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Apple Case Analysis

2922 words - 12 pages

Running Head: APPLE INC.

Apple Inc.
Eric Walker
02/26/14

Abstract
Apple Inc. has been a successful company for many years since its downfall in 1996. Records show how profitable they have been with their new technology advances and innovation. Despite their success in the technology world against many competitors, Apple has issues in internal affairs that must be addressed. With a new CEO since the passing of Steve Jobs, the corporation’s mission statement has become weak and unclear. The technology they use in general has not been compatible for years with other product lines, which is a turn off for customers more and more as the competition raises ...view middle of the document...

Jobs was forced out of the company in 1985. After he left, his position was taken over by John Sculley, who lasted until 1993 until Michael Spindler took over, followed by Gilbert Amelio in 1996. In 1996 the company suffered a huge loss, and almost reached the point of bankruptcy. This could be from many contributing factors such as the multiple changes in leadership within few years, the growth in competition, and lack of new innovations within the company. When Steve Jobs returned to the company as the official CEO, he immediately wanted to reshape the Apple corporation, beginning with the name. He officially changed the name from ‘Apple Computer’ to ‘Apple Inc.’ to symbolize and new start for their company. Then, he quickly made it a point to focus on new innovation and research and development for their products. He cut their products to 4 main lines and created a website specifically for direct sales. The exponential growth of Apple is all history now. Jobs led their company to be worth billions through his innovative ideas control in the market.
Current Situation
The death of Steve Jobs in 2011 has had an affect on Apple Inc. that may not be as noticeable to the everyday consumer. According to Shalini Verma, a principal analyst at Gartner, “the absence of Jobs meant that Apple’s launch events were no longer ‘spectacular’. This tends to impact the perception of the company among ‘technology enthusiasts’ who will influence consumers buying behavior over time” (Qing, 2012). This meaning that over time, if Apple is not able to ‘wow’ the consumers, their company may take a dive in sales as people will become more interested in other new innovations that are marketed well with showmanship that Steve Jobs used to have with his products. According to Qing’s article on ZDNet, there are many people out there that believe that Apple products have taken a turn for the worse, the quality control isn’t being watched as carefully as before and if they continue on this path, the loyal customers to Apple will soon leave to find something better.

As Apple Inc. appointed a new CEO with the passing of Steve Jobs, it seems that the mission statement and vision of the company have also changed, but not for the better. Their mission statement is weak, and seems to just be a list of products that they have available to their customers:
“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 iPod and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computer devices with iPad” (Blodget, 2013).
In Blodget’s article he stated what is believed to be Steve Jobs’ mission statement for the company back in the 1980s which was, “to make a contribution to the world by making tools for the mind that advance humankind” (Blodget, 2013). With Jobs no...

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