No Surprise! Apple’s Core Values Don’t Include Us – the Customer.
Customer Service Suffers As A Result
Core values are a company’s business principles, beliefs and philosophy.
Apparently the customer does not matter at Apple because the customer and our needs are not even mentioned.
Take a look at Apple’s core values:
- We believe that we’re on the face of the Earth to make great products.
- We believe in the simple, not the complex.
- We believe that we need to own and control the primary technologies behind the products we make.
- We participate only in markets where we can make a significant contribution.
- We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
- We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.
- We don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.
Undoubtedly, CEO Tim Cook’s vision for his company is certainly fixated on innovation. Unfortunately, as you can see, the customer doesn’t fit into his fixation, at all.
As a result, the “geniuses” at the firm are taught to operate accordingly.
Recently, I’ve had a very poor experience at the store. But, I won’t go into that here.
It did leave me with this question, though:
Is Apple’s lack of customer focus a reason that Samsung holds the greater share of the worldwide smartphone market?
What say you?