What are Apples' Aims and Objectives?

samia ~ Steve Jobs:

"There are lots of ways to be as a person. And some people express their deep appreciation in different ways. But one of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful, and put it out there. And you never meet the people, you never shake their hands, you never hear their story or tell yours. But somehow in the act of making something with a great deal of care and love, something's transmitted there. And it's a way of expressing to the rest of our species, our deep appreciation. So we need to be true to who we are. And remember what's really important to us. That's what's going to keep Apple, Apple — is if we keep us, us."

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samia ~ "Apple strives to bring the best personal computing experience to students, educators, creative professionals, and consumers around the world through its innovative hardware, software, and internet offerings." Source:

Apple Product Feedback

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samia ~ “We believe that business, at its best, serves the public good, empowers people around the world, and binds us together as never before.” -Apple’s CEO Tim Cook

We are committed to demonstrating that business can and should be a force for good. Achieving that takes innovation, collaboration, and a focus on serving others. It also means leading with our values in the technology we make, the way we make it, and how we treat people and the planet we share. We’re always working to leave the world better than we found it, and to create powerful tools that empower others to do the same. [Source: Apple]

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samia ~ Apple conducts business ethically, honestly, and in full compliance with the law. We believe that how we conduct ourselves is as critical to Apple’s success as making the best products in the world. Our Business Conduct and Compliance policies are foundational to how we do business and how we put our values into practice every day.

"We do the right thing, even when it’s not easy." Tim Cook [Source: Apple]

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samia ~ Tim Cook, then Chief Operating Officer, during a conference call with investors in 2009:

"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."

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