Steve Jobs the INNOVETOR

Topics: Apple Inc., Steve Jobs, IPod Pages: 17 (5270 words) Published: March 30, 2014
Case: Steve Jobs of Apple, Inc.

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Case Synopsis
The Apple Computer Company is arguably one of the most innovative technology companies to emerge in the last three decades. Apple, Inc. is responsible for bringing to market such products as the Macintosh computer and laptop, iPod and iTunes, and most recently, the iPhone. The success of the company can be traced primarily to a single individual - founder, Steven Jobs. Jobs and his friend, Steve Wozniak founded and built Apple into a 32 billion dollar company. The company enjoyed much success during the past decade with its stock price hitting a high of $200 in 2007. Later, the stock retreated to around $90 causing a massive decline in shareholder wealth and Apple CEO Steve Jobs was faced with the challenge of resurrecting his once dominant company in light of weak economic conditions and sub-par personal health. The case chronicles the life of Steve Jobs, the rise of Apple, Inc. and his personal challenges as CEO of the company to continue to provide innovative products to a marketplace of technology avid consumers. The case also makes valuable contributions related to the historical background of one of the most successful companies in the world and consistently voted the most innovative company. Furthermore, the case examines the psychology of an entrepreneur, Steve Jobs, and takes the student through the entrepreneurial process of starting Apple along with Steve Wozniak. A unique aspect of this case is that Apple products are so ubiquitous that most students will have experienced the technological innovativeness of the company through personal ownership of an iPod, iPhone, or Apple computer product (MAC or laptop). This case does not necessarily follow a chronological sequence, and there could be repetition of facts. Attributes that contributed to the success of Steve Jobs

Job’s introduction to the world of electronics came during High School with the discovery of electronic hobby kits. He realized that the electric world was not as complicated as it first seemed and that electronics was an interesting field. It quickly became his passion. He began attending lectures conducted by the Hewlett Packard Company (HP) and audited classes at Reed College. This further fueled his appetite for the field and eventually he found summer employment at HP. Jobs (and Wozniak) attended meetings of the Homebrew

Computer Club. The club consisted of other electronics enthusiasts who presented news of new innovations in the electronics world and discussed updates of the progressions made by members in creating their own computers.

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Early on, he found school to be so easy that he was able to skip 5th grade and move directly into Middle School. Later, while working at his job at Atari, some of his fellow workers viewed him as

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arrogant and overly confident. Although, this was not necessarily an attribute conducive to a collegial work environment, it did provide Jobs the opportunity to work the night shift where it was easier for him to befriend Steve Wozniak who assisted Jobs with the technical aspects of his work. Others described Jobs as “referring to most people as bozos”. Although this was a condescending way of viewing his future customers, it did serve to ensure that Apple products were developed in a user-friendly and understandable manner.

Atari invited Jobs to develop the circuitry that would transform the popular game, Pong into something more innovative (Breakout), however he was given only four days to complete the task. Realizing that this project was beyond his capabilities, he contacted his friend, Steve Wozniak who helped him accomplish the task. This event, turned out to be the motivation for starting the Apple Computer Company.

Jobs recognized an opportunity to pitch a working model (developed by...
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