Been a while since Apple updated its boilerplate on the bottom of every press release. Just noticed the new one when looking for Apple's Q3 Earnings:
"Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, the Mac and Apple Watch. Apple’s three software platforms — iOS, OS X and watchOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay and iCloud. Apple’s 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it."
As a student and fan of great mission statements, this one seems a bit remarkable and nearly revisionist historical. Apple marketing has no mention of its 30+ year computer history; nor the creation of the Apple II (which kicked off the PC revolution and made Apple a public company); no mention of iPod or iTunes (which revolutionized music) nor Apple's retail stores nor Apple TV.
While this certainly looks like Apple is leaning forward to the future (it's the first time they've mentioned the number of employees), it stills seems a bit at odds with its past. I'm looking forward to seeing what comes in a future Apple footer - perhaps the Apple Car or Apple Energy is right around the corner.
P.S. some have asked me when they changed the boilerplate - looks like the previous version was last used on June 4, 2015 and the new one showed up on June 8 as part of WWDC press releases. Here was that previous version:
"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 has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad."