Apple’s current vision statement was introduced by CEO Tim Cook, who stated, “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and 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. And frankly, 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. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”
Apple’s vision statement is considerably detailed and reflects the company’s comprehensive approach in ensuring continued growth and success. For instance, the vision statement enumerates a number of major points, such as the emphasis on innovation, which directly relates with Apple’s rapid innovation strategy. In addition, the vision statement specifies simplicity, which is also an integral aspect of the company’s approach to product design and development. Apple is known for user-friendly and easy-to-use products that help improve daily activities. For instance, the simplicity of the design of iPhone and iOS make it easy to communicate, use apps, and access the Internet. Moreover, Apple’s vision statement shows careful selection of markets. This factor reflects the firm’s use of market research to guide decision-making in product development and strategic formulation. Also, even organizational culture is included in this vision statement. Apple highlights employees’ collaboration and excellence as keys to its business. This detailed vision statement is quite comprehensive in addressing the different aspects of Apple’s business. It effectively shows the holistic approach of the company’s leaders. Thus, based on conventions on vision statement construction, Apple’s vision statement is satisfactory because it clearly shows the direction of the company. This direction is stated for the business as a whole, as well as the various aspects or components of Apple’s organization. Such a detailed vision statement is beneficial to business because it helps guide decision-makers and other employees in working toward the desired condition, which in this case is a condition of Apple’s continued global success based on excellence and innovation.
แนะนำของ Apple ปัจจุบันวิสัยทัศน์ CEO Tim Cook ที่ระบุไว้, "เราเชื่อว่า เราเป็นหน้าดินเพื่อให้ผลิตภัณฑ์ที่ดี และที่มีการเปลี่ยนแปลงไม่ อย่างต่อเนื่องเราจะเน้นสร้างนวัตกรรม เราเชื่อมั่นในความเรียบง่ายไม่ซับซ้อน เราเชื่อว่า เราจำเป็นต้องเป็นเจ้าของ และควบคุมเบื้องหลังผลิตภัณฑ์ที่เราทำ และเข้าร่วมในตลาดที่เราสามารถทำผลงานสำคัญเท่า เทคโนโลยีหลัก เราเชื่อมั่นในบอกว่าไม่ถึงพันโครงการ เพื่อให้เราสามารถจริง ๆ เน้นสิ่งที่สำคัญ และมีความหมายต่อเราอย่างแท้จริง เราเชื่อลึกร่วมและผสมเกสรข้ามของกลุ่มของเรา ซึ่งช่วยให้เราสามารถพัฒนาในลักษณะที่คนอื่นทำไม่ และตรงไปตรงมา เราไม่ได้ชำระสำหรับอะไรน้อยกว่าความเป็นเลิศในทุก ๆ กลุ่มในบริษัท และเรามีตัวเองซื่อสัตย์การยอมรับเมื่อเราไม่ถูกต้องและความกล้าหาญที่จะเปลี่ยน และผมคิดว่าเป็นใครในงานอะไรค่าเหล่านั้นเพื่อให้ฝังตัวอยู่ในบริษัทนี้ที่ Apple จะทำอย่างดีด้วย "Apple’s vision statement is considerably detailed and reflects the company’s comprehensive approach in ensuring continued growth and success. For instance, the vision statement enumerates a number of major points, such as the emphasis on innovation, which directly relates with Apple’s rapid innovation strategy. In addition, the vision statement specifies simplicity, which is also an integral aspect of the company’s approach to product design and development. Apple is known for user-friendly and easy-to-use products that help improve daily activities. For instance, the simplicity of the design of iPhone and iOS make it easy to communicate, use apps, and access the Internet. Moreover, Apple’s vision statement shows careful selection of markets. This factor reflects the firm’s use of market research to guide decision-making in product development and strategic formulation. Also, even organizational culture is included in this vision statement. Apple highlights employees’ collaboration and excellence as keys to its business. This detailed vision statement is quite comprehensive in addressing the different aspects of Apple’s business. It effectively shows the holistic approach of the company’s leaders. Thus, based on conventions on vision statement construction, Apple’s vision statement is satisfactory because it clearly shows the direction of the company. This direction is stated for the business as a whole, as well as the various aspects or components of Apple’s organization. Such a detailed vision statement is beneficial to business because it helps guide decision-makers and other employees in working toward the desired condition, which in this case is a condition of Apple’s continued global success based on excellence and innovation.
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