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Apple strives for continuous improvement, health and safety management systems and in an environmental, health and safety management systems and in the environmental quality of our products, processes and services''. Unlike the company's vision statement, the mission statement can be argued to be quite detailed and well articulated since it covers all aspects required in an effective mission statement. From that perspective, Apple's current mission statement does not need any change and should not be amended.
Apple's Current Position.
Apple can be argued to be at a very strong position since the organization has different revenue streams and does not solely depend on the sale of computers. The company has more than 46,000 employees and had sales revenue of $ 65, 225 million in the year 2010. When it comes to volumes of music downloaded in the world, Apple is the market leader where as it among top five in computer products market just behind rival companies HP and Dell. Surprisingly as can be seen from the figures used by Banton (2011), the slow economic growth experienced in various markets during the last few years have not had major impacts on Apple's performance as the company's net revenues have increased over the years. .
According to Apple (2012), Apple's new Chief Executive Officer Tim Cook is quoted to have stated that 250 million devices that contained the iOS software such as iPhones, iPads and iPods have been sold while more than 1 billion Apple apps are now been downloaded per month from the Apple App store where as $ 3 billion has been paid out to developers, the users of Mac worldwide were approaching 60 million which implied the company had a 23% market share of the PC industry as of August 2011 where as the iPhone growth year on year basis has been 125%.
In order for Apple to continue achieving the same kind of success, the company needs to markets its products more aggressively as well as establishes its presence in countries that it is yet to establish its presence in.