Even great brands need to invest in meaning if they want to remain great. In this dynamic customer-driven marketplace, no one is safe. Whether you’re Apple, Nike or Coke, you need thoughtful investment into defining your company’s mission if you hope to retain your relevance, value, and vitality.
Only 20% of brands worldwide are seen to meaningfully and positively impact people’s lives, and as social technology continues to drive consumer activism, many companies are waking up to the realization that articulating their values and mission is not a luxury. Instead, articulating how your brand brings its core values to life is now critical for your brand reputation and employee productivity.
Interesting read for young founders ➤ Jack Ma advice for young entrepreneurs
Apple has always been different. A different kind of company with a different view of the world. Steve Jobs had a talent for identifying what was important & what was not, and having the courage to avoid what he felt was the nonessential.
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Steve Jobs Philosophy: Think Different Marketing Campaign
Think Different was a marketing campaign launched by Apple under Steve Jobs when he took over as interim CEO of Apple in 1997 and the company was in a pretty bad state.
Think Different Campaign reflected his philosophy behind making the best products in the market. It was a brand image campaign which had an emotional appeal not only for the potential customers but also for Apple’s employees who had forgotten what Apple is about.
His second strategy to make a company last longer was to kill Apple’s own products before somebody else kills them with a new product.
“Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.” – Steve Jobs
For explanation -Apple launched the iPod in 1997 which killed the Sony Walkman forever but they did not rest and brought the iPhone in 2007 which was termed as an iPod killer .
In 2010 Apple launched the iPad under Steve Jobs and he predicted it will kill the PC market and the same is happening today. These values are reflected in Apple products as Apple products are the most innovative products in the market. They work seamlessly out of the box and Apple provides the best customer service.
Steve Jobs: Apple’s Core Values
Steve Jobs gives an inspiring talk about the core values of Apple, and more importantly himself. Steve Jobs was discussing a new campaign “Think Different” and talked about how Apple needs to change it’s marketing strategy to one which emphasize on it’s core-values. He went on to talk about how Apple’s core value was to honor people who think that they can change the world with their passion.
Apple’s core value is not the Think Different campaign. Its core value is to make the best products in the market and focus on selected products so that they can develop and innovate.
These core values are the reason that Apple products have been so consistently excellent, and they are the reason that you can walk into any Apple store across the world and get the same experience. From sales associates to top executives, Apple is united by a common culture. And it is that culture that ensures that Apple customers enjoy the experience that they have come to expect whenever they interact with Apple.
Apple as a company values: Apple Core Values 1981
In a statement published on September 23, 1981, management defined Apple Values as “the qualities, customs, standards and principles that the company as a whole regards as desirable. They are the basis for what we do and how we do it. Taken together, they identify Apple as a unique company.”
Below you can find the original Apple core values:
- One person, one computer.
- We are going for it and we will set aggressive goals.
- We are all on the adventure together.
- We build products we believe in.
- We are here to make a positive difference in society, as well as make a profit.
- Each person is important; each has the opportunity and the obligation to make a difference.
- We are all in it together, win or lose.
- We are enthusiastic!
- We are creative; we set the pace.
- We want everyone to enjoy the adventure we are on together.
- We care about what we do.
- We want to create an environment in which Apple values flourish.
How Apple’s Core Values Have Shaped Product Development?
Central to Apple’s success are its core values, which have not only guided the company’s ethos but have also played a pivotal role in shaping its product development strategies.
1. Innovation as a Way of Life: The iPhone Revolution
Apple’s unwavering commitment to innovation has been evident throughout its history, but perhaps nowhere is this core value more palpable than in the case of the iPhone. The iPhone’s revolutionary design, blending cutting-edge technology with elegant aesthetics, redefined the smartphone industry. Apple’s focus on pushing technological boundaries and providing an exceptional user experience through a seamless blend of hardware and software exemplifies its core value of innovation. The result? A product that not only transformed the industry but also became a cultural phenomenon.
2. User-Centric Design: The iPad’s Success Story
The iPad, Apple’s tablet computer, is a testament to the company’s user-centric approach to product development. Apple’s core value of putting the user first is evident in the iPad’s intuitive interface, ergonomic design, and versatility. The device’s success lies not only in its technological prowess but also in its ability to cater to users’ needs and desires. By focusing on user experience, Apple has demonstrated that its commitment to user-centric design is not just a slogan but a driving force behind its product development decisions.
3. Simplicity and Elegance: The Macbook’s Allure
Apple’s dedication to simplicity and elegance is beautifully exemplified in the case of the MacBook. With its minimalist design, sleek form factor, and intuitive user interface, the MacBook is a masterclass in combining functionality with aesthetics. Apple’s core value of simplicity has led to a streamlined user experience, making the MacBook a preferred choice for professionals and creatives alike. By prioritizing elegance and simplicity, Apple has shown that less can indeed be more when it comes to product development.
4. Environmental Responsibility: The Apple Watch’s Sustainability Focus
In recent years, Apple’s commitment to environmental responsibility has become increasingly evident, and the Apple Watch stands as a prime example. The company’s core value of sustainability is reflected in the Watch’s design, which incorporates recycled materials and energy-efficient components. Apple’s dedication to reducing its carbon footprint and promoting responsible consumption has not only shaped the Apple Watch’s development but has also set an industry standard for environmentally conscious product design.
5. Empowering Creativity: The App Store Ecosystem
Apple’s core value of empowering creativity and fostering a vibrant ecosystem is vividly illustrated by the App Store. By providing a platform for developers to showcase their innovations, Apple has transformed the way software is distributed and consumed. The App Store’s success is a testament to Apple’s belief in nurturing a community of creators and enabling them to bring their ideas to a global audience. This core value has not only shaped the App Store’s development but has also empowered countless developers to turn their visions into reality.
Apple’s Core Values According to Tim Cook
The 7 Core Values of Apple under Tim Cook management are already transcending Steve Jobs principles on which Apple brand was originally built on.
Breaking down Apple’s mission statement (business philosophy) and this quote from Tim Cook:
- We believe that we’re on the face of the Earth to make great products.
- We believe in the simple, not the complex.
- We believe that we need to own and control the primary technologies behind the products we make.
- We participate only in markets where we can make a significant contribution.
- We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
- We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.
- We don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.
Core values are what support the vision, shape the culture and reflect what the company values. They are the essence of the company’s identity the principles, beliefs or philosophy of values.
Compensation of Apple’s leadership team, 2011
|Non-equity incentive plan compensation
|Timothy D. Cook
|Eduardo H. Cue
|Ronald B. Johnson
|Philip W. Schiller*
|D. Bruce Sewell*
|Jeffrey E. Williams*
Source: Information for Cook, Oppenheimer, Cue, Forstall, and Johnson come directly from Apple’s Proxy Statement for 2012 Annual Meeting of Shareholders, Jan. 9, 2012, page 30.
*Information for Mansfield, Schiller, Sewell and Williams is not explicitly provided by the proxy but language on page 29 suggests equivalence in payments among members of the executive team; thus their compensation is assumed to be the same as Oppenheimer’s.
In the end, Apple’s core values aren’t just abstract concepts; they’re the beating heart of every product that bears the iconic Apple logo. Innovation, user-centric design, simplicity, sustainability, and the celebration of creativity are more than just guiding principles – they’re the magic ingredients that make Apple products a part of our daily lives. So, the next time you hold an Apple device, remember that you’re not just holding a piece of technology; you’re holding a piece of Apple’s soul, shaped by its core values and destined to enrich your world.