Apple Inc.
BMGT8610 –Assignment 9
Patricia A. Hines
Capella University

25 Centre Hill Ct.
Petersburg, VA 23803
Instructor: Toni Greif

This case study examines Apple Inc.’s leadership. The distinct differences between Steve Jobs (Co-founder) and Tim Cook CEO (handpicked successor by Jobs). Apple Inc. today is considered the top company in the world. It represents the great American Dream of limitless possibilities and self-made billionaires. The story of Apple began in 1976, when Steve Jobs and Steve Wozniak, two college drop outs sold a van to pursue a hobby of making computer kits out of Jobs garage. In 1977 their passion for computers evolved into a small corporation. Over the course of time the past and present leadership has challenged its internal culture and external partners (suppliers and customers) to think differently about its products, processes and people. Apple has inspired innovation and increased profits within a highly competitive technology-driven global environment. Some may ask so what? Why is Apple worth exploring? Apple’s presents a unique and successful business model that is not easily duplicated. They set exceedingly high standards and are known for non-traditional and conventional decision making processes. Their admirers and competitors alike would like to emulate their success because Apple is one of the most successful, interesting, and researched companies in the world.

Jobs and Steve Wozniak (two college dropouts) established Apple computers in April 1976. Jobs and Wozniak sought to provide an alternative to IBM’s traditional processing unit and distinguished how computers were fundamentally used. Apple was incorporated January 3, 1977 (Apple, Inc., 2011) eventually transformed from a small niche computer maker by bringing aesthetics and fashion into their product design which focused on mass upscale consumers (Yu, 2013).
The Apple Way...

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