Apple Mission Statement, Vision and Core Values (2026)

The Apple mission statement, in the company’s own words, is that its people “are dedicated to making the best products on earth and to leaving the world better than we found it.” That line closes every Apple earnings release, most recently on November 2, 2026, and this guide explains it along with Apple’s vision, its seven published values and how the wording changed since 2003.

Key takeaways

• Apple does not publish a page titled “mission statement.” The closest official wording is the “About Apple” paragraph at the end of its press releases.
• Since July 2015, that paragraph has said Apple’s employees are dedicated to “making the best products on earth” and “leaving the world better than we found it.”
• Apple has no formal vision statement either. Its releases say Apple “leads the world in innovation” across iPhone, iPad, Mac, AirPods, Apple Watch and Apple Vision Pro.
• Apple.com lists seven Apple Values: Accessibility, Education, Environment, Inclusion and Diversity, Privacy, Racial Equity and Justice, and Supply Chain Innovation.
• In 2003, as Apple Computer, the company described its goal as bringing “the best personal computing experience” to students, educators, creative professionals and consumers.

What is Apple’s mission statement?

Apple’s mission statement is the closing line of its official company description: Apple’s employees “are dedicated to making the best products on earth and to leaving the world better than we found it.” It combines two goals, product quality and social impact. For example, the November 2, 2026, earnings release uses it word for word.

Here is the full sentence as it appeared in Apple’s fourth-quarter fiscal 2026 results, filed with the SEC on November 2, 2026:

“Apple’s more than 150,000 employees are dedicated to making the best products on earth and to leaving the world better than we found it.”

The statement has two halves, and each one maps to a part of the business:

• “The best products on earth.” This is the hardware and software promise. In its 10-K, Apple says it “designs and develops nearly the entire solution for its products,” from hardware to operating system to services.
• “Leaving the world better than we found it.” This is the impact promise. It links to Apple’s published values, such as its Apple 2030 goal to be carbon neutral across its whole footprint.

Apple’s annual report uses plainer language. The fiscal 2026 10-K says the company “designs, manufactures and markets smartphones, personal computers, tablets, wearables and accessories, and sells a variety of related services.” That sentence describes what Apple does. The press release line describes why.

Apple vision statement

Apple does not publish a formal vision statement. The nearest official wording sits in the same “About Apple” paragraph: “Today, Apple leads the world in innovation with iPhone, iPad, Mac, AirPods, Apple Watch, and Apple Vision Pro.” It frames Apple’s aim as leadership through innovation, not through price or volume.

The paragraph also opens with a line about Apple’s history: “Apple revolutionized personal technology with the introduction of the Macintosh in 1984.” Read together, the two sentences work as a vision: Apple sees itself as the company that keeps redefining personal technology.

New CEO John Ternus, who took over from Tim Cook on September 1, 2026, set the same tone in the November 2026 release. He called the iPhone Duo “the most transformational iPhone since the original.” Cook stayed on as Executive Chair of the board.

Apple core values

Apple publishes seven Apple Values in the footer of apple.com, each with its own page. They are the company’s official answer to “what does Apple stand for?” Each one also supports the second half of the mission, leaving the world better. For example, Apple calls privacy “a fundamental human right.”

1. Accessibility

Apple says “the best technology is designed with everyone in mind.” Features such as VoiceOver, a screen reader for people who are blind or have low vision, come built into its devices.

2. Education

Apple says it works with partners to reach learners in over 100 countries and regions. The work includes support for educators and out-of-school learning programs.

3. Environment

Apple 2030 is the company’s goal to become carbon neutral across its global footprint. Its 2026 Environmental Progress Report says emissions are more than 60% below 2015 levels, while revenue grew 78% over the same period.

4. Inclusion and Diversity

Apple describes a culture with “a North Star of dignity, respect, and opportunity for everyone.” Its 10-K adds that it wants people with a broad range of backgrounds to “do the best work of their lives.”

5. Privacy

Apple’s privacy page states: “Privacy is a fundamental human right. It’s also one of our core values.” This value also shapes product marketing, as the next section shows.

6. Racial Equity and Justice

Apple’s initiative focuses on three priority areas: education, economic empowerment and criminal justice reform. It works with communities in the U.S. and abroad, including New Zealand.

7. Supply Chain Innovation

This page covers what many people still call Apple’s supplier responsibility work. Its headline is “People come first,” and Apple says more than 33 million supplier employees have been trained on their workplace rights since 2008.

How the mission shows up in Apple’s marketing

Apple’s mission shows up in marketing as a focus on product experience and values instead of price. Its 10-K lists design, security, privacy and ecosystem among its competitive factors. For example, Apple’s privacy page compares Safari with Chrome feature by feature, turning a value into a selling point.

Four patterns stand out:

• Values as product features. Privacy and accessibility are sold as built-in features, not as side projects.
• An ecosystem story. Apple’s company description says its software platforms “provide seamless experiences across all Apple devices.” The pitch is the whole system, not one gadget.
• Environmental claims with numbers. Apple’s environment page calls MacBook Neo its lowest-carbon MacBook ever, with 60% recycled content overall.
• Superlatives tied to the mission. “Best products on earth” sets the bar for launch language, from “our most powerful iPhones yet” to “our most ambitious lineup yet” in the November 2026 release.

The business results suggest the approach works. Apple reported record net sales of $478.8 billion in fiscal 2026, up 15%, and said its installed base of active devices hit an all-time high. For the full picture of what drives those numbers, read our Apple SWOT analysis.

How the statement changed over time

Apple’s statement moved from computers to products in general and then to products plus impact. In 2003 it promised “the best personal computing experience.” By 2010 it listed Macs, iPods, iPhone and iPad. Since July 2015 it has promised “the best products on earth” and a better world. The table below quotes each version from SEC filings.

Two shifts matter for marketers. First, Apple stopped naming who it serves (students, educators, creative professionals) and started naming what it makes. Second, in 2015 it added a purpose beyond products, which its seven Apple Values now spell out.

The dates above are example filings that show each wording, not official launch dates. July 21, 2015, is the earliest filing with today’s mission line that the SEC’s full-text search returns. Apple filed with the SEC as Apple Computer, Inc. until January 2007.

What can marketers learn from Apple’s mission statement?

A good mission statement is short enough to repeat and specific enough to guide decisions. Apple’s fits in one sentence and covers both what it makes and why it matters. For example, its privacy value turned into a product comparison against Chrome.

• Keep it to one sentence. Apple’s line has stayed the same for over 11 years because it is easy to repeat.
• Back each promise with proof. “Leaving the world better” only works because Apple publishes dated goals, such as Apple 2030.
• Let values reach the product. If a value never shows up in what customers see, it is a slogan, not a value.

For more examples, browse our mission statement guides.

FAQ

What is the mission of Apple company?

Apple’s mission is to make the best products on earth and to leave the world better than it found it. The company states this in the “About Apple” paragraph of its press releases, most recently in its fiscal 2026 fourth-quarter results on November 2, 2026.

What is Apple’s mission statement?

Apple’s mission statement reads: “Apple’s more than 150,000 employees are dedicated to making the best products on earth and to leaving the world better than we found it.” Apple has used this wording, with updated headcounts, since July 2015.

What is Apple Computer’s mission statement?

As Apple Computer, the company said in 2003 that it was “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.” The company changed its name to Apple Inc. in January 2007.

What is Apple’s mission?

Apple’s mission has two parts: build the best products on earth and leave the world better than it found it. Its seven published values, from privacy to the Apple 2030 climate goal, explain how it pursues the second part.

Sources

• Apple Inc. fourth quarter fiscal 2026 results, Form 8-K Exhibit 99.1, November 2, 2026 (SEC EDGAR).
• Apple Inc. Form 10-K for the fiscal year ended September 26, 2026, filed November 3, 2026 (SEC EDGAR).
• Apple Inc. Form 8-K on the CEO transition, April 20, 2026 (SEC EDGAR).
• Apple Computer, Inc. second quarter 2003 results, Form 8-K Exhibit 99.1, April 16, 2003 (SEC EDGAR).
• Apple Computer, Inc. third quarter 2006 results, Form 8-K Exhibit 99.1, July 19, 2006 (SEC EDGAR).
• Apple Inc. first quarter 2008 results, Form 8-K Exhibit 99.1, January 22, 2008 (SEC EDGAR).
• Apple Inc. third quarter 2010 results, Form 8-K Exhibit 99.1, July 20, 2010 (SEC EDGAR).
• Apple Inc. third quarter 2015 results, Form 8-K Exhibit 99.1, July 21, 2015 (SEC EDGAR).
• Apple, Apple Values pages, accessed November 7, 2026: Accessibility, Education, Environment, Inclusion and Diversity, Privacy, Racial Equity and Justice, Supply Chain Innovation.
• Apple, Environmental Progress Report 2026, covering fiscal year 2025 (PDF).
• SEC EDGAR company record for Apple Inc. (CIK 0000320193), former names (SEC EDGAR).