CUEGIS Essay on Apple-

Apple was established in 1976 and is an American company mostly famous for their
electronic goods such as smartphones, laptops, watches and more. Their products have been
successfully selling for many years, Apple is valued at 2.1 trillion dollars making it one of the
most valuable companies in the world. 

Change-As a result of internal or external stimuli, change refers to the alteration or

transformation of how business is performed. Culture. The rules, beliefs, and values that
shape an organization's or a group of individuals' activities and traits are referred to as
culture. Change Practically since its inception back on April 1, 1976, Apple has repeatedly
captured the world's attentio n thanks in large part to its rebellious underdog attitude and
continuous efforts to reset expectations of what's possible from consumer electronics.

Culture-An organization's, country's, or other social grouping's norms People's values,

beliefs, and practises are influenced by their culture. (The organization's internal and external
components). Culture They want every person who joins their team, every customer visiting
their stores or calling for support to feel welcome. They believe in equality for everyone,
regardless of race, age, gender, gender identity, ethnicity, religion, or sexual orientation. That
applies throughout their company, around the world with no exceptions.The secret of any
global brand success is cultural understanding. Apple has stores all around the world. For
each of these stores, Apple follows a strict customer service protocol, which is tailored to
each region. That creates insane loyalty and attachment, because the local staff uses a
personalized approach to communicate with customers. Even the type of building matches
the culture. For example, the Paris Apple Store is housed in a Haussmann-type building that
is ideally suited to Parisians’ tastes in architecture. Or at least, what they have grown
accustomed to. Bob Bridger, vice president of Apple Retail Development explains what
makes Apple Stores so popular. “Once a location is picked, it’s all a matter of working
towards making sure the store has an inviting appeal that matches its surrounding culture and
environment. It’s about ‘getting out into the street’ and feeling what the local feels.”

Ethics-The set of socially accepted moral standards that guide decision-making and are
founded on a shared understanding of what is right and wrong. Globalisation is the process of
economic, financial, commercial, and communication integration on a global scale.Ethics
Around the globe, Apple employees are united in bringing equality, human rights, and respect
for the environment to the deepest layers of our supply chain. They demand that suppliers
treat workers fairly and ethically at all times. Apple has tried to ensure that its employees and
those with which they work display appropriate conduct in all situations. It bases its success
on “creating innovative, high-quality products and services and on demonstrating integrity in
every business interaction.” According to Apple, four main principles contribute to integrity:
honesty, respect, confidentiality, and compliance. To more thoroughly detail these principles,
Apple has drafted a code of business conduct that applies to all its operations, including those
overseas. It has also made available on its website more specific policies regarding corporate

Globalisation- Integration of economics, finance, trade, and communications on a global

scale. Innovation - Changing or inventing more effective processes, products, and ideas is
referred to as innovation, and it can help a corporation prosper.refers to international trade
across national borders. As of April 2022, Apple has developed 518 retail stores in 25
countries and an online store available in many more countries with global sales of $242
billion dollars in merchandise in 2021. As a multi‐ national corporation, Apple Inc has
realized the significance of globalization by spreading all over the world.

Innovation-innovation refers to improving or establishing more effective processes,

products, and ideas that can help a company prosper.Innovation Apple has always ben
different as they have had a different perspective of the world, they aspire to do more things
and to have the opportunity to create the best products in earth, products that change live s
and help shape the future. What is Apple’s fundamental soul? The company’s motto, “Think
Different,” provides a hint. Apple main tain an introspective, self‐ contained operating style
that is capable of confounding competitors and shaking up entire industries Apple innovation
leaders think in terms of platforms and pipelines and relentlessly push the pace of innovation.
Competitors that chase Apple's latest release find themselves behind when just a few months
later Apple introduces its latest and greatest offering. Apple has built an effective innovation
system to harnesses creativity in its people, stimulate new ideas, streamline the design
process, and launch successful, profitable new innovations.

Strategy- The major long-term planning decisions that companies undertake in order to meet
the goals and wants of their stakeholders are referred to as strategy. What, why, when, how,
where, and who are the questions that strategy asks?Apple Brand Personality ‐Customer
Experience ‐Apple Brand Architecture ‐ Apple Halo Effect ‐Corporate Market ‐Apple Watch
‐Original Mac Marketing Strategy.STRATEGY The company's product strategy is based
around this, with the iPhone (with it's touch screen "gestures" that are re-used on the iPad),
Mac, iCloud, iTunes, and the Apps Store all playing key roles. THE distinctive feature of
each of Apple Pay and Apple Watch remains the customer experience of an elegant user
interface and simplicity of use. Starting with a major re-vitalisation of the Apple brand when
the iPod was launched in 2001, Apple worked hard to harmonize and migrate its brand and its
product strategy closer together, to achieve today's position. Steve Jobs, Apple's co-Founder,
described Apple as a "mobile devices company" - the largest one in the world. The company
renamed itself Apple Inc. rather than Apple Computer. At the time, this was a significant
move, signifying Apple's move beyond being more than a computer company. The company
is now defining itself more broadly than being just a devices company. It has blended its
digital content services (eg Apple Music, iTunes, iBooks and App Store) to be a key part of
the value proposition to Apple device owners, and (with iCloud and Siri in the background)
Apple is making many services and functionality which consumers use accessible on
whatever (Apple) device they happen to be using at the time, be it on their desk, lap,
fingertips or wrist.

Conclusion- Apple appears optimistic about its future. The company has created a cult
following of consumers who are intensely loyal to Apple products. In the last decade, Apple
has excelled at keeping pace with the quickly evolving industry of computers and consumer
electronics. Its diversification, collaborative corporate culture, and product evangelism
propelled it to heights that could not have been envisioned when Jobs and Wozniak sold their
first computer kit in 1976. The company shows no signs of stopping its momentum, while
consumers have shown no signs of reducing their admiration for Apple.
 
 
 
For an organisation of your choice, evaluate the growth strategies adopted in a globalised business
environment?
Discuss the role of ethics and innovation in the corporate social responsibility of an organisation you
have studied?

With reference to an organisation of your choice examine how ethics and globalisation impacted on
its sources of finance?
Apple corporate social responsibility (CSR) programs and initiatives are led by Lisa Jackson,
Vice President of Environmental Initiatives, reporting directly to CEO Tim Cook. More than 1
million people work in Apple supplier facilities and as such, the company’s operations have
considerable implications on the society.

It has to be noted that “Steve Jobs wasn’t known for philanthropy. Some wondered if he made
anonymous donations to charity, some criticized him for his lack of public giving, while
others defended him”[1].

However, with Tim Cook assuming Apple leadership in 2011, the focus on CSR aspect of the
business has increased to a considerable extent. Tim Cook is a member of Paulson Institute’s
CEO Council for Sustainable Urbanization, working with other CEOs of top Chinese and Western
companies to advance sustainability in China.

Apple Supporting Local Communities

 In Oregon, USA, Apple partners with Bluestone Natural Farms to transform compostable
materials generated onsite into rich organic material for use on the farm.

 The tech giant launched a 100-kilowatt rooftop solar project at an educational premise for
disadvantaged children in Philippines.
 The company added 50-kilowatt solar power system and a 260-kilowatt-hour battery to
supply clean electricity to off-grid fishing community in Thailand.

Apple Educating and Empowering Workers

 The multinational technology company provided training courses to about 4 million

people since 2008.
 The tech giant has competitive employee benefits practices. For example, expectant
mothers can take up to four weeks before a delivery and up to 14 weeks after a birth,
 while fathers and other non-birth parents are eligible for up to six weeks of parental
leave.
 Apple suppliers paid back USD 32.2 million recruitment fees to their 36,599 employees
since 2008.

Labour and Human Rights at Apple

 Apple enforces The Supplier Code of Conduct that is claimed to be the toughest in the
electronics industry. Apple educated more than 19.4 million employees of its suppliers on
their rights since 2008.[2]
 In 2018, Apple removed five mineral suppliers from is supply chain for failing to pass or
not being willing to participate in human rights audits[3]
 The multinational technology company interviewed more than 52000 supplier employees
about their workplace experience

Employee Health and Safety at Apple

 The multinational technology company has launched a group of health clinics called AC
Wellness for its employees and their families.
 In 2019, Vietnam was included in employee health education program. The program is
already in practice in China and India.
 In 2020, for the 2nd time in a row the company was awarded
 Safer Chemicals, Healthy Families awarded Apple an A+ rating for eliminating toxic
chemicals in production for the 2nd time in a row in 2020.

Apple and Gender Equality and Minorities

 Tim Cook is the only openly gay CEO of a Fortune 500 company and he has been
praised as a strong champion of workforce diversity
 The company reached equal pay to employees in 2016
 53% of new employees in the US, who joined the company in 2020 are from historically
underrepresented groups in tech. These include women and people who identify as
Black, Hispanic, Native American, or Native Hawaiian & Other Pacific Islander.

Energy Consumption by Apple

 Apple is often praised for its environmental records that include decrease of total power
consumption of Apple products by 57%, introduction of Mac mini as the world’s most
energy-efficient desktop computer and exceeding ENERGY STAR guidelines
 Apple emerges as the only company that has been awarded with a Clean Energy Index
of 100%, according to Greenpeace’s Clicking Clean Report.
 The company currently powers 100% of its operations globally with 10% renewable
energy

Water Consumption by Apple

  Apple used more than 1,2 billions of gallons of water in 2019. This include a small
proportion of recycled water and temporary freshwater

Water usage by Apple

 Suppliers conserved about 30.5 billion gallons freshwater to date and 9.3 billion gallons
of water were conserved in 2019 alone.
 Cooling systems in company’s date centres can reuse water up to 35 times
 Apple Park, a campus in Cupertino uses 75% recycled non-potable water. Apple campus
in Austin, Texas, irrigates its drought-tolerant plants using a 600,000-gallon rainwater
cistern.

Waste Reduction and Recycling by Apple

 Apple offers recycling programs in 99 percent of the countries it operates and the
company has diverted more than 508 million pounds of electronic waste from landfills
since 2008.
 Supplier sites committed to achieving zero waste increased by 53% in 2019.
 In 2016 the company introduced Liam, a line of robots that can disassemble an iPhone
every 11 seconds and sort its high-quality components so they can be recycled,

Carbon Emissions by Apple

 As illustrated in figure below, Apple’s carbon footprint reached 25,1 million metric tons in
2019 and 75% of emissions are generated in product manufacturing.
 Apple’s carbon footprint in 2019

 The company has managed to reduce its carbon footprint by nearly 35% since its
emissions peaked in 2015.
 The tech giant is committed to reach total carbon neutrality by 2030.

Apple and Sustainable Sourcing

 All the fibers Apple uses in product packaging are 100% responsible sourced
 All suppliers of tin, tantalum, tungsten, gold, and cobalt smelters and refiners participate
in third-party audits
 The company partnered with The Conservation Fund to protect 36,000 acres of
sustainable forest in North Carolina and Maine and more than 13,000 metric tons of
wood was harvested responsibly.
 Apple aims to contribute to transition up to 1 million acres of forest, across five southern
provinces, into responsible management by 2020.

Apple Supplier Responsibility

 The world’s largest IT company by revenue assessed 1,142 suppliers in 49 countries in

2019
 High performing supplier facilities increased by 13% in 2019
Apple Inc. Report contains a full analysis of Apple corporate social responsibility including Apple
CSR issues. The report illustrates the application of the major analytical strategic frameworks in
business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff
Matrix and McKinsey 7S Model on Apple. Moreover, the report contains analyses of Apple
leadership, business strategy, organizational structure and organizational culture. The report
also comprises discussions of Apple marketing strategy and its ecosystem.