Mission
Apple's officially mission from the website: "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 has recently introduced iPad 2 which is defining the future
of mobile media and computing devices."
However, that is only a list of products they have produced. This closing statement in a press release summarizes the companies real mission: "Apple is committed to bringing the best personal computing experience
to students, educators, creative professionals and consumers around the
world through its innovative hardware, software and Internet offerings."
History
Originally coined "Apple Computers" the company was incorporated on January 13, 1977 in Cupertino, California. Founded by Steve Jobs and Steven Wozinak. Even their first Apple I showed innovative difference from other computers by having a TV as a display. On the verge of bankruptcy in 1996, the return of Steve Jobs and eventually his advance to CEO proved to be imperative to the companies reconstruction and success it has today. Products like the iMac, Macbook, and iPad cornered the market with the expertise innovation in computing Apple is infamous for. Also iTunes, and the iPod musically dominated while the iPhone totally surmounted all competition with its sleek, sexy look and innovations in the way people communicate in the new decade with programs like FaceTime and Siri.
The proof is in the numbers. Apple's original December 12, 1980 IPO of $22.00 per share is the equivalent to a small seed compared to the capacious IPO as of Aug. 31 2012 of $665.24 per share. As of 2011 Apple Inc. reported to be the largest Tech firm in the world with revenues reachong $100 Billion. Now with over 60,000 employees and without a doubt a bull on the NASDAQ Apple is a strong company to beat.
Marketing
Marketing is about the way firms advertise and communicate to consumers as well as how much they listen, build relationships and try to meet consumers needs and wants.
Sales oriented marketing is more about how to put a product in the hands of the consumer whether or not the product is necessarily right for them. While a market oriented firm is one that strives to meet the needs of targeted markets, listening and creating a relationship with the customer to ensure loyalty and longevity with their consumers.
I'd say Apple Inc. is most definitely a market oriented company although the proudcts platform are desgined that no one can tamper with it (unlike Andriods platform). However, when you take an Apple product to the Apple store for example, the laid back cool, calm and collected environment represents a place where Apple users can seek tech support, view new products without them being shoved down their throats or just a place where they can enjoy their Apple products with other consumers that love their Macbooks, iPads and iPhones.
Apple's commercial are simple, always show casing what new features a product may have (i.e. Samuel Jackson using Siri to cook dinner for a special date.) Or even more basic, showing the sleek new design of a product on a black back drop (i.e. the Airbook commercial.)
Innovation has always been key to Apple because they understand their specific tech market always want what's new, what's "hot" in the market today. Because we all fear of being left behind in this infinitely growing, for ever changing, fast paced information age.
