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Apple By: Trovin Venable, Rachel Jacobs, Lauren Buckhout, Tyler Nieto, & R’Maani Rouse
History • • • Apple was founded in 1976 by Steve Jobs, Ronald Wayne, and Steve Wozniak Although Steve Jobs was a brilliant man, he still needed help running the business so he hired people to help stabilize the business Apple has had its share of failures over the years but it didn't stop them from striving to be the best company that it could be
Mission Statement "To make a contribution to the world by making tools for the mind that advance humankind. " - Steve Jobs "At Apple, we believe technology should lift humanity and enrich people’s lives in all the ways people want to experience it" -Tim Cook, Apple CEO
Environment: Their Mission • • Apple is very focused on protecting the environment in order to benefit the planet and be more sustainable According to Apple’s 2016 Environmental report, they are “constantly striving to find or invent solutions to important environmental challenges. ” They want to “conserve precious resources so we can all thrive. ” They have created dozens of different programs that will help them reduce their environmental footprint.
Environment: Energy Efficiency • • • They are actively trying to find more efficient ways of making their products so they can save money and preserve natural resources Their goal is to use 100% renewable energy in their production They are now turning towards solar energy in their factories Launched their “Clean Energy Program” in 2015 to reduce carbon emissions across their supply chain In the past 5 years, they have reduced their carbon footprint in their facilities by 64%
Environment: Resources • • Apple is trying to reduce the amount of resources they take from the earth by finding ways to reduce and reuse materials such as water. Their use of resources is strictly monitored, and they are constantly working to find ways to use even less They have made huge efforts in minimizing water use, and have installed cooling systems in their data centers so they can reuse the same batch of water up to 35 times They have been able to avoid using 566 million gallons of water in 2015 alone
Environment: Product Design • • • Apple tries to create products that will last longer so less resources will be spent making new ones to replace them Apple products are designed so that they can be periodically updated, which will keep them current and make them last longer They make efforts to remove all toxins from their products One of the biggest toxins they removed was Mercury, which was used in the screens. They replaced it with mercury-free LED’s. They have also removed other toxins such as beryllium, lead, and arsenic. All have been replaced with natural, non-toxic materials. https: //www. youtube. com/watch? v=u. E 9 G 8 d 3 XBRI
People: Supplier Responsibility • • 1. 6 million people in 20 countries Strictest Supplier Code of Conduct in the industry • • 640 Annual Apple Audits 4 Stage Audit Process 1. 2. 3. 4. Audit Prioritization Onsite Audit Addressing Issues Verifying Improvement
People: Labor Rights • • • Intolerance for bonded labor Intolerance for underage labor Limit working hours for suppliers • • 60 hour work weeks with one mandatory day of rest for every seven days Change the landscape of mineral mining • Apple is committed to bring change to regions where suppliers source conflict minerals
People: Empowering Workers • • Since 2008 9. 25 million workers have been taught the local laws of health and safety regulations and the Apple Code of Conduct Supplier Employee Education and Development (SEED) program • • Free courses including computer skills, graphic design, english, human resources management, life skills, and financial literacy. Partnered with local schools and governments, Dell Inc. , and Stanford University’s Rural Education Action Program (REAP) Every worker is taught comprehensive emergency preparedness Support for Charity
Profit: (Saving) Through resources ● Apple is using less materials/resources to save more money ● Using paper more efficiently in their packages ○ ○ Work to minimize packaging sizes By efficiently using paper, they save money Less materials= more money saved Paper packaging is less expensive than plastic packaging ● All products exceed Energy Star specifications ○ Meet Environmental Protection Agency’s requirements ■ Energy efficiency and energy savings
Profit: Through Products ● Apple makes most of their profit off of their products ● They make new products to make more money: ○ Apple has a variety of products ■ ■ ■ i. Phones: 66% of sales i. Pad: 10% of sales Mac: 11% of sales Services: 9% of sales Remaining products: 4% of sales ○ Iphones are the most popular device in Apple products and other phone brands in general ○ Apple is able to keep their customers interested (usually i. Phones) because of their constant releases of new versions
Profit: Through advertising ● To get the customers attention, Apple likes to use celebrities or any influential people to get the attention of their customers ● Steph Curry has joined the Apple endorsement team ○ ○ ○ Showed off his shooting skills while demonstrating the slow motion playback abilities of the i. Phone 6 s Also shows the improved camera and live photos feature Theres other celebrities that they have used as well to promote their products Apple spent 933 million dollars on advertisements last year alone Their budget on advertisements is 1 billion (2015). Apple i. Phone 6 s ad feat. Stephen Curry - Half court (2015) Retrieved from https: //www. youtube. com/watch? v=s 9 yq. I 6 MMr. Yg
Profit: Through advertising/commercials Apple(2016). Apple watch series 2 - go time. Retrieved from https: //www. youtube. com/watch? v=5 t 21_e 7_-c. Q
Highlights of Apple functioning within the Triple Bottom Line People- By ensuring supplier responsibility, labor rights and empowering workers Apple is able to take good care of its core. Planet- Through energy efficiency, resource management, and product design, Apple is able to direct their innovation towards conservation. For example, the 40 megawatt solar farm in China that powers offices and stores across the country. Profit- In addition, Apple remains ranked number 1 by Forbes as the most valuable brand. Through resource management, advertising and producing quality products, Apple produces a major profit.
The future of Apple New CEO Tim Cook is dedicated to follow Apple’s core mission in producing quality innovative products for the future, and carrying on the legacy former CEO Steve Jobs dedicated his work to. (Rowland, 2015). Due to today’s changing business landscape Apple recognizes the importance of catering to what consumers want in future products.
References A. (2016). Environmental Responsibility Report. Retrieved January 18, 2016, from http: //images. apple. com/environment/pdf/Apple_Environmental_Responsibility_Report_2016. pdf Accountability - Supplier Responsibility. (n. d. ). Retrieved January 19, 2017, from http: //www. apple. com/supplier-responsibility/accountability/ Empowering Workers - Supplier Responsibility. (n. d. ). Retrieved January 19, 2017, from http: //www. apple. com/supplier-responsibility/empowering-workers/ Environment, Health & Safety - Supplier Responsibility. (n. d. ). Retrieved January 19, 2017, from http: //www. apple. com/supplier-responsibility/environment-health-and How does Apple make money? (2015). Retrieved January 18, from https: //www. quora. com/How-does-Apple-make-money
References Is Apple a Sustainable Company? (2015). Retrieved January 18, 2017, from https: //www. green-buildings. com/articles/is-apple-a-sustainable-company/ Labor & Human Rights - Supplier Responsibility. (n. d. ). Retrieved January 19, 2017, from http: //www. apple. com/supplier-responsibility/labor-and-human-rights/ Resources. (2017). Retrieved January 18, 2017, from http: //www. apple. com/environment/resources/ Rowland, C. (2015, September 03). Apple's Vision Statement & Mission Statement. Retrieved January 19, 2017, from http: //www. apple. com/supplier-responsibility/labor-and-human-rights/ The World's Most Valuable Brands. (2016). Retrieved January 18, 2017, from http: //www. forbes. com/powerful-brands/list/