In this study, the researcher would like to discover the key issues experienced by Apple Inc. which might inform its successful paths. As it publically known by people, Apple Inc. is now leading company focused on commercial technologies who produce high quality consumer electronics, personal computer, computer software and gadgets which loved by people in the world. Its products such as iMac, iPad, iPod and Macbook are the world leading gadgets used by many people in the world. According to Gartner, Apple is the world’s third-largest mobile phone maker after Samsung and Nokia (Says, 2012). Apple’s mobile phone called iPhone is very success leading the mobile phone market in the world with its modern features, handy shape and sophisticated image. As a conclusion, Apple products now are strongly top of people’s mind. But how could it achieve that? In many cases of well-known corporation in this world, obstacles in the path of its journey might occur and harm the company itself. As the change of era and culture, company has to strive more in order to follow the people’s need then to keep its existence. It’s not an exception that many corporations as like Apple cannot strive hard to keep their existence. To stand with technological things, it is necessary to be aware of innovation and creation. In addition, it is important to have a good management inside the company. Being a well-known brand and image like Apple could be hard things to be achieved if lack of management skill inside the company. Then, how Apple Inc. keeps its good brand and image? To discover the knowledge of the management inside Apple Inc. in this study, the researcher elaborates the history of Apple Inc. and its particular success path which also represent the change management that Apple Inc. has been doing in order to keep its existence.
II. Company’s Background
According to The Sweet and Sour: The Case of CEO Strategies at Apple Inc. academic journal, these two best friends called Steve Jobs and Steve Wozniak published their first gadget named Apple 1 in 1976. This was Apple’s first computer below the Apple Computer Company (now is Apple Inc.). Another guy called Ronald Wayne also involved in the making of Apple 1. The company was incorporated in 1977 with Jobs and Wozniak as the co-founder of the company. Few months after incorporated, Jobs and Wozniak launched the new Apple II which defined the era of using desktop computers. After went public in 1980, the Apple brand shares priced at $22 per shares and be the largest IPO since Ford established (Stanton, 2001).
6 years in computer business, Jobs leave Apple Computer Company for NeXT Inc., another computer company, since John Sculley appointed as the CEO in 1983. Having many improvements and upgrades since Jobs left it has made Apple Computer Company was in the golden age, but it didn’t last long. Many failures of Apple’s product made its customers disappointed. The Apple Computer Company declined Sculley’s performance facing this problem and replaced by Michael Spindler. Under Spindler’s lead, the company performance decreased and defeated by Microsoft assets. Spindler next be replaced by Gil Amelio who could take over NeXT and brought Job’s back to Apple Computer Company in 1996. Being an interim CEO, Job’s could lead Apple Computer Company more successful than before. (Hornby, 2006)
From the history, it can be seen that Apple’s pathway to get its desire back – the return of Steve Jobs, was having many obstacles. According to the journal, Apple’s core strengths include its widespread innovation, strong marketing and branding coverage. Those three cores are representing the capability of managing change. It is very important to know the instability, the condition, and the changes that might be occur in the journey and push the effort to come up with the change.
III. “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do...