... don't have one.
I stumbled on this late last night, when preparing a workshop presentation. What, I wondered, was Apple's "mission statement"?
Well, here it is:
"Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software.
Apple leads the digital music revolution with its iPods and iTunes online store.
Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices."
This is refreshingly different on several levels.
It has none of that stuff about "delighting customers" and "delivering returns for stockholders".
And it is not about emotional sizzle. Nothing there about "liberating the creativity of people everywhere" or "challenging the norm in computing".
Instead, it states in simple but ballsy language what makes Apple's "sausage" so damn good. That's right. Its all about the product. The emotional appeal of the brand flows from the product design.
In conclusion, Apple's non-mission statement shows that if you want to be as sexy a brand as Apple, then make your products as sexy.