Apple After Steve Jobs Case Study Summary

The summary of the study case I read is Apple after Steve Jobs. Apple Computer Inc. is an American high-technology corporation headquartered in California. Steve Jobs and Steve Wozniak founded Apple in 1976 when Jobs was only 21 years old. Through the cooperation, Jobs found Wozniak and he were complementary; then they found Apple Computer Inc. together, developed and sell personal computers. In 1978, the first personal computer called Apple II was invented by Wozniak was launched; in the same year, Apple became a public trade corporation by launched IPO.
In 1980, Apple went public; it instantly created more millionaires than any other companies, meanwhile, Apple had announced three improved versions of the personal computer. However, the new

With the passion of designing and styling, the finest and unique appearance had applied to Macintosh, the new introduced personal computer in 1984. Jobs was proud of the unique industrial design and ease used Macintosh; however, Apple’s strongest competitor IBM PCs had advantage over Macintosh, with faster processor, incompatible software programs, and lower cost. Obviously, consumers prefer IBM over Apple. To be able to increase Apple’s profits, Jobs decided to hire John Sculley who was a talented marketing guru to run the company with him. Sculley create an innovative advertising for Macintosh, which also successfully created brand identification for Apple as a revolutionary company of 1980s. Apple went very well after Sculley joined, but Jobs and Sculley began to diverge; because the core identity changed with Sculley in charge. Although

Stock rose when Jobs shown in public in health condition, conversely dropped. The board members of Apple handed Jobs a medical leave absence, Tim Cook services as interim CEO for all Apple’s operations when Jobs was absent. In addition, Jobs and the board had a fully responsibility to the shareholders, therefore, set a deep executive bench for each important positions; Tim Cook services as COO, Scott Forstall services as Senior Vice President, Jonathan Ive services as Senior Vice President, Industrial Design, and Phil Schiller services as Senior Vice President Worldwide Product Marketing.
The structure was heavily influenced by Jobs and when he was in charge, everything flowed through him, Jobs was dominating the Apple’s operation. In addition, Jobs was directly in charge of each department. When CEO assigns task to departments, each of them would get information directly and clearly. CEO of Apple is core identity and highly depended by each department. However, after Jobs’ absence, each department would need to collaborative with each other closely and each department has fully authority, it helped to come out with result quickly than