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Corporate Communication Essay

2479 words - 10 pages

Apple Inc.
Company Profile
Established on 01st April 1976, and incorporate on 3rd January 1977 with its subsidiary companies, Apple Inc. (formerly known as Apple Computer, Inc.) engages in designing, developing and promoting mobile communication and media devices, personal computers and portable digital music players. The company’s products are sold worldwide through its retail and online stores, direct sales force and many other distributors. Their products, services and programs have been specially designed to target education customers. Apple operates in key five areas; America, Europe, Japan, Asia-Pacific and Retails, which focuses on Apple-owned retails stores worldwide. (Apple Inc) ...view middle of the document...

 We believe in the simple, not the complex.
 We believe that we need to own and control the primary technologies behind the products we make.
 We participate only in markets where we can make a significant contribution.
 We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
 We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.
 We don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change.

Org Chart
Apple is famous for its unique organization structure. It does not have any committees and only the Chief Financial Officer has a P&L- responsibility for the profit and losses from costs and expenses. The effect of this is that the company has a command-and-control structure where ideas are shared at the top if not below. (Lashinky, 2011) Currently, the company is headed by Tim Cook, the CEO, who has eight executives working with him. (Executives Profiles)

Products and Services
Apple’s products and services include iPhone, iPad, Mac, iPod, Apple TV, iCloud and their iOS and Max OS X operating systems and also a wide range of additional service and support offerings. The company also sells digital applications and content through their own online stores, iTunes, App Store, iBookstore and Mac App Store.

Analysis and Evaluation of the Challenges Apple faced during the Changes in the Business Environment and Adaptation of its Communication Strategies
Apple Inc. has been a well-loved company by both its customers and investors. Its success has been brought through its innovative and unique products. With the introduction of globalization, multinational companies have been facing several challenges in many areas. Apple has been facing four main challenges: (Apple's four challenges, 2011)
1) Technological Challenges
2) Leadership Challenges
3) Competition Challenges
4) Economic Challenges
The following cases would highlight some of the challenges and blunders Apple had faced during the past few years and the communication strategies they had used.
Case 1 - ‘Spazbert’ PR Blunder in OS 10.8 Release
This blunder started when Apple launched the dummy version of its latest version of Operating System (OS) X, Mountain Lion. The company had used ‘Spatzbert’ as the username in this version. This had brought out much criticism towards the launch as the name was regarded as an unusual and unpleasant word especially in Twitter. This is because; the word ‘spaz’ was referred to people with cerebral palsy in the UK and ‘spazzing’ meant ‘to lose physical control’ in the USA. In twitter, there were many comments regarding this, out of which an employee from Dyson in UK had tweeted ‘Sheesh, localization, guys’, and another user, Nick Gibbins tweeted ‘is "Spazbert" a cute name to...

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