1. Background of company Apple Inc., formerly Apple Computer, Inc., is a multinational corporation that creates consumer electronics, computer software, and commercial servers. Apple was established in Cupertino, California on April 1, 1976 and incorporated January 3, 1977. The company's best-known hardware products include Macintosh computers, the iPod, the iPhone and the iPad. For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States. Fortune magazine named Apple the most admired company in the United States in 2008 and in the world in 2008, 2009, and 2010.

2. Comparing a Steve Jobs presentation is nearly impossible. He’s in a league all his own. In my opinion, Apple chief executive Steve Jobs is the most charismatic pitchman in business today. His presentations are brilliant demonstrations of visual storytelling that motivate customers, employees, investors, and the entire computer industry. Before Steve Wozniak co-founded Apple, he was an electronics hacker.

3. Objective of the company To obtain stellar products and services within tight timeframe, at a cost that represent the best possible value to our customers and shareholders.

4. Current mission statement Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is 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.

5. Comment… Apple Computer, Inc. is the mission statement is good because they committed to bring out the quality product of personal computer through their customers needed. Apple always upgrade through with innovative, contemporary and modern technology product. The apple mission statement show that they have an own way in strategy to make a more profit and growth through their business in the future.

6. Proposed mission statement The Apple Computer, Inc. mission statement is to bringing the greatest personal computing realization to the all kind of people around the world with their own life style. Apple came out with the variety kind of product through its innovation hardware, software, and Internet offerings. The market strategies evolved should be economical, efficient, durable, and flexible and allow the Apple to respond rapidly to both market and customer needs. And, we will keep on top of today's and tomorrow’s technology, no matter how fast it moves, to ensure our Customers always have the best tools available to them.