For Apple Inc.

Translating Vision and Strategy: Four Perspectives Financial "To succeed Objectives Measures Targets Initiatives financially, how should we appear to our shareholders?" Customer Internal Business Process To achieve Objectives Measures Targets Initiatives To satisfy our Objectives Measures Targets nitiatives our vision, shareholders how should we Vision and and customers, appear to our Strategy what business customers?" processes must we excel at?" Learning and Growth 'To achieve Objectives Measures largets Initiatives our vision, how will we sustain our ability to change and improve?"