Apple Inc. is a technological giant company situated in the US. The company markets, manufactures and designs accessories and wearables, tablets, personal computers, smartphones, and various related services. Apple Inc.’s products include home accessories, wearables, iPad, Mac, and iPhones. Apple Inc.’s mission is “to bring the best user experience to its customers through its innovative hardware, software, and services.” Tim Cook stated in a 2009 manifesto that the company’s vision is to “make great products, and that is not changing.”
The company aims to develop stellar services and products in tight timeframes, at a cost showing the best value to shareholders and customers. The company’s organizational culture is creative innovation. The purpose of this culture is to ensure that Apple maintains a high innovation level involving mindsets challenging standards and conventions, and creativity.