Jobs had previously articulated his vision in more detail. In what is considered one of Apple’s founding documents, a memo sent out in September 1981 set out 12 values. These included: “We are all in it together, win or lose”; “We will set aggressive goals”; and “One person, one computer”.

The only value that reflected any wider social obligation, beyond the creation of beautiful products, was number five – and it was deliberately vague. “We are here to make a positive difference in society, as well as make a profit.”

Such a laser-like focus on products saved Apple from bankruptcy and laid the groundwork for its trillion-dollar status today. Jobs was content that Apple didn’t have a corporate vision; that would have been a distraction.

Origen: Part II Apple’s constitution

At the beginning of 2016, Apple added a new section to its regular financial statements, listing its six key “values”. Taking these together with speeches given by Cook and his top lieutenants, a picture of Apple’s constitution emerges: what Cook’s company stands for; what it cares about; what it hopes to change. Apple is now a company with values.

But how much they live up to them, and which values they leave out, are different questions.

Apple’s values:

  1. Environment
  2. Privacy & Security
  3. Supplier responsibility
  4. Inclusion & Diversity
  5. Education
  6. Accessibility