This is a case study of Apple Inc. which has been derived from improved Mission and Vision statements. This topic provides a critical overview of Apple in term of strategies, as well as the company’s mission and vision. The literature is discussed critically and contrasted to give a summary of the topic. The results of the analysis are discussed in terms of the conclusions that may be drawn regarding Apple’s strategy formulation. The aim of this research is to analyze the competitive environment which increases the awareness within the company as well as its growth over the period of its existence.