Apple Computer Incorporated (Inc.) operates primarily in the United States. Its headquarters is located in Cupertino, California and employs 46,600 people. Apples faces a major challenge to continue growing at the level it was when Steve Jobs was CEO. The first step in the strategic management process is for Apple Computer Inc. to evaluate its mission statement. The purpose of this mission statement is to define in simple terms the reason and purpose for the organization's existence. Strategic planning is a leadership role and the new CEO must have his vision and share it with his management team. The Balanced Scorecard as an organizational performance measurement tool and strategic management tool. Apple's mission statement is: "Apple makes Macs, the world's best personal computers, with OS X, iLife, iWork, and professional software." Apple is leading the digital music revolution with its iPods and its iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with the iPad (Blodget, 2013). As a leader in innovation, Apple's mission statement is not very innovative or inspiring, more of a list of products and past achievements. The two long-term strategic growth factors that Apple should develop are innovation and profitability. One of Apple Inc.'s disadvantages in the industry is that it tends to fund expensive research and development programs while its competitors rely on Microsoft and Intel. They have a reputation and a dominant position in the technological leadership of the iPad and iPhone. iPad 4 technology was launched within 7 months on iPad 3, the reason being that the A6X processor in iPad 4 is important...... middle of paper ...... rce & Robinson, 2013). Apple should continue to provide professional development for its managers and engineers. Talented employees have brought Apple to where it is today and keeping up with product development should be another goal. Obtaining behavioral loyalty in this type of environment is important for sustained viability and profitability (Johnson, 2013). Works Cited Pearce, JA and Robinson, RB (2013). Strategic management, national and global competition planning. New York, NY: McGraw-Hill. Blodget, Henry (August 2013) Apple News Mission Statement. Business InsiderBrief Apple Inc. Q1 2014 Earnings Conference Call - Finale. (January 27, 2014). Fair disclosure thread. Johnson, D.P. (2013). Behavioral loyalty: A mixed methods study of apple fandom. (Order #3557606, Capella University). ProQuest dissertations and theses, , 274.