Post Jobs Mission Statement of Apple

After almost two years of the death of Steve Jobs (on Oct. 5, 2011) Apple has released a new mission statement. The mission statement shown at the opening of Worldwide Developer Conference (WWDC) underlines the philosophy of their products.

apple mission statement

The transcript of the video reads:

“If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy, abundance with choice. Designing something requires focus. The first thing we ask is: What do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention. It takes time… There are a thousand no’s for every yes. We simplify. We perfect. We start over. Until everything we touch enhances each life it touches. Only then do we sign our work: Designed by Apple in California.”


Jobs’ version of the mission statement was promoted as “The Crazy Ones”. The statements were made into posters and videos and was part of the “Think Different” advertisement campaign. Full version of the statement reads:

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do. – Apple Inc.”

Steve Jobs narrating the Crazy Ones:


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