months to the iPad 3 the reason being the A6X processor in the iPad 4 is signific...


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...rce & Robinson, 2013). Apple should continue to ensure the professional development of its managers and engineers. The talented employees have brought Apple to where they are today and keeping up with product development should be another objective. Procuring attitudinal loyalty in this type of environment is important for sustained viability and profitability (Johnson, 2013).



Works Cited

Pearce, J. A., & Robinson, R. B. (2013). Strategic Management, Planning for Domestic & Global Competition. New York, NY: McGraw-Hill.
Blodget, Henry (2013, Aug.) Apple News Mission Statement. Business Insider
Event brief of Q1 2014 apple inc. earnings conference call - final. (2014, Jan 27). Fair Disclosure Wire.
Johnson, D. P. (2013). Attitudinal loyalty: A mixed method study of apple fandom. (Order No. 3557606, Capella University). ProQuest Dissertations and Theses, , 274.



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