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Audit
Communication
and Reputation
Audit of Apple Inc.
MBA 595 N1 Effective Professional Communication
by Heather Schott
March 6, 2013
Apple’s Mission Statement and Values
Design and manufacture Macs, the best personal computers in
the world, along with OS X, iLife, iWork and professional
software.
Apple will continue to lead 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).
Recognize their corporate social responsibility to minimize
the environmental impacts of their operations and products.
Apple values their employees, shareholders, customers,
government, community and environment.
Apple’s Social Media Channels
Apple is the most concerned with customers obtaining the products
that will satisfy their technological needs, at the same time stressing
the importance of the fair treatment of employees and improving the
communities in which they live.
Facebook page is https://www.facebook.com/1infiniteloopCA with
over 8.7 million likes for Apple
Twitter page is https://twitter.com/AppleOfficiaI with 132,880
followers on Twitter.
On the Apple website, there is an Apple media helpline (408) 974-
2042 along with an e-mail address of media.help@apple.com for
any media related assistance.
Apple has made 514 TV commercials; YouTube link
https://www.youtube.com/playlist?list=UUKB83fAKU3YoXXuGD
H5B1YA&page=1
Apple’s S.E.C. Filings
Apple Inc. is a publically held company and is required to file financial
statements and formal documentations such as the 10-K and proxy
statements to the U.S. Securities and Exchange Commission.
The 10-K filing contains information relative to Apples performance, like
financial statements, company history, the market value of common
stock, voting and non-voting stocks, which are held by non-affiliates of
Apple.
As of March 30, 2012, Apple’s market value of voting and non-voting
stocks held by non-affiliates of the company was approximately
$560,356,000,000. As of October 19, 2012, there were 940,692,000,000
shares of common stock issued and outstanding.
The proxy statement outlines how management and the board of directors
are paid, potential conflicts of interest, information on voting
procedures, and background information about the board and directors.
Apples annual meeting of shareholders was last held on February
27, 2013, in building 4 of the company’s principle executive
offices, located in Cupertino, California.
Apple’s Environmental Footprint
            Apple reports the environmental impacts comprehensively. They do
            this by focusing on their products: what happens when they design
            them, what happens when they make them, and what happens to them
            when they are taken home and use.




  Total
                Manufacturing    Transportation   Product      Recycling       Facilities
Footprint
                                                    Use


            Apple adds up the emissions generated from
            the manufacturing, transportation, use, recycling of products, and the
            emissions generated by the facilities. They have learned that about
            98% of Apple’s carbon footprint is directly related to
            the products, and 2% is facility related.
Fortune’s Most Admired Companies
             in the World
           9
           8
           7
           6
Rankings




           5
                                                                                 2012
           4
           3                                                                     2011
           2
           1
           0
                        HP                 Apple                EMC


               Apple was ranked first in 2012 and 2011 in the computer
               industry, followed by EMC, and HP was ranked sixth in 2012 and third
               in 2011.
Harris Interactive Reputation Quotient
           90

           85
Rankings




           80
                                                                              2012
           75
                                                                              2011
           70

           65
                       HP                Apple           Amazon.com

            In 2012 and 2011, Apple and Amazon.com received an excellent ranking
            while HP received a good and very good ranking. Rankings > 80 are
            excellent, 75 – 70 are very good, and 70 – 74 are good.
Milward Brown BrandZ for
                                  Technology Brands
                       $200
Earnings in Millions




                       $150

                       $100                                                               2012
                                                                                          2011
                        $50

                        $0
                                     HP                Apple               IBM


                          Brand contributors and brand momentum factors are used to rank the
                          company’s earnings and future earnings. In 2012 and 2011, Apple was
                          ranked first, IBM ranked second and third, and HP ranked eighth and
                          fifth in the technology brands.
Actionable Recommendations for
             Apple Inc.
Over the past years, Apple has struggled with labor
practices, environmental, and supply chain management issues. Keep
the labor practices in line with industry standards and strategically
communicate to constituents, this will assist in improving Apples
reputation and corporate social responsibility.
Maintain the support of the supply chain, Apple will continue to
procure environmentally friendly materials to use in their
products, which will improve their social responsibility rankings.
Apple needs to improve upon their transparency and governance. Since
nongovernmental organizations are some of the most trusted in the
world, Apple should continue to build strong relationships with more
NGO’s. This will show constituents that Apple means what they
say, and they follow through with their commitments.
Continue to improve upon their environmental and sustainability
transparency through continuous monitoring and reporting of
achievements and deficiencies.
Apple is the leader in the technology industry and should be an
example for other companies.

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Apple inc. final project heather schott

  • 1. Audit Communication and Reputation Audit of Apple Inc. MBA 595 N1 Effective Professional Communication by Heather Schott March 6, 2013
  • 2. Apple’s Mission Statement and Values Design and manufacture Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple will continue to lead 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). Recognize their corporate social responsibility to minimize the environmental impacts of their operations and products. Apple values their employees, shareholders, customers, government, community and environment.
  • 3. Apple’s Social Media Channels Apple is the most concerned with customers obtaining the products that will satisfy their technological needs, at the same time stressing the importance of the fair treatment of employees and improving the communities in which they live. Facebook page is https://www.facebook.com/1infiniteloopCA with over 8.7 million likes for Apple Twitter page is https://twitter.com/AppleOfficiaI with 132,880 followers on Twitter. On the Apple website, there is an Apple media helpline (408) 974- 2042 along with an e-mail address of media.help@apple.com for any media related assistance. Apple has made 514 TV commercials; YouTube link https://www.youtube.com/playlist?list=UUKB83fAKU3YoXXuGD H5B1YA&page=1
  • 4. Apple’s S.E.C. Filings Apple Inc. is a publically held company and is required to file financial statements and formal documentations such as the 10-K and proxy statements to the U.S. Securities and Exchange Commission. The 10-K filing contains information relative to Apples performance, like financial statements, company history, the market value of common stock, voting and non-voting stocks, which are held by non-affiliates of Apple. As of March 30, 2012, Apple’s market value of voting and non-voting stocks held by non-affiliates of the company was approximately $560,356,000,000. As of October 19, 2012, there were 940,692,000,000 shares of common stock issued and outstanding. The proxy statement outlines how management and the board of directors are paid, potential conflicts of interest, information on voting procedures, and background information about the board and directors. Apples annual meeting of shareholders was last held on February 27, 2013, in building 4 of the company’s principle executive offices, located in Cupertino, California.
  • 5. Apple’s Environmental Footprint Apple reports the environmental impacts comprehensively. They do this by focusing on their products: what happens when they design them, what happens when they make them, and what happens to them when they are taken home and use. Total Manufacturing Transportation Product Recycling Facilities Footprint Use Apple adds up the emissions generated from the manufacturing, transportation, use, recycling of products, and the emissions generated by the facilities. They have learned that about 98% of Apple’s carbon footprint is directly related to the products, and 2% is facility related.
  • 6. Fortune’s Most Admired Companies in the World 9 8 7 6 Rankings 5 2012 4 3 2011 2 1 0 HP Apple EMC Apple was ranked first in 2012 and 2011 in the computer industry, followed by EMC, and HP was ranked sixth in 2012 and third in 2011.
  • 7. Harris Interactive Reputation Quotient 90 85 Rankings 80 2012 75 2011 70 65 HP Apple Amazon.com In 2012 and 2011, Apple and Amazon.com received an excellent ranking while HP received a good and very good ranking. Rankings > 80 are excellent, 75 – 70 are very good, and 70 – 74 are good.
  • 8. Milward Brown BrandZ for Technology Brands $200 Earnings in Millions $150 $100 2012 2011 $50 $0 HP Apple IBM Brand contributors and brand momentum factors are used to rank the company’s earnings and future earnings. In 2012 and 2011, Apple was ranked first, IBM ranked second and third, and HP ranked eighth and fifth in the technology brands.
  • 9. Actionable Recommendations for Apple Inc. Over the past years, Apple has struggled with labor practices, environmental, and supply chain management issues. Keep the labor practices in line with industry standards and strategically communicate to constituents, this will assist in improving Apples reputation and corporate social responsibility. Maintain the support of the supply chain, Apple will continue to procure environmentally friendly materials to use in their products, which will improve their social responsibility rankings. Apple needs to improve upon their transparency and governance. Since nongovernmental organizations are some of the most trusted in the world, Apple should continue to build strong relationships with more NGO’s. This will show constituents that Apple means what they say, and they follow through with their commitments. Continue to improve upon their environmental and sustainability transparency through continuous monitoring and reporting of achievements and deficiencies. Apple is the leader in the technology industry and should be an example for other companies.