Check out Apple's identity statement that they put on press releases [edit: this one's at least a year old]:
> 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 is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.
Compared to, say, Microsoft's:
> Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
Apple’s is a bit long and overly specific (Seriously, iWork? The software you last gave a serious update more than three years ago?) but that’s more a sign of an identity statement that has grown organically over the years instead of being rewritten from scratch from time to time.
The general idea is good but I would simplify it quite a bit.
I'm sure Google wouldn't describe itself as "a good search engine. Most of the time works pretty well, but if you search many common words you'll only find spam".
> 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 is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.
Compared to, say, Microsoft's:
> Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.