Apple’s Vision/Mission Statement: Apple’s mission statement is “To make a contribution to the world by creating tools that help people realize their dreams.” Steve Jobs, Apple’s late founder and CEO, explained the company’s vision in three words: “Think differently.” This vision was also extended to include a commitment to making products accessible and easy to use for everyone.
External Environment: The external environment of Apple includes segments such as macroeconomic factors, technological advancements and competition. Macroeconomic factors refer to economic forces that affect all firms such as inflation rates, exchange rates and taxes while technological advances refer primarily to the development of new technology that influences how businesses are run. Competition is an important factor in the external environment which has been increasing due to globalization. Strategies used by competitors can range from pricing strategies, product differentiation or advertising campaigns.