Introduction
Apple Inc. is a multinational corporation developing computer technologies and providing various online services. Standing among the “Big Four” tech trendsetting companies with Google, Facebook, and Amazon, the impact this organization creates can hardly be overestimated. Consumers all around the world adore Apple for its design, multifunctionality, edge-cutting technologies, and overall image. On the other hand, controversies arising because of Apple’s dubious environmental practices, information leaks, or peculiar pricing policies present a looming danger for the organization in the long run. To improve its image and mitigate pressing public concerns, Apple ought to consider the degree to which it adheres to its mission, vision, and values.
Adherence to Vision and Mission
A company’s mission, vision, and values that one establishes are the cynosure that every organization should consistently follow. Apple’s vision statement is “a man is the creator of change in this world; as such he should be above systems and structures, and not subordinate to them” (Yie et al., 2021, p. 2). The company intends to fulfill its vision by producing computing devices of the highest quality to support creators, students, educators, business people, and other groups of customers. According to Greg (2020), Apple “enjoys a high level of brand equity or customer trust and this can be attributed to its exemplary customer focus” (p. 49). The brand is so strong that the word apple is now frequently associated with the corporation rather than the fruit.
In addition, Apple maintains a strong reputation as an innovative producer. As stated by Greg (2020), “Apple’s innovation is the primary source of its competitive advantage” (p. 49). Apple regularly updates its product portfolio to sustain its innovative image. Even when Apple implements features pioneered by other tech companies, they flesh them out immensely to provide the best user experience. The presentation also plays a crucial role in public perception. The brand is designed to make its users feel privileged and favored. Nevertheless, the brand’s popularity and appraisal do not automatically excuse the controversies Apple has been involved in.
Controversies and Lack of Integrity with the Vision
Like other big corporations and major players in the tech market, Apple is associated with several controversies and scandals that received a public outcry and damaged the company’s future success. Apple is seen exaggerating its efforts to reduce its environmental footprint, silencing the disclosure of customers’ personal information, as well as aggressive pricing strategies (Greg, 2020). Aside from potential profit-related threats, the mentioned problems interfere with Apple’s values and points of difference.
Attempts “to look like” instead of “to be” with the launch of the latest products not possessing as groundbreaking technology as their ancestors raise a reasonable question of whether Apple is still standing for its innovativeness. The inclusion of puffery (fully recyclable packaging, etc.) in the promotion also steal an element of authenticity. It lowers customer loyalty, which may no longer explain the rationale behind such a pricy purchase. After all, operating in an industry dealing with private information, the company should ensure that their customer is protected from unauthorized access. Certain customers suspect Apple of neglecting their ownership rights. Apple should reconsider what its distinctive features should be rather accentuated and make an effort to better align the organization’s public activity with its values.
Conclusion
In conclusion, Apple’s ambitious vision and mission statements do not always coincide with the reality of its operation. Although the brand’s strength is nothing but remarkable, controversial practices they have implemented throughout the years have cast a shadow on Apple’s integrity. Environmental concerns, aggressive pricing, and unethical management of private information are factors that can backfire on Apple’s high profit margin and distance the company from its loyal customer base. To sustain its reputation and prestige, Apple must address these issues with all due diligence.
References
Greg, R. (2020). Strategic review of Apple Inc marketing in the United States of America. Journal of Marketing and Communication, 3(2). Web.
Yie, C. E., Zhi, C. E., & Ping, N. T. S. (2021). A critical analysis of internal and external environment: A case study of Apple Inc. Journal of International Business and Management, 4(10). Web.