Apple's official new mission: “Leave the world a better place”

Wednesday, 10 June 2015

Apple has changed the corporate definition that they include in their press releases:

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, the Mac and Apple Watch. Apple’s three software platforms — iOS, OS X and watchOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay and iCloud. Apple’s 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.

Pity the grammar is a little off. Shouldn't it be "leaving the world better than they found it"?

Compare this new definition with the way Apple described itself last week - which had remained unchanged for over three years - since January 2012: 

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 has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.

Apple's mission in 1995:

Apple Computer, Inc., a recognized pioneer and innovator in the information industry, creates powerful solutions based on easy to use personal computers, servers peripherals, software, online services and personal digital assistants. Headquartered in Cupertino, California, Apple Computer, Inc. (NASDAQ: AAPL) develops, manufactures, licenses, and markets products, technologies, and services for the business, education, consumer, scientific & engineering and government markets in over 140 countries.

A corporate definition that could apply to almost any tech company back then - apart from the mention of PDAs.

I've written previously about how this definition changed between 1995 and 2012

Credit to noticing Monday's change goes to UK-based Mac journalist Lucy Hattersley.