Apple Inc. (NASDAQ: AAPL; previously Apple Computer, Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; and iOS, a mobile operating ...view middle of the document...
The Apple brand is now synomynous not only with Macintosh personal computers but with innovations such as the iPod and the iPhone.
The corporate culture of Apple Computer is one of optimism and belief. The founder and CEO, Steve Jobs, believes in funding and investment in new products and innovation even against the backdrop of a challenging economic climate.
The following articles refer to Apple Computer and Apple Computer management. Use them to learn from the past of Apple Computer and the present of Apple Computer to build a successful future for you and your own organisation.
To manage its products and marketing, Apple Computer had five product divisions responsible
for the development, evaluation and manufacture of computer systems, software, and peripheral
devices (e.g., Macintosh). It also had four product support divisions which handled marketing,
distribution and post-sale product support (e.g. North American Sales Division). In addition,
there were a number of administrative departments in charge of overseeing Apple’s day-to-day
corporate activities (e.g., the Finance Department).7 Exhibit 2 provides a description of these
divisions. Although Apple did not publish an organizational chart, Exhibit 3 represents what
such an organization probably would have looked like.
The Early 1980s and John Sculley
Since 1981, Apple’s market share relative to its industry competitor had steadily declined.8
Apple attempted to enter the business market with its new Lisa and Apple III computers, but the
products failed to win acceptance and could not compete successfully with the IBM PC.
In May of 1983, Markkula retired from his posts as CEO and president but remained as director
and consultant. Jobs hired John Sculley from PepsiCo, where he had been the president of
domestic operations and, before that, vice president of marketing. Sculley was hired for both his
executive and marketing expertise. Considering Apple’s new competitive pressures, choosing
Sculley with his corporate experience as the company’s new president was considered by Jobs to
be “one of the most important decisions in Apple’s history.”9
Once Sculley joined the company, he had the following reaction:
As a member of the executive staff, I came away with a clear impression that
there wasn’t a common understanding of the company we were trying to build. In
fact, there were many, competitive fiefdoms. A group called PCDS (Personal
The Macintosh and Lisa teams were not getting along. The Macintosh people believed that once
on the market their product would be better than Lisa and any other Apple product. They
routinely referred to the Apple II people as “bozos” and were given perks such as free fruit juice
and a masseuse to work the tense backs of the Mac engineers. The Apple II group resented this
favoritism. They also resented that they had been moved to a building that was two and a half
miles from the Apple campus. Furthermore,...