Apple: “We believe in the simple not the complex”

apple-logo-dec07In a recent earnings call, Tim Cook, Apple’s COO stated the company’s values in response to a question about how well Apple would run without Steve Jobs.

In its usually secretive way, Apple does not usually discuss its values.  The only other statement of values I have seen from Apple is this 21-year-old document.  So, these few sentences give great insight into its approach and philosophy.

Here is what Tim said:
“The values of our company are extremely well entrenched.

We believe that we are on the face of the earth to make great products (and that’s not changing).  We’re constantly focusing on innovating.  We believe in the simple not the complex.  We believe we that need to own and control the primary technologies behind the products that we make and 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.

And frankly, 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 are wrong and the courage to change.”