Apple as a Centralized Organization

Updated Sept. 24, 2015

Transcript

History of Apple

Product Promotion

“It isnt the consumers job to know what they want.” -Steve Jobs (nytimes.com)
“It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.” -Steve Jobs (helpscout.net)
"They are shown not to focus groups or other outsiders, but to Mr. Jobs and a few members of his team." (nytimes.com)

http://content.time.com/time/specials/packages/article/0,28804,1873486_1873491_1873530,00.html

Once Apple releases a product, suddenly their communication system with consumers goes multilateral
Consumers keep expectations high for Apple products
"It isn't the consumers' job to know what they want." (Steve Jobs)
"Apple’s surging sales and profits have made it the world’s most valuable technology company, surpassing Microsoft last year. Apple reported on Tuesday that its profits and sales jumped more than 70 percent in the fourth quarter, exceeding high expectations." (nytimes.com)

The Organization Internally:

Classical leader yet practiced system IV (participative)
“Can anyone tell me what MobileMe is supposed to do?” Having received a satisfactory answer, he continued, “So why the fuck doesn’t it do that? You’ve tarnished Apple‘s reputation.”

Reference groups and online/offline retail environments have a large impact on Apple’s success.
Create context for their products focusing on developing an eye-catching, simple design resulting in benefits for the consumer

Apple position each product emphasizing its innovations & communicating differentiated benefits to its consumers effectively.

both informative & deliberative when it comes to Steve Jobs speaking to employees.
more deliberative when employees speaking with one another or within the same department.
"if you don't share your vision get out"

Steve Jobs was the final decision maker at Apple Inc.
Unilateral organization within the corporation.
"No decision-maker at Apple is far removed from Steve Jobs. Through his tight-knit and largely long-serving executive team, Jobs quickly sees everything that goes on at the company" (fortune.com)

Classical Approach
All aspects are interrelated
Steve Jobs controlled all outlets of the media while communicating to the public and within the company.
Different approach, different type of organization

http://fortune.com/2011/05/09/inside-apple/
http://www.nytimes.com/2011/01/19/technology/companies/19innovate.html?_r=1&ref=global-home
http://www.helpscout.net/blog/why-steve-jobs-never-listened-to-his-customers/
http://www.stephenzoeller.com/how-apple-uses-consumer-behavior-marketing-to-win/