Does Apple use OKRs?

does apple use OKRs

Does Apple use OKRs? How did Apple start with the OKRs?

Over the years, Apple has woven the practice of using OKRs into its operations. A reliable report suggests that Apple relies on OKRs not just for tracking progress in product development, marketing, sales, and customer service but also as a guiding force across all facets of their business.

Apple’s use of OKRs sets it apart with seamless integration into its culture. It’s not the typical scenario where OKRs are viewed as a managerial tool for control and motivation. 

At Apple, they’re seen as a personal compass for every individual to enhance their own performance. This unconventional approach has given rise to a distinctive culture of excellence at Apple, where everyone is inspired to consistently deliver their absolute best.

Where is Apple now with the OKRs?

Apple really believes in using OKRs, and it’s a big deal for how they do things. Even though they keep the nitty-gritty details a secret, we can peek into the past to understand a bit. 

Take 2013, for example – Apple aimed to make awesome products right on time and without any hitches. They didn’t just wish for it; they set specific goals like getting new products out on time and fixing problems in the ones already out there.

So, how did they pull it off? Well, teams, each handling different parts like design, engineering, making stuff, and testing, worked hard. Each team had its own specific goals, all adding up to the big aim of top-notch products. This ensured everyone was on track and responsible.


Unlike some other tech giants that openly embrace OKRs, Apple’s internal management practices remain largely undisclosed. 

However, Apple’s success in consistently delivering innovative products suggests that they employ effective goal-setting methodologies, whether or not they formally adhere to the OKR framework. 

For leaders and decision-makers, the key takeaway is to prioritize a results-driven approach to goal setting, drawing inspiration from diverse methodologies to align objectives with measurable outcomes.

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Gaurav Sabharwal


Gaurav is the CEO of JOP (Joy of Performing), an OKR and high-performance enabling platform. With almost two decades of experience in building businesses, he knows what it takes to enable high performance within a team and engage them in the business. He supports organizations globally by becoming their growth partner and helping them build high-performing teams by tackling issues like lack of focus, unclear goals, unaligned teams, lack of funding, no continuous improvement framework, etc. He is a Certified OKR Coach and loves to share helpful resources and address common organizational challenges to help drive team performance. Read More

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