Introduction into Apple:
Apple Inc. was founded in 1976 and incorporated in 1977; it is headquartered in Cupertino, California. Apple’s focus is designing and developing personal computers and other software programs and portable devices. Apple’s mission statement is “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.” 1 Apple’s vision statement captures their approach to the market and goals. The vision statement is “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and 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. And frankly, 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. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”2 Apple’s CEO Tim Cook describes Apple’s goal in an interview as “our goal, in a nutshell, is to obtain stellar products and services within tight timeframes, at a cost that represents the best possible value to our customers and shareholders. If that sounds like a daunting task, it’s the same one we assign ourselves.”3 Apple’s cultural believes were also described by their CEO Time Cook in an interview. Some of those cultural beliefs are as follows:4 They believe that they are a company that is about great products. They believe in the simple, not the complex.
They that they need to own and control the primary technologies behind the products they make. They participate only in markets where they can make a significant contribution. They believe in saying no to thousands of projects so that they can really focus on the few that are truly important and meaningful to Apple Inc. They believe in deep collaboration and cross-pollination of their groups, which allow them to innovate in a way that others cannot. They do not settle for anything less than excellence in every group in the company, and they have the self-honesty to admit when they are wrong and the courage to change. Mr. Tim Cook and his organization believe in measuring success by customer satisfaction. According to Mr. Cook in an interview after dismissing a possibility of Apple measuring success based on sales: “But they're not the only way we measure our success. At Apple, it's important to us that we make products that customers not just like, but love."5
Apple’s development can be described in eight key points. These key points are:6 The first Apple computer: It is simple by today’s standard. Hand-built by Apple co-founder Steve Wozniak in Steve Jobs' parents' garage and first introduced at the Homebrew Computer Club in Palo Alto, California. In 1976, the Apple 1 was originally a do-it-yourself kit which did not come with a case. Even so, as the first all-in-one microcomputer that, once hooked up to a keyboard and monitor, didn't require extra circuitry to display text, it was a giant step forward over the competition. It came as a kit and sold for $666. More than 200 units were sold by the Byte Shop, an early computer store. When Mr. Steve Jobs introduced the Macintosh at $2,495, the Macintosh was the...
Please join StudyMode to read the full document