Apple’s CEO Tim Cook signed the Business Roundtable Statement on the Purpose of a Corporation (the Statement).1 We applaud the Statement, which proclaims we share a fundamental commitment to all of our stakeholders.... We commit to deliver value to all of them, for the future success of our companies, our communities and our country. However, Apple incorporated with an uninspiring purpose: The purpose of this corporation is to engage in any lawful act or activity for which a corporation may be organized under the General Corporation Law of California… Rechartering around deeper social purposes would help Apple align all actions around common goals. It would motivate shareholders, employees, and other stakeholders, guiding our Company on a more inspiring mission than engaging in any lawful act or activity. Purpose is the most distilled form of strategy. It clarifies how a corporation should spend its time and resources. It aligns all actions around a common goal. And it motivates all stakeholders through a mission that is more inspiring than profit maximization.2 Our employees are striving to address issues such as climate risk, wealth inequality, diversity, equity, and inclusion. We should identify employee values through Slack3 or other channels and adopt specific social purposes in better alignment. Apple should also explore policies and practices to embed and amplify worker voice inside corporate decision-making and accountability systems.4 Millennial employees, consumers, and investors will fact check claims and callout companies that fail to live up to their own rhetoric, often with significant economic consequences.5 A recent study determined that listed companies create annual social and environmental costs of $2.2 trillion. These costs have many sources, including pollution, climate change and employee stress.6 Being guided by a legally adopted North Star would likely lead Apple to further reduce externalized costs and even more fully engage stakeholders. By adopting specific social purposes our stakeholders will know Apple’s values are built into Apple’s very reason for existing. Those social purposes would not be seen as public relations statements that can be changed according to the latest fad. Our social purposes will be our North Star, guiding and engaging stakeholders on a path to a better future.