help people and businesses realize their full potential

and

     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

Maybe It's personal but somehow "helping people realize their full potential" sounds much more worthy cause, while Apple sounds more like a fashionable gadget manufacturer.

Consider Google they dont claim to be creators of Best Search Engine and Great email service, rather its "to organize the world's information and make it universally accessible and useful".