Apple Inc. Mission Statement for August 2013. Underpromise and Overdeliver.

There’s been a lot of chatter recently about the latest Apple Inc.’s mission statement. It is supposed to be “lame” and not worthy of the company Apple Inc. is supposed to be.

I disagree.

It simply states what Apple Inc. does and does not make vague promises that you can later make them accountable for and that is a good thing. Coming up with hippie claims like “don’t be evil” is easy, but sticking to them is hard. Saying, “we make computers, phones, and tablets” is being honest, a rare trait in many big business’ mission statements.

Apple Inc. does not have anything to prove and they are wise to stick to stating the obvious. We all know they try to invent the future, they don’t need to state it. Imagine they had an ambitious mission statement, failed to live up to it, and later wanted to change it. The Wall Street banks, the blood-thirsty bloggers and journalists would rip them to pieces. Instead, they chose to underpromise and overdeliver. And that is a wise thing to do.

I wish more companies did this the way Apple Inc. does it.