Mon Sep 23 15:05:43 UTC 2024: ## Apple’s Timeless Values: A Look Back at the Company’s 1981 Mission Statement

**Cupertino, CA -** In 1981, years before Steve Jobs’ iconic “Think Different” campaign and Tim Cook’s focus on Apple as a “force for good,” the tech giant laid out its core values in a company memo. These “Apple Values,” as they were called, have guided the company for over four decades and continue to resonate today.

The memo, born from a company-wide initiative called the “Apple Quality of Life Project,” defined these values as “the qualities, customs, standards, and principles that the company as a whole regards as desirable.” It emphasized that these values were the foundation of Apple’s operations, setting it apart as a unique entity.

Inspired by counterculture movements and figures like Stewart Brand, the Apple Values went beyond just selling computers. They underscored a commitment to quality, innovation, and a focus on the few projects deemed truly meaningful.

As Apple grew rapidly in the early 1980s, these values served as a vital tool for onboarding new employees and maintaining a consistent company culture. In 2009, acting CEO Tim Cook echoed this sentiment, stating that Apple’s values remain deeply ingrained in the company: “We believe that we’re on the face of the Earth to make great products… We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.”

Today, Apple continues to uphold its values, championing human rights, promoting green initiatives, and producing groundbreaking products. However, the company also faces ongoing scrutiny regarding its international operations.

The question remains: Does Apple still live up to its 1980s-era values? This historic mission statement provides a fascinating lens through which to examine the company’s past, present, and future.

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