Case Analysis 1 - Apple Computer: Research How Apple Managed to Reinvent Itself over the Years

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Case Analysis 1 - Apple Computer: Research how Apple managed to reinvent itself over the years.

1. What were some of Apple's biggest successes and failures? Describe why. To their credit, however, and with the aid of distressing financial figures resulting from such a misreading of the market, Apple realized that it had to change its approach to the market and to the technology.  Given Apple’s widespread reputation for innovation and trendiness, its failure to anticipate the importance of music in the lives of personal computer users was completely uncharacteristic. Occasioned by a $195 million quarterly loss, however, Apple took motivation from their mistake and realized that they needed to completely rethink the way they went to market. Apple not only learned from their mistake, they used it to catapult a new innovation. As a background in company’s historical facts, when Steve Jobs looked around Apple back in 2002, he saw a profusion of gadgets: cell phones, PDAs, and MP3 players (including Apple's blockbuster, the iPod). In a flash of brilliance, he asked himself a world-changing question: What if all those functions could be combined in just one device? The answer to that insightful question led to Apple's next hit: the Rokr cell phone. The Rokr was a commercial flop, and Apple's short-lived partnership to develop an MP3 cell phone with Motorola is now an embarrassing footnote. In no small part, the iPhone exists today because the Rokr threw the shortcomings of the mobile phone industry into sharp relief. Smelling the industry's stagnation, Jobs began planning the iPhone, even as the Rokr drew withering criticism. Apple’s design process differs from that of most other companies. Traditional design research relies heavily on focus groups and customer feedback about existing products. Apple tends to place less emphasis on evidence than on intuition, under the theory that consumers can’t tell you they want a product or function if they can’t yet envision it. Instead, they need to be shown a superior alternative. Apple sees itself as being in business to create those revolutionary alternatives. Most companies that try to operate like Apple fail. Often that’s because of who they tap to spearhead the creative process. High-tech devices are built by engineers and often designed by them, too. Unfortunately, engineers tend to design products that they would want to use, which explains why a typical device is jam-packed with a hopelessly confusing array of features. Apple has succeeded by making sure its top decision makers all subscribe to the same minimalist philosophy. The result is that the most-used features of its devices, like the iPod’s famous scroll

2. How much of Apple's success can be linked directly back to its culture? Why?
Wee in my personal opinion and I do believe many others will share my opinion Apple is that the company cares more about the design of products than any other firm in the market does. Unlike Microsoft, which has historically done a poor job of creating aesthetically pleasing products, Apple really gets design. It understands what consumers want, it knows how to meet those desires, and it sets out to beat all expectations. It is not always easy, but Apple seems to get it right every time. If an employee does not help the company do that, he might end up with another company sooner than he thinks. Its corporate culture extends beyond its employees to its consumers. Therefore, what it expects from its employees, it also expects from its customers. One of the most important things it expects is for both stakeholders to believe in Steve Jobs. Over the past decade, Jobs has been Apple's savior. He has helped the company revive its aging business model, innovate beyond all expectations and deliver some of the better products on the market. Instead of trying to satisfy every fringe taste or market niche ,other companies that make laptops, for instance, often sell dozens of models at...
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