1. Mission Statement
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

2. Strengths
iTunes Music Store is a high source of revenue, especially with the accessibility on Windows platform.
Apple Computer are expert in developing own software and hardware
Apple’s niche audience provides the company with some lagging from the direct price competition.
Innovative design of desktops and notebooks
Web technology can be used to improve product awareness and sales
Low debt—more maneuverable
Apple Computers have good brand loyalty
Partnership with Intel Computers in 2006 to present
Managing product mix
Strengths with the operating System (OSi)
First mover in relatively seamless integration of hardware and software in the iPod and iPad
Introduction of trendy retail stores

3. Weaknesses Weak relationship with Intel and Microsoft
Weak presence in business arena
The product life cycle of Apple products are very small for that reasons revenues are more depend on launch of new products and  services
Weak presence in markets other than education and publishing
Slow turn around on high demand products
Apples market share is behind from major competitor Microsoft
In the past, the relationships between Steve Jobs and the employees were not good which result in reputation loss