The document provides an audit of Apple Inc. that summarizes their mission, values, social media presence, SEC filings, environmental footprint, rankings in various reputation surveys from 2011-2012, and makes recommendations to improve Apple's reputation and corporate social responsibility. It finds that Apple can enhance transparency, governance, supply chain management and environmental sustainability.
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.