Apple's iconic bitten apple logo has evolved since the company's founding. Originally, the logo depicted Isaac Newton sitting under an apple tree, alluding to his discovery being inspired by an apple. In 1977, designer Rob Janoff changed the logo to a simple rainbow-colored silhouette of an apple with a bite taken out of it. There are various theories for why Janoff chose this design, from making it more relevant to the company name to paying homage to Newton's discovery of gravity. Today, the bitten apple logo remains one of the most recognizable in the world for Apple, though it now comes in monochromatic white or aluminum colors rather than the original rainbow design.

1. Mission: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented
the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best
personal computing experience to students, educators, creative professionals and consumers around
the world through its innovative hardware, software and Internet offerings.
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Vision: An Apple at every desk
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2. Welcome to the Apple procurement website. Over the years, Apple has
developed an entire ecosystem of suppliers who support our business
operations. Our goal, in a nutshell, is to obtain stellar products and
services within tight timeframes, at a cost that represents the best
possible value to our customers and shareholders. If that sounds like a
daunting task, it’s the same one we assign ourselves.
We are proud of the strong relationships we have built with our suppliers, many of whom have
been working with us for years. And we are always looking to expand our supplier base to
accommodate our rapidly growing customer base. To that end, we periodically review our
relationships and add new suppliers as needed.
Suppliers at Apple

3. Apple requires each of its suppliers to meet the highest standards for all goods and services. Our
requirements include a commitment to rigorous quality assurance. In addition, suppliers must be
committed, as we are, to ensuring the highest standards of social responsibility.
The ideal suppliers are those who understand our culture and expectations. We value suppliers
who take the time to learn about and understand our business and who look for ways to add
value. These suppliers know the importance of making and meeting commitments and delivering
the highest quality goods and services.
Our business environment is competitive and fast-paced. Our suppliers must understand this
dynamic and be agile and flexible in responding to changing business conditions. Above all,
Apple values innovation. We appreciate suppliers who truly understand and share in our
challenges, and who help us find the best possible solutions.
Supplier Diversity Program
We take our social and environmental responsibilities seriously. A good example is our strong
and longstanding commitment to a diverse supplier base.
Apple’s Supplier Diversity Program was formally established in 1993; since that time the
company has continued growing and supporting the long list of suppliers who participate. Apple
actively participates in the program through the National Minority Supplier Development Council
(NMSDC), the Women’s Business Enterprise National Council (WBENC), and Veteran–Owned
Business Expositions, as well as Supplier Diversity Business Opportunity Trade Fairs around the
country.
The businesses we categorize as diverse suppliers are Minority-Owned, Women-Owned,
Veteran-Owned, and Service-Disabled Veteran-Owned Small Businesses, as well as businesses
located in Historically Underutilized Business regions (HUBZone) and Small Disadvantaged
Businesses (SDB).
So how does a business join Apple’s Supplier Diversity Program? That’s simple: You start by
completing the online Supplier Registration Form. Following a swift verification and screening
process to ensure a good fit between supplier strengths and capabilities and Apple’s current and

4. future requirements, Apple reviews the supplier information. The business then becomes a
potential supplier who may be used in the procurement process as business needs dictate. In the
interest of encouraging the success of our diverse supplier base, we work with the Supplier
Diversity Program participants to help them develop their businesses. This often involves
working with a number of organizations that offer training and feedback.
Suppliers who wish to participate in Apple’s Supplier Diversity Program should complete the
online Supplier Registration Form so their information can be entered into Apple’s Supplier
Information Database (SID). We have included special areas within the form that prompt the
database to alert our supplier diversity team and relevant procurement professionals about the
availability of qualified participants in Apple’s Supplier Diversity Program. This helps increase the
visibility of these suppliers and can improve their potential for engagement.
Sourcing Process
Apple’s sourcing process is designed to ensure equal and fair treatment of suppliers so that they
can fully participate in a competitive procurement process.
We ask suppliers wishing to participate in the process to register with our Supplier Information
Database (SID), a secure online database that Apple maintains with regularly updated information
on current and potential suppliers. SID enables Apple procurement professionals to access key
information about potential and current suppliers, including capabilities, Supplier Diversity
certifications, product/service descriptions, Universal Standard Products and Services
Classification (UNSPSC) codes, contact information, and so on.
The First Step
The first step any supplier should take in seeking opportunities to do business with Apple is to
register with our Supplier Information Database. If your company registers with SID and there’s a
need for the type of products or services you provide, an Apple procurement professional can
then contact you to explore potential opportunities.
If there’s no immediate opportunity for engagement (as sometimes happens), the information
will remain in Apple’s confidential Supplier Information Database for six months or for as long as

5. you continue visiting Apple’s procurement website to keep your company’s information up to
date.
Please note that all purchases are made in the competitive marketplace. Submitting your
company to SID does not automatically place your company on a “bidder’s list,” nor does it
constitute approval of your firm as an Apple supplier or obligate Apple to solicit requests for
quotations.
Register with the Supplier Information Database
Register with the Supplier Information Database
Suppliers are invited to register their information and capabilities with Apple’s Supplier Information Database (SID).
Our Supplier Code of Conduct
The Supplier Code of Conduct requires our suppliers to ensure safe working conditions, to treat their employees
with respect and dignity, and to establish and maintain environmentally responsible manufacturing processes.
Responsible Supplier Management
Apple is committed to ensuring the highest standards of social responsibility in everything we do.
Apple’s Unsolicited Idea Submission Policy
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6. Apple's motto, "Think Differently," is a concept that the company does
very well by creating innovative products that continue to define the
world of computer design. Other computer manufacturers have attempted
for decades to replicate the icono· clastic appeal of the Apple design.
None have succeeded in the manner of Apple.
When Steve Jobs assumed the post of CEO in 1998, he re-revolutionized
the entire company. Apple introduced the iMac and iBook product lines
for the more basic computer buyers and the Power Book and G series
computers for the advanced purchasers. Apple continues to forge ahead in
design with the introduction of the iPod digital music player and the
iTunes Web site for the sale and download of music. Among giant rival
firms, such as IBM, Apple is on the forefront of a revolution of
technology, integrating music, images, and animation.
Apple Values
Apple Values are the qualities, customs, standards, and principles that the company
believes will help it and its employees succeed. They are the basis for what we do and
how we do it. Taken together, they identify Apple as a unique company.
These are the values that govern our business conduct:
Empathy for Customers/Users
We offer superior products that fill real needs and provide lasting value. We deal fairly

7. with competitors and meet customers and vendors more than halfway. We are genuinely
interested in solving customer problems, and we will not compromise our ethics or
integrity in the name of profit.
Aggressiveness/Achievement
We set aggressive goals and drive outselves hard to achieve them. We recognize that
this is a unique time, when our products wil change the way people work and live. It is
an adventure, and we are in it together.
Positive Social Contribution
We build products that extend human capability, freeing people from drudgery and
helping them achieve more than they could alone. But beyond that, we expect to make
this world a better place to live. As a corporate citizen, we wish to be an economic,
intellectual, and social asset in communities where we operate.
Innovation/Vision
We built our company on innovation, providing products that were new and needed. We
accept the risks inherent in following our vision, and work to develop leadership products
that command the profit margins we strive for.
Individual Performance
We expect individual commitment and performance above the standard for our industry.
Only thus will we make the profits that permit us to seek our other corporate objectives.
Each employee can and must make a difference. In the final analysis, individuals
determine the character and strength of Apple.
Team Spirit
Teamwork is essential to Apple's success, for the job is too big to be done by one
person. Individuals are encouraged to interact with all levels of management, sharing
ideas and suggestions to improve Apple's effectiveness and quality of life. It takes all of
us to win. We support each other and share the vistories and rewards together. We are

8. enthusiastic about what we do.
Quality/Excellence
We care about what we do. We build into Apple products a level of quality, performance,
and value that will earn the respect and loyalty of our customers. At Apple, quality
management is critical to our continued success.
Individual Reward
We recognize each person's contribution to Apple's sucess, and we share the financial
rewards that flow from high performance. We recognize also that rewards must be
psychological as well as financial, and we strive for an atmosphere where each individual
can share the adventure and excitement of working at Apple.
Good Management
The attitudes and behaviors of managers toward their people are of primary importance.
Employees should be able to trust the motives and integrity of their supervisors. It is the
responsibility of management to create a productive environment where Apple Values
flourish.
__________________
Attendees of the American Management Association's Strategic Planning course often ask me,
“What’s the difference between a mission statement and a vision statement?” Here’s my answer…

9. Mission Statement
Your Mission Statement describes what business you’re in and who your customer is. As such, it
captures the very essence of your enterprise - its relationship with its customer.
Developing your mission statement is the step which moves your strategic planning process from the
present to the future. That’s why, in the figure, the arrow depicting the mission statement connects
“today” with the “future.” Your mission statement must “work” not only today but for the intended life of
your strategic plan of which your mission statement is a part. If you’re developing a five year strategic
plan, for example, you develop a mission statement which you believe will “work” for the next five
years.
Focus is a primary benefit of your mission statement. It should be broad enough to allow for the
diversity (new products, new services, new markets) you require of your business. And it will also be
specific enough to provide the focus necessary to the success of your business.
Here’s an example of a mission statement:
“Clayton Instruments Company designs and manufactures highly reliable monitoring equipment for
use in harsh or unusual environments within the process industries.”
Note that this mission statement has both an internal and an external dimension. Internally, it
describes the products which the company offers: “highly reliable monitoring equipment.” And it also
lists the functions the company performs: “design and manufacturing.” The mission statement also
includes the necessary external dimension. It identifies the customer: “the process industries.” And it
cites the company’s “market position” - the reason why customers would prefer to buy products and
services from the company. Specifically, the company’s products are “for use in harsh or unusual
environments.”

10. Vision Statement
Note the arrow (in the figure) which depicts the vision statement. This arrow begins not at “today” but
at some point in the future. That’s because a vision is not true in the present, but only in the future.
Your strategy team will need to develop a compelling vision of the future. A vision which your
employees will enthusiastically embrace - because the vision is worthy, and because it challenges
them to grow. Let’s consider an example: that of a drive-up window at a fast food restaurant. The
vision might be one of “Saving time for busy people.” See? A big vision! Providing direction for
employees. Some years ago, a client of ours remarked, “Our employees are eager to feel a sense of
passion; it’s up to us to tell them what to feel passionate about.” That’s what the vision is all about.
In order for you to get your employees passionate about your vision, it has to be compelling. It has to
matter… not just to your management team, but also to your employees. “To triple sales revenue next
year,” doesn’t do it. For, who cares? Only a few. To make a difference to customers, to the
community, to the world. To improve the lives of human beings. That matters.
Your vision should project a compelling story about the future. When Steve Jobs said, “An Apple on
every desk,” well there wasn’t then an Apple on every desk. In fact, there won’t ever be an Apple on
every desk. That’s OK. The vision can be figurative, rather than literal.
The History of the Bitten Apple
LOGO DESIGN ARTICLES
The “bitten apple” is the logo of the well-known computer manufacturer Apple Inc. It is one
of the easily recognizable logos in the whole wide world, a fitting symbol to the name of the
company behind the picture. Here is one bite out of the apple’s history, to enlighten readers
on how the logo sprang into existence.
Newton: Apple’s First Image

11. The “bitten apple” logo has had a complicated yet very fitting history to its current image.
The first logo for Apple Inc. during its incorporation in the 1970’s was entirely different, but
was still related to the apple. To be specific, the first image to represent the computer
company was Isaac Newton, the man who first discovered the company when a fruit fell on
his head. What was that fruit? You guessed it: an apple!
Founders Steve Jobs and Ronald Wayne had come up with the logo, citing Wordsworth’s
quote “Newton… a mind forever voyaging through strange seas of thought.”
The Apple Gets Its Turn
The Newton logo was short-lived, as designer Rob Janoff right away changed the logo into
the familiar apple shape with a bite off its right side. This version is adorned with multiple
colors, the familiar colors in the rainbow.
Janoff’s motivations for the logo revamp have been a subject of several speculations. Some
people think that the shift to the apple design was to make it more appropriate for the
company name. Others think of it as a more fitting tribute to Newton and his discovery of the
colors and gravity. The rainbow colored apple may have been an advertisement for the color
capabilities of the second computer produced by the company, Apple II. There are also
people who think that the apple symbolizes Alan Turning – the father of modern computing –
who took a bite out of an apple poisoned with cyanide that ultimately took his life.
Just lately, the rainbow apple has been phased out and changed. The logo still features the
familiar outline of the “bitten apple” but with a different color scheme. There are currently
two color schemes for the symbol: white, and raw aluminimum.
The bitten apple logo may have had quite a history, a history whose parts remain unknown to
people. However, it has not stopped the logo from being recognized all over the world. In
fact, the company does not even have to print its name alongside the logo. The logo itself
already tells it all.