Apple’s Core Values According to its CEO 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.

Taken from: http://www.devdaily.com/blog/post/mac-os-x/apple-business-philosophy-mission-statement/

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10 thoughts on “Apple’s Core Values According to its CEO Tim Cook

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  5. Mr. Cook,
    I notice your core values do not include the value of humanity. This is a tragedy, as Apple can seize the opportunity to become one of the great companies in the world.

    Please revist your subcontracting of work to Foxconn, and the suffering of workers. Consider cutting your profits based on the back of wrokers suffering, and build plants or joing with others to have factories in the United States, Europe, Mexico, anywhere, where you can show humane working condtions.

    Apple should be ashamed of themselves.

    I bought an Apple,a Sony and a Dell in 2010. I will not buy frome these compaies again. I will not replace these products in my home for a long time, and when it becomes time, I will first look to the structure of the company, and hope they are more humane than Apple.

    • I don’t think that Apple’s mission should be to take care of the world but rather make the world a better place.

      I do not think that the mission statement of a company is necessarily the best place to state their philanthropic works.

      Apple should not be judged by their values but by their actions.

    • wow lets all go blow 600 bucks on a fat iphone!!!!!! omfg!!!!! i cant belilve they made it!!!!!!!!!!!!!!!!!! wow!!!!!!!!!!!!!!!!!!!!! dude its amazing its an obese iphone yaaaaaay!!!!!!!!!!! dont give me this [...] about it can read books there is apps like that for iphone. the bad thing is they are restarting all apps and arent making games! why is this so much better? so its got a bigger screen it cant do half as much

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