Today in Apple history: Apple lays out its core company values

By

Cupertino sums up
Cupertino sums up "Apple Values" in an exuberant document.
Photo: Ste Smith/Cult of Mac

Sep 23 Today in Apple history: Cupertino lays out its core Apple Values September 23, 1981: Years before Steve Jobs would tell us to “think different” and Tim Cook would say Apple should act as a “force for good,” Cupertino lays out what it calls its “Apple Values.”

Despite being written almost 40 years ago, the values Apple viewed as crucial to its brand remain relevant today. They demonstrate that Apple always has been a company that’s about more than just selling computers.

Apple’s new apps clearly reflect Tim Cook’s values [Opinion]

By

Apple services
Part of the whole customer experience business model.
Photo: Apple

Watching Monday morning’s “It’s show time” keynote, I was struck by how much Tim Cook is stamping his values on what Apple is doing.

While writing a book about Cook last year, I accidentally stumbled on six values he has been championing at Apple:

  • Accessibility
  • Education
  • Environment
  • Inclusion and diversity
  • Privacy
  • Supplier responsibility

These are the things Cook has been pushing internally since taking over from Steve Jobs in 2011. These are the priorities of his leadership, reflecting the things he wants to get done and the internal values that guide what Apple employees do and how they do it.

Monday’s keynote was a chance to witness these values in action, to see the kinds of products and services his priorities are helping to create.