Apple Core Values - Apple Computers (2023)

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Apple Core Values

Tim Cook on Apple core values

Apple Core Values - Apple Computers (1)

  • 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.

Compensation of Apple’s leadership team,2011

SalaryStock awardsNon-equity incentive plan compensationOtherTotal
Timothy D. Cook$900,017$376,180,000$900,000$16,520$377,996,537
Peter Oppenheimer700,014
Eduardo H. Cue607,70451,852,000444,61548,65652,952,975
Scott Forstall700,014
Ronald B. Johnson700,014
Robert Mansfield*700,014
Philip W. Schiller*700,014
D. Bruce Sewell*700,014
Jeffrey E. Williams*700,014


Source: Information for Cook, Oppenheimer, Cue, Forstall, and Johnson come directly from Apple's Proxy Statement for 2012 Annual Meeting of Shareholders, Jan. 9, 2012, page30.

*Information for Mansfield, Schiller, Sewell and Williams is not explicitly provided by the proxy but language on page 29 suggests equivalence in payments among members of the executive team; thus their compensation is assumed to be the same as Oppenheimer's.

Estimated compensation of Apple’s leadership team,2012

SalaryStock awards (to date)Non-equity incentive plan compensationOtherTotal
Timothy D. Cook$1,400,000
Peter Oppenheimer800,00059,611,500800,00016,12961,227,629
Eduardo H. Cue800,00039,741,000800,00016,12941,357,129
Scott Forstall800,00059,611,500800,00016,51361,228,013

Robert Mansfield800,00059,611,500800,00016,12961,227,629
Philip W. Schiller800,00059,611,500800,00016,12961,227,629
D. Bruce Sewell800,00059,611,500800,00016,12961,227,629
Jeffrey E. Williams800,00059,611,500800,00016,12961,227,629


Sources: Apple Inc., Proxy Statement for 2012 Annual Meeting of Shareholders, Jan. 9, 2012, pages 16, 29-30. Josh Lowenstein, "Apple gives most of its top execs $60M bonuses," CNET News, Nov. 4, 2011. Salary levels are from the proxy. Stock awards are valued at the closing price of Apple stock on Nov. 2, 2011. Incentive compensation is assumed to be equal to salary level though it may be twice that. Other is assumed to be same as in2011.

*Ronald Johnson left Apple on Oct. 31, 2011. Jonathan Ive is now listed as a member of the leadership team on the Apple website. Absent more formal information, compensation for these individuals was not estimated.


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